| |
| |
|
Marketing Information |
|
|
|
Loyalty Cards Systems - Beware, Some Should Be Avoided
Recently, I discussed a loyalty card system with a vendor who was selling quite a number of his systems to restaurants. I was shocked to discover the lack of detailed information that this vendor catered for, and the opportunities the system he provided squandered. The way their scheme works is that whenever a restaurant customer is presented with a bill, they provide their loyalty card to the waiter, who swipes it at the till. If the customer has accumulated sufficient points from previously purchased meals, he/she is awarded a rebate on the price of the meal. This is simple price discounting based on repeat purchases. No other marketing activities are carried out - either by the loyalty card company, or by the restaurant - to proactively influence the number of times the card holder frequents the restaurant - they rely solely on the meal discount to attract customers back for more meals. This is a system that is woefully underexploited. I asked about the level of detail that was transmitted to the card site - and was once again disappointed - only the total meal cost was transmitted. The customer profile that was being created was extremely superficial. My view was further confirmed when I asked whether the 'significant other', or other family members' details were collected. Once again, no. The key things wrong with this service offering:
Hopefully the above points have provided some ideas as to how basic transaction data can be used effectively by an information analyst or direct marketer. If you are approached by a vendor to implement a loyalty scheme, or you are thinking about calling for proposals from scheme suppliers, make sure that you investigate the level of data detail that each supplier collects. If data is recorded at line item level - i.e. product ID, quantity, and price - then you will have a wealth of sales data that you can start using for a variety of campaigns. If they only provide you with a bill total per meal, then I suggest you look elsewhere for a more effective loyalty card scheme. © 2005 Intellinova (Pty) Ltd. - All Rights Reserved This article may be reprinted, provided it is published in its entirety, includes the author bio information, and all links remain active. For the past 20 years, Jeff Walters has been actively involved in transforming raw business data into profit-producing strategic information. He has worked in various data intensive sectors- banking, insurance, gambling, medical, government - leading several data-to-information projects: ABC Costing, analytical CRM, datamart /data warehouse development, and Balanced Scorecard. If you want to convert your raw data into strategic assets, contact Jeff Walters through the following sites: Customer Relationship Management, or Direct Marketing
MORE RESOURCES:
Marketing - Google News |
|
|
|
RELATED ARTICLES
Marketing is More Important Than Expertise Being a master of your craft, skill, or talent doesn't ensure the success of your business. You can be the greatest at what you do, and if nobody knows about you, you're quickly out of business. Nine Must-Do Positioning Steps Every professional or consultant knows that clients typically hire people they know, like and trust. But how do you build trust with strangers?As Ralph Waldo Emerson's 150-year-old essay titled "Compensation" teaches, first you must give if you want to receive. How Important is Your Marketing? Bob called last week from Phoenix, Arizona with some stunning news about his web site. He first contacted me in the fall of 2003. Think Creatively While Reinventing Your Marketing and Selling -- Its For Your Survival! We live in a world that for many has become technology advantaged in business and life. Imagine, for a moment, just how communication, science, art, medicine, automation, supply chain and products have all been reinvented. Eight Steps To A Great Marketing Plan Step 1: Where Am I Now? Before you decide where you want your marketing plan to take you,you need to find out where you are now. How have you positioned your business in the market? How do your customers see you? You may want to ask some of them for feedback. Market Yourself as the Expert As a small business how do you compete with the big guys and their big budget advertising campaign? The big guys don't read this magazine so we can share these low budget yet high-impact marketing secrets with you.Use these tips to market yourself as the expert in your field. The Dare-To-Be-Different In Marketing Checklist There is a big payoff in being different. When you accept "what is" you place yourself in the category of "sameness," and people don't buy sameness. The Importance of Business Marketing Business marketing is one of the most important parts that your business needs to be addressed with careful attention and proactive thoughts. In last decade or so, the importance of business marketing has increased volcanically, as the advent of Internet and online business has ushered a whole new era in business. Business Marketing For Consultants, Coaches, Speakers, and Trainers: How To Be Noticed and Trusted Business marketing is essential for professional services, such as consultants, coaches, speakers and trainers.Creating trust with prospects and clients is essential. The Importance of Interpersonal Communcation Skills Interpersonal Communications is the transmission of information from one person to another and their understanding of it through the use of common language or symbols. It is a way of interacting and happens always at all times whether you want it to happen or not. Color Part 1: Accuracy Color is one of the most difficult parts of a design to show accurately to a client.Color perception can be affected by many factors, including:Human perception:The way each person sees color can vary, depending on the structure of the individual's eye. If You Do No Other Preparation Far too often we see small businesses rush into doing things without planning and preparing. Unfortunately, marketing is a great case in point. Everybody Loves Raymond....You Should Too! Popular TV Series Provides a Powerful Marketing LessonSmall Business owners spend a great deal of mental effort and time trying to dream up the next big marketing idea for their business. I'm all for that. Marketing Lessons from Santa If a nonexistent man can change the world and millions of people with a message of joy then his marketing plan surely works. Right? Then what has Santa been doing right all these years that we can learn from? Santa's message is short--joy. 5 Great Ways to Reach Your Target Market There are many ways to reach out and find the people you are trying to attract for your business. Here are just a handful of ways to get you started:1) Attend organization meetingsWhere do people in your target market hang out? Research this, and then plan to attend a meeting or two to mix and mingle. Case Study: How to Get a Big Boost in Response by Taking Your Marketing to the Extreme Want a big boost in response and quick sales from your next direct marketing effort? Then take your marketing to the extreme. What do I mean by extreme? I mean unconventional, break the mold, out-of-the-box, reaches-out-and-grabs-people-by-the-lapel marketing. Write Articles WITHOUT Writing! Face it, writing any article can be a tedious and time consuming task for a beginner or even an expert writer. Here are four ways to make writing articles a lot easier: 1) Use My Articles - You could add your own name, resource box and web site link to 199 of my prewritten articles. A Questionnaire for Businesses As best you can, answer the following twenty-five questions. There's no scoring. Let It Ring Telemarketing has its place in the marketing arsenal. But telespammers - like their digital counterparts in the email marketing world - really make it tough on the legitimate follow-up telephone call from a company with which you have a relationship. The Death of Product Packaging as We Know It. It used to be you that if you had a great product you put it in a package and voila! . .
|
| home | site map |
| © 2006 |
