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Memorandum
To:
From:
Date:
Subject:
Fabutan Franchisees, Managers, Staff, Field Team & LAR’s
Kevin Kembel, Director of Information Systems
September 12th, 2013
Client Data Updates & Reminders
Good afternoon,
September is one of the slower months before the studios start ramping up in the fall and winter. That makes this the
perfect time to brush up on staff training, checklists, and ensuring every CEO is making use of the tools that every
Fabutan studio has.
One of these tools that has been getting neglected is email and client profile data. Customers complete the release
forms, but we’ve noticed that often only the first name, last name, gender, and skin type score is being saved in the
profile. It’s extremely important that all of the data is entered in full – especially phone numbers and email addresses
so that the data is there when your studio needs it the most.
Email Marketing
Emails are a very inexpensive method of marketing to your customers, and the more information we know about each
customer, the more specific and targeted our email campaigns can be. Companies like Amazon have credited the
success of their business to effective email marketing, and is a standard we can learn from:
“Direct marketing expert Dianna Dilworth is urging brands to study how Amazon conducts its email marketing
activity and to try integrating a few of its trademarks in their campaigns.
The Washington-based online retailer made over $60 billion (£38 billion) in revenue last year, a success which has
been helped along by its multinational advertising efforts. Email is a key focus of the company’s marketing department and Ms Dilworth believes many brands can learn from their strategy on the channel”
- Email Marketers Encouraged to Take a Leaf Out of Amazon’s Book
http://www.brothermailer.co.uk/news/email-marketers-encouraged-to-take-a-leaf-out-of-amazon-s-book
If your location isn’t collecting email address and filling out client profiles properly, we’re unable to effectively market
to your customers through our email campaigns – which will be a bigger part of our marketing strategy going forward.
Everyone wants a deal, so make sure your customers are told that providing an email address is the most effective
way to stay informed of the latest specials and promotions.
C LIENT DATA l FABUTAN CORPORATION
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Any studio can increase their email list right away by collecting emails from their existing customers by looking for the
email icon:
This icon is lit up when the customer is missing an email address. Every time that icon is lit up, the CEO should
know to talk about email, all of those red icons are there to give the staff hints and shortcuts on what to do with this
customer. If the customer wants to provide their email address, add it to their profile. If they don’t, click the “Do Not
Contact by Email” checkbox, and the red email icon will disappear next time. Some studios are just used to that icon
always being there, but nobody should see that icon twice for the same client!
Managers and franchisees can monitor their studio’s email address collection by using the Studio Dashboard in
Fabtown. The dashboard will tell you exactly how many email addresses your studio has collected this month, and as
you start asking your clients for email addresses this number should be huge.
If your location has always collected emails and already has a big email list, the goal would be to keep this email number as close to your “New Prospect” number as possible.
Phone Numbers and Call Lists
In addition to targeted email marketing, Fabutan is going to continue focusing on personal contact with database call
lists. As we started with the Endless Summer campaign, we plan on distributing individual and targeted call lists with
each national marketing initiative to help studios contact past customers.
For some studios, these call lists have only a few clients to call because most of their client profiles don’t have phone
numbers. Makes for an easy job, but certainly doesn’t help with marketing.
Be sure that your location is collecting phone numbers and addresses for every client that is added into the system.
If someone is returning after a break from Fabutan, double check their contact information to make sure it’s correct.
Accurate data means longer and more effective call lists.
The Rest of the Profile
While email and phone numbers will be our main focus, don’t ignore the other fields like addresses. Fabutan often
uses address information to target customers in a specific area, or to look at our data demographically. The bottom
line is that data is important, and studios with incomplete data won’t be able to receive the full benefits of future marketing campaigns.
Follow up with your staff, and check progress using the studio dashboard. If you have any questions, don’t hesitate
to ask us by submitting a support ticket, or send an email to [email protected].
Thanks for your time, and for reading all the way to the bottom 
Kevin Kembel
Director, Information Systems
[email protected]
Fabutan Sun Tan Studios
ENDLESS SUMMER SEPTEMBER 2013 l FABUTAN CORPORATION
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