The importance of a customer database for wedding venues
Your customer database forms the backbone of your entire business and is fundamentally your greatest asset. So what is it exactly and why is a customer database for wedding venues useful? A customer database is a collection of all the information you hold for each of your individual customers, including name, email address, previous interactions, unusual needs etc. When used to full potential, a database can be extremely effective in maintaining relationships with current customers and attracting new ones to your wedding venue.
‣ Repeat customers
Once a customer is in your database you have the opportunity to follow up with them in the future, building loyalty in the hope for repeat business. In relation to a wedding venue, let’s face it, it’s highly unlikely they’ll be back to your venue for a second wedding, but what about the other aspects of your venue they may be interested in? Perhaps you have a spa and accommodation facility, a restaurant or host regular events such as concerts? You will know their anniversary date and maybe even birthdays - the perfect opportunity to promote a special spa package or evening dining for 2 offer.
‣ Determine your ideal customer
These are the exact kind of customers you want time and time again. An efficient customer database can help you paint the perfect picture of who you want to attract to your wedding venue, making it easier to focus your marketing efforts. A good starting point is to look at the couples who spent the most money on their big day and where you predominantly interacted with these customers. Maybe social media or informative blogs initially drew them to your venue. Joining this kind of information together allows you to tailor your efforts in attracting the ideal customers to your wedding venue.
‣ Passing on your database
The opportunity to sell your customer database to other vendors can be extremely profitable for marketers in the wedding industry. Think of the businesses that will come in contact with a couple after their big day and who would benefit greatly from the information you have collected. Companies such as travel agents (honeymoon), banks, mortgage providers and estate agents will be competing for business and will be seeking newlyweds and the personalized information you have gained from your interactions with them.
‣ Context
Understanding the background of your customers is fundamental. Take for instance a couple shared their wedding day in your venue and proceeded to leave a highly negative review on TripAdvisor. Before diving into reply, your database will be able to tell you if you’ve had any previous awkward dealings with the couple during their planning process, or perhaps they’ve left a nasty review after eating in your restaurant in the past. This will leave you more prepared to deal efficiently with the feedback and defend yourself/apologize where necessary.
Your customer database is at your fingertips. Providing you manage it efficiently - its benefits are endless! Feel free to drop us a comment if there’s something we’ve missed that your business has gained from building a customer database for your wedding venue.
