Tips to Double Your Customer Database

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

Current Customers SPENDERS ENGAGERS

Interested Consumers LOCAL EATERS TARGETS

Current Customers SPENDERS

WHERE?

DATABASE GROWTH | Offline, Current Customers

In-Store!

• How to get email address:

– Comment cards– Tablets in-store

– Business Card Collector– Train staff to ask

• Challenges:

– Collecting/importing data

– Printed collateral– Proactive training

Current Customers

Interested Consumers LOCAL EATERS

WHERE?

DATABASE GROWTH | Offline, Interested Consumers

Community Events!

• How to get email address:

– Community Partners– Promotions

– Contests– Raffles

– Coupons

• Challenges

– Product giveaway– Collecting/importing data

– Coordinating at scale (field marketing managers!

– Cost

Current Customers ENGAGERS

WHERE?

DATABASE GROWTH | Online, Current Customers

Social Media!

• How to get email addresses:

– Sweepstakes– Link to form

– Promotions!• Restrict to new customers!

FIRST TIME CUSTOMER ONLY

• Challenges

– Analysis paralysis– Need to coordinate with Operations

– Need good technology

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

16%-22% of signups from eblast are new

• 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

• Challenges

– Need to coordinate with Operations

– Need good technology

– Need to be experimental

– Need budget

Current Customers IN-STORE SOCIAL MEDIA

Interested Consumers IN THE COMMUNITYWEBSITE

EMAILGEOTARGETED ADS

DATABASE GROWTH | Different Methods

Current Customers FREE REACH FREE REACH

Interested Consumers PAID REACH REFERRED (FREE) REACH; PAID REACH

• Check out: blog.privy.com

• Tweet us! @Privy

• Tweet me! @jfccohen

• Send me an email: jake@privy.com

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Tips to Double Your Customer Database

Marketing