Are You Utilizing Your Data Base?
Are You Utilizing Your Data Base?
Are You Utilizing Your Data Base?
We all have data bases, some larger than others, the key to having a data base is utilizing it to it's entire potential. This is where things start to get fuzzy. We have this massive amount of customer data and we tend to park it on our computer and from time to time we peak into the vast wealth of knowledge in our data base's possession. We are all guilty of taking this massive amount of information for granted, we underestimate the power we hold in our possession. It's amazing to sit back and watch the power unleashed, we are connected to so many people in so many ways, it's hard to realize the full impact an e-mail, postcard, or even a post on our Facebook site has.
This past weekend, we participated in a local fundraiser, that was hosted by the owner of a local strip mall. The manager was trying to create a buzz for his property, he has two vacant stores and was looking to create some excitement. The brilliance behind his idea was, not only did he connect it to a charity, but, he then turned it into a chowder contest and recruited local restaurants to participate. The winner of the chowder contest was awarded a five hundred dollar cash prize, and the winner of the people's choice award was given a check for one hundred dollars. When you entered the contest, you were instructed to pick a charity that you would donate half of your winnings to. The brilliance here was, there was a major charity represented, and the money from the sponsors and the entrance fee would be given to this charity, then each restaurant could pick their favorite charity and get the entire region involved. Once you picked your charity, the event planner sent them a notification that you were planning on donating half your winnings to them. They were given posters to put up in their organization and encouraged to have their staff and members come support their restaurant.
We're a local Chowder House and of course we entered. We met with our management team and all agreed this was our contest to win. We are famous for our chowder, and it was up to us to go out and execute. It wasn't enough to just win, we wanted to win the people's choice award. Let's face it, you never know how a judge is going to vote. To me, the people's choice award was the one that really counted. We picked the local Senior Center to donate our winnings to, if we won. I called the head of the Senior Center and let her know what we were up to, she informed me that the event planner had already beat me to the punch. Posters and tickets to sell had already arrived. I explained that we wanted to make a statement and that I needed all the members of the Senior Center to come out and support our efforts. We needed fans there to cheer for us if we won. The next thing we did was to send out an e-mail to our ten thousand e-mail addresses and tell them about the contest, who we were supporting and to ask them for their help in supporting our efforts.
Don't ever underestimate the power of the data base, we not only won first prize and the five hundred dollars, we won the people's choice award, and to quote one of the judges, " There really wasn't even a second place, your restaurant received almost every vote there was." The best part, we were able to take pictures with all the staff at the Senior Center with our winnings, they all showed up to support us. It felt like we were in
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