In this blog post, we’ll discuss proven strategies that are working now in the restaurant and other industries that are helping business increase foot traffic, sales, and customer retention by upwards of 20%, following a simple 3-step system. Below this read you’ll want to check out the detailed case study on on how we helped a national franchise:
Generate 928 *new customer leads.
Reach 57,988 verifiable new customers.
Average 20% redemption rates for a direct response campaign.
Increased average ticket transaction by crafting a coupon campaign with a built in viral effect that caused customers to bring an average of 2-3 people with them to dine!
What Every Food and Personal Service Related Business Should Have
It’s the lowest hanging fruit and by far one of the most beneficial revenue boosters you could ever create for your business. You need a birthday club. Why? The most obvious reason to have a birthday club is to cater to the customers that love to celebrate their birthday, as your business becomes one of their destination spots.
Birthdays are the most popular occasion to paper oneself, seek entertainment or eat and dine out. It’s also one of the most common overlooked marketing systems many businesses fail to incorporate. In this short read, we will convey the importance of ‘why you need a birthday club’ for your business, the negatives of a birthday club, and the ‘Best system’ we’ve found to drive daily new customers and boost immediately revenue.
BIRTHDAY FACT: According To The National Restaurant Association:
More than 70% of Americans eat out on their birthday.
Birthday guest spend an average of $78 per table.
The average birthday table is a party is 3-4 people.
Birthday customers are your highest valued customer per transaction.
4 Great Reasons To Have A Birthday Club:
1) GOODWILL: Patrons that visit with you on their birthday bring good will & upbeat energy to your establishment. It gives your service area happier tone!
2) GROUPS: Birthday guest seldom celebrate alone on their birthday and often times they brings groups of friends and family to celebrate with them. The average birthday entourage is 3-4 people.
3) LOW HANGING FRUIT: more than 70% of all americans pamper themselves, buy themseleve special occasion gifts and eat out on their birthday. Why not capitalize on what would be lost revenue?
4) REVENUE MULTIPLIER: The power of just one more visit can have a tremendous impact on your bottom line. Just think how having multiple customers that dine with you on a daily basis choosing to celebrate at your establishment instead of your competitor.
How To Create A Birthday Club
STEP 1: Create a Compelling Offer
It’s important to make sure you have a compelling offer to incentivize your customers to patronize you on their special day versus your competitor. Take a restaurant for instance. A typical offer may involve providing a complimentary meal or dessert item to the birthday patron if they are accompanied with a paying guest.
STEP 2: Design the Marketing Collateral
You will need to create marketing material to showcase your birthday club to existing guest encouraging them to sign up for your club. This can be post cards you send in the mail, business sized cards you provide to guest upon paying for a meal, or table tents with a call to action to join your birthday club.
STEP 3: Autoresponder & Website
On the marketing collateral, you will need a destination for the guest to visit to sign up for your birthday club. This can be a simple one page website that is connected to a email auto responder that captures the customers information and automatically sends them their birthday offer upon the time of their birthday.
STEP 4: Sign Up Form
You can also take more of a manual approach and provide sign up cards that capture all your customers pertinent information, in which you would then enter this information into a spreadsheet or a database program such as excel or google spreadsheets.
The Negatives Of Having A Birthday Club
Having a internal birthday club can have tremendous benefits for your business. However, its an additional responsibility that needs constant attention and management.
Unless you have an appointed staff to properly manage your birthday club, routinely enter new sign ups in to your database, track the responsiveness of your marketing, and keep your marketing collateral updated (which can get expensive), then having a birthday club can go south quick. For this reason is why we recommend you create a EXTERNAL birthday club compared to a INTERNAL birthday club.
In addition to the tedious work it requires to run an INTERNAL birthday club, a common concern we hear from business owners is the need to attract NEW customers and not just provide discounts and specials to existing customers who may already have intentions on celebrating their birthday with their business without having to provide a discount.
HOW WE CAN HELP
We’ll show you exactly how we’re helping restaurants achieve dramatic growth in a manner we’re certain you’ve never seen.
You’ll learn exactly how we’re helping businesses:
- Drive a steady flow of daily new customers.
- Increase customer retention by upwards of 30%
- Achieve 20-30% offer and coupon redemption rates(very high!)
- Have ongoing visibility and exposure cheaper than traditional advertising, but more effective.