Manu decides to target people who last booked at least six months ago. Manu starts with customers who have previously given good feedback, because he thinks they’re the most likely to respond.
Manu emails these customers a 25% discount if they book within a week. To get the discount, customers answer a short multi-choice questionnaire about why they haven’t booked for a while.
The results will help Manu improve his services.
When running a promotion, it’s important to check:
- promotion costs vs change in earnings
- if it achieves its goal, eg prompting past customers to book again.
So, at the end of the month, Manu checks how many people used the discount code and how his earnings compare to previous months. This shows the promotion boosted sales, earning more than it cost to offer the discount. And the questionnaire helped Manu understand his customers better.
Manu’s emails each returned customer a couple of weeks later to say thank you. He also encourages them to book regular appointments.