You know you need to collect customer information to serve them well, but how exactly do you collect that data? Is it okay to use it in your pet marketing campaigns? We’re here to help you get clear on how to get to know your customers while keeping respect and privacy top of mind.
One of the things that makes a pet marketing campaign a success is delivering it to people who are likely to act on it. It doesn’t make sense to spend time and resources convincing someone who owns a fish to make a dog grooming appointment, right? That’s why it’s incredibly important to have relevant customer data on hand, so you can deliver the right message to customers you know will benefit from your pet business.
Before we get started, we want to remind you that it should be standard practice to request some information at the time of purchase, whether it’s at the register or online. This is an easy way to collect email addresses, zip codes and phone numbers without much resistance. Having accurate and in-depth customer data will enable you to focus on where to target your pet marketing campaigns and how to get in touch with your customers. Take care to train your team to request this information when they are working the register.
Also, being transparent about the data you collect builds trust with your customers. Remind them that you will keep their information safe. Tell them in plain terms that you won’t spam them. And ensure you won’t sell their data to the highest bidder.
Here are eight ways to incentivize your customers–new or loyal–to share their information with you.
- Require registration for your events.
Everyone expects to trade in their email address when they sign up for an event these days. But take your registrations to the next level by asking for a pet birthday or breed so you can provide extraordinary customer service later down the road. Our two favorite registration platforms are Google Forms for free events and Eventbrite when you want to charge an entry fee or request a donation.
- Use a texting service.
Raise your hand if you get at least one text message from a store that tells you about sales and special offers regularly. That’s what we thought. Have you considered implementing the same in your pet store? Using a texting service allows you to automate the opt-in process and grabs their cell phone number in the process.
- Put on a raffle.
Customers can’t resist a chance to win free stuff. Use this information to your advantage and host a raffle to win a gift card to your store or a complimentary service. Just require entrants to share their name, email address and cell phone number in exchange for a free entry.
- Create an irresistible opt-in.
Some people like to call this a lead magnet, but we like to call it an easy way to make your pet marketing campaigns gain traction! Simply offer up a free resource, gift, educational video, or something of value in exchange for your customers’ information. Once you have the data, you can follow up with them via email about how they can make the most of their shiny, new freebie!
- Have fun with contests and competitions.
Set up a pet costume contest or a themed photo contest and ask visitors to your store to vote on their favorite. Require people to share their names, addresses and other relevant contact information to enter their pet into the contest. And don’t forget to advertise a fun prize for the winner to boost entries!
- Ask for feedback.
Check two things off your marketing to-do list by asking for feedback and customer information. Everyone has an opinion, and they’re likely to share it with you if you ask. Add a pop-up box to your website encouraging shoppers to complete a brief survey about your store, your products, or what makes them love being a pet owner. Sweeten the ask with a 10% off coupon if they provide their email address when they’re done.
- Offer exclusive discounts.
Get customers to hand over their information by offering up exclusive discounts to members of your VIP (very important pets) list! This is a great opportunity to ask for the quirkier information you want to know so you can tailor your pet marketing campaigns for maximum success.
- Host a giveaway.
Once a month, pull a few items off your shelves and wrap them up in a mystery box or surprise bundle. Show it off on Facebook or put it front and center at your register area. The only way to win the goods is to enter with customer information. If your customers are active on your social channels, make the monthly drawing a Facebook or Instagram Live event! (Here are a few ideas to get you started on Facebook Live while you’re here!)
Looking for more ways to keep your customers happy and make the most of your pet marketing campaigns? You need to get in on our free Facebook community for pet care business owners! Join us over in the Pet Boss Nation group to make connections and learn more about what’s working in pet stores across the country (and what could work in yours!).