Introducing CFL’s unique Peel-Out-Cards

CFL Marketing would like to introduce you to our unique “Peel-Out-Cards”, which can be used for both businesses or customers.

The sheet combines both a data capture mechanism, with an integrated laminated card which peels out, sticks together and can be retained by the customer.

The card’s have been used in a number of ways. One client uses them as a membership card. This is personalised and mailed to the new members on a monthly basis.

Many of our pub clients use them purely as a data collection exercise, which also offers the customer an incentive to repeat visit (such as 20% off food), and as they have captured the detail of the customer they can then market to them via other channels such a direct mail or email.

One on these pubs was situated next to a large hospital, and offered the card to NHS staff as a thank you for their community service, the uptake was huge resulting in very busy lunchtimes and after work custom.

Others have offered the card to local residents, supermarket staff, army garrisons, and other wider services.

Each card has a unique reference number so the card can be traced back to the data record, and purchasing and visiting habits can be analysed.

The cards are durable, due to their laminated surface, and offer a much cheaper alternative to plastic cards.

Our experienced design studio can adapt the mechanism to any given brief or industry.

Please see examples below of some of the cards we have created, for more information please email philm@cflmarketing.co.uk or call 01225 782669

3 Things to Keep Consistent in Your Email Newsletters

Varying your content is a good, but here are three things you should always keep consistent in your email newsletters.

1. Timing

Your newsletter should be like clockwork. Whether you send it out daily, weekly or monthly, you want the timing to the same each time. Just like the evening news, a consistent schedule conveys the message that you and your business are trustworthy.

By sticking to a schedule, your newsletter also serves as a friendly and regular reminder to your clients that you’re ready to serve them. It’s not unusual that you will get an inquiry or a sale shortly after sending one out. Be sure to pick a schedule you can maintain, and make sending it out a habit.

2. Format

The content in your newsletter will vary, but the structure should stay the same. Imagine how confusing and reader-unfriendly it would be if the newspaper moved content around, putting the classifieds section on the front page and the news buried inside!

Like consistent timing, a standard format will help build reader loyalty. Different readers will enjoy different features of your newsletter, for example, your personal letter or special offer. They might like to skip ahead to a certain section each time they open your email. When you create a familiar structure for each issue, you make it user friendly.

Header, colors and section titles are part of your newsletter format and they should remain steady, too. It’s OK to add some fun elements for holidays or special occasions, but try to stay as close as possible to your format.

3. Message

Finally, your newsletter should have a consistent brand message. Each time your client reads your email, he or she should “recognise” your voice. Think of a newsletter as having a one-way conversation with your customers. Its words allow them to get to know and trust you. The voice should also mimic the voice in your blog and on your website.

Only include information that represents your brand and company mission. It’s OK to include personal stories. Just make sure what you’re sharing doesn't contradict your company values.

When your newsletter maintains a level of consistency, you build a relationship as well as trust with your readers – the two most important things a business owner can have.

For more information on how CFL Marketing can help with your email marketing campaigns, please log onto www.cflmarketing.co.uk or call 01225 782669

Growing your Database!

Every business owner wants a big email list. The bigger the list, the better the potential for sales, right? The problem lies when you try to create a big list overnight.

Building a list too quickly without thought could have its pitfalls – We have 3 simple tips to help!

1. Have easy-to-find signup forms on your website

Your signup form need to be eye-catching but thorough. Have you ever been in a store where you had to hunt down a salesperson to make a purchase? You want a signup form that is as easy to spot as it is to find the cash registers at Target. In other words, up front and colorful.

Place the signup form in a prominent place on every page of your website. When you treat it with importance, you encourage visitors to sign up.

Also, make it clear what your visitor is signing up for. For example, a signup form that says “Sign Up for Our Weekly Newsletter” lets your visitors know how often they will hear from you. By establishing clear expectations, you avoid the potential that your emails will be marked as spam later.

2. Offer an incentive for signing up

Invite people to join your list by offering them a reason to sign up. This usually comes in the form of a freebie or an offer that can be considered a bonus to the valuable content you normally offer through your newsletter. It could be a free report or tool, an exclusive discount, a free trial or a free recording of a podcast or webinar.

Whatever you offer, make sure it’s appealing and useful to your audience. It should also fit with your brand and messaging. For ideas, check the traffic statistics on your blog posts and see what attracts the most views.

Then be sure to spread the word about your incentive. For example, post it on social media outlets. And issue a press release to fellow bloggers who might share your link with their audience. Be sure to stress the value of the incentive and why someone would benefit from joining your list.

3. Use social media to promote signup

Finally, you’ll want to further your efforts by offering signup options through your social media channels. For example, install an email signup box on Facebook to convert fans into email marketing list members. Or tweet out a link on Twitter. Be sure to share some of the content of your newsletter via your Facebook and Twitter updates to attract new list members. And don’t forget to put a signup box on your blog. If visitors love your posts, they’ll be more likely to sign up to receive your emails as well.

Make sure you are using “share with your network” buttons. People are more likely to trust a recommendation from a friend. If your newsletter is shared, it increases the chances the friend will sign up for your list themselves.

By building your email lists through these tried-and-true methods, you’ll increase your list numbers with loyal followers. All aboard!

CFL Marketing can help you in all aspects of growing databases, Please see the presentation we put together back in 2011. It has really aided Businesses to build a great Marketing asset with fantastic results and a large ROI.

Data Capture - 12 tips from CFL Marketing

Top-Down or Reactionary?

Marketing: Are You Top-Down or Reactionary?

When it comes to organising your marketing efforts, do you utilise top-down or reactionary methods? Do you know the difference?

1. Do you create a formal marketing plan and stick to it?
2. Do you prefer to follow trends and create marketing strategies on the fly?
3. Or maybe you like to do a little both?

 Whether you’re top-down or reactionary, each has its strengths and each has its weaknesses. Take a look at how you can pull the best from both:

Top-Down Marketing

Top-down marketing analyzes a company’s situation, measures objectives, develops key strategies, and creates specific tactics to achieve company goals. This is best done by researching trends and marrying the findings with company objectives.

Top-down marketing requires planning and follow through. It also requires closely tracking results and measuring success.

This type of marketing can also include offensive strategies. It involves evaluating the competition and forming comparisons. For example, a company using top-down marketing might identify a competitor’s weakness and emphasize its own strengths as an answer to customers’ problems.

You might call top-down marketing “Type A.” It’s strategic, specific, quantitative and realistic. And in certain cases, it can be considered contrived.

Reactionary Marketing

Reactionary marketing is the opposite of the top-down marketing. It’s the kind of plan that is formed as a reaction to trends, news or perhaps simply how the marketer feels that day. Reactionary marketing forces a company to stay current and be in the same places that their customers frequent.

A reactionary marketing campaign might involve the creation of a YouTube, Facebook or Pinterest campaign. Before you initiate a reactionary marketing strategy, ask yourself: Does this marketing effort fit with our overall company mission or are we simply jumping on a trend? If you can answer that question honestly, you can decide whether the reactionary tactic is worth following.

Reactionary marketing can also be a defensive strategy. It might lead you to counter a claim made by your competition or create a solutions for your market that is better than the offerings your competitors have.

Reactionary marketing can be quite effective. It’s nimble and current. Companies that make the best use of reactionary marketing have already established a well-built reputation and a solid customer base. If not executed correctly, however, reactionary marketing can feel haphazard. It can also be the kind of strategy that compels the marketer to chase the next “shiny” thing.

What kind should you use?

The best answer is “both!”

As you plan your marketing strategies for the rest of 2013, make room for top-down and reactionary. Create a plan with structure, but be willing to change if necessary or make additions when an opportunity presents itself. The best companies demonstrate stability with a twist of spontaneity.

Let the Guinness flow and enjoy the craic!

Are you aware St. Patrick's day in on a Weekend this year? - What do you have planned for the 17th March?

The January sales are over... Valentines has been and gone so St. Patrick's day in the next big weekend in the calendar.

We all know its tough out there...so its the perfect opportunity to use the luck of the Irish and drive custom to your venue.

So why not contact CFL to build a targeted promotion?

Whether its Design, Posters, Flyers, Mailings, Door Drops, Banners, Emails,Web Sites, Social Media, Data Capture or SMS text messages, we can help!

CFL posses that rare combination of operational experience, marketing flair and industry knowledge, our dedicated client services team will custom build a solution to fit any given brief or requirement.

Let the Guinness flow and enjoy the craic! 

Top 10 Marketing tips for Christmas.

      1. Start Planning Early

The Earlier you start planning the better, don’t leave it to the last Minute. One of our clients started their Christmas campaign in May!

2. Early Bird Discounts

Offer a discount for booking before a certain date. However remember don’t just offer a discount to the whole group – but also incentivise the party organiser. People are more likely to organise a party if they know they are personally getting something in return – This could be money off their meal or even a bottle of fizz!

3. Identify your targets!

Think about what types of people will book a party at your venue, where do they live?, where do they work?, how old are they?, How much do they earn?

Here at CFL  Marketing we have  access to 49 million records nationwide, CFL can compile a list to fit your campaign, given pretty much any profile you can think of. We have access to CAMEO profiles which can be used to further analyse your data, providing you with highly targeted campaigns. Don't think this just applies to consumer data - we can also supply business data at the same level of detail, if not more!

Whether it's topping up your own data or a complete list, we've got what you need.

4. Who Booked last year?

This is a good place to start!! Did you capture the details of the guests from last year – if not…do so this year. Capturing details is not as hard as you think especially if you use it as a January bounce back promotion – this is a notoriously quiet period.

For more tips on data capture, take a look at the following presentation - 

Data Capture - 12 tips from CFL Marketing

5. Why should people book?

What are you planning that others are not.. Is there entertainment included, what’s on the Menu, is there an after meal party. Make sure you communicate your USP quickly and easily…Remember the 3 second rule!

6. Utilise Business data.

Contacting local Business is a great way to attract larger bookings. Combining direct mail with a follow up phone call can be very effective. If you have a contact name this works even better…if not address the mailing to “Party Organiser” or “Social Secretary”.

We would suggest the business should have between 10 – 100 employees and be no further than 10 miles of your venue.

As mentioned above, CFL Marketing can supply the business data, in your area at a high level of detail or profile.

If you send 500 mailing packs at say £1 per pack, and you achieved a 5% response rate (25 Bookings) each booking had 10 people each spending £10, this equates to £2000, and a ROI of £1500. CFL have achieved a response rate of upto 25% in some cases!

7. Combine and integrate your Marketing effort.

Don’t just use one marketing method and think it will work. Combine your efforts across a number of media such as email, Direct Mail, web based, Social media,  and advertising. Remember to keep the theme and branding the same across all media.

8. Be Creative!

Christmas is not just about bells, holly and Santa. Try and be a bit more creative with your designs and artwork.

One tip is NOT to use photos of food. Unless they are professionally shot, with airbrushed food, it never looks nice!

CFL’s design studio can work to deliver any supplied brief - that's a given. Where our talent and flair really shows is when we deliver on a brief you didn't know in the first place!!

From mailing packs, to posters, banners, t-shirts and pretty much any other piece of print or collateral out there - we deliver on the strength of our ideas.

9. Make the most from viral activity and Social Media

Social Media is a great way to reach many people at low cost. Think about combining and linking your social media. However, remember don’t solely rely on it and don’t just use one platform.

CFL have Social media managers that can advise you on the best way to utilise Facebook, Twitter, Linked-in, Youtube and many more.

10.  How do they book?

You need to make it as easy as possible to book a party, using a variety of different methods – A booking line, text in number, web forms, booking forms with return address, even a fax number.

Make sure all enquiries are responded to at the earliest opportunity.

Follow all of these tips…and you will have a very Merry Christmas!.

www.cflmarketing.co.uk   01225 782669

Please see below some of CFLs Christmas designs from last year.

Students are going out more, says new research

Students are going out more often despite the difficult economic conditions, according to a new study from CGA that says they spend up to £3.2bn per year on nights out.
The survey of 2,500 students also found they consume more than 10% of all on-trade serves during term time alone.

According to the CGA Student Report 2012, more students surveyed said they are going out more often than a year ago than those saying they are going out less.

The report dismisses the stereotype that their purchase decisions are based on price alone. It also points to a growing demand among for outlets beyond traditional student-focused venues.

Kylie Poole at CGA said: “Students are a critical market for many pubs but their attitudes and behaviours are notoriously fast changing, especially at the moment given the trend towards living at home, the growing number of mature students and the impact of increased tuition fees.

"Our report confirms that students today are very different to the old stereotype: their tastes and preferences are highly sophisticated and they are demanding more from their on trade experiences than ever before.

“Students are traditionally painted as a fairly basic bunch only interested in the cheapest products, but our research found quite the opposite. The modern student population is increasingly diverse with a growing proportion seeking to indulge their luxury tastes on a limited budget.

“Our research suggests that certain student types will trade up whenever they can and have a sharp awareness of premium products, often seen as occasional treat.”

So what are you doing to target these students? - We have put together a presentation in 2011 (in conjunction with a current Media Student) to show you how to access this hard to reach market.

Please see the presentation below.

Accessing students

View more PowerPoint from CFL Marketing