An interesting question and one a business should understand clearly – does promotional data add value to your Customer Relationship Management (CRM) success? CRM is critical for business growth. It allows you to gain knowledge about consumers to direct your marketing, media campaigns, and product delivery,  in turn, improving your relationship with consumers. CRM is 1000 years old but its only been in the last three to five years that technology has caught up with what brands really need: social, shopper, in-store, Neilson, mobile, web, and all other possible integration points that create a 360 degree view of the consumer.

So how do promotions and sweepstakes play a part in this strategy? They give you the most relevant consumer  data like online behaviors, prize selections, device use, engagement, and for the truly savvy brand, why their consumer engaged or when they may leave the brand behind. This is highly valuable information that you need to incorporate into your CRM strategy. But are brands using promotional data to their advantage? If you’ve ever run a promotion, here’s what you need to ask yourself and your organization:

• Are you keeping details consumers are giving you?
• Is your promotional data used in creating your overall marketing plan?
• Does your database allow for further information to be appended to your current consumer records?
• Are you using CRM data to segment your consumers?
• Can promotional data improve your consumer lifetime value?

Here’s a big secret, you should be answering yes to all of the above! It’s all very critical. It’s so critical it not only should be included in your CRM strategy but MUST be a leading stakeholder. Promotional data will grow your per basket size and lifetime value if the information your consumer is giving to you is used the right way. With over 15 years of promotional marketing and CRM strategy in my mind, I have been conditioned to always think information first. Every aspect of your promotion gains information that translates into future success. So how do you do this? Where do you start?  Well, much of that depends on how far along you are in your CRM strategy, how flexible your data systems are for expansion, and what types of promotions your company is planning.

Understanding the value and economics of promotional data isn’t as easy as spending an hour with your agency to come up with a great idea. It starts with your Promotional Technology Expert (sometimes gruesomely called the Sweepstakes Vendor). It’s no different than doing your own electrical, plumbing, or roofing. Can you do it?  Maybe, but is the end result what you envisioned when you started?  You can hope so, but why roll the dice!

Give me a call to ensure your promotional picture lines up with your CRM goals.