Tag Archives: Tom Schaefer

Level Up Your Business: Introducing the Launch of LDR BRD

The LDR BRD Mission:

We help your business understand and connect with your customers by providing actionable intelligence on consumer behavior. We want you to really know your customers and your market. We give you the power to increase revenue, brand exposure, and increase market penetration by deepening your relationships with your customers.

Whether you’re in the early stages of the concept, have been around for a while, or are currently experiencing a wave of growth, we understand each business has its own unique set of challenges and opportunities and customize our approach accordingly.

We work with you to help reach your destination, while keeping in line with your unique brand, mission, and everything else that makes your restaurant, brewery, coffee shop, winery, retail location, etc. stand out!

What sets LDR BRD apart?

Created for the food, beverage, brewery, winery, hospitality, and retail industries.
Integrates with your existing systems (or we can help you create them).
- Data collected from Web, Email, POS, Social Media, CRM, referrals, etc.
Tracks customer activity on-site and off-site.
- Financial, Online, In-Person, etc.
Data is then measured, run through filters, and used to identify your most valuable and loyal customers, how they interact with your business, and keeping them engaged with your brand long-term.

We have much more to come, but if you’re interested in learning more please visit our website and reach out to discuss!

Leveling-Up the Loyalty Game – Welcome to LDR BRD By: Tom Schaefer, Jr.

What are those letters? We’ll get to that later, I promise it’s worth the wait. In my previous post, I went on and on about how Loyalty systems don’t work. At the end of that piece, I explained that loyalty does work, it just seems the retail application was broken. They’re rewarding existing loyalty (which reduces the Lifetime Value, or LTV, of a customer that wasn’t going anywhere) but failing to convert new customers to loyal ones. If there’s something we’ve learned from Star Trek/Wars, Marvel, and even the gaming community, its that consumers crave something they can connect with. The obstacle here is translating what other mediums do well, into a retail or B2C environment.

Janet Robinson, former CEO of the New York Times Company, said it best –

“Repeat business or behavior can be bribed, Loyalty has to be earned”

But what inspires loyalty with your customers? First, we need to separate Customer Loyalty from Brand Loyalty. Customer loyalty comes from the buyer’s power on their own personal spending. They’re likely motivated by lower prices and competitive deals. The loyalty Ms. Robinson is talking about is Brand Loyalty, which is based on perception of the Brand and its value. Brands that focus on excellent quality in product, service, and a cohesive message, are much more likely to inspire loyalty in their customer base.

After all of this research into loyalty/reward programs, I went and did something about it. I created a loyalty platform that ties into the basic fundamentals of building strong brand loyalty. I could tell you all about Aristotle’s 7 causes of human action, defining the 7 ways we make decisions and take actions, or go through some other psychological triggers, but the answer is much simpler than that. Create a quality product or service, provide excellent customer experience, and unify under a strong message. Once that is in place, the rest is as easy as paint by numbers.

My system plays into 4 areas that help grow customer loyalty: Trust, Character, Excitement, and Community. First, we extend the excellent customer experience outside of the standard financial transactions. Using a common platform like a CRM program, helps us stay in touch with our customers, understand their actions, and allows them to provide us with feedback to make their next visit that much better!

Enter LDR BRD (but where’d the vowels go?)

I’ve been so excited to share this with everyone! I’ve spent most of my professional life in Sales and Marketing, and leaned on quantitative data for most of my decision making. We use tools like Lead Scoring to determine which people are more likely to buy, and which are just window shopping. Then it hit me…what if we could do the same with loyalty? It’s a messy, qualitative, emotional category that isn’t easy to track. So how do we do it? I took a sample group of people who self-identify as “Brand Loyal” and interviewed them over a couple weeks. Turns out their actions oftentimes spoke louder than their words. They were more likely to make large purchases from their preferred brand, share with friends and family through word of mouth/social media/online reviews, and fall into the habit of making regular purchases. Loyal customers should make up at least 20% of your base, but will account for 80% of future profits. It’s time to find out who they are (and what they care deeply about)!

Ready Player

We took the traditional lead scoring model, and made is public facing. This effectively turns loyalty into a game that adds a competition component to a system that doesn’t separate the loyal customers from passive return business. We have a system in place to track activity both inside and outside the traditional financial transaction. Did someone share a post on social media and tag your business? Get Points! Did someone invite their coworkers or friends to your bar for happy hour? Reward them! Did someone make a large purchase? Don’t let it go unnoticed! Our system also incorporates Feedback Loops (similar to popular games like Fortnite, with each new season giving players a reason to re-engage), so everyone gets a chance to shine, regardless of the previous activity. This allows new customers to feel like they have a chance to benefit in the system, while longer tenured customers continue to benefit from past activities. The purpose of this system is to identify and reward loyal business, all while turning your customer base into your own personal marketing army!

What about the name? I was inspired by the classic video game displays that list the current high scores. The leader board gives new players a number to beat, driving competitive behavior. At the end, you can only use three initials to describe what you are.

Leader Board became LDR BRD.

Are you ready to play?

If you have any questions about LDR BRD or would like to discuss how this platform can transform your business and drive revenues, fill out the form here or email me and let’s talk: [email protected].

Why Loyalty Programs Don’t Work…

As Marketers, one of the key metrics we follow is brand engagement, also known as Loyalty. We often talk about the size of a market, or how much market penetration a particular business or campaign has achieved. Loyalty is the measurement of how much of our captured market repeats business with us.

It’s said keeping a customer is cheaper than gaining a new one. Considering the retail industry as a whole spent over $1.9 Billion in 2016 running Loyalty programs, I’d say it’s still pretty costly. Businesses use “Loyalty Programs” or “VIP Clubs” as a way to grow customer loyalty. Unfortunately, these programs are often costly to operate and rarely translate to any kind of loyalty to the brand using them.

The average house is participating in over a dozen loyalty programs, and less than half the users are active or engaged with the brands. While the program is designed to increase loyalty, the business ends up spending money on the customer base that’s least likely to leave. These programs effectively cut into the profit margins from customers that were likely going to return, regardless of any additional perks. That last part is especially true considering most of the participants either don’t know how to redeem the rewards, or don’t care enough to find out.

You can find all of this information and research with a simple Google search. However, there is one market segment adding these types of programs at a faster rate than previous years. The beverage industry, specifically Breweries, Brewpubs, Tap houses, Wineries and Vineyards, Distilleries, and Hard Cider Mills. The most common model is by far the Mug Club, or Mug Membership. While some are a one-time payment, most are annual or monthly payments to a business, providing the member with added perks. Now, as a former member of these clubs, I LOVED them. I probably doubled my money with the perks I received. An example of the perks is as follows:

-Personalized mug, typically 2-4 ounces larger than the standard pint but priced the same

-Brewery/Tap house Merchandise (T-shirts, Hats, Koozie, bottle openers, stickers, etc.)

-Discounts on Beer/merchandise

-Special Events (no cost to members)

-First in line for special events/product releases

-Free Growlers and discounted fills

The average cost of these programs to the members can range anywhere from $40 to a couple hundred, depending on the Brewery or Bar. I spent $150 to join one, and $85 a year to keep it renewed, with additional shirts and events with each renewal. The Breweries justify this by saying it creates a group of loyal customers that will promote the business outside the walls and gives the members a unique sense of community. When most of the Brewery clubs have 100 members or more, that’s a big cut into a profit margin from a group of people that would likely be loyal customers with or without the club. Can the breweries prove these members are promoting them in the community? What’s the return on the brewery’s investment? If you can’t prove something works, how do you justify the expense?

Alternatives to the Club

Now you don’t think I’d sit here and rip apart an old system that’s been in place for years without offering alternatives, do you? I love a good beer, and want to see these Breweries grow. They stay in the same system, or don’t participate, because there aren’t many people out there talking about alternatives. The end goal is to increase their market share, and promote loyalty within their current customer base.

Special Release Clubs

These kinds of membership clubs seem to work for those chasing the elusive “Whales”, or special limited run bottles. Breweries can forecast what kinds of beer they want to make, based on cost of production, and divide that total into the membership count to give them the cost per member. Tag on whatever margin they need to make it worth their time, and the membership group can turn a profit before the first batch ever goes into production. This gives the members a sense of loyalty, status, and keeps them engaged with the brand as they look forward to the next release. There’s a value add, and breweries can measure the benefit. Club members typically have to travel to the brewery to pick up the bottles, and will often spend a bit more on beer during the visit. POS systems can track the members and allow breweries to measure the additional revenue per member at the time of the visit.

Active Point Systems

This is a new take on the long-standing loyalty system, but with a twist. Breweries, Distilleries, Cider Mills, and Vineyards/Wineries can easily turn their typical social and marketing engagements into a point system. By continually engaging with their markets, breweries can put out a series of tasks that equal points. Create a clear, public facing list of “award tiers” that customers can follow, and the point totals needed to reach each one. World of Beer did something along these lines with their “1 point per beer purchased” programs, with prizes ranging from a free t-shirt to a private party with a free keg of your choice. Not a bad start, but they could have gone further.

The one beer = one point model only works when people are in the building, and it isn’t typically something most of their market thinks about unless they’re already patronizing a location. The prizes also need to be collected from the location they signed up for the program. This negates the benefits if someone moves or a location goes out of business. You can switch your “home” location, but that’s unnecessary friction for the customer.

Award Tiers need to not only benefit those already in the building, but also incentivize the market as a whole to either patronize a brewery, or promote the brewery. Our team at WIMS put together a system that rewards your market for not only coming in to buy your product, but also promote your product to their own network. You keep them engaged with your brand with regular bonus point activity, creating a sense of community. We put a system in place that allows you to track and quantify the return on investment from the dollars spent on a marketing campaign. The best kind of loyalty is from customers that not only frequent the brewery, but also promote the brewery when they’re not there. Expand the market and increase loyalty within the new segments as it grows.

Whatever system you put in place for your Brewery, Distillery, Cider Mill or Winery, make sure you can measure the results.

If you have any questions or comments about this article, I’d love to hear from you. Reach out in the comments below or sign up for our monthly newsletter.

Cheers!

-Tom Schaefer, Jr.

Part 1 of aseries…

Reconnecting With Your Network

You did it. You went dark. You ghosted. Pulled a professional Irish Goodbye. You haven’t spoken or been in touch with the majority of your network for some time. Could be a couple months, or even over a year. I know I’m guilty of it. You change careers/jobs, move to a different part of town or new city, or experience a major life-changing event like a new relationship, marriage, or have your first child. For one reason or another, you lost touch and some people got left behind.

This is completely normal. Things happen, and priorities change. But what do you do when you want to reconnect to some, or all, of your old network? Well realizing you want to reconnect is the first step. We went around asking others who have been in that same predicament, what they did that worked for them. Below we compiled a list of the steps they took to warm up their own networks and get “reintroduced to the wild”.

Just do it.

Sometimes we over think things, and talk ourselves out of doing something that will ultimately benefit us. Maybe you only reach out to a couple people you still stay in contact with, or you limit the amount of outreach when trying to get back in touch with your network. Ultimately, those who want to stay in touch will respond to your efforts, and those who don’t will ignore the effort. Save yourself the time and worry and reach out to everyone.

Get Active

Now this can be vague, but its actually really simple. Get active in the same circles as your old contacts. Whether its posting more on social media, attending the same networking groups, or professional organizations. Getting active will put you back in front of those people. We need to stay in front of those we want to keep us top of mind.

Own up to it (but not too much)

It’s been a while since you’ve spoken. Odds are, you won’t be able to just pick up the conversation where you last left it like nothing happened. A brief acknowledgement of the passing of time will add some context to the rest of the email. However, be careful not to sound overly apologetic. Include any pertinent information, like a change in career, major move, or family addition. Avoid anything that sounds overly apologetic like “I’m so sorry I haven’t been around.” Or “I hope you’ll reconnect with me again.”

Be Transparent about your motives

This one should be rather straightforward; you want to reconnect. Make sure this is in the message somewhere. Whether you haven’t spoken in a while, you changed careers or positions, or whatever the reason. If you want to remind them of who you are, it would be smart to include your previous position, place of work, or where you were when you first met.

Don’t sell anything or ask for a favor

Clearly there is a reason you want to reconnect with this group of people, but this isn’t the time to ask. Stephen Covey, author of 7 Habits of Highly Effective People, said it best,

“If I make deposits into an Emotional Bank Account with you through courtesy, kindness, honesty, and keeping my commitments to you, I build up a reserve. Your trust toward me becomes higher, and I can call upon that trust many times if I need to.”

If you haven’t spoken to these individuals in some time, odds are you don’t have the trust built up to ask anything of them. Use this as an opportunity to give something of value.

-Ask them what you can do to help them.

-Congratulate them on a recent accolade.

-Offer some information or research that may be useful to them professionally or personally.

Sharing with them something new you’re working on is ok, but stop short of asking them to buy or become a client. If they’re interested, they’ll ask you for more information. This is the first step of a marathon, building a relationship doesn’t happen in a sprint.

Write like a human/ Make it personal

You’re trying to reconnect, which means putting yourself first and actually connecting. You may represent a brand or company, but people connect with other people. Greet them by first name “Hi Christy,” or if you don’t have their first name a simple “Hi!” or “Hi there,” will be ok. Keep the tone conversational, as if you were talking to a friend. A rigid tone can be confused for bulk email, and make it seem impersonal. Lastly, avoid any banners, images or special fonts. Plain Text works best, as that’s the default look for most of our personal emails.

Follow Up!!!

Congratulations! You did it! You put in all the hard work and reached back out to your network. When you get responses to your message, thank them. Gratitude goes a long way to keeping the relationship going.

Now you have to keep it warm. The fortune is in the follow up! Stay consistent with your outreach and keep in front of them using whatever platform works best for you. Keep active in whatever in-person groups make the most impact. If you join a non-profit, make sure its one you have a genuine interest in (we can tell if you’re faking it or using the group for other reasons).

General Do’s and Don’ts

-it. Seriously, just put an email together or even just walk into an event. Do something.

-Be transparent and own up to the lapse.

-Remind them who you are and where you met.

-Give something of value. Real value. Try to benefit them personally or professionally.

-Keep it friendly and personal.

-Be genuine in your efforts. We can all spot a fake.

-Use plain text.

-Follow Up. Stay Consistent. Show Gratitude.

Don’t

-sit on your ass.

-be overly apologetic.

-assume they remember you.

-Sell them something or ask a favor. I cannot over emphasize this enough.

-give them anything cheap. People recognize and appreciate value.

-send a bulk mailer with fluff (fancy borders, fonts, images)

-let another year go by before you reach back out again.

Hope this helps get you back out there!

What is 10X?

If you’re an entrepreneur, a sales professional, work within your city’s start-up ecosystem, or are a follower of one of the dozens of personal/professional growth coaches, chances are you’ve seen or heard of “10X”. This has become a hot term in the last half-decade, and I wanted to break down my interpretation of what this means, and how it’s meant to be applied to your efforts. It started as a way to describe the “best” engineers who are 10 times as productive as their “worst” counterparts in the field of software development. The term has been appropriated, perhaps most famously by Grant Cardone in his book “The 10X Rule”, as an understanding of the levels of effort and thinking required to break out of the average results and truly succeed.

The first component in The 10X Rule (get it here free, just pay shipping) takes a closer look at how we think about success, and how we set goals. While we’re taught “slow and steady wins the race”, this puts our mindset in a place where average is OK. However, average is a sliding scale. If everyone is struggling, your struggles are justified. We set smaller “realistic” goals, limiting our belief in what is possible. I believe this way of thinking is rooted in the fear of failure, so we celebrate even the smallest victories. Failure is necessary for growth. As we fail, we learn what doesn’t work and improve our efforts for the next attempt. Welcome failure, set audacious goals that are “10X” what you originally thought possible. 10 new clients a month instead of 1. Raise $1 million for your start up instead of $100K. Thinking in these magnitudes, even a “failure” of getting 3 new clients or raising $200K is still better than the original goals.

Now thinking at a higher level than before is great, but making them happen can seem daunting. This is where the second part kicks in, and understanding the order of magnitude of your actions comes into play. Break down what it takes to reach your goal. Does it take 5 meetings to get that 1 client? Schedule 50. Does it take 10 calls to get 5 meetings? Make 100 calls. Don’t have 100 people to call? Start building your network by sharing what you do with others and ask them if they know anyone that fits your ideal client profile (ICP). Start somewhere and create the activity to get to the next step.

“But Tom, I’m a solopreneur and I’m already working 60 hour weeks, I can’t possibly work 600 hours a week, it’s impossible.” or “Those numbers aren’t realistic, in my industry a 20% growth is considered a huge margin.” Excuses are a justification of our fears. We stay in a comfort zone to avoid failure. Well a solopreneur can leverage tools like CRM to manage a sales and marketing strategy, making scalability much more attainable. A strong digital marketing campaign can grow an audience 100 times what was previously done with more traditional methods at a fraction of the price (and often at no cost at all). The fear of failure is stopping more people from succeeding than the actual failures ever will. Stop thinking small and start doing, because nothing ever happens overnight, and every great journey begins with a single step.

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