Marketing Automation



Marketing Automation

Online Marketing Automation helps ease the process of building relationships with your client base. Once you acquire a new customer, a process can be established to automatically communicate personal messages to help strengthen the connection between the customer and your business. If you can figure out how to get your customers to act on offers using this communication, you can increase your share of business in the market place, We can’t give away all of our secrets, but here is a great example of an idea that we developed to increase business for a large restaurant company using marketing automation.

Using Marketing Automation to Increase Market Share

by Manny Santos
 
Online Marketing Automation helps ease the process of building relationships with your client base. Once you acquire a new customer, a process can be established to automatically communicate personal messages to help strengthen the connection between the customer and your business. If you can figure out how to get your customers to act on offers using this communication, you can increase your share of business in the market place, We can’t give away all of our secrets, but here is a great example of an idea that we developed to increase business for a large restaurant company using marketing automation.

Our client’s goal is to obtain more sales by increasing the market share of birthday gatherings. Why not? People are less frugal and often the average purchase per customer is higher. People at birthday celebrations buy dessert so that the birthday person does not eat their free piece of chocolate cake alone.

Visitors to the restaurant’s website can get a special treat for their birthday. All that is required is an email, first name and birthday month. This personal information is collected via web form on the restaurant’s website. Around the 15th of each month, an automated process runs to generate a personal email for every person that has a birthday the following month. The message offers a sweet incentive to bring friends to the restaurant for a great birthday celebration.
 
Birthday meals are tracked at the restaurant. The visitor has to bring in printed birthday special offer so that restaurant management can cross-referenced the special with the list of subscribers to the birthday special database. This provides useful intelligence for the restaurant. The restaurant can now generate a list of participants and identify the specials that have a higher response. More importantly, the restaurant can further strengthen the relationship with the customer and establish new relationships with the customer’s guests.
What else can we learn from this data?
  • Percentage of list that made a purchase
  • Track the number of people in party
  • Days of the week with the most birthday celebrations
  • Projections for next month and year
  • Effort required to further increase share
Those are just some of the things we learned from this process. When done correctly, marketing automation is a very strong tool that helps develop relationships, decreases customer acquisition costs and increases market share.
This automatic birthday messaging idea may not be appropriate for your business. That is just one example that barely touches the surface on what can be done with marketing automation, but it is very effective. So many other techniques exist to improve your business by answering critical business questions. 
If you need answers to critical business questions about your customers to help improve your business, call us. We are happy to help. You can also receive more insightful emails like this one by subscribing below
 
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