How a Simple VIP Program Increased Bookings x 7!
John Dwyer
“Way-outside-the-box” marketing thinker who amazes business owners with stunning “customer attraction” concepts.
At my Wow Factor Seminars, I highlight a particular Sanctuary Cove cafe for which I produced a VIP promotion.
The Cafe St Tropez was one of numerous eating establishments in the up-market Shopping Village of the Gold Coast’s Sanctuary Cove - and owner, Steve, requested some assistance in building trade.
Steve is a member of my Coaching Program and after discussing the challenge with him, I recommended a number of marketing initiatives, one of which was the introduction of an Exclusive VIP Card for Sanctuary Cove residents.
Why the residents??
Pretty simple – Sanctuary Cove is a very up-market, gated community and as such, the residents inside the gates were undoubtedly the cafe’s major prospects!
So we put together a very classy Direct Mail piece and produced plastic VIP cards.?
Both the letter and card were inserted into an envelope addressed to the householder and letterbox delivered to all homes in the precinct.?
Householders were invited to bring their VIP Card to the cafe in order to activate it and enjoy the associated benefits of a 10% discount and various other Bonus Offers.
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The result was stunning.?
The cafe increased patronage by local Sanctuary Cove residents sevenfold within a month and because of the VIP status that these residents enjoyed, repetitive trade followed.
As a side benefit, the cafe collected 1,000 email addresses within weeks and this grew as each month went by.
The VIP Card was an exclusive looking card, somewhat mirroring a high level American Express card. (Same size as a regular credit card.)
The lesson in this, is that everyone wants to be treated “special” – so why not consider creating a VIP segment in your customer base??
Hear from Steve himself! https://youtu.be/swvpYmVTSQ8
If you’d like help with INCREASING SALES of your stuff, email JD at [email protected] and check out https://bookofwow.com/