You know, we’ve talked about this before.Â
I’m speaking of the marketing value of keeping track of your customers’ birthdays.Â
I know, I know. People won’t give them to you. If so, it’s because you aren’t asking the right way – or you aren’t making the sale.
This is a sale as well. If you told them they were getting something of value as a gift in exchange for telling you what month they were born, most people will sign up. You don’t need the day or the year in order to give them something special for their birthday.Â
Don’t waste energy worrying about the ones who don’t join your birthday program – spend your energy on making sure your offer is doing a good job of illustrating the value of the birthday program.Â
In the past, we talked about the restaurants (for example) that use this to fill their reservation calendar. Even if you don’t take reservations, you can use this strategy.Â
These days, even Disney is doing it
Recently, Disney started offering a free day pass to their parks on their guest’s birthday. If you’ve been to Disney or looked at their pricing, you know that this is not a cheap gift. A one day pass to Disney World is $75.
So why would they do this?
The same reason you should be offering a free dessert or entree or buy-one-get-one (or half or whatever) to your customers on their birthday – because almost no one eats alone on their birthday.
If your family of 4 goes out to Uncle Ralphie’s Gourmet Pizza for dinner tonight for dad’s birthday because dad gets to eat free – you’re still going to buy a meal for everyone else at the table.
Obviously you have to know your numbers to make the right kind of offer, and you might have to tweak it over time, but there’s no reason why it shouldn’t be a profitable event on average.
As for Disney’s reasoning – it’s no different.
Who goes to Disney World by themselves? Sure, there are exceptions. Do you make decisions based on the actions of the 1% or 99%?
Speaking of… happy birthday, Russ. (See, that wasn’t so hard)