4 Simple Rules For A Successful Birthday Deal
Birthday deals done right are one of the most powerful marketing tools in the hospitality and service industries today.
But if done wrong, there’s certainly a chance you could do the opposite of what you’re intending to do. We’ve seen success stories and horror stories. Here are a few simple rules to keep you from being one of the latter.
Make your deal worth it!
While you can’t give away the house, a deal should be enticing enough to get someone to spend time in your business on their special day. In other words, don’t just give ‘em free fries with an order over $20.
Example: We love the free steak from Black Angus, but not everyone has filet mignon in the kitchen. Golden Chick in Arlington, Tx, simply sends a coupon for $7.50, but that’s more than any item on the entire menu (which is a pretty tasty deal).
It should be easy to sign up!
Birthday deals are about creating a new loyal customer while still taking care of the ones you already love. This isn’t about seeing who can follow 7 cryptic steps to join your online-app-required-“like”-132-of-our-Instagram-pix-and-share-with 19-friends program. We understand there’s value in apps and data, but there’s more value in happy customers telling all their friends how amazing your business is.
Example: The Justice Club at Justice apparel stores sends you an email for a free gift that is good for the entire month of your birthday. Not only that, but you get double reward points. First of all, we love that you can redeem the birthday email offer at anytime during the whole month. Second, that’s an easy win for the customer, since all they gave up was an email address.
Be excited it’s their birthday!
No one wants to come in and get greeted by Debbie Downer when they exclaim it’s their birthday and that they’re stoked for their free ice cream.
Example: We’ve seen everything from a boisterous “Happy Birthday!” to an expressionless stare from across the counter. Birthday or not, all food tastes better when served with a smile.
Communicate the deal and what’s at stake, and set certain expectations for your staff.
Example: Not all our customer-facing staff fully understands the life-value of a customer or the social media power that’s apparent on a daily basis these days. It’s mission critical to ensure that they do! Make sure they know the expectations on how you want the birthdayer treated. They came in to celebrate and they brought friends with them! We recommend role-playing these scenarios with your staff. As they say, “Don’t expect the things you don’t inspect.”
If you have other ideas, be sure to send them our way. And if your birthday deal isn’t in our app yet, contact us today to get it up there. It’s nationwide, and, best of all, it’s free! #birthdaybetter