Van Dwinnells

Mallory Henkelman

Sarah Hubbs

Kelsey Skinner

Client: Walker’s Bluff

2

Table of Contents

Introduction ................................................................................................................................ 3

Client Background ............................................................................................................3

Statement of Problem .......................................................................................................3

SWOT Analysis .................................................................................................................4

Estimated Resources .........................................................................................................4

Objective ......................................................................................................................................5

Strategy ........................................................................................................................................6

Target Market ...................................................................................................................6

Lifestyle ....................................................................................................................7

Causality ...................................................................................................................8

Substantiality.............................................................................................................9

Accessibility ............................................................................................................10

Budget ........................................................................................................................................11

Evaluation ..................................................................................................................................13

Tactical Recommendations ......................................................................................................14

Packaging and Branding ................................................................................................14

Sales Promotion ...............................................................................................................15

Public Relations ...............................................................................................................17

Personal Selling ...............................................................................................................18

Advertising.......................................................................................................................19

Conclusions ................................................................................................................................21

References ..................................................................................................................................23

Appendix A - Additional Member Benefit Options ..............................................................24

Appendix B - Additional Promotional Tactics .......................................................................26

Appendix C – Loyalty Program Implementation ..................................................................30

3

Introduction

Client Background

Walker‟s Bluff is a premiere winery located in beautiful Southern Illinois. The property was

purchased over eighty years ago by the current owner‟s grandparents. The current owners are

Cynde and David Bunch.

This 160 acre complex is being developed as the premiere vineyard and destination in the tri-

state region. They provide a wide range of delicious wines and exquisite foods, as well as

activities for all ages. Walker‟s Bluff currently houses both a fine dining facility, named

Legends, and their Gazebo, of which is used to sell wine and small food items. Walker‟s Bluff

has plans to build more facilities on its grounds. A wine cave and general store are currently in

development.

This marketing plan will focus specifically on Walker‟s Bluff‟s fine dining restaurant,

Legends. The experience of Legends begins with complimentary valet service before walking

into the restaurant which has an elegant atmosphere. The menu offers the area‟s most gourmet

cuisine. The selection of fine wines and spirits is the largest in the area. And the service is

fantastic.

Legends has seasonal menu changes and offers breakfast, lunch and dinner. No dress code is

enforced, but the number one priority is to serve customers in a relaxed environment.

Statement of Problem

During their first year, Walker‟s Bluff has successfully entered into the Southern Illinois

entertainment industry. As a new business, Walker‟s Bluff‟s current focus is building their brand

4

image. Walker‟s Bluff hopes to convey the image of high class and elegance to its customers.

The problem we are focusing on in this marketing plan is the lack of a customer loyalty program

for Walker‟s Bluff‟s restaurant, Legends.

We plan to design a customer loyalty program for Legends and to create awareness of that

program through promotional efforts. In designing the customer loyalty program, we plan to

convey the image of luxury, exclusivity, and elegance to members of the club and others who

hear about the club. The presence of this exclusive club combined with the promotion for it

should help enhance the image of Walker‟s Bluff as a high-class, elegant place to be.

SWOT Analysis

Estimated Resources

Monetary resources available to promote this brand loyalty program are estimated to be

between $1,000 and $3,000 per month after the startup campaign, especially for further

5

implementation. Startup costs will be considerably more. Current employees of Legends are

also available as resources for establishing and promoting this program.

Objective

Our objective is to develop and maintain an exclusive brand loyalty program with a

minimum of 35 members within a three month time-frame. With a program such as a brand

loyalty program, getting started and obtaining the first main group of members is typically the

hardest portion of getting established. Once a the first group of members is initially enrolled,

word-of-mouth begins to start and promotional efforts can be reduced.

Goal: To enroll 35 members in the exclusive brand loyalty program.

Benchmark: Currently, there is not a brand loyalty program.

Time-Frame: February 1, 2011- April 30, 2011. This time frame was chosen because it

would begin during the slow winter months and progress into the prime

wine season when peoples‟ interests‟ would be peaked in discovering

more about the program.

This is a startup Campaign with expectations to be continued and treated as

an annual campaign in the future.

6

Strategy

Target Market

After careful analysis, our target market for the exclusive brand loyalty program at Walker‟s

Bluff has been narrowed down to those consumers between the ages of 25 and 64, who have

earned a Bachelor‟s degree or higher. The income levels of our target market include household

incomes of at least $125,000 or an

individual income of at least

$60,000.The focus of our promotional

efforts will be within a 60 mile radius

of Walker‟s Bluff. This target market

was chosen because it meets the

causality, substantiality, and

accessibility requirements. We feel

that aiming our promotion at these

7

individuals will lead to the best return on investment and increased revenue for Walker‟s Bluff.

There are 685,792 individuals within our 60-mile radius. 358,502 individuals of the total

population that live inside this radius fall within our target market. 173,416 households in our

radius have an income of 125,000+. Our target market also includes those individuals who have

a bachelor‟s degree or higher. When measuring educational attainment levels, we found that

111,045 people in the designated radius have at least a bachelor‟s degree.

We intentionally negated segmenting our target market by gender, marital status, and race

because we believe that a diversified group of individuals will bring a much more cultured and

sophisticated environment into the Living Legends club.

Lifestyle

Our target audience lives a simple, but elegant lifestyle. Many individuals own stock, mutual

funds, and also timeshare residences or vacation homes. These individuals also belong to church

boards, civic clubs, or alums to fraternities making them more likely to join in an exclusive

membership club and remain loyal over a long period of time. The individuals, who fall into the

baby-boomer segment of our age range, enjoy a larger disposable income that allows them to eat

out more and travel. The younger segment of our target audience spends money to go out to eat.

The audience we have selected is also comprised of technologically savvy individuals. They

frequently use the Internet to shop, search for products, and communicate. Cell phones and other

electronic devices are part of their everyday life. Members of our audience also read more

upscale outdoor and home magazines such as Outdoor Life, Field and Stream, and Southern

8

Living. They subscribe to catalogs and often order from them, so using direct mail would

capture their attention.

Causality

Consumers between the ages of 25 and 64 were chosen because they are more likely than any

other age group to eat lunch and/or dinner at a full-service restaurant (Who‟s Buying, 2002),

such as Legends of Walker‟s Bluff. Given this information, it is assumed that more dollars are

spent annually by these consumers thus Walker‟s Bluff should focus its promotional efforts

towards this age group to increase their revenues.

Many of the current customers of Walker‟s Bluff who attend Legends on a regular basis are

employed as doctors, lawyers, Southern Illinois University administrators and faculty, and other

jobs in this region that are regarded as high income.

These occupations will be more likely to earn

household incomes in excess of $125,000 and

individual incomes exceeding $60,000. People

between the ages of 25 and 64 are much more likely

to have completed at least their Bachelor‟s degree.

Because of their education levels, they are more

likely to be employed in occupations that provide an

income that falls within our target.

Consumers meeting these criteria are more

willing to pay an annual fee in order to receive the

benefits that the exclusive brand loyalty program

has to offer. Their expendable incomes will allow them to spend large amounts of money at

9

Legends, while the 60-mile radius will keep the travel distance within reason. Also, the

education and age levels will help restrict the target market so that promotional efforts are

concentrated and efficient.

Substantiality

In deciding the substantiality of our target market we wanted to have a large enough segment

to justify our commitment of resources for our brand loyalty program while still keeping it

exclusive by restricting promotion of the program from the general public. Therefore, much of

our justification will be based on the potential revenue of a select list of highly profitable repeat

customers rather than a large collection of insubstantial unreliable consumers.

Our target market‟s age range is between 25 and 64 years of age. This age group includes

50.4 percent of consumers located within a 60 mile radius of Walker‟s Bluff. Within this region,

15.1 percent have attained at least a Bachelor‟s degree and 2.8 percent earn a household income

of $125,000 or more (U.S. Census, 2000).

Although there may not be a large number of people in the Southern Illinois area who meet

all of these criteria, the amount of revenue that could potentially be brought to Walker‟s Bluff by

those that do is extremely substantial. According to Who‟s Buying (2002), “college graduates

spend 39 percent more that the average household at restaurants and carry-outs, with spending 57

to 61 percent above average on full-service lunches and dinners.” People with income levels of

$70,000-plus spend about 77 percent more than the average household at restaurants and carry-

outs (Who‟s Buying, 2002).

10

Accessibility

By opening channels of both direct and indirect promotional efforts, we will be able to gain

access to our target market. The exclusivity of the brand loyalty program will restrict the amount

of public promotion that will be used, as this would be highly inefficient.

The forms of direct promotion that will be used include a direct mailing list, an electronic

mailing list, and personal selling efforts by current employees. The direct mailing list would

allow us to segment the patrons of Walker‟s Bluff and Legends so our target would be reached

efficiently. The direct mailing list would also allow us to provide more formal invitations to

customers that are a part of the exclusive brand loyalty program. An electronic mailing list

would also allow Walker‟s Bluff to segment their customers in a low cost and more informal,

frequent, and up-to-date form of communication. Current Walker‟s Bluff employees would

conduct personal selling efforts. This would include waiters, waitresses, bartenders, and other

employees recognizing returning customers and sharing information with them about the

customer loyalty program. Employees would provide any and all necessary information to

customers and see if these consumers have interest in joining the exclusive program.

While direct promotion is our primary way to access Walker‟s Bluff customers, we will also

make use of select indirect promotional efforts. Employees will also encourage our consumers to

invite their friends and talk about Walker‟s Bluff to their acquaintances. This will be our attempt

to make use of Buzz Marketing and create positive publicity about Walker‟s Bluff. Promotional

flyers, brochures, and posters will be located throughout Legends and Walker‟s Bluff. This will

ensure that all current patrons have access to any and all information about the program.

11

Budget

Packaging and Branding Promotion Source Quantity Price ($)

Logo Design Savviads 1 Welcome Basket 35 455

Total 455

Sales Promotion Promotion Source Quantity Price ($)

Sampling New Menu In House 35 Active Members 500 Use of Premiums Wine Glasses Corkscrews T - Corks Polos

bargainmugs.com absorbentprinting.com widgetco.com giftsandpromotions.com

500 100 100 150

609 429

39 2070

Referrals Per 1 300 Sweepstakes Forms Copies and More 200 20

Total 3967

Advertising Promotion Source Quantity Price ($)

Menu Advertisements 48hourprint.com 100 195 Buck Slips pgprint.com 500 48 Magazine Advertisements winemag.com 13 5170 Custom Brochures printpelican.com 300 150 Custom Business Cards printpelican.com 500 33

Total 5596

Personal Selling Promotion Source Quantity Price ($)

Photo Book CRM System 30 300 Membership Upgrades owned resources 0 0

12

Total 300

Public Relations Promotion Source Quantity Price ($)

Webpage Update employee hours 25 500 Press Releases employee hours 2 30 Newsletters employee hours 8 120

Total 650

Summation of Startup Budget Promotion Mix Price ($)

Packaging and Branding 455 Sales Promotion 3967 Advertising 5596 Personal Selling Public Relations

300 650

Total 10,968

NOTE: As stated earlier; monetary resources available to promote this brand loyalty program are estimated to

be between $1,000 and $3,000 per month after startup campaign, especially for further implementation. Startup

costs will be considerably more. Current employees of Legends are also available as resources for establishing and

promoting this program.

~ $11,000 Startup cost

35 Members paying $1,000 dues Creates a $35,000

Maximum Yearly Budget

Enables Excess Funds to be applied to Future Campaigns

for Living Legends or as Revenue

13

Evaluation

The success of our promotional campaign can be evaluated by measuring the number of

enrolled customers in the loyalty plan as of April 30, 2011. Further evaluation can be done by

counting attendance during exclusive events held for program members as well as redemption

rates for exclusive offers available to them. In addition to this the additional revenue brought in

through member dues, increases in repeat visits, and increases in the purchases that will be

gained as more members are added to the club will be tracked and used to evaluate the success of

the program and its promotion.

Exclusive loyalty club creates a personalized experience servicing the members and their

specific needs. These consumers help create a stable stream of revenue for legends and walkers

bluff. Considering a customer‟s lifetime value, even a limited group say 35 members, as such is

the loyalty program can be incredibly valuable to a company. Due to high return on investments

of prolonged loyalty of current consumers the customer lifetime value is exponentially greater

than the initial costs of the program.

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Tactical Recommendations

Packaging and Branding

We have chosen to name the loyalty program

“Living Legends.” This name was chosen to brand

the club as a club with only legends as members.

This should give a feeling of prestige to the club and every

member within it.

While the program is not a tangible item that can be

packaged, we do recommend that careful planning be put into

the packaging of anything given to the members of the club; the

first thing being the Living Legends Member Welcome Basket.

The Living Legends Member Welcome Basket should

include a bottle of Walker‟s Bluff wine, two Living Legends

branded wine glasses, a membership card, and a calendar of

upcoming exclusive events.

Cost: approx. $13

15

Sales Promotion

Sampling of New Menu Items

Whether the reasons may be due to climatic changes such as the seasons, or even special

holidays and events being celebrated, menus change at least a handful of times during the year.

This often comes as an unexpected pleasantry as many people enjoy thematic and/or traditional

entrees. Though often, "new" and "never before seen" entrees and appetizers make their way

onto the menus. By allowing "special screenings" or sampling of new menu items, specifically

for loyalty club members prior to final implementation, a sense of belonging with Legends will

occur.

Cost: Varies with menu selection. $20 - $50

Use of Premiums

Self-liquidating premiums are necessary within the business not only as means of advertising

but also to allow for memories. By having available free or even at low premiums useful novelty

items such as imprinted wine glasses, polo t-shirts, corks and corkscrews, and even pens some

even embedded with the illustrious Living Legends logo identifying their time spent being a part

of such a magnificent place. This enables them to take a little piece of Legend's home with

them.

Cost Custom Wine Glasses: 500 for 609

Source: bargainmugs.com

T Corks: 100 @ $39

Source: www.widgetco.com/t-top-cork-stoppers-black-plastic-caps

16

Custom Corkscrews: 100 @ $429

Source: www.absorbentprinting.com

Custom Polos: 150 for $2,070

Source: www.giftsandpromotions.com

Referrals

"We are products of our environment". This is nearly a fact for any given situation.

Therefore if one were to be wealthy they are surrounded by wealth. A derivative nurtures the

idea that the rich have rich friends. Therefore, seeking friends of wealthy friends has a much

higher probability to reach the intended target market. To ensure that recommendations are

made, a referral award should be offered for any current member that is credited with the

acquisition of new candidates. Incentives may be as simple as a free dinner and a free bottle of

wine, or possibly up to a case or specialized gift.

Cost: Up to a $30 value

Sweepstakes

The human race has many commonalities; one of which is the desire to have that of which

another already has. By employing the use of a simple sweepstakes, like a random drawing (no

purchase necessary), whereby a regular guest could then acquire a chance to be treated like a

Legend. The prize could be a temporary either 1 day, week, or month membership into the club.

This should be used sparingly and best at startup of program.

Cost: Printing and design- 200 forms @ $20

17

Public Relations

Alterations to Current Webpage

Although the current Walker‟s Bluff webpage is very well designed and easy to navigate it

would need to have a new link added that would direct people to the Living Legend‟s webpage.

Here, people interested in joining would find descriptions about the club, member benefits, and

promotional material for the program as well as a link to a member‟s only page. The member‟s

only webpage will include a calendar of events, stories about recent events, Living Legends

member spotlight, and other exclusive information, only available to club members.

Cost: Approximately 20-30 hours of employee wages

Press Releases

Distribute press releases about any expansions that are taking place on the grounds of

Walker‟s Bluff, awards won by Walker‟s Bluff or Legend‟s, Walker‟s Bluff anniversaries or

anniversaries of specific buildings on the grounds as well as any celebrations being held for

them, new menu items, and new wines as they become available. This will bring new customers

to Walker‟s Bluff and Legend‟s by peaking their interest in these activities and changes that are

taking place. These press releases will be of no cost other than the time it will take for an

employee to write each release.

Newsletters

Publish a monthly e-newsletter that is sent to Living Legends members. This publication

would include a calendar of public and private events, stories about recently past events, a

„Member of the Month‟ article, a list of new members, human interest stories about any

interesting employees/club members/owners, etc., as well as the seasonal menu changes. This

18

will help to promote Living Legends by creating more awareness and involvement in the

program. This will cost approximately 8 hours of employee labor each month to write the articles

and design the newsletter.

Personal Selling

Photo Book CRM System

Create a photo book for each employee who has direct contact with Living Legends

members, such as the doorman/woman, host/hostess, waiters/waitresses, bartenders, etc. These

photo books would act as a Customer Relationship Management system and would include a

picture of each club member as well as any acquired information about them such as their

favorite drinks, hobbies they enjoy, or other information that would help the employees to make

the club members feel important. These books would be relatively inexpensive to make, with an

estimated cost of about $15 per book for approximately 30 employees.

Membership Upgrade Presentations

Once about 15 people have signed up as members of Living Legends, hold special

presentations in which information about upgrading a membership is given. This would be an

opportunity for club members to learn about how by paying more dues, they will receive more

opportunities in the club. Refreshments would be provided, pamphlets would be distributed, and

employees would be available to speak to those interested in upgrading on an individual basis.

19

Advertising

Menu Advertisements

Advertising in the Legend‟s dining menu would include in-house advertisements that will

feature information about current and upcoming events. Menu advertisements that change

regularly will be printed as inserts and not directly on the menu. These inserted advertisements

will feature the wine of the month and encourage customers to purchase a bottle to take home.

The inserted advertisements will also list and promote upcoming events at Walker‟s Bluff.

Because the menu changes seasonally, there is an opportunity to print advertisements on the

actual menu. These advertisements could contain information on the progress of Walker‟s Bluff

projects. Advertisements could also feature bulk wine ordering information that encourage

customers to purchase wine for themselves. The advertisements for bulk wine ordering would

feature all available wines and not just the wine of the month.

Walker‟s Bluff also has the opportunity to sell menu space. Space would be available on

the actual menu or as a menu insert. These ads could be sold to individuals coming to entertain

at the winery or local businesses that want to advertise to visitors. Once Walker‟s Bluff wine

becomes available in stores, a contract could be formed to have the wine be sold cheaper in the

store, in exchange for inexpensive ad space,

Because current promotional materials are made in-house at Walker‟s Bluff, there would be

no labor charges, except for the time that an employee takes to make ads. The only cost that

would be incurred would be through printing. A four-page, full color, glossy menu is $195.00

for 100. Costs would be offset by advertising space that is sold.

Source: www.48hourprint.com

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Buck Slips

The buck slip can be used as an effective advertising piece because it quickly sums up

major points and doesn‟t get lengthy for customers to read. Because the buck slips would be

stapled to receipts, customers would be more likely to read them. Featuring an offer that

promotes the purchase of a bottle of wine or a return visit will encourage buying behavior and

loyalty. Buck slips are also a very cost affective way to reach customers and are often something

they hold onto for long periods of time.

Cost: $47.32 for 500

Source: www.pgprint.com

Magazine Advertisements

Magazine advertisements would allow Walker‟s Bluff to reach a larger audience than

those within a 60-mile radius. High class, upscale, wine magazines and also travel magazines

would be effective for Walker‟s Bluff. Advertising in a large magazine such as the Wine

Enthusiast, would allow for high reach. The publication prints 13 times a year and features

several special awards editions. A 1/3 page ad for one issue is $5,170. Rates do not change

according to special publications, so investing in the most appropriate issue would allow for a

better return.

Source: www.winemag.com

21

Brochures

Brochures that contain information regarding the Living Legend‟s program would be

made available at Walker‟s Bluff and other area locations. These brochures would promote the

club and its exclusivity as well as Walker‟s Bluff. The brochures would feature information

about club activities, programs, events, and benefits. The brochures would also feature member

testimonies that express the benefit of being a member of such a exclusive club.

Cost: Custom business cards: 500 for $32.09

Custom Brochures: 300 for $149.07

Source: www.printpelican.com

Conclusions

Walker‟s Bluff has been highly successful since its opening in 2009. However, until now

there has been no exclusive loyalty club offered to customers. For this project we created the

Living Legends Club which customers can purchase a membership to. They then will be offered

benefits and perks on a regular basis that are not available to regular customers. To promote this

program we suggest a wide array of promotional tactics involving the use of packaging and

branding, public relations, personal selling, sales promotion, and advertising. Our promotion plan

only covers the first three months of the institution of this program, set to start on February 1,

2011. However, this will be a very vital time in determining whether or not this program will be

successful in the future. To determine the success of the program the focus will be on the number

of people who join the club and on the amount of additional revenue they will bring in. Startup

22

costs are considerably high for this program and its promotion, but these costs will be balanced

out by the increased revenue created by membership dues. Continuous evaluation and

maintenance will be necessary for this program to be successful, and regular changes in the

program will be necessary in order to be kept up to date with current trends. We wish Walker‟s

Bluff well in the institution of this program and its promotion, and sincerely hope that you will

continue your success in all future endeavors.

23

References

Online References

www.giftsandpromotions.com

www.bargainmugs.com

www.luckyclovertrading.com

www.walgreens.com

www.wineexpression.com

www.printpelican.com

www.48hourprint.com

www.pgprint.com

www.winemag.com

www.widgetco.com

www.widgetco.com/t-top-cork-stoppers-black-plastic-caps

www.absorbentprinting.com/bar-and-food-service/wine-gifts-and-wine-sets/wine-

openers-and-corkscrews/rosewood-stainless-steel-wine-opener

References

The Strategist Editors, ed. Who‟s Buying at Restaurants and Carry-out. 2nd ed. Ithaca, NY: New

Strategist, 2005. Print.

U.S. Census 2010. FreeDemographics.com [1.4.18543]. Alteryx. Web. 7 Oct. 2010.

<http://www.freedemographics.com/>.

Business Analyst Online (2008), Market Profile for Carterville, Illinois and 60mi. radius, ESRI.

24

Appendix A - Additional Possible Member Benefits

Seal Design

A well designed seal can enhance the appeal of

such an exclusive membership. By using

references that relate to Walker's Bluff yet adding

separate distinct differences will further develop

and distinguish the caliber of being a Living

Legend

Additional Member Benefits

Allow members to choose location of seating.

Cost: Free

Allow members to request a particular waiter or waitress.

Cost: Free

Special bar for members only.

Cost: includes designing, building, staffing and maintaining

Create a point system where members earn credits through meal purchases that can be

used at the general store and gift shop. (1 credit for every $10 spent)

Cost: Decrease in profits $0.10 for every dollar.

Allow special access to the winery on days that weddings or private events are booked.

Cost: Free

25

Allow the option of a select membership that is a “pay as you go” type of service with

minimum required payments.

Cost: Free

Members can receive free tours of the kitchen and have the opportunity to work with a

Legends chef to create an exciting meal. We can offer this as a package. (For a certain rate you

receive dinner, a cooking experience, and wine of the month.)

Cost: Chef‟s wages as well as the cost of the meal and wine.

Offer corporate memberships.

Cost: Free

26

Appendix B - Additional Promotional Tactics

Packaging and Branding

Additional Names for the Loyalty Club:

Legend’s Leisure Club

The Legion

The Legendary Club

Gentile Club

Elitist’s Club

Cultured

Echelon

Legend’s Exclusive Club

Sales Promotion

Coupons sent directly to club members through mail or e-mail.

Cost: 10% off of their next meal or wine purchase

Free in the mail premiums with a certain number of receipts or receipts totaling a certain

amount: Golf balls, coffee mugs, calendars, etc.

Have some sort of contest, perhaps a dance competition, that it held on the grounds of

Walker‟s Bluff where the winner will receive a free membership to the loyalty program and

possible other gifts.

Cost: General member costs, costs of equipment to hold contest, and any extra employee wages

that may be needed.

Rearrange seating and other inside design elements to promote longer stays. For example,

have the coat check away from the front door in another room.

Have a continuity plan in place where the more often that people patronize the restaurant

the more special attention they will be rewarded with by restaurant personnel.

Cost: Free

27

Hold a drawing for a free bottle of wine every month. You can enter online but must be

present to win.

Cost: Between $10-$30

Offer tours of the wine making process from start to finish for the small price of $10.

This price would be offset by 5 free samples at the end of the tour.

Cost: Wages for the employee acting as tour guide

Purchasing a case of the „wine of the month‟ results in a Visa gift card.

Cost: $25

Public Relations

Last year they held the 5k run/walk for the Cache Creek Animal Rescue, hold this event

again.

Cost: Donation to Cache Creek and use of the grounds for the day, however, these costs will be

offset by the additional revenue the event should generate.

Sponsor Carbondale Art and Wine festival.

Cost: Sponsorship fee

Support local music and entertainment.

Create their own event, perhaps a music or art festival held at Walker‟s Bluff/Legends.

Create a crisis plan for product failures (contamination such as food poisoning).

Cost: Free

Create a crisis plan for natural, accidental, or environmental disasters.

28

Cost: Free

Create a crisis plan for corporate scandal or losses.

Cost: Free

Create a formalized complaint handling procedure for employees to follow that employs

either an equity or over benefiting system.

Cost: With equity it would be equal to the price of the meal and with over benefiting it would be

equal to the price of the meal plus a voucher for $10 off a future meal.

Create a system for suggestions by the customers so they can voice their complaints,

concerns, and suggestions to the company instead of spreading bad word-of-mouth.

Cost: Free to set up, and approximately one hours wages per week for someone to review the

suggestions.

Personal Selling

Season‟s greeting cards to help build rapport.

Cost: Customized Greeting Cards: 300 for $595

Source: www.cardsdirect.com

Offer gift cards or certificates for customers and club members to purchase and have

employees try to push these during holiday seasons as well as during the slow season to bring in

extra revenue.

Cost: Free

29

Advertising

Business cards/brochures with information about the program made available at Legends

and possibly at other establishments in the surrounding area.

Cost: Custom business cards: 500 for $32.09

Custom brochures: 300 for $149.07

Source: ww.printpelican.com

Create advocacy advertising, perhaps supporting the arts.

30

Appendix C - Loyalty Program Implementation

Step 1 Development of the Contact List Ongoing

Organizing a list of names of Priority Customers developing information database containing

appropriate customer contact information. This gathering process should be done in a

professional manner and organized as such for this will be a useful aid in creating the Member

Profiles. Although the most valuable consumers will become known if not already due their

frequency visits and spending habits, some contacts could be gathered from other local

businesses creating a cooperative venture and consumer list. If at first unwilling, a monetary or

service exchange can be issued. This latter tactic must be done with respect to the individual and

how the or the risk of pushing away valuable members of the community can occur.

Step 2 Ordering Materials 1 - 2 Months

Certain documentation must be created and Organized

Payment forms/Receipts

Bookkeeping

brochures/buck-slip

calendars

email/direct mail templates

posters

Banners

Member Profiles

Programs of Events

Ordering Novelties and Promotional Items

Decorations

Picture Frames

Gift Basket

Wallets

money clip

Cards

Corks

Corkscrews

Wine-Chillers

31

Step 3 Initializing Program 1 Month

Implement advertisements Ads, Posters, Banners, Brochures, etc...

Implement Customer Relationship Management Systems, i.e. building customer rapport

and creating professional Member Profiles.

Sign Candidates up for Membership