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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