tips to double your customer database
DESCRIPTION
Want to grow your customer database? Check out the best tips and tricks from around the industry on how to acquire email addresses both in person and online from both existing and potential customers.TRANSCRIPT
www.privy.com
(888) 602-0205
Tips To Double Your Customer Database
JULY 30, 2014
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HOUSEKEEPING
• Start – 6:00p EST• End – 6:30ish EST• Q&A Period – 6:30ish-6:45ish– How to ask questions?
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OUR SPEAKER
Jake Cohen– Co-founder, COO of Privy
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LEVEL | ADVANCED
This is an intermediate webinar.
It is accessible material that you can implement over time.
We have webinars of all levels.
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What Will Privy Do For Me?
Privy allows you to measure which online marketing activities
drive in-store salesand
grow your customer databasein real-time
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SUMMARY
• Overview
• Source Breakdown
• Tips by Source
• Recap
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DATABASE GROWTH | Different Sources
Offline/In-Person Online
Current Customers
Interested Consumers
DATABASE GROWTH | Different People
Offline/In-Person Online
Current Customers SPENDERS ENGAGERS
Interested Consumers LOCAL EATERS TARGETS
DATABASE GROWTH | Different People
Offline/In-Person Online
Current Customers SPENDERS
Interested Consumers
WHERE?
DATABASE GROWTH | Offline, Current Customers
In-Store!
• How to get email address:
DATABASE GROWTH | Offline, Current Customers
– Comment cards– Tablets in-store
– Business Card Collector– Train staff to ask
DATABASE GROWTH | Offline, Current Customers
• Challenges:
– Collecting/importing data
– Printed collateral– Proactive training
DATABASE GROWTH | Different People
Offline/In-Person Online
Current Customers
Interested Consumers LOCAL EATERS
WHERE?
DATABASE GROWTH | Offline, Interested Consumers
Community Events!
DATABASE GROWTH | Offline, Interested Consumers
• How to get email address:
– Community Partners– Promotions
– Contests– Raffles
– Coupons
DATABASE GROWTH | Offline, Interested Consumers
• Challenges
– Product giveaway– Collecting/importing data
– Coordinating at scale (field marketing managers!
– Cost
DATABASE GROWTH | Different People
Offline/In-Person Online
Current Customers ENGAGERS
Interested Consumers
WHERE?
DATABASE GROWTH | Online, Current Customers
Social Media!
DATABASE GROWTH | Online, Current Customers
• How to get email addresses:
– Sweepstakes– Link to form
– Promotions!• Restrict to new customers!
FIRST TIME CUSTOMER ONLY
DATABASE GROWTH | Online, Current Customers
• Challenges
– Analysis paralysis– Need to coordinate with Operations
– Need good technology
DATABASE GROWTH | Different People
Offline/In-Person Online
Current Customers
Interested Consumers TARGETS
WHERE?
DATABASE GROWTH | Online, Interested Customers
Brand Website + Email List + Targeted Ad Spend!
DATABASE GROWTH | Online, Interested Consumers
• How to get email addresses:
• Pushes people on the fence over the edge
– Geotargeted ad spend
– Promotions on Website
– Eblast + promotion (BOGO)
Eblast as Acquisition
DATABASE GROWTH | Online, Interested Consumers
Eblast as Acquisition
DATABASE GROWTH | Online, Interested Consumers
16%-22% of signups from eblast are new
DATABASE GROWTH | Online, Interested Consumers
• Big Insight:
• Is it close enough?
– Reason for visiting site:
– Consumers visiting your website are NOT current customers
• Does it have what I want?• Is there anything new/special?• **Reasons why NOT to go
WEBSITE LEAD ACQUISITION
DATABASE GROWTH | Online, Interested Consumers
• Challenges
– Need to coordinate with Operations
– Need good technology
– Need to be experimental
– Need budget
DATABASE GROWTH | Different People
Offline/In-Person Online
Current Customers IN-STORE SOCIAL MEDIA
Interested Consumers IN THE COMMUNITYWEBSITE
EMAILGEOTARGETED ADS
DATABASE GROWTH | Different Methods
Offline/In-Person Online
Current Customers FREE REACH FREE REACH
Interested Consumers PAID REACH REFERRED (FREE) REACH; PAID REACH
Q & A
• Check out: blog.privy.com
• Tweet us! @Privy
• Tweet me! @jfccohen
• Send me an email: [email protected]
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