The festive season is finally upon us. For many karting tracks, Christmas is one of the busiest
times of year with more new people through the doors than any other season. But it’s not just a great month for cashflow, if you play it right then December can be the gift that keeps on giving.
The Christmas season is the ideal time to build your database and create a list of targeted
people who know your service, like what you do and may be interested in coming back again soon. A list like this is absolute gold dust because if you use it right it can help you fill your diary in the year to come, increasing your sales and boosting your bottom line.
HOW TO BUILD A CRACKING LIST THIS CHRISTMAS
Building a list is often easier than it seems. Many business owners shy away from it because they don’t know how to do it and they don’t want to seem pushy or salesy. But if you get a little creative then people will be keen to sign up. Here are a few ideas to get you started…
• Offer to email them their lap times and certificates
• Take individual podium photos & offer to send them to everyone.
• Offer a prize draw or a competition
• Have an online scoreboard with overall best lap times and winners They can
sign up to be notified when someone beats their score or a new driver takes
HOW TO USE YOUR LIST TO FILL UP YOUR DIARY
Now you’ve got a cracking list, what do you do with it? First of all, you need to nurture it. The most common mistakes most business owners make is they either let their list go cold, or they try to sell too hard.
It’s a balancing act. Don’t go in too hard trying to sell in every communication. Be sure to send some value and content too. You could share your secrets on how to get the perfect race line or tell them how to avoid the biggest cornering mistakes. The more value you give them, the more likely they will buy from you when you ask them. But most of all, be sure to send them something! A cold list is no use at all.
Here are a few ideas of ways you can use your list to keep your customers coming back.
RUN HOLIDAY PROMOTIONS & OFFERS
Send out offers and deals in line the season and any special holidays. Valentine's Day, Easter, Bank Holidays, Halloween, Christmas and even the Queens Birthday! It doesn't matter what the celebration is, make a great offer and people will buy.
RUN AN INTER-COMPANY COMPETITION
If you get this right it can serve you for years to come. Pit several companies against each other in a battle for the Inter-company Trophy. The winning team keeps the title of Champions for the year. Invite them back to defend their title next year, along with several other companies who might be keen to challenge them.
MAKE A SPECIAL BIRTHDAY OFFER
Send out a special deal before your customers birthday offering the birthday boy or girl to drive for free when they book a party. If they don't bite, you can send them a special birthday “gift” on the day too, with a different deal, perhaps extra laps or a kart upgrade.
SEND THEM A CHALLENGE
Every time a record is broken send them an email inviting them in to come along to try and
break it themselves. Accompany this with a great offer and a tight deadline and you'll be sure to get some takers.
So as you can see, there are lots of ways to build your list and keep your customers coming back for more. How will you make the most of your list next year?