More sales with cross-venue promotion and personalised marketing

Extend loyalty from one venue to all of them with the five-step personalised marketing recipe.

When you operate multiple hospitality venues, your customers' loyalty is quite often restricted to one of those venues only. Chances are they are simply not aware that you manage more than one site. Extending their loyalty across all your venues is a straightforward way to increase their overall spending.

Here is how to cross-promote your venues using our simple five-step recipe for personalised marketing.

1. The data

For this cross-venue promotion campaign, you want to find out more about how customers have interacted across your venues. Sort your data by individual venue for a better comparison.

The data you need can come from several sources:

• Last Wi-Fi login, from your guest Wi-Fi

• Last booking made through your booking system

• Last stamp or interaction from your loyalty scheme

• Latest reviews from different platforms

2. The trigger event

There are various trigger events you can set up here. Use this campaign for your regular customers, but also to retain those who have not been to your venue for a while.

Possible trigger events:

• Is a one-time visitor

• Is a regular customer but has only visited one venue

• Has not visited for a while

• Is a user of your loyalty scheme, active or not

• Has recently left a positive review

Make sure to set up automated triggers as well, so the campaign runs and saves you time.

3. The messaging

Take the chance to introduce your full brand portfolio and highlight what makes each venue different from the others. Emphasise, too, that customers can expect the same outstanding experience across all of them.

This campaign is also ideal for cross-event promotions to boost bookings and get customers coming back on a frequent basis. You can use it to promote quieter times in one venue and spread your bookings more evenly.

And do not forget to link to your individual venues and to include a booking call-to-action for each of them.

4. The offer

Offers and deals should be part of your campaign here. That could be an introductory offer to get customers through the door of your other venues, such as a percentage off a first visit or a free drink.

For your cross-event promotions, you might also include an early-bird deal aimed at your loyal customers.

Here is what your email could include:

Subject line: [Name], check out our [venue] and get [X]% off your first visit

Fancy a [venue special]? We've got you covered at our [venue].

As a [item] lover, you have to check out our exclusive range of [item] at [venue].

Glad you enjoyed your visit to [venue]. Why not check out our other [venues]?

Come by and get [X]% off your first visit. Your first drink is on us.

Don't miss out, book now

5. The outcome

First and foremost, this cross-venue promotion campaign will help you increase the number of visits per customer across all your venues. And of course, more footfall and event bookings ultimately lead to more revenue.

We have seen cross-venue promotion campaigns like this work for multi-site groups, including CRU Holdings.

And do not miss the last part of this series, where the same five-step recipe helps you foster brand advocacy with a simple customer referral loop.

Need help sending out your first cross-venue promotion? Our team is happy to run you through the marketing product.