Using Database Marketing as part of your Touch Strategy
I was recently at a restaurant and overheard the manager say to the hostess, “I’m going to do some table touches.” Sure enough, as I watched, he stopped by several of the tables to inquire how the patrons were enjoying the food. It was something new to me about the restaurant business.
But it’s not really new to me at all as I equate it to database marketing. As part of our strategy, we peer into our crystal ball, aka database, and continually identify new ways to touch our customers. All of which add up to a positive brand experience. Our databases allow us to welcome our customers, say thank you, and to invite them back. They don’t have to introduce themselves to us every time they buy something, we can say, “Thanks, glad you came back, see you soon!”
You have to get it right, and you have to do it consistently. I’ll never forget when I bought a car, my second in a luxury vehicle line (a brand that has never been my client, I must add). When I opened my beautiful Welcome Kit, it welcomed me to my FIRST purchase in the brand. Really? Had they ignored me all those years? Obviously I’m still stinging over it. And, if you only call me when you want me to buy something I’m really onto your game.
It’s great when a brand does it right, knows who I am and sends a “touch” my way once in a while. It’s a bit of an interruption when the restaurant manager stops by the table and asks how we are enjoying the food. But the overall effect is a good one — everyone feels good when someone says, “Thank you. We’re glad you’re here.”
That’s an important piece of a database marketing strategy.
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