“It is the service we are not obliged to give that people value most.”

Hi Everyone

 

This is a 1minute email…

 

I was with a client recently and all of the basics were missing…..

 

No rewards posters

No Recruitment encouragement

No loyalty interaction from staff to customers

No card scanning at the till

No designated loyalty rewards area

No bonus points promotions

No double or triple points stickers

 

Loyalty seemed to be a secret in this store. Why?

 

When I asked this client for his opinion on the loyalty he said… "my customers like it but I don't see any benefit from it" Now if that's not an odd statement then I don't know what is. When I asked how come they were not still recruiting he said "sure we have everyone" yet when asked he didn't know 2 out of the 4 customers he had in his shop at the time.

 

The reason for doing loyalty marketing are as follows;

·         Build your database

·         Incentivise motivate and rewards your customers, show them you care

·         Monitor trends in customer behaviour

·         Build your marketing promotions around it as per my last email to you.

·         Contact missing customers

·         Contact customers whose spend is dropping

·         Have an audience who will listen to Your story -providing your story is strong.

·         Use it as a base to grow your business from

 

Remember good loyalty is not just about getting rewards it's much more than that..It's about Privilege-offers-Rewards-Recruitment-Redemption

 

Privilege

Making customers feel special, part of a club, a valued customer, "thanks a million for being a loyalty member" imagine the reaction if you said that to a customer. If you don't change your rewards and don't put any effort into your loyalty customers by making them feel special then your programme will turn into Applegreens where there is no feeling of being special.

 

Offers

Its good practice to be able to have loyalty special offer of the week on a blackboard, e.g. This week double Points when you buy Spring Lamb or Today's loyalty special 4 Pork Chops for €3.50 when you spend 20 points.

 

Rewards

Should be changed 4 times a year with the seasons and should be on a leaflet in every bag

 

Recruitment & redemption

Recruitment should be an ongoing thing, I have clients large and small that are recruiting new members every week even after 18 months of loyalty. Redemptions, encourage redemptions, have a redemption sale, but 10 names on  the wall each week that can redeem any reward for 50 points.

 

 

Finally

Every customer you have will increase their shopping visits to you if you just make sure they enjoy the experience. That enjoyment can come from;

·         Staff interaction

·         Interesting product

·         Interesting store to browse

·         Decent value

·         Artisan feel front of house e.g. Baskets of veg, product descriptions hand written on tags, owners values on the wall, difference in your meat and others explained

·         Professional and slick back of house

 

After all in the words of J.C. Penny "It is the service we are not obliged to give that people value most."

 

The great thing about being in a small business is that you can actually make your customers feel very special very easily…

 

This video is one we used to show in days of old but I found a slice of it again on YouTube its worth a look. I don't expect you to have to throw the fish as in the clip but it does show what happens when your customers enjoy the shopping experience a bit of fun really…. http://www.youtube.com/watch?v=P6ssn6WqxFc

 

 

 

Kind regards,

 

Finbarr

Finbarr Malone

Customer Connect Ireland

Address: Unit 6, ERIC Building, Institute of Technology Carlow, Kilkenny Road, Carlow.

 

Tel: +353 (0) 1 485 3203

Fax: +353 (0)1 5261012

Mobile: +353 (0) 87 2368956

Skype: finbarr25

E: finbarr@customerconnectireland.com

W: www.customerconnectireland.com

 

This message contains confidential information and is intended only for the individual named. If you are not the named addressee you should not disseminate, distribute or copy this e-mail. Please notify the sender immediately by e-mail if you have received this e-mail by mistake and delete this e-mail from your system. E-mail transmission cannot be guaranteed to be secure or error-free as information could be intercepted, corrupted, lost, destroyed, arrive late or incomplete, or contain viruses. The sender therefore does not accept liability for any errors or omissions in the contents of this message, which arise as a result of e-mail transmission. If verification is required please request a hard-copy version. Please note: the contents of this email are not to be taken as representing the views or opinions of Customer Connect Loyalty Ltd or its associated or subsidiary companies from time to time, save where the same are provided to you and evidenced in writing and duly signed by a current Director of Customer Connect Loyalty Ltd.

 

marketing for butchers, it’s in your hands, It takes action

Hi Everyone,

 

Just to follow up from the 1-2-1 meetings we had with those of you that couldn't take part.

 

This email will take about 2 minutes to read to the end. Any comments would be gratefully received and any help I can give anybody-Just call me on 0872368956. Remember you are our clients so we want you to grow.

 

Achieving Turnover

Firstly some of our clients are saying that they need turnover to rise for example by €2000 per week. However as soon as you chase turnover you will more than likely reduce margin and that particularly in the current climate is not an option.

 

What we say is that instead of chasing turnover you should be chasing customers. For example if you have an  average spend of €15 per week (this varies between shopping centres and urban and rural locations) and your average customer is coming in 2.2 times per month (you can find this out by logging into your CMS panel and viewing your location activity summary) This means that you need roughly 260 new customers.

 

So now that you know you need 260 new customers it makes it easier achieve. You don't have to reduce prices or give stuff away instead you have to reach out to the public and give 260 of them a reason to shop with you…

 

Areas to Focus On;

1 In The Store

We've mentioned this before and it's been dismissed out of hand by some, but if you can't give and don't tell your customers the real valid reasons why they should shop with you then they will go elsewhere because others are giving them good reasons.

 

The best reason you can give your customers for shopping with you is 'A Story'. Your business needs a story not just a shop front. There has to be character and depth to the business where a story is always being told. Your staff should know the story and your customers should see it on the walls of the store and in the leaflets in their bags.

 

·         Part of that story is the level of activity going on within the store, where customers have a real shopping experience when they go into the store, lots of choice, product information and handwritten advice cards (go to a good wine shop and they will have details of the wine on a collar label handwritten this gives the buyer confidence and assurance) this week's staff picks, sample tastings, something free, Weekly draw for loyalty members, loyalty offer of the week on a blackboard and anything else you can think of. Think of yourself as an artisan supplier and how would you expect your store to look?(even though you are a professional with a professional operation)

·         Text out details for a kids competition. Run a referral competition for existing members.

 

 

2, In The Community…

Many of our clients tell me they don't have the money to match the opposition when it comes to marketing, I would say you don't need any money to be a great marketer of your store. Whether you have 20 shops or 1 shop, your business is still local and its by talking and interacting with that locality on a consistent and continuous and interesting way that will grow your business.

 

So how do I market locally ?

 

·         Firstly you should plot the town lands that your business is coming from on an ordinance survey map, your loyalty reporting panel will give you this data, once you see where its coming from and where it's not then you know  where to hit.

·         Instead of writing cheques for schools and football clubs on an ongoing basis you should do the BBQ at the field day or sponsor the school table quiz. At these events you could recruit new members into the loyalty programme and then watch their spend. Also you should issue out €5 coupons for example as well. You may recruit 100 new members at this event and say 20 will become permanent customers and the other 80 will dip in and out. At least you will know via the loyalty. (by the way make sure the BBQ or whatever you are doing has nice banner and shop images)

 

·         Direct Mail. I know this gets a bad press but I would really recommending that you send out each month to 100 of your loyalty members a €5 coupon or voucher with a brief note that says 'Thanks for all of your business in the past and we look forward to serving you into the future' Or you could send them out a voucher for 200 points. My point is that it needs to be done every single month i.e. it becomes a tradition.  Also on direct mail I would send out every two months a prize for 25 lucky people of say a pair of oven gloves as a treat. As cheesy as this is it works.

3, Pulling it all Together.

Okay so I know that you don't have time to do any of this, I say, get someone in to do this-It's too important to not do it. By not doing all of these activities you are leaving the space open for Supervalu and others to take your ground.

 

Get someone for 4 hours per week on €10-€12 per hour and get them to organise and liaise with the local schools and football clubs re the Community events. This person as well could be charged with the touches in the shop that we mentioned in part 1.

 

You cannot market your own business as you are the owner and as such don't have time, you should be a figure head.

 

Golden Rules

1, Plan a calendar of events both in store and in the community for the next 6 months minimum

2, Don't take all of this on yourself as it probably won't happen

3, if you are doing say a BBQ, don't just donate the burgers-that's a waste of time and money, you've got to be there to cook and recruit and be seen.

 

Eventually you will get the extra 260 customers 10 or 20 customers at a time…

 

PS

Use the data in the loyalty system

Use the data to measure how many new customers you are getting

Use the data to measure how many customers you are losing through inactivity

Where are your customers from ?

How often are they coming in?

Who has dropped their spend ?

Who has gone missing?

How many customers do I have ?

What's there average spend?

 

1 Send them all a text each week, 2 Send customers who have dropped their spend by 50% a different text doubling their points, 3, text missing customers.

 

Get moving on talking to them, send a emailed newsletter to them (we can help) with recepies for BBQ tips.

 

 

Kind regards,

 

Finbarr

Finbarr Malone

Customer Connect Ireland

Address: Unit 6, ERIC Building, Institute of Technology Carlow, Kilkenny Road, Carlow.

 

Tel: +353 (0) 1 485 3203

Fax: +353 (0)1 5261012

Mobile: +353 (0) 87 2368956

Skype: finbarr25

E: finbarr@customerconnectireland.com

W: www.customerconnectireland.com

 

This message contains confidential information and is intended only for the individual named. If you are not the named addressee you should not disseminate, distribute or copy this e-mail. Please notify the sender immediately by e-mail if you have received this e-mail by mistake and delete this e-mail from your system. E-mail transmission cannot be guaranteed to be secure or error-free as information could be intercepted, corrupted, lost, destroyed, arrive late or incomplete, or contain viruses. The sender therefore does not accept liability for any errors or omissions in the contents of this message, which arise as a result of e-mail transmission. If verification is required please request a hard-copy version. Please note: the contents of this email are not to be taken as representing the views or opinions of Customer Connect Loyalty Ltd or its associated or subsidiary companies from time to time, save where the same are provided to you and evidenced in writing and duly signed by a current Director of Customer Connect Loyalty Ltd.

 

The challenge-How to get more from your loyalty

Hi Everyone,

 

Email duration 2 minutes

Firstly, our texting platform is nearly ready we were told we'd have it a couple of weeks ago so apologies for those who want us to do all of their texting.

 

The simple step to improve your loyalty.

 

1, Use the data properly, there is a gold mine of information on your loyalty system lets use it! Log on to your CMS panel and study the data.

                A, Text a really strong offer to your missing customers only each month

                B, Text a really strong incentive to your customers whose spend has dropped by 50% in the last.

                C, Pick 50 customers each month(preferably a mix of lagging customers and great customers(evangelist's) and                 write to them enclosing some coupons for discount or double their points for them and a short handwritten                 note of thanks.

D, decide what you are going to do each month and then – Do it every month…Consistency is key.

               

 

As a manager/coach of your local team you implore your lads to give 100% you watch each closely and where one is lagging you work with them to motivate and push them to a higher level of performance. You give them tea and sandwiches after training (well sometimesJ) you bring them on weekends away, you train in gyms, pools and even in some cases boot camps are used.              

 

Well likewise your customers are monitored and measured and incentivised by the loyalty programme but are you the business owner working with them individually to motivate them to 100% performance?

 

Question: What have you done as the business owner in the last month to really really impress your customers?

 

 

Our 1-2-1 programme, I still have 1 place left on our new programme which is Free. Below are the details again if you are interested.

Our aim is to take 4 butchers who have been running loyalty for some-time and apply a form of Sales Process Engineering to achieve growth.  

 

Remember it's no longer about the product or the displays as these are now a basic requirement, if you haven't got these right your finished. It's about much more than that now.

 

SEE Below for our 121 programme.

This email will take 5 minutes of your time;

 

Okay, you've got your loyalty programme in and you are up and running, this is great as this allows you to know, count, and incentivise your customers. We would now like to invite each of you to our offices in Carlow IT for an individual planning session within the next two to three weeks. This is a private session between yourself and ourselves. To make this meeting a success we need full disclosure from you on your business KPI's such as turnover, GP's, customer count etc. Please do not send a representative for you as a representative can't make final decisions and , if you can't find the time then this is not for you.

One thing I've learned is that being a local business you can easily be swallowed up by the wolves at your door that are the supermarkets. Assuming you are at the top of your game re standards etc then it's down to building a special relationship or bond with a sufficient number of customers who want to stick with you, who almost believe themselves to be in a monogamous relationships with you.

 

This presents you with an advantage as you have the ability to create a life time customer that no supermarket can compete with. However there is a danger too, this is one of the few advantages left open to butchers and if you get this wrong then you will fail and fail entirely.

 

"Profit in business comes from repeat customers, customers that boast about your product and service, and bring friends with them."

W. Edward Deming, Out of the Crisis

 

 

This all means that the only marketing that should be undertaken is relationship based marketing i.e. almost one to one marketing as a means of customer connection and relationship building.

 

In Ireland today the local butcher is in for the fight of his life. A thinning of the herd has begun for butchers in much the same way as it started to happen for publicans several years ago. Business owners lost touch with their customers and the supermarkets spent that time reconnecting with those very same customers.

 

To retaliate against that fight I believe it is essential to bring our clients on a new development programme that can answer the following questions and set the targets relative to that;

 

Firstly-Lets target new customers.

 

Sales Target Increase Worksheet New customers			Example
1,What are Your annual Sales?			€1,000,000.00
2, What is your percentage targeted Increase?			10.00%
	Gross Sales needed in Euro's		€100,000.00
3, What is your average sale per Transaction			€12.00
4, What is Your Customer  Value?			€520.00
5, What is your conversation Ratio			25.00%
6, How many first Time Buyers needed to reach goals?			750

 

It is this table that guides the promotions and how we run these promotions which are aimed at new customers. Let's think about this for a minute…why run promotions when there are no targets or goals set for those promotions. We must know what we are chasing and what success is and what failure is then we can grow in a planned manner.

 

Secondly- What about those old regulars

 

Target Increase Visits From Existing Customers			Example
1,What are Your annual Sales?			€1,000,000.00
2, What is your percentage targeted Increase of Visits?			10.00%
	Gross Sales needed in Euro's		€100,000.00
3, What is your average visit per customer			2.4
4, What is Your Customer  Value per visit?			€12.00
5, how many extra visits are needed to achieve goal			8333
6, How many extra visits per existing customer required			1.5

 

This is only the tip of the iceberg as far as planning your future business goes but once these targets are established we then design the tactics to drive this rather than just designing promotion for the sake of it.

 

Please Note;

We are not charging for this service however we only want to work with clients that are willing to put in the work and drive their business And  make changes if required.

 

This programme may require you to move out of your comfort zone but if you want things be different then sometimes things have to change.

 

What will you get?

 

Day 1

Business analysis. Complete analysis of your existing business.

"What if" challenges

Set targets for new customers

Set targets for increasing existing Visits

Set targets for increasing average spends

Promotional planning and actions and targets for quarter 1.

Promotional Costing

Goal setting for quarter 1.

 

Day 2

Month 3

Previous Quarter  analysis

Promotion success and analysis including costings

Goal success

New Customer Measurement

Existing Customer Measurements

Business analysis

 

Day 3

Month 6

Previous Quarter  analysis

Promotion success and analysis including costings

Goal success

New Customer Measurement

Existing Customer Measurements

Business analysis

 

This programme will not tell you about pricing or about buying cheaper product or how to reach your margins or get more from your staff- instead it will focus completely on the relationship between you and your customer and how you can place practical steps in place on a long term consistent basis to ensure your business grows.

                                                                                                                                                           

Our solution is based around a simple formula

To multiply the sales and profits of any business you need to excel in 3 key areas…

1. Attract more new customers for the same or less marketing spend.

2. Generate more money per customer after the initial purchase.

3. Systemise 1 and 2.

 

 

 

Please reply by email if you wish to take part in this programme. Remember it will take about 4 hours every 3 months and there is no charge…

 

 

 

 

 

Finbarr Malone M.Sc. Hospitality

Director

T (353) 1 485 3203

F (353) 1 5261012

M (353) 87 2368956

E finbarr@customerconnectireland.com

Address: Unit 1, Enterprise & Research  Incubation Centre,

Institute of Technology, Kilkenny Road, Carlow.

 

 

 

This message contains confidential information and is intended only for the individual

named. If you are not the named addressee you should not disseminate, distribute or

copy this e-mail. Please notify the sender immediately by e-mail if you have received

this e-mail by mistake and delete this e-mail from your system.

 

E-mail transmission cannot be guaranteed to be secure or error-free as information

could be intercepted, corrupted, lost, destroyed, arrive late or incomplete, or contain

viruses. The sender therefore does not accept liability for any errors or omissions in

the contents of this message, which arise as a result of e-mail transmission. If

verification is required please request a hard-copy version.

 

Please note: the contents of this email are not to be taken as representing the views

or opinions of Customer Connect Loyalty Ltd or its associated or subsidiary

companies from time to time, save where the same are provided to you and

evidenced in writing and duly signed by a current Director of Customer Connect Loyalty Ltd.

 

 

4 places available for new programme

Hi Everyone

 

This email will take 5 minutes of your time;

 

Okay, you've got your loyalty programme in and you are up and running, this is great as this allows you to know, count, and incentivise your customers. We would now like to invite each of you to our offices in Carlow IT for an individual planning session within the next two to three weeks. This is a private session between yourself and ourselves. To make this meeting a success we need full disclosure from you on your business KPI's such as turnover, GP's, customer count etc. Please do not send a representative for you, if you can't find the time then this is not for you.

One thing I've learned is that being a local business you can easily be swallowed up by the wolves at your door that are the supermarkets. Assuming you are at the top of your game re standards etc then it's down to building a special relationship or bond with a sufficient number of customers who want to stick with you, who almost believe themselves to be in a monogamous relationships with you.

 

This presents you with an advantage as you have the ability to create a life time customer that no supermarket can compete with. However there is a danger too, this is one of the few advantages left open to butchers and if you get this wrong then you will fail and fail entirely.

 

"Profit in business comes from repeat customers, customers that boast about your product and service, and bring friends with them."

W. Edward Deming, Out of the Crisis

 

 

This all means that the only marketing that should be undertaken is relationship based marketing i.e. almost one to one marketing as a means of customer connection and relationship building.

 

In Ireland today the local butcher is in for the fight of his life. A thinning of the herd has begun for butchers in much the same way as it started to happen for publicans several years ago. Business owners lost touch with their customers and the supermarkets spent that time reconnecting with those very same customers.

 

To retaliate against that fight I believe it is essential to bring our clients on a new development programme that can answer the following questions and set the targets relative to that;

 

Firstly-Lets target new customers.

 

Sales Target Increase Worksheet New customers			Example
1,What are Your annual Sales?			€1,000,000.00
2, What is your percentage targeted Increase?			10.00%
	Gross Sales needed in Euro's		€100,000.00
3, What is your average sale per Transaction			€12.00
4, What is Your Customer  Value?			€520.00
5, What is your conversation Ratio			25.00%
6, How many first Time Buyers needed to reach goals?			750

 

It is this table that guides the promotions and how we run these promotions which are aimed at new customers. Let's think about this for a minute…why run promotions when there are no targets or goals set for those promotions. We must know what we are chasing and what success is and what failure is then we can grow in a planned manner.

 

Secondly- What about those old regulars

 

Target Increase Visits From Existing Customers			Example
1,What are Your annual Sales?			€1,000,000.00
2, What is your percentage targeted Increase of Visits?			10.00%
	Gross Sales needed in Euro's		€100,000.00
3, What is your average visit per customer			2.4
4, What is Your Customer  Value per visit?			€12.00
5, how many extra visits are needed to achieve goal			8333
6, How many extra visits per existing customer required			1.5

 

This is only the tip of the iceberg as far as planning your future business goes but once these targets are established we then design the tactics to drive this rather than just designing promotion for the sake of it.

 

Please Note;

We are not charging for this service however we only want to work with clients that are willing to put in the work and drive their business And  make changes if required.

 

This programme may require you to move out of your comfort zone but if you want things be different then sometimes things have to change.

 

What will you get?

 

Day 1

Business analysis. Complete analysis of your existing business.

"What if" challenges

Set targets for new customers

Set targets for increasing existing Visits

Set targets for increasing average spends

Promotional planning and actions and targets for quarter 1.

Promotional Costing

Goal setting for quarter 1.

 

Day 2

Month 3

Previous Quarter  analysis

Promotion success and analysis including costings

Goal success

New Customer Measurement

Existing Customer Measurements

Business analysis

 

Day 3

Month 6

Previous Quarter  analysis

Promotion success and analysis including costings

Goal success

New Customer Measurement

Existing Customer Measurements

Business analysis

 

This programme will not tell you about pricing or about buying cheaper product or how to reach your margins or get more from your staff- instead it will focus completely on the relationship between you and your customer and how you can place practical steps in place on a long term consistent basis to ensure your business grows.

                                                                                                                                                           

Our solution is based around a simple formula

To multiply the sales and profits of any business you need to excel in 3 key areas…

1. Attract more new customers for the same or less marketing spend.

2. Generate more money per customer after the initial purchase.

3. Systemise 1 and 2.

 

 

 

Please reply by email if you wish to take part in this programme. Remember it will take about 4 hours every 3 months and there is no charge…

 

Sincere Regards

 

 

 

Finbarr Malone M.Sc. Hospitality

Director

T (353) 1 485 3203

F (353) 1 5261012

M (353) 87 2368956

E finbarr@customerconnectireland.com

Address: Unit 1, Enterprise & Research  Incubation Centre,

Institute of Technology, Kilkenny Road, Carlow.

 

 

 

This message contains confidential information and is intended only for the individual

named. If you are not the named addressee you should not disseminate, distribute or

copy this e-mail. Please notify the sender immediately by e-mail if you have received

this e-mail by mistake and delete this e-mail from your system.

 

E-mail transmission cannot be guaranteed to be secure or error-free as information

could be intercepted, corrupted, lost, destroyed, arrive late or incomplete, or contain

viruses. The sender therefore does not accept liability for any errors or omissions in

the contents of this message, which arise as a result of e-mail transmission. If

verification is required please request a hard-copy version.

 

Please note: the contents of this email are not to be taken as representing the views

or opinions of Customer Connect Loyalty Ltd or its associated or subsidiary

companies from time to time, save where the same are provided to you and

evidenced in writing and duly signed by a current Director of Customer Connect Loyalty Ltd.

 

 

march promotions

Hi Everyone

 

Here are some promotions for March which you might like to consider.

 

If you need any posters or flyers or coupons etc then call or email .

 

Regards

 

Finbarr

 

March Madness

 

Large     A1Poster

 

Start Saving Your points for that 1^st Communion or Confirmation day now

Communion and Confirmation  Day Roasts Pack for 10 people €49.95 or €29.95 with 1000 points   Or €39.95 with 500 Points

 

 

Second Poster and Flyers

 

Your Great Loyalty March Madness At Brady's

 

·         Every  Wednesday Double Points on all your purchases

 

·         Thursday to Saturday Double Points on all your shopping.  When you buy any Roasting Joint!

·         Spend over €15 and receive a €2 voucher Redeemable

       (valid for 1 week when you spend over €15)

 

 

 

 

 

St Patricks Day Posters & Flyers

 

St Patricks Meat Hampers?

Spend over €30 euro on your St Patricks Day Purchases from Mon 12^th to Fri 16^th and get a €5 coupon  Valid for your Easter Sunday Lunch.

 

Or

Spend over €30 euro on any of our St Patricks day hampers from Mon 12^th to Fri 16^th and get a 10% coupon  Valid for our Easter Sunday Lunch order.

 

 

 

List out Meat packs here for St Patricks Day

 

 

Super Valu Targeted Promotions

Earn 150 points in March and get a 5% discount voucher for April

 

 

 

Finbarr Malone M.Sc. Hospitality

Director

T (353) 1 485 3203

F (353) 1 5261012

M (353) 87 2368956

E finbarr@customerconnectireland.com

Address: Unit 1, Enterprise & Research  Incubation Centre,

Institute of Technology, Kilkenny Road, Carlow.

 

 

 

This message contains confidential information and is intended only for the individual

named. If you are not the named addressee you should not disseminate, distribute or

copy this e-mail. Please notify the sender immediately by e-mail if you have received

this e-mail by mistake and delete this e-mail from your system.

 

E-mail transmission cannot be guaranteed to be secure or error-free as information

could be intercepted, corrupted, lost, destroyed, arrive late or incomplete, or contain

viruses. The sender therefore does not accept liability for any errors or omissions in

the contents of this message, which arise as a result of e-mail transmission. If

verification is required please request a hard-copy version.

 

Please note: the contents of this email are not to be taken as representing the views

or opinions of Customer Connect Loyalty Ltd or its associated or subsidiary

companies from time to time, save where the same are provided to you and

evidenced in writing and duly signed by a current Director of Customer Connect Loyalty Ltd.