Scope and review time to setup: 1. Loyalty Program for Existing and New Customers 2. Recurring Newsletter and Email Promotions 3. Text and Email Marketing Promotions 4. Optimizing Square Marketing
Eli Weldon
Savannah
Akis Create & Launch Marketing Promotion & Customer Loyalty Programs
Review everything related to the project below. If there is anything we need you to review it will be listed under “What you need to review”
Current problems with customer relations.
- Lack of out-of-store communication, forcing the business to rely on customers remembering the brand on their own.
- No customer loyalty programs set up for repeat customers, making it harder to build long-term customer relationships.
- Website is the only source for notifying customer’s about changes (i.e., new baked goods, store location changes, etc), which is not a guaranteed way of informing them.
- Lacks incentive process for encouraging customer feedback through Google reviews.
- Disconnect between website and Square purchases.
How we’ll solve these problems, with increased customer communication and implementing brand awareness strategies.
Lack of out-of-store communication, which means the business is relying on customers to remember the brand solely on their own terms.
Goal One.
Integrate email marketing to keep customers informed about business updates and keep the brand top of mind.
81% of small and midsized businesses say that email marketing is their most important online tool for customer retention. (Source)
Email marketing has an average ROI of $36 for every $1 spent, making it one of the most cost-effective digital marketing strategies available. (Source)
No customer loyalty programs set up for repeat customers, making it harder to build long-term customer relationships.
Goal Two.
Implement a Customer Loyalty Program to Foster Long-Term Relationships and Drive Repeat Visits
85% of customers report that loyalty programs make them more likely to continue to shop with brands. (Source)
Members of loyalty programs generate 12-18% more incremental revenue growth per year than non-members. (Source)
Website is only source for notifying customer’s about changes (i.e., new baked goods, store location changes, etc).
Goal Three.
Keep customers informed and excited about changes, by installing text updates for new bakery items or promotions.
SMS marketing achieves a 45% response rate, proving it to be a direct and reliable way to ensure your customers receive important updates. (Source)
70% of U.S. consumers have a positive perception of businesses that communicate with them via SMS. (Source)
Lacks incentive process for encouraging customer feedback through Google reviews.
Goal Four.
Utilize discounts for encouraging customer feedback through Google reviews.
45% of consumers report being more likely to leave a review when offered a discount. (Source)
Restaurants and Cafes are the #1 industry that benefits from Google reviews.
Disconnect between website and Square purchases.
Goal Five.
Integrate the website with Square, so that all website submissions are logged with Square, for more comprehensive customer data.
Combining purchase history with website submission data allows us to more accurately segment customers based on behavior, demographics, and preferences.
Work required to achieve the outlined goals.
Lack of out-of-store communication, which means the business is relying on customers to remember the brand solely on their own terms.
Goal One.
Integrate email marketing to keep customers informed about business updates and keep the brand top of mind.
81% of small and midsized businesses say that email marketing is their most important online tool for customer retention. (Source)
Email marketing has an average ROI of $36 for every $1 spent, making it one of the most cost-effective digital marketing strategies available. (Source)
Work required:
- Develop 1 month of engaging email content, including two bi-weekly newsletters.
- Identify and align on target audience segments, such as customers who have made a purchase within the past year or expressed interest in specific product categories.
- Review and select best-suited email templates that align with the newsletter topic and business goals.
- Setup the email marketing campaign in Square, ensuring proper integration with the customer database.
- Schedule and automate email sends of the bi-weekly newsletters.
- Review key performance indicators (KPIs) such as open rates, click-through rates, and conversion rates.
- Provide a framework for client ongoing email marketing management within Square, including guidance on copy/content, customizing existing email templates, and the automation of emails.
Estimated time to complete:
- 7 - 10 hours
No customer loyalty programs set up for repeat customers, making it harder to build long-term customer relationships.
Goal Two.
Implement a Customer Loyalty Program to Foster Long-Term Relationships and Drive Repeat Visits
85% of customers report that loyalty programs make them more likely to continue to shop with brands. (Source)
Members of loyalty programs generate 12-18% more incremental revenue growth per year than non-members. (Source)
Work required:
- Establish a brand-aligned loyalty program name that reflects the brand’s personality and resonates with customers.
- Evaluate different loyalty structures available within Square (e.g., points-based, tiered rewards, amount spent, or visit-based programs).
- Determine the most suitable loyalty program type based on the business model and customer behavior.
- Define appealing and achievable reward options that encourage engagement (e.g., free products after X visits or Y amount spent).
- Create and set up the chosen loyalty program in Square.
- Train employees on how to promote and assist customers with the loyalty program to ensure they can clearly explain the benefits and functionality.
- Market the program through in store signage and email announcements.
- Review loyalty program success after 1 month of launch.
Estimated time to complete:
- 6-8 hours
Website is only source for notifying customer’s about changes (i.e., new baked goods, store location changes, etc).
Goal Three.
Keep customers informed and excited about changes, by installing text updates for new bakery items or promotions.
SMS marketing achieves a 45% response rate, proving it to be a direct and reliable way to ensure your customers receive important updates. (Source)
70% of U.S. consumers have a positive perception of businesses that communicate with them via SMS. (Source)
Work required
- Sign up for Square Text Message Marketing (phone number verification process)
- Outline SMS campaign copy/content and associated timing for send outs.
- SMS is perceived as a more personal communication channel since it directly reaches a consumer’s phone, often generating immediate attention. Due to this, SMS marketing should be reserved for time-sensitive promotions.
- Set up process for receiving customer’s consent by allowing them to voluntarily sign up for text updates
Estimated time to complete:
- 5 - 8 hours
Lacks incentive process for encouraging customer feedback through Google reviews.
Goal Four.
Utilize discounts for encouraging customer feedback through Google reviews.
Work required
- Assess which discount offers (e.g., percentage off or dollar amount) will effectively encourage customer participation without significantly impacting profit margins.
- Create a custom Google review QR code, ensuring it links directly to the business’s review page.
- Design visually appealing signage featuring the QR code for easy customer access in-store.
- Ensure store employees communicate the discount/review offer before the customer is purchasing
Estimated time to complete:
- 1-2 hours
Disconnect between website and Square purchases.
Goal Five.
Integrate the website with Square, so that all website submissions are logged with Square, for more comprehensive customer data.
Combining purchase history with website submission data allows us to more accurately segment customers based on behavior, demographics, and preferences.
Work required
- Configure platforms so that customer data is seamlessly connected to one another
Estimated time to complete:
- 1.5 hours
Timeline
Email newsletter
10/30
- OWC to share 2 completed newsletters for client review
- OWC to share process for client management of ongoing newsletters, including a content calendar with topic suggestions
11/6
- Akis to provide feedback on email template and newsletters
11/11
- OWC to provide final revised newsletters
11/14
- OWC to finalize set up the campaign in Square
11/18
- Go live with first email newsletter
SMS alerts
10/23
- OWC to sign up for Square text message marketing (phone number verification process)
10/30
- OWC to provide an outline of topics for the SMS campaign copy/content along with the recommended dates for send outs
11/6
- Akis to provide feedback/alignment on text messaging copy/content
11/8
- OWC to test and finalize integration of text messaging alerts
11/13
- OWC to finalize process for receiving customer’s consent by allowing them to voluntarily sign up for text updates
11/18
- Go live with scheduled text message alert