Full-service marketing agency

Hornbeam hosts ‘There is life after GDPR’ lunch for food and drink sectors

Wednesday 6 June 2018

Hornbeam hosted the event with colleagues from its digital team – Kolab.  The key points of the legislation were summarised by Alex Ford, Partner at Kolab and then the attendees were asked to talk about their own activities regarding preparing to comply with the new legislation.

What soon became apparent is that each company was preparing to meet the new rules for communicating with existing customers, in a slightly different way.   

For example, one managing director of a drinks company said that he wasn’t planning on contacting any of his business customers, the majority of whom were high profile chefs and restaurateurs.  The fact, he said, that they purchased from him regularly, implicitly meant that they were happy to be contacted. 

This was a very different approach of another attendee, an on-line delicatessen.  This business owner was emailing each of his 3,000 customers individually, asking whether they were happy to continue to receive information.  Other companies were offering their customers the option to unsubscribe to communications via a generic html newsletter. 

The differing approaches ignited lively debate amongst the guests, with the unanimous decision that the legislation was open to interpretation.

This led on to a discussion led by Gill Shaffer, Partner at Hornbeam, about strategies and practical methods that companies could use to target their key customer audiences.

It is no secret that using high quality, accurate customer data will have a positive impact on a marketing campaign.  Customers expect to receive services that recognise them as individuals, so it’s important to have up to date information to enable segmentation and targeted relevant information.   

Greater attention to data quality, as well as protection, should lead to higher engagement and conversion rates, lower costs and, ultimately, higher returns on investment.

The final part of the discussion covered the best way for companies to collect data at events, exhibitions and in-store demonstrations.

If you are interested in attending future events where topics relevant to the food and drink industries will be discussed in a convivial environment, please email: hello@hornbeamcomms.co.uk

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