Valentine's Day is here
Like another year more, Valentine's day comes back to bring gifts to all our partners. Only if you are lucky to have one, or not? Ja. Anyway, valentine's day is the more important love event of the year. The event that justifies to create and launch a great campaign. The event that to motivate to purchase products or service. In fact, the event that I have to learn how to manage and launch a success campaign. There is something I really love, that is my job.
As in others campaigns, I didn't have experience. I didn't have previous campaigns to support my ideas. Despite I don't have enough time, I have the knowledge, the passion and the creativity to launch a good campaign. Therefore, I have launched the best I could do it. We'll see the outcomes.
The Email Marketing Campaign
The goal of the campaign is to increase the numbers of bookings for 14th of February at least 0,5% of our subscriber we have in our list in MailChimp. The general idea is to provoke the desire to book a table with us for this special event. We have at least 6.000 subscribers. The goal is at least 30 bookings (0,5%) through email marketing. We've ready the menu but only we'll display the menu for 14th of February. I mean, my boss only wants to launch the campaign for that day. I think so we should've made the event longer. My brother, Juanfer, Revenue & Financial Director in Daniya Hotels has managed a perfect campaign. He's launched the campaign for the weekend before, on the 14th of February, and also, the weekend after. The outcome? All booked, success campaign. To be honest, a great job has made Juanfer. I write down this idea for the next year. The campaign has been sent in different steps and all along of a month.
The steps of the campaign
I've planned three steps in the campaign:
1.- First step: an email to all our list (pubs and restaurants). Introducing and remember valentines day. I sent an email inviting to do a love's test.
2.- Second step: an email to all our list but segmented by outlets. I mean, an email to all subscribers in pubs and another to restaurants. That email contained the menu for that day. Each outlet has a different menu.
3.- Third step: finally, an email to all our list but, again, segmented by outlets, with the link to book online.
I should be do another fourth step with the subscribers who booked a table online. An email with a form to rate the experience with us.
What do I need to improve for the next Valentine's Day campaign?
I think I didn't set up the campaign with enough time. I think I didn't segment the list very well. And also, I didn't create a campaign with enough ideas and resources to provoke desire in our subscribers. I need to improve, at least, all of these things for the next year.
The anecdote of the campaign
One day, my boss came to my desk asking what exactly I did for the valentine's day email marketing. He wanted to know why I sent an email with a love's test. One customer has complained because the result of this test was incompatible with her partner. She told to my boss that she isn't going to book a table for that day because she is incompatible with her husband and now they are upset. Really? Only was a love's test. Nothing else, a simple funny test. Anyway, I know you can find customers of all colors in your business.
Ah! I forgot... Happy Valentine's Day!
Written By Ruben Lozano
Ruben Lozano is a Digital and Ecommerce Marketing Manager at Tomato Tree and Inbound Marketing Manager at RoomAgree. His specialities include Growth Hacking Marketing and Inbound Marketing. When not at work, Ruben can be found playing basketball or in Starbucks drinking a mocha and at least 3 books in his backpack.