Client Appreciation & Retention Marketing™

P.O. Box 9584

Niskayuna, New York 12309-0584

518-346-2115 tel  Contact Us

212-658-9003 fax

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1-Overview

2-The Database

3-Customer Info

4-Data Entry

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use customer enrollment cards to build your customer list Populating the Database, or "How Will Customers Provide Us With Information?"

 

At this point, you know the value of introducing database marketing in your business.

You now agree that it is far more effective to use your precious marketing resources to maintain or increase the sales from your existing customers.

You may even have calculated the lifetime value of a customer; the amount of future sales and profitability that individual customer represents.

On the prior page, you reviewed the pieces of information you need to build a simple or complex client database.

 

But, what if you and your staff have not been requesting customer information?  How do you start?

 

Included below are two examples of enrollment forms with some description each.  We advise the business owner to introduce the

database marketing program to the staff first.  When the employees are trained on the value of building the client database and offered internal incentives to meet company and individual team member goals, the return on investment improves dramatically.

 
use customer enrollment cards to build your customer list  

Sirloin Saloon and Dakota Steakhouse, with locations in Vermont, New York and Massachusetts captures first and last name, email address and birthday (month and year) on a  custom print form.  The "preferred birthday guest club" and enrollment form is introduced by the host upon seating or the server when presenting the bill. This example is for an e-mail only program.

 

use customer enrollment cards to build your customer list

 

 

 

When the bella donna staff introduces the Preferred Guest program, the enrollment form is two sided and printed on card stock.

 

This larger enrollment form includes some features that have proven very effective to many business owners:

 

  • The client is encouraged to enroll in the Preferred Guest program as a way to enter a gift certificate drawing and be kept informed of special promotions and events.

  • Client name and address which means you can send physical mailings such as postcards and greeting cards.

  • Client birthday and anniversary which means you can contact the client prior to two annual celebrations instead of just the birthday

  • "1st visit" check-off.  We advise a personalized Thank-you greeting card to be sent following a customer's first visit.  This is a crucial step to maximizing the lifetime value of the new customer.

  • "How did you hear about us" request.  You just spent precious marketing resources to attract the new client; this enrollment form helps the business owner collect and review the real source of new clients.

  • The form also includes a place to designate which employee enrolled the client in the database.  We advise owners and management to introduce periodic contests and incentives to keep the enthusiasm high.  Remember, building the database during the busiest of times means you have the contact details to boost return visits during quiet times.

 
copyright © 2010 DGAlcorn
P.O. Box 9584, Niskayuna, New York 12309-0584
Telephone: 518-346-2115  Fax: 212-658-9003
Revised: July 26, 2010