cfl direct marketing best practice
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CFL MARKETINGDirect Marketing Best Practice
Contents
Strategy
Best Practice – Data
Data Collection Method
Best Practice – SMS
Best Practice – Email
Best Practice – DM
Hierarchy of Messaging
Strategy
Data Design
Offer
If any of the sides of this square are missing or ineffective, the activity will fail
Timing
Success
Strategy
DataDoes the activity profile match your customer base?
What age are you targeting?
Where do they live?
Male/female even split?
Areas to avoid?
Birthday or general data
If business data – what’s the profile?
DesignHave you picked the right media – Email/SMS/DM
Have you picked the right format – postcard/letter?
Will the design appeal to your profile?
Is the artwork impactful enough?
Can you see what the key message/offer is
Can you tell where the communication has come from?
Keep it simple!
OfferIs your offer a strong enough incentive to stimulate action?
Is it easy to redeem the offer?
Is it relevant to your mailing profile?
Can I get a better offer elsewhere - even in the unit?
Are you recording who redeems the offer?
TimingWhat kind of promo is it - birthdays take less time to arrange than hen/stag
Send it too early and people will forget about it.
Send it too late people will have arranged something else
Seasonal promo’s need to be timed - no point sending Easter offers in December
Strategy
Direct Mail - Seasonal promo’s & birthdays
Email - Newsletter, monthly
SMS - tactical offers, weekly (where appropriate)
Strategic
Tactical
Frequency
Best Practice - Data
Your data is the foundation upon which any activity will be based so, the building of an effective database of
warm records should be priority number 1
If you data is not up to scratch your activity will fail – FACT
Data collection can be tough, but an effective database will always be the easiest way to drive business through
your door
Data collection is an ongoing process, you will always get people who become inactive – either by moving
away or unsubscribing – they will need to be replaced by new customers
Best Practice - Data
People are now much more aware of the value of their data than they used to be
It is very rare for someone to hand over their details without receiving something in return
Thus all data collection initiatives should be incentivised
Ideally whenever we are giving something to the customer in the form of an offer we should be asking for
their details in return
E.g. in newspaper ads – cut out and bring with you etc...
On all printed promotional material, leaflets, postcards etc
Best Practice - Data
Ideally you want to be collecting as much information as possible on your customers
If you ask for everything (name, address, DOB, email, phone) people can fill in the parts they want
and leave those they don’t
Don’t fall into the trap of just collecting email & phone on the assumption people won’t complete
the rest
See over for eg data capture form
Voucher Insert Data Capture
Data Collection Methods
Feedback forms – are an ideal way of collecting data, but they MUST be incentivised to maximise the response
Biz card fishbowl – great way of collecting business data. Place an empty fishbowl on the bar, ‘put your biz card in
here to enter our monthly draw’ and give away a monthly prize – make it a decent prize and word will
soon get round!
Newspaper ads – piggyback any press ads with a data form to turn an awareness mechanic into a response
mechanic
Privilege/Locals cards – sign up for a card and get cardholder only deals
Best Practice - SMS
SMS is a enables you to contact your customers immediately, and is a great way to get tactical offers out
quickly
The older generation can find SMS quite invasive, so it needs to be used appropriately
Ideal for a younger, town centre, wet-led business to get offers into the hands of their customers as and when
they want
e.g. On a Friday at 6pm just as people are getting home from work and are deciding to go out – ‘Don’t forget it’s
Karaoke night at the Crown, 4 pint pitchers only £10, show this text before 8pm and get a free shot’
Best Practice - SMS
SMS is virtually immediate so it can also be used as a competitor defence mechanic
If the venue next door has a good offer they’ve just started to promote you can counter almost immediately
with an offer of your own to you customers
In terms of timing, SMS works best if you time the message to be delivered as close to the point of decision
making as possible
e.g. to drive business for the weekend, ideal time would be Thursday or Friday afternoon
Best Practice - Email
Email is the most cost effective way to communicate with your customers on a regular basis
A monthly newsletter should be enough to keep your customers up to date with what’s on and also give you
an opportunity to drive any offers you have on
Don’t fall into the trap of bombarding people with emails every day/week as they are relatively cheap, people will
just get bored and unsubscribe
Get a good HTML template put together with a balance of offers and information, and deliver it at the same time
every month
This is important as you are trying to condition people into expecting your newsletter
Best Practice - Email
A good subject line is critical – Don’t just say ‘August Newsletter’ tell people what is in it
e.g. ‘This Sept at the Crown – Quiz night every Wed and we’ve got the Big Fight Live on the 12th’
People will make the decision to open the newsletter based on the subject so your best content should be
highlighted here
You need to be aware that some words are flagged and will increase your SPAM score if inserted into the subject,
the word FREE being the most obvious offender – CFL can advise on this
Best Practice - Email
In terms of timing the delivery there are a few things to remember
A high proportion of people read their emails at work, even if it’s in their lunch break, so sending in work hours
will get a better response
Avoid Monday mornings and Friday afternoons as people are still either warming up or warming down
The advent of smartphones means that more and more people are able to read email on the move, so timing is not as critical as it used to be, but you will increase your
response by following the above
Best practice - DM
Obviously you have to factor in the extra cost of the postage, so DM is too expensive for your day to day
communication
However, DM is still the best contact method where you either need to make a good impression or when it is a
special occasion
When it comes to birthdays or Xmas an email will never generate the same impact as a fully personalised printed
card
DM is also still the best contact method for business communication
Best practice - DM
With DM, as the communication is a physical card it is much more tactile, therefore the critical
elements here are design & format
In order for the design to be impactful, we need to get the hierarchy or messaging right (see slide 15)
Hierarchy of Messaging
What are the key messages you want to communicate?
These then need to be prioritised
What is vital to success?
What can be sacrificed to ensure the best communication?
Less is very often more!
Hierarchy of Messaging
1: Who’s it from
2: What’s the offer
3: What’s the sub offer
4: Response mechanic
5: Support copy
You have a very short length of time to get from message 1 to 4 before the decision is made to respond
(or not) to the mailing
Window of opportunity
About Us
Having been around since 1984, there isn't much we don't know about direct marketing and to the leisure industry in particular. We've seen the industry go through some major changes in our time.
CFL have provided unique, effective and relevant direct marketing solutions to our customers, using a product portfolio covering all aspects of direct marketing - from Direct Mail to Digital Marketing.
We have developed an extensive client portfolio by adapting our marketing solutions for industries as varied as Recruitment Consultants, Charities and Retail Chains - consistently providing outstanding response.
Possessing that rare combination of operational experience, marketing flair and industry knowledge, our dedicated client services team will custom build a solution to fit any given brief or requirement.
Clients - Pub/bar Chains
Clients - Nightclubs
Clients - Independent Venues
Clients - Leisure
Clients - Enterprise Brands
Clients - SME’s/Charities
Web: www.cflmarketing.co.ukEmail: sales@cflmarketing.co.ukPhone: +0044 (0)1225 705582
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