Marketing to children is hedged in by a myriad of regulations, leading venues to pivot their strategies. A far less complicated and highly effective strategy lies in email marketing directly to their parents.
Smart Segments ROLLER integrations with CRM platforms such as Klaviyo or HubSpot transform children’s birthday marketing with its unique linkage of parent profiles and the automatic transfer of data policy waivers – a crucial step in constructing an ethical, effective, and powerful strategy that respects privacy while delivering genuinely enticing messages.
The integration’s unique capabilities capture and link customer profiles and essential details, including the child’s date of birth, and connect the child to the parent’s email. Through this process, venues can schedule and automate targeted marketing content in anticipation of the child’s birthday, ensuring parents are well informed about what the venue offers for their child’s celebration.
Turning interests into bookings
The following strategic email flow is a dynamic and adaptable timeline designed to encourage child birthday purchases and guide parents through the booking process with creativity and care, leading to an unforgettable celebration. Design an email series set from the initial stages of engagement all the way to planning and the final countdown, ensuring every part of the occasion is covered.
Initial Engagement
6 weeks out: “Let’s Plan the Ultimate Birthday Bash!”
The initial contact should capture the parent’s attention and ignite parents excitement about planning an unforgettable child celebration. Try offering an introduction to your venue with vibrant images and descriptions of unique party features. Showcase your venue as the go-to place for fun and memorable birthday parties.
4 weeks out: “Exclusive Offer: Plan Ahead and Save!
After the initial waiting period, send out a follow-up email designed to build a sense of urgency. This email can include exclusive offers, testimonials from past parties, and options for special membership upgrades, making the decision to book even more attractive.
Booking Confirmation
“Your Party is Booked! What’s Next?”
As soon as a booking is confirmed, send an email to the parent with all necessary party details. This should include a clear checklist for the day of the event and a prompt to complete any required waivers online in advance. This step is crucial for a seamless celebration experience and reinforces the venue’s attention to detail and commitment to safety.
Preparation Reminder
2 weeks out: “Let’s Get Prepared: Countdown to Fun”
This touchpoint is an excellent opportunity to upsell and enhance the overall party experience This email can offer helpful party planning tips, suggest additional party upgrades such as a birthday cake or themed party bags, and ensure parents feel supported in the final preparations.
Building Anticipation
1 week out: “One Week to Go!”
Excite the family with a sneak peek of the party setup. Offer tips for making the special day stress-free and even more enjoyable with additional services like photography packages or extended playtime.
Measure performance for continuous improvement.
While the above flow is a great starting point, creating a successful birthday email flow for parents requires attentive monitoring and continuous optimisation. By using analytics tools and performing A/B testing on different aspects of your emails—from playful subject lines to the colourful visuals and celebratory content—you’ll uncover what truly captivates and connects with parents. Regularly evaluate the performance, focusing on metrics such as open rates, click-through rates, and revenue.
Ready to get started?
Marketing children’s birthday events to parents opens a realm of possibilities for venues ready to engage in a thoughtful, targeted way. By harnessing the power of ROLLER integrations with leading CRM platforms such as Klaviyo or HubSpot, link parent profiles and utilise automated email flows and ensure your message resonates with the right audience at the right time. Embrace the opportunity to redefine how you market children’s birthdays with effective strategies that promise not only to reach but significantly engage parents in the planning process.
