Contact Source for Tracking New Names

We track how customers find out about us in order to know which of our marketing campaigns is bringing in new customers for us. The Contact Source field in the customer record has a drop-down menu from which you can select the item that best describes how the customer FIRST found out about us. Make sure this is filled out for every new name as soon as it is entered. Be sure you ASK the customer how they heard about us, and not just assume.

Contact Source and Sales Source are not always the same. If the new customer buys the first time they come in, then the Sales Source will be the same as the Contact Source. But the Sales Source will usually be different for each subsequent time the customer makes a purchase.

These are the current Contact Sources:

Catalog – If the customer got our catalog from a friend or saw it on a coffee table somewhere.

Dealer – Jewelry dealer, not a customer.

Donation – If the customer uses a donated gift card for the purchase.

EDDM – (Every Door Direct Mail) If the customer discovered us through promotion sent by Marketing to a zip code mailing list. Currently there is no campaign running. Marketing will notify you if this is to be used.

Employee – this is an employee of the store.

Facebook – If the customer discovered us on Facebook.

Instagram – If the customer discovered us on Instagram.

Internet Ebay– If the customer discovered us because we sell on Ebay.

Internet– Etsy – If the customer discovered us because we sell on Etsy.

Internet – FirstDibs – If the customer discovered us because we sell on FirstDibs.

Internet – Google – If the customer discovered us from a Google search.

Internet – Yelp – If the customer discovered us on Yelp.

Internet – YouTube – If the customer discovered us on YouTube.

Magazine– If the customer discovered us through a magazine ad; type the name of the magazine in the Group field to the right of the Contact Source. If the customer does not remember, type “doesn’t remember” in the Group field. Currently we are not advertising in any magazines.

Referred Friend/Other– If the customer discovered us through a referral. Make sure you type the name of the person who referred them in the Group field to the right of Contact Source.

Referral- Unknown– If a new customer comes in and:

• The new customer does not know the name of the person(s) who referred him/her.
• The referrer is not a current customer and has not shopped at our store, but still put their name in the Group field to the right of Contact Source.

Referral – Vendor – a customer was referred to us by one of our vendors.

Referral Wholesale – our jewelry buyer referred a customer to our retail store.

Salesperson Met– If the new customer is someone you personally met outside the store.

Saw Sign/Drive by– If the customer discovered us by seeing our sign.

TV ad– If the customer discovered us through our TV advertisements.

Wholesale Customer – this was originally a buy customer who became a retail customer.

Unknown – You’d better have a good reason to select this one, because Marketing will come after you to find out why it’s unknown!

Yellow Pages- If the customer discovered us through finding our ad in the YP.

Z – the ones that start with Z are expired. Do not use them for new customers!

• Note that Repair cannot be a Contact Source. Find out how the customer learned that we offer repair services.
• Note that Call and Letter cannot be a Contact Source. We can’t call or write the customer until they are already a New Name.

INTERNET CONTACT SOURCE

When a first purchase customer tells you they found out about us on the internet, ask them if they’ve seen our TV ads. If they’ve seen the ads, they may still say they searched us on Google, but that isn’t really how they FIRST found out about us. If they saw the TV ad and then searched “Leo Hamel” they might say Internet but it’s really TV.

If they haven’t seen our TV ads, ask them which browser they use (Google, Safari, Chrome, Firefox, Edge, etc.). If Google, select Internet – Google. If it’s anything else, select Internet.

Then on the survey, write down what they came in looking for, as that reveals the keywords they searched on the internet to find us. If they came in to look at Rolex, write “Rolex” in “What did they come in looking for?”