Marketing Masters Roundtable - May 2

What is a marketing roundtable?

Our marketing masters roundtable chats help connect industry leaders to share insights, challenges and opportunities within a more intimate setting. Each session focuses on a different specialty, giving guests the chance to dive into powerful conversation that resonates with their particular roles as opposed to the broader industry.

Plus, we firmly believe that we’re #bettertogether.

Theme of the session: Hungry for connection: Building brands that bond.

Let’s discuss how we as marketers build communities, experiences and experience-based connections with customers.

Topic 1: How to utilise your CRM to maximise data capture.

 All of the data you collect should be fed into one central place, allowing you to understand the customer in one single view. This will help you enrich and better monetise your data. 

• Do you find it difficult to capture all data streams? 
• Are data points being linked to customer profiles?
• Too much data or not enough? 
• How do you get more data?

What’s happening in reality? What is preventing you from capturing as much data as you'd like?

Time! How can small marketing teams navigate the challenges of burdening to do lists and limited support? 

Strategic integrations & automations: Buzz words that make a world of difference. How can you find the best tech stack that unites all of your data streams? Ensure that each data stream is tagged with their source, this will reduce the amount of time spent segmenting, analysing, updating. Reduce the need for manual downloads and uploads – this is a nightmare and can often result in dirty lists. 

Lean on your tech teams! If you’re a Connect customer, you have the opportunity to gain 1-1 support. Need help segmenting that new data source, or want some advice as to the best automations that should be created to set and forget? That’s the beauty of working with a local team. 

What benefits can you reap from this time investment? Creating personalised dining experiences that matter. This short article talks to a few of those key advantages. 

How can you get more data and learn more about your customers? Loyalty!

Ignited by the data conversation, we posed the question “How can you introduce a Loyalty program to not only secure more data, but create long lasting relatio nships with your customers?” This spurred some extremely interesting thoughts as to what the blockers and the benefits are to offering a Loyalty program.

Prohibitive costs: Set up and operating costs were top of mind. Venues are having to way up the steep costs of managing loyalty programs with third party platforms. Interestingly, this outweighed the concern of the discounted product. 

Complexity isn’t key: Got a venue that is keen to build their own loyalty program from scratch? ⛳️ Red flags may start appearing, the complexity that comes from internally developed programs can lead to more stress than it’s worth. Keeping it simple can be the best solution. 

Differentiation: At Triple 1 three they set out to create a truly customer centric loyalty program that looked at how they could reward their customers across their network. Getting this right before launch is crucial to ensuring you’re resonating with the needs of your customers and  keeping them coming back time and time again!

Build group loyalty! The AVC Loyalty program helps promote group wide loyalty - encouraging customers to visit other venues within the group. This is a huge value add for the customer (ability to earn rewards at other locations!) but also keeps visits within the business. 

Mr Yum Loyalty: Look to an integrated system that works across your tech stack. Mr Yum Loyalty is a plug and play system that rewards customers for every $ they spend - the data then loops back into Connect, keeping it simple and easy to manage. 

Keen to learn more?  This short article outlines a few tips for increasing customer loyalty (with and without a rewards program). 

This is just the start - keep your thoughts coming 👇👇