Growing your database
January 15, 2016
It’s often said it’s far easier to get an old customer to return than to entice a completely new customer to come and spend their money at your establishment. It’s also said that it’s far better to reach 20 people 5 times with your marketing messages that 100 people once. Therefore collecting and regularly using customer data is one of the keys to the success of most hospitality businesses. Here are a few ways for you to grow your database. For tips on email marketing best practise visit our blog on that subject.
Make sure your newsletter sign up form is on all pages – not all your website visitors will land on the home page first. You can entice sign ups with an offer for leaving their details. For example they can be automatically emailed a voucher for a complimentary cocktail or 2 for 1 deal. Within the sign up form it’s also advisable to collect the customer’s date of birth so you can send emails to get them to book their birthday meal a few weeks in advance of the day.
There are lots of loyalty schemes out there from cards that require a stamp and when customers get 8 stamps for example they get a free x to electronic versions with plastic cards or apps. Whatever option you go for make sure you get customer details as a prerequisite for signing up.
Giving away a meal for 2 a month or a stay in your hotel can really help boost your database. For example we created a campaign for The Gonville Hotel whereby a lucky couple could win the right to call themselves Lord and Lady (the hotel bought a very small bit of land in Scotland!). How you get them to enter is up to you, but a special page on the website would be ideal. But some still favour a fish bowl on the bar for people to put their business cards.
Comment cards given with the bill can identify issues as well as collect customer data. The trouble is some will have to manually enter those records into a database.
Wi fi providers
Specialist hospitality Wi Fi providers will enable guests to use the free Wi Fi in exchange for leaving their details.
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