BIRTHDAY INCENTIVE: DATABASE MECHANICS

OVERVIEW OF THE PROMOTION:

Personalising communication is one of those rare and important elements in marketing, where singling someone out from a group in a way that reminds them of their individuality can have great benefits. What better time of year to single someone out and make them feel special than their birthday? This is when many of us are more than happy to take a break and celebrate ourselves.

Some of us are also willing to spend (or have someone else spend) some extra money on things like gifts and special birthday dinners. A tailored and targeted offer can be just the thing to make someone feel special and remember your venue when they’re making the spending decisions surrounding their special day, thus

  • driving repeat patronage

When considering your database members birthday incentive, you must consider what it is you are trying to achieve with your database. Are you trying to drive function trade, food revenue or bar sales?
DETAILS OF THE PROMOTION:

PERSONALISED BIRTHDAY EMAIL:
DETAILS:
Ensure you are capturing customer birthday information on all sign up platforms throughout your venue. Create a birthday email to go out to your database at a defined time. The time in which you set up your automated email will be dependent on the offer you are presenting to customers.

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Some examples of offers you may wish to consider, include;

  • $100 birthday bar tab when you book your birthday function at the hotel
  • $50 bar tab to spend at the hotel
  • Complimentary bottle of bubbles to help you celebrate your upcoming birthday
  • 241 meal voucher to help you celebrate your birthday

Your offer is not limited, the above are simply examples of offers and you should consider your target market in packaging the best offer to assist in driving uptake.

Depending on your offer, you will need to consider the timeframe in which to send out your eDM. For example, if you are sending a birthday function incentive, you may wish to send your eDM 6 weeks prior to your database members birthday. If you are sending a 241 voucher, this may be 2 weeks prior to their birthday.

COSTS

  • Cost will be dependent on your offer.
  • eDM design fee will be $75/hour
MARKETING INITIATIVES:

Marketing initiatives should include the following:

  • eDM to your database
  • Staff Viral
  • Website What’s On Section
  • Social Media
REQUIRED IN YOUR A&M PROPOSAL:

All venues are required to submit a proposal with the following information

  • Your Package offer including all associated costs
  • Your planned send timeframe.
  • How you intend to communicate this incentive to prospective new database member

Media Library ID 13637

USEFUL TIPS:

  • Ensure that your eDM is designed in line with your target market and brand

  • Ensure that your offer is commensurate with your database customers

  • Ensure that your offer is driving your revenue objectives