BUILDING A SPECIAL RELATIONSHIP WITH CUSTOMER CLUBS

Customer Clubs

Pub Marketing Promotions recommend to all our clients to have a “customer club“. This club can take many forms, however to simplify things we will concentrate here on a VIP Email Club. The VIP Email Club has always proven to be extremely successful. It’s very low cost to operate as oppose to direct mail marketing and media advertising and it is direct to your customer base. Pub Marketing Promotions work with you to design the membership card for your customer club. We also supply you with membership cards. Once a customer joins the club, by completing a membership card in your pub, all you need to do is encourage membership and send your completed membership cards to us each week. We fully manage and market the database using professionally written, personally addressed emails to the members email inbox. These VIP customers are informed, before all other customers, of any new menus, products, promotions, offers and events. We can also send them your pub newsletter or whatever information you wish to inform your customers of. This makes them feel important and they are extremely likely to attend or take up the offer! We recommend VIP members are sent a quarterly VIP loyalty discount or wine voucher which may be used for parties, birthday, get togethers etc.  This builds a great relationship with your pub customers, generates referrals, creates a party atmosphere in your pub, encourages larger party bookings, creates loyal customers, encourages your customers to book for other events and adds them to your email marketing database.

Getting a Return

To record the success of the VIP club there will always be a way to measure the response of each email strategy. This could be a reference number to quote when making their booking, an email response reply,  a voucher to print and bring along for example. For vouchers there will be a section for you or your staff to complete and return to Pub Marketing Promotions. This section will include total spend, discount for the wine or value of discount and number of covers. We will compile a monthly revenue statistics report for you to see how rewarding the club is to your business. Remember, this club will generate customer loyalty and repeat business on top of their 4 quarterly vouchers. These customers will also be sent invitations to events, priority bookings for special dates like mother’s day and valentines day etc. all of which we will be measurable to test how successful the email marketing strategy has done. We always confirm the customer agreement to be included in the database and always include an opt-out on all email correspondence. This stops the accusation of SPAM emails and irritated customers. Pub Marketing Promotions will also compile a member report each month to show how your database is growing.

See The Rewards

Imagine your club has 1000 members. These 1000 members will need to have quarterly vouchers sent, that’s 4000 emails or letters. You also need to send them a ’thank you for joining/what to expect’ email. This now totals 5000, all of which need to be personalised with the customer’s name! You will also need to work out who needs a letter and when. A customer database of 1000 members will create an average of 417 emails per month! These customers will also need to be added to your email marketing database list in the first place! You will also need to produce a report of revenue generated, how many members you have, how many joined etc. Other jobs you would have, are to ensure there are no duplicate members, deal with opt-outs and ensure they are removed from database, design, printing and ordering of membership cards. This could work out to be a full time job! Now imagine you have 2000 members!! Not to mention the emails promoting events, offers, new menus, special dates, Christmas parties etc. all by personally addressed email with vouchers, sample menus, invitations etc. It is impractical for you to do this and run your pub. We take on all this work on your behalf. I am sure you will agree it is a fantastic service, especially when you see the work involved which we carry out on your behalf. We really think this club is worth the effort when you see the reward it will generate.

Great Atmosphere!

Something to Aspire to!

Imagine you have 1000 VIP Club members, that’s 4000 possible bookings per year.

Lets say only half the people book, that’s 500 customers x 4 dates = 2000 possible bookings.

However, maybe these people only book for 2 of the 4 dates, that’s 1000 bookings.

Lets say their average spend is £20 per head, that’s £20,000 per year revenue.

But they are not going to dine alone!

Say the average booking is for a table of 4 @ average spend of £20 per head. That’s £80,000 per year revenue!!!!!!

And it doesn’t stop there! These customers will also book for other events. This club creates loyalty, referrals, pub atmosphere, add on bookings, marketing potential etc. this will generate huge additional income!!

Ok so it’s not over night, it will take some time and effort to recruit 1000 members and it’s not guaranteed that half of these customers will use 2 of the 4 vouchers and book a table of 4 and spend £20 each.………… even if you only generated half, you must agree that by just sending us membership cards, it really is a fantastic return on very little extra work from yourself!!!!! Just imagine you have 2000 members……….there really is no limit!!!

Now I cannot guarantee your return from your chosen customer club as there are a lot of variables which could affect the response. For example, your personal ambition and the creativity in managing and marketing your database effectively, your menu, food and drink quality, service and standards you and your staff offer at your pub. Pub Marketing Promotions can assist you in improving all areas of your business and how your customers view your pub. If all areas of your business are great, you will receive an amazing return from the Customer Club, let alone all other events, offers and promotions we will work on together.