Van Dwinnells Mallory Henkelman Sarah Hubbs Kelsey Skinner
Client: Walker’s Bluff
Table of Contents Introduction ................................................................................................................................ 3 Client Background ............................................................................................................3 Statement of Problem .......................................................................................................3 SWOT Analysis .................................................................................................................4 Estimated Resources .........................................................................................................4 Objective ......................................................................................................................................5 Strategy ........................................................................................................................................6 Target Market ...................................................................................................................6 Lifestyle ....................................................................................................................7 Causality ...................................................................................................................8 Substantiality.............................................................................................................9 Accessibility............................................................................................................10 Budget ........................................................................................................................................11 Evaluation ..................................................................................................................................13 Tactical Recommendations ......................................................................................................14 Packaging and Branding ................................................................................................14 Sales Promotion ...............................................................................................................15 Public Relations ...............................................................................................................17 Personal Selling ...............................................................................................................18 Advertising.......................................................................................................................19 Conclusions ................................................................................................................................21 References ..................................................................................................................................23 Appendix A - Additional Member Benefit Options ..............................................................24 Appendix B - Additional Promotional Tactics .......................................................................26 Appendix C – Loyalty Program Implementation ..................................................................30 2
Introduction Client Background Walker‟s Bluff is a premiere winery located in beautiful Southern Illinois. The property was purchased over eighty years ago by the current owner‟s grandparents. The current owners are Cynde and David Bunch. This 160 acre complex is being developed as the premiere vineyard and destination in the tristate region. They provide a wide range of delicious wines and exquisite foods, as well as activities for all ages. Walker‟s Bluff currently houses both a fine dining facility, named Legends, and their Gazebo, of which is used to sell wine and small food items. Walker‟s Bluff has plans to build more facilities on its grounds. A wine cave and general store are currently in development. This marketing plan will focus specifically on Walker‟s Bluff‟s fine dining restaurant, Legends. The experience of Legends begins with complimentary valet service before walking into the restaurant which has an elegant atmosphere. The menu offers the area‟s most gourmet cuisine. The selection of fine wines and spirits is the largest in the area. And the service is fantastic. Legends has seasonal menu changes and offers breakfast, lunch and dinner. No dress code is enforced, but the number one priority is to serve customers in a relaxed environment.
Statement of Problem During their first year, Walker‟s Bluff has successfully entered into the Southern Illinois entertainment industry. As a new business, Walker‟s Bluff‟s current focus is building their brand
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image. Walker‟s Bluff hopes to convey the image of high class and elegance to its customers. The problem we are focusing on in this marketing plan is the lack of a customer loyalty program for Walker‟s Bluff‟s restaurant, Legends. We plan to design a customer loyalty program for Legends and to create awareness of that program through promotional efforts. In designing the customer loyalty program, we plan to convey the image of luxury, exclusivity, and elegance to members of the club and others who hear about the club. The presence of this exclusive club combined with the promotion for it should help enhance the image of Walker‟s Bluff as a high-class, elegant place to be.
SWOT Analysis
Estimated Resources Monetary resources available to promote this brand loyalty program are estimated to be between $1,000 and $3,000 per month after the startup campaign, especially for further
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implementation. Startup costs will be considerably more. Current employees of Legends are also available as resources for establishing and promoting this program.
Objective Our objective is to develop and maintain an exclusive brand loyalty program with a minimum of 35 members within a three month time-frame. With a program such as a brand loyalty program, getting started and obtaining the first main group of members is typically the hardest portion of getting established. Once a the first group of members is initially enrolled, word-of-mouth begins to start and promotional efforts can be reduced.
Goal: To enroll 35 members in the exclusive brand loyalty program. Benchmark: Currently, there is not a brand loyalty program. Time-Frame: February 1, 2011- April 30, 2011. This time frame was chosen because it would begin during the slow winter months and progress into the prime wine season when peoplesâ€&#x; interestsâ€&#x; would be peaked in discovering more about the program.
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This is a startup Campaign with expectations to be continued and treated as an annual campaign in the future.
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Strategy Target Market
After careful analysis, our target market for the exclusive brand loyalty program at Walker‟s Bluff has been narrowed down to those consumers between the ages of 25 and 64, who have earned a Bachelor‟s degree or higher. The income levels of our target market include household incomes of at least $125,000 or an individual income of at least $60,000.The focus of our promotional efforts will be within a 60 mile radius of Walker‟s Bluff. This target market was chosen because it meets the causality, substantiality, and accessibility requirements. We feel that aiming our promotion at these
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individuals will lead to the best return on investment and increased revenue for Walkerâ€&#x;s Bluff. There are 685,792 individuals within our 60-mile radius. 358,502 individuals of the total population that live inside this radius fall within our target market. 173,416 households in our radius have an income of 125,000+. Our target market also includes those individuals who have a bachelorâ€&#x;s degree or higher. When measuring educational attainment levels, we found that 111,045 people in the designated radius have at least a bachelorâ€&#x;s degree. We intentionally negated segmenting our target market by gender, marital status, and race because we believe that a diversified group of individuals will bring a much more cultured and sophisticated environment into the Living Legends club.
Lifestyle Our target audience lives a simple, but elegant lifestyle. Many individuals own stock, mutual funds, and also timeshare residences or vacation homes. These individuals also belong to church boards, civic clubs, or alums to fraternities making them more likely to join in an exclusive membership club and remain loyal over a long period of time. The individuals, who fall into the baby-boomer segment of our age range, enjoy a larger disposable income that allows them to eat out more and travel. The younger segment of our target audience spends money to go out to eat. The audience we have selected is also comprised of technologically savvy individuals. They frequently use the Internet to shop, search for products, and communicate. Cell phones and other electronic devices are part of their everyday life. Members of our audience also read more upscale outdoor and home magazines such as Outdoor Life, Field and Stream, and Southern
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Living. They subscribe to catalogs and often order from them, so using direct mail would capture their attention. Causality Consumers between the ages of 25 and 64 were chosen because they are more likely than any other age group to eat lunch and/or dinner at a full-service restaurant (Who‟s Buying, 2002), such as Legends of Walker‟s Bluff. Given this information, it is assumed that more dollars are spent annually by these consumers thus Walker‟s Bluff should focus its promotional efforts towards this age group to increase their revenues. Many of the current customers of Walker‟s Bluff who attend Legends on a regular basis are employed as doctors, lawyers, Southern Illinois University administrators and faculty, and other jobs in this region that are regarded as high income. These occupations will be more likely to earn household incomes in excess of $125,000 and individual incomes exceeding $60,000. People between the ages of 25 and 64 are much more likely to have completed at least their Bachelor‟s degree. Because of their education levels, they are more likely to be employed in occupations that provide an income that falls within our target. Consumers meeting these criteria are more willing to pay an annual fee in order to receive the benefits that the exclusive brand loyalty program has to offer. Their expendable incomes will allow them to spend large amounts of money at 8
Legends, while the 60-mile radius will keep the travel distance within reason. Also, the education and age levels will help restrict the target market so that promotional efforts are concentrated and efficient.
Substantiality In deciding the substantiality of our target market we wanted to have a large enough segment to justify our commitment of resources for our brand loyalty program while still keeping it exclusive by restricting promotion of the program from the general public. Therefore, much of our justification will be based on the potential revenue of a select list of highly profitable repeat customers rather than a large collection of insubstantial unreliable consumers. Our target market‟s age range is between 25 and 64 years of age. This age group includes 50.4 percent of consumers located within a 60 mile radius of Walker‟s Bluff. Within this region, 15.1 percent have attained at least a Bachelor‟s degree and 2.8 percent earn a household income of $125,000 or more (U.S. Census, 2000). Although there may not be a large number of people in the Southern Illinois area who meet all of these criteria, the amount of revenue that could potentially be brought to Walker‟s Bluff by those that do is extremely substantial. According to Who‟s Buying (2002), “college graduates spend 39 percent more that the average household at restaurants and carry-outs, with spending 57 to 61 percent above average on full-service lunches and dinners.” People with income levels of $70,000-plus spend about 77 percent more than the average household at restaurants and carryouts (Who‟s Buying, 2002).
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Accessibility By opening channels of both direct and indirect promotional efforts, we will be able to gain access to our target market. The exclusivity of the brand loyalty program will restrict the amount of public promotion that will be used, as this would be highly inefficient. The forms of direct promotion that will be used include a direct mailing list, an electronic mailing list, and personal selling efforts by current employees. The direct mailing list would allow us to segment the patrons of Walker‟s Bluff and Legends so our target would be reached efficiently. The direct mailing list would also allow us to provide more formal invitations to customers that are a part of the exclusive brand loyalty program. An electronic mailing list would also allow Walker‟s Bluff to segment their customers in a low cost and more informal, frequent, and up-to-date form of communication. Current Walker‟s Bluff employees would conduct personal selling efforts. This would include waiters, waitresses, bartenders, and other employees recognizing returning customers and sharing information with them about the customer loyalty program. Employees would provide any and all necessary information to customers and see if these consumers have interest in joining the exclusive program. While direct promotion is our primary way to access Walker‟s Bluff customers, we will also make use of select indirect promotional efforts. Employees will also encourage our consumers to invite their friends and talk about Walker‟s Bluff to their acquaintances. This will be our attempt to make use of Buzz Marketing and create positive publicity about Walker‟s Bluff. Promotional flyers, brochures, and posters will be located throughout Legends and Walker‟s Bluff. This will ensure that all current patrons have access to any and all information about the program.
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Budget Packaging and Branding Promotion
Source
Logo Design Welcome Basket
Savviads
Quantity 1 35
Total
Price ($)
455
455
Sales Promotion Promotion
Source
Sampling New Menu Use of Premiums Wine Glasses Corkscrews T - Corks Polos
In House
Referrals Sweepstakes Forms
Quantity 35 Active Members
Price ($) 500
bargainmugs.com absorbentprinting.com widgetco.com giftsandpromotions.com
500 100 100 150
609 429 39 2070
Copies and More
Per 1 200
300 20
Total
3967
Advertising Promotion
Source
Quantity
Price ($)
Menu Advertisements Buck Slips Magazine Advertisements Custom Brochures Custom Business Cards
48hourprint.com pgprint.com winemag.com printpelican.com printpelican.com
100 500 13 300 500
195 48 5170 150 33
Total
5596
Personal Selling Promotion
Source
Photo Book CRM System Membership Upgrades
owned resources
Quantity 30 0
Price ($) 300 0 11
Total
300
Public Relations Promotion
Source
Webpage Update Press Releases Newsletters
employee hours employee hours employee hours
Quantity 25 2 8
Total
Price ($) 500 30 120
650
Summation of Startup Budget Promotion Mix
Price ($)
Packaging and Branding Sales Promotion Advertising Personal Selling Public Relations
455 3967 5596 300 650
Total
10,968
NOTE: As stated earlier; monetary resources available to promote this brand loyalty program are estimated to be between $1,000 and $3,000 per month after startup campaign, especially for further implementation. Startup costs will be considerably more. Current employees of Legends are also available as resources for establishing and promoting this program.
~ $11,000 Startup cost
35 Members paying $1,000 dues Creates a $35,000 Maximum Yearly Budget
Enables Excess Funds to be applied to Future Campaigns for Living Legends or as Revenue
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Evaluation The success of our promotional campaign can be evaluated by measuring the number of enrolled customers in the loyalty plan as of April 30, 2011. Further evaluation can be done by counting attendance during exclusive events held for program members as well as redemption rates for exclusive offers available to them. In addition to this the additional revenue brought in through member dues, increases in repeat visits, and increases in the purchases that will be gained as more members are added to the club will be tracked and used to evaluate the success of the program and its promotion. Exclusive loyalty club creates a personalized experience servicing the members and their specific needs. These consumers help create a stable stream of revenue for legends and walkers bluff. Considering a customerâ€&#x;s lifetime value, even a limited group say 35 members, as such is the loyalty program can be incredibly valuable to a company. Due to high return on investments of prolonged loyalty of current consumers the customer lifetime value is exponentially greater than the initial costs of the program.
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Tactical Recommendations
Packaging and Branding We have chosen to name the loyalty program “Living Legends.â€? This name was chosen to brand the club as a club with only legends as members. This should give a feeling of prestige to the club and every member within it. While the program is not a tangible item that can be packaged, we do recommend that careful planning be put into the packaging of anything given to the members of the club; the first thing being the Living Legends Member Welcome Basket. The Living Legends Member Welcome Basket should include a bottle of Walkerâ€&#x;s Bluff wine, two Living Legends branded wine glasses, a membership card, and a calendar of upcoming exclusive events. Cost: approx. $13 14
Sales Promotion Sampling of New Menu Items Whether the reasons may be due to climatic changes such as the seasons, or even special holidays and events being celebrated, menus change at least a handful of times during the year. This often comes as an unexpected pleasantry as many people enjoy thematic and/or traditional entrees. Though often, "new" and "never before seen" entrees and appetizers make their way onto the menus. By allowing "special screenings" or sampling of new menu items, specifically for loyalty club members prior to final implementation, a sense of belonging with Legends will occur. Cost: Varies with menu selection. $20 - $50
Use of Premiums Self-liquidating premiums are necessary within the business not only as means of advertising but also to allow for memories. By having available free or even at low premiums useful novelty items such as imprinted wine glasses, polo t-shirts, corks and corkscrews, and even pens some even embedded with the illustrious Living Legends logo identifying their time spent being a part of such a magnificent place. This enables them to take a little piece of Legend's home with them. Cost Custom Wine Glasses: 500 for 609 Source: bargainmugs.com T Corks: 100 @ $39 Source: www.widgetco.com/t-top-cork-stoppers-black-plastic-caps 15
Custom Corkscrews: 100 @ $429 Source: www.absorbentprinting.com Custom Polos: 150 for $2,070 Source: www.giftsandpromotions.com
Referrals "We are products of our environment". This is nearly a fact for any given situation. Therefore if one were to be wealthy they are surrounded by wealth. A derivative nurtures the idea that the rich have rich friends. Therefore, seeking friends of wealthy friends has a much higher probability to reach the intended target market. To ensure that recommendations are made, a referral award should be offered for any current member that is credited with the acquisition of new candidates. Incentives may be as simple as a free dinner and a free bottle of wine, or possibly up to a case or specialized gift. Cost: Up to a $30 value
Sweepstakes The human race has many commonalities; one of which is the desire to have that of which another already has. By employing the use of a simple sweepstakes, like a random drawing (no purchase necessary), whereby a regular guest could then acquire a chance to be treated like a Legend. The prize could be a temporary either 1 day, week, or month membership into the club. This should be used sparingly and best at startup of program. Cost: Printing and design- 200 forms @ $20 16
Public Relations Alterations to Current Webpage Although the current Walker‟s Bluff webpage is very well designed and easy to navigate it would need to have a new link added that would direct people to the Living Legend‟s webpage. Here, people interested in joining would find descriptions about the club, member benefits, and promotional material for the program as well as a link to a member‟s only page. The member‟s only webpage will include a calendar of events, stories about recent events, Living Legends member spotlight, and other exclusive information, only available to club members. Cost: Approximately 20-30 hours of employee wages Press Releases Distribute press releases about any expansions that are taking place on the grounds of Walker‟s Bluff, awards won by Walker‟s Bluff or Legend‟s, Walker‟s Bluff anniversaries or anniversaries of specific buildings on the grounds as well as any celebrations being held for them, new menu items, and new wines as they become available. This will bring new customers to Walker‟s Bluff and Legend‟s by peaking their interest in these activities and changes that are taking place. These press releases will be of no cost other than the time it will take for an employee to write each release.
Newsletters Publish a monthly e-newsletter that is sent to Living Legends members. This publication would include a calendar of public and private events, stories about recently past events, a „Member of the Month‟ article, a list of new members, human interest stories about any interesting employees/club members/owners, etc., as well as the seasonal menu changes. This 17
will help to promote Living Legends by creating more awareness and involvement in the program. This will cost approximately 8 hours of employee labor each month to write the articles and design the newsletter.
Personal Selling Photo Book CRM System Create a photo book for each employee who has direct contact with Living Legends members, such as the doorman/woman, host/hostess, waiters/waitresses, bartenders, etc. These photo books would act as a Customer Relationship Management system and would include a picture of each club member as well as any acquired information about them such as their favorite drinks, hobbies they enjoy, or other information that would help the employees to make the club members feel important. These books would be relatively inexpensive to make, with an estimated cost of about $15 per book for approximately 30 employees.
Membership Upgrade Presentations Once about 15 people have signed up as members of Living Legends, hold special presentations in which information about upgrading a membership is given. This would be an opportunity for club members to learn about how by paying more dues, they will receive more opportunities in the club. Refreshments would be provided, pamphlets would be distributed, and employees would be available to speak to those interested in upgrading on an individual basis.
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Advertising Menu Advertisements Advertising in the Legend‟s dining menu would include in-house advertisements that will feature information about current and upcoming events. Menu advertisements that change regularly will be printed as inserts and not directly on the menu. These inserted advertisements will feature the wine of the month and encourage customers to purchase a bottle to take home. The inserted advertisements will also list and promote upcoming events at Walker‟s Bluff. Because the menu changes seasonally, there is an opportunity to print advertisements on the actual menu. These advertisements could contain information on the progress of Walker‟s Bluff projects. Advertisements could also feature bulk wine ordering information that encourage customers to purchase wine for themselves. The advertisements for bulk wine ordering would feature all available wines and not just the wine of the month. Walker‟s Bluff also has the opportunity to sell menu space. Space would be available on the actual menu or as a menu insert. These ads could be sold to individuals coming to entertain at the winery or local businesses that want to advertise to visitors. Once Walker‟s Bluff wine becomes available in stores, a contract could be formed to have the wine be sold cheaper in the store, in exchange for inexpensive ad space, Because current promotional materials are made in-house at Walker‟s Bluff, there would be no labor charges, except for the time that an employee takes to make ads. The only cost that would be incurred would be through printing. A four-page, full color, glossy menu is $195.00 for 100. Costs would be offset by advertising space that is sold. Source: www.48hourprint.com 19
Buck Slips The buck slip can be used as an effective advertising piece because it quickly sums up major points and doesn‟t get lengthy for customers to read. Because the buck slips would be stapled to receipts, customers would be more likely to read them. Featuring an offer that promotes the purchase of a bottle of wine or a return visit will encourage buying behavior and loyalty. Buck slips are also a very cost affective way to reach customers and are often something they hold onto for long periods of time. Cost: $47.32 for 500 Source: www.pgprint.com
Magazine Advertisements Magazine advertisements would allow Walker‟s Bluff to reach a larger audience than those within a 60-mile radius. High class, upscale, wine magazines and also travel magazines would be effective for Walker‟s Bluff. Advertising in a large magazine such as the Wine Enthusiast, would allow for high reach. The publication prints 13 times a year and features several special awards editions. A 1/3 page ad for one issue is $5,170. Rates do not change according to special publications, so investing in the most appropriate issue would allow for a better return. Source: www.winemag.com
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Brochures Brochures that contain information regarding the Living Legend‟s program would be made available at Walker‟s Bluff and other area locations. These brochures would promote the club and its exclusivity as well as Walker‟s Bluff. The brochures would feature information about club activities, programs, events, and benefits. The brochures would also feature member testimonies that express the benefit of being a member of such a exclusive club. Cost: Custom business cards: 500 for $32.09 Custom Brochures: 300 for $149.07 Source: www.printpelican.com
Conclusions Walker‟s Bluff has been highly successful since its opening in 2009. However, until now there has been no exclusive loyalty club offered to customers. For this project we created the Living Legends Club which customers can purchase a membership to. They then will be offered benefits and perks on a regular basis that are not available to regular customers. To promote this program we suggest a wide array of promotional tactics involving the use of packaging and branding, public relations, personal selling, sales promotion, and advertising. Our promotion plan only covers the first three months of the institution of this program, set to start on February 1, 2011. However, this will be a very vital time in determining whether or not this program will be successful in the future. To determine the success of the program the focus will be on the number of people who join the club and on the amount of additional revenue they will bring in. Startup 21
costs are considerably high for this program and its promotion, but these costs will be balanced out by the increased revenue created by membership dues. Continuous evaluation and maintenance will be necessary for this program to be successful, and regular changes in the program will be necessary in order to be kept up to date with current trends. We wish Walkerâ€&#x;s Bluff well in the institution of this program and its promotion, and sincerely hope that you will continue your success in all future endeavors.
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References Online References www.giftsandpromotions.com
www.printpelican.com
www.bargainmugs.com
www.48hourprint.com
www.luckyclovertrading.com
www.pgprint.com
www.walgreens.com
www.winemag.com
www.wineexpression.com
www.widgetco.com
www.widgetco.com/t-top-cork-stoppers-black-plastic-caps www.absorbentprinting.com/bar-and-food-service/wine-gifts-and-wine-sets/wineopeners-and-corkscrews/rosewood-stainless-steel-wine-opener
References The Strategist Editors, ed. Whoâ€&#x;s Buying at Restaurants and Carry-out. 2nd ed. Ithaca, NY: New Strategist, 2005. Print.
U.S. Census 2010. FreeDemographics.com [1.4.18543]. Alteryx. Web. 7 Oct. 2010. <http://www.freedemographics.com/>.
Business Analyst Online (2008), Market Profile for Carterville, Illinois and 60mi. radius, ESRI.
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Appendix A - Additional Possible Member Benefits Seal Design A well designed seal can enhance the appeal of such an exclusive membership. By using references that relate to Walker's Bluff yet adding separate distinct differences will further develop and distinguish the caliber of being a Living Legend Additional Member Benefits
Allow members to choose location of seating.
Cost: Free
Allow members to request a particular waiter or waitress.
Cost: Free
Special bar for members only.
Cost: includes designing, building, staffing and maintaining
Create a point system where members earn credits through meal purchases that can be
used at the general store and gift shop. (1 credit for every $10 spent) Cost: Decrease in profits $0.10 for every dollar.
Allow special access to the winery on days that weddings or private events are booked.
Cost: Free
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Allow the option of a select membership that is a “pay as you go” type of service with
minimum required payments. Cost: Free
Members can receive free tours of the kitchen and have the opportunity to work with a
Legends chef to create an exciting meal. We can offer this as a package. (For a certain rate you receive dinner, a cooking experience, and wine of the month.) Cost: Chef‟s wages as well as the cost of the meal and wine.
Offer corporate memberships.
Cost: Free
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Appendix B - Additional Promotional Tactics Packaging and Branding Additional Names for the Loyalty Club: Legend’s Leisure Club The Legion The Legendary Club Gentile Club
Elitist’s Club Cultured Echelon Legend’s Exclusive Club
Sales Promotion
Coupons sent directly to club members through mail or e-mail.
Cost: 10% off of their next meal or wine purchase
Free in the mail premiums with a certain number of receipts or receipts totaling a certain
amount: Golf balls, coffee mugs, calendars, etc.
Have some sort of contest, perhaps a dance competition, that it held on the grounds of
Walker‟s Bluff where the winner will receive a free membership to the loyalty program and possible other gifts. Cost: General member costs, costs of equipment to hold contest, and any extra employee wages that may be needed.
Rearrange seating and other inside design elements to promote longer stays. For example,
have the coat check away from the front door in another room.
Have a continuity plan in place where the more often that people patronize the restaurant
the more special attention they will be rewarded with by restaurant personnel. Cost: Free
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Hold a drawing for a free bottle of wine every month. You can enter online but must be
present to win. Cost: Between $10-$30
Offer tours of the wine making process from start to finish for the small price of $10.
This price would be offset by 5 free samples at the end of the tour. Cost: Wages for the employee acting as tour guide
Purchasing a case of the „wine of the month‟ results in a Visa gift card.
Cost: $25 Public Relations
Last year they held the 5k run/walk for the Cache Creek Animal Rescue, hold this event
again. Cost: Donation to Cache Creek and use of the grounds for the day, however, these costs will be offset by the additional revenue the event should generate.
Sponsor Carbondale Art and Wine festival.
Cost: Sponsorship fee
Support local music and entertainment.
Create their own event, perhaps a music or art festival held at Walker‟s Bluff/Legends.
Create a crisis plan for product failures (contamination such as food poisoning).
Cost: Free
Create a crisis plan for natural, accidental, or environmental disasters.
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Cost: Free
Create a crisis plan for corporate scandal or losses.
Cost: Free
Create a formalized complaint handling procedure for employees to follow that employs
either an equity or over benefiting system. Cost: With equity it would be equal to the price of the meal and with over benefiting it would be equal to the price of the meal plus a voucher for
$10 off a future meal.
Create a system for suggestions by the customers so they can voice their complaints,
concerns, and suggestions to the company instead of spreading bad word-of-mouth. Cost: Free to set up, and approximately one hours wages per week for someone to review the suggestions. Personal Selling
Season‟s greeting cards to help build rapport.
Cost: Customized Greeting Cards: 300 for $595 Source: www.cardsdirect.com
Offer gift cards or certificates for customers and club members to purchase and have
employees try to push these during holiday seasons as well as during the slow season to bring in extra revenue. Cost: Free
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Advertising ď&#x201A;ˇ
Business cards/brochures with information about the program made available at Legends
and possibly at other establishments in the surrounding area. Cost: Custom business cards: 500 for $32.09 Custom brochures: 300 for $149.07 Source: ww.printpelican.com ď&#x201A;ˇ
Create advocacy advertising, perhaps supporting the arts.
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Appendix C - Loyalty Program Implementation Step 1
Development of the Contact List
Ongoing
Organizing a list of names of Priority Customers developing information database containing appropriate customer contact information. This gathering process should be done in a professional manner and organized as such for this will be a useful aid in creating the Member Profiles. Although the most valuable consumers will become known if not already due their frequency visits and spending habits, some contacts could be gathered from other local businesses creating a cooperative venture and consumer list. If at first unwilling, a monetary or service exchange can be issued. This latter tactic must be done with respect to the individual and how the or the risk of pushing away valuable members of the community can occur.
Step 2
Ordering Materials
1 - 2 Months
Certain documentation must be created and Organized Payment forms/Receipts
calendars
Banners
Bookkeeping
email/direct mail templates
Member Profiles
brochures/buck-slip
posters
Programs of Events
Ordering Novelties and Promotional Items Decorations
Wallets
Corks
Picture Frames
money clip
Corkscrews
Gift Basket
Cards
Wine-Chillers 30
Step 3
Initializing Program
1 Month
Implement advertisements Ads, Posters, Banners, Brochures, etc...
Implement Customer Relationship Management Systems, i.e. building customer rapport and creating professional Member Profiles.
Sign Candidates up for Membership
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