Building your database through events and competitions

Key Takeaways

• First-party data is your new gold. With the decline of third-party cookies, building your own direct database of customers who want to hear from you is the most valuable and sustainable marketing strategy for 2025.
• The prize dictates the audience. A competition prize should act as a filter. A generic prize like a gift card attracts anyone; a specific prize like a "Chef's Table Degustation Dinner" attracts genuine food lovers, your ideal customer.
• Consent must be explicit. Under Australia's Spam Act, you must get clear, unbundled consent to send marketing materials. A separate, unticked checkbox for joining your mailing list is now a non-negotiable legal requirement.
• Automate your welcome. Once you have a new contact, the job isn't done. Use an automated "welcome sequence" to immediately engage them, confirm their subscription, and perhaps offer a small, instant reward to build goodwill.
• Use technology for on-site capture. The old "business card in a fishbowl" is dead. Use a simple QR code linked to a digital entry form on a tablet to capture clean, legible data and secure marketing consent efficiently at any event.
• A simple tech stack is all you need. You can automate your entire data capture and marketing process by connecting low-cost tools like a digital form builder (e.g., Google Forms) with an email platform (e.g., Mailchimp).
• Provide value, not just promotions. Nurture your database by following a "value-first" rule where you provide helpful content more often than you ask for a sale, and use automation for personal touches like birthday offers to build genuine loyalty.

Introduction: The new marketing imperative for hospitality

For years, Australian hospitality businesses have relied on the broad reach of social media advertising and search engines to find new customers. But the digital landscape is undergoing a seismic shift. The phasing out of third-party cookies by major tech platforms means the era of easily targeting new audiences based on their browsing history is over. In 2025, the focus has pivoted sharply towards first-party data, the information you collect directly from your customers.

Your customer database is no longer just a mailing list; it's your single most valuable marketing asset. The challenge is how to build a high-quality database of engaged, local customers without being intrusive. This is where in-person events and well-designed competitions become incredibly powerful. This article is a practical guide for Australian hospitality professionals on how to leverage these proven strategies to grow your database, navigate your compliance obligations, and build a direct line of communication to your most valuable customers.

Why your own database is more valuable than ever

Before diving into the "how," it's crucial to understand the "why." Owning your customer relationships, rather than "renting" them from social media platforms, provides a clear competitive advantage.

• Incredible return on investment (ROI): Email marketing consistently delivers one of the highest ROIs of any marketing channel. While figures vary, the global industry benchmark often cited is a return of over $30 for every $1 spent. You are marketing to a warm audience that already knows you.
• Immunity from algorithm changes: When you rely on social media, your ability to reach your followers is at the mercy of ever-changing algorithms. An email or SMS, however, is a direct, unfiltered line of communication that you control completely.
• Deeper personalisation: The data you collect directly allows for far more effective personalisation. You can segment your audience and send targeted offers that are genuinely relevant, dramatically increasing conversion rates compared to generic ads.

Strategies for capturing data at in-person events

Your venue is the best place to find people who already like what you do. Every event you host, whether it's a wine tasting, a Melbourne Cup lunch, or a live music night, is a prime opportunity to grow your database. The key is to offer a clear "value exchange."

A realistic scenario: The annual wine dinner

A restaurant in the Barossa Valley hosts a popular annual dinner with a local winemaker. 80 guests attend, all of whom are high-value, engaged customers.

• The old way: The restaurant hopes guests will enjoy the night and decide to come back on their own. No data is collected. This is a huge missed opportunity.
• The smart way: The restaurant creates a simple competition exclusive to attendees. At each place setting, there is a small card with a QR code.
  "Scan to enter! Win a case of the shiraz you tasted tonight. As a bonus, you'll join our VIP list for early access to next year's event."
  
  

The result: Using a simple digital form, the restaurant captures the name, email, and postcode of over 90% of attendees. They have now added 70+ high-quality, local food and wine lovers to their database, all of whom have explicitly consented to be marketed to.

Designing competitions that attract customers, not just entrants

Online competitions are a fantastic way to rapidly build your database, but a common mistake can render your efforts useless: choosing the wrong prize. The prize you offer acts as a filter, determining the quality of the audience you attract.

• The generic prize trap: Offering a broad prize like an iPad or a $1,000 gift card will attract thousands of entries from "competition hunters" all over Australia. Your database will be large, but the vast majority will have no genuine interest in your venue and will unsubscribe the moment the competition is over.
• The specific prize strategy: The prize should be something that only your ideal customer would truly value. This ensures that everyone who enters is a qualified, potential customer.
  
  

Prize examples that act as a filter:

• For a high-end restaurant: A "Chef's Table experience for four with matched wines."
• For a local pub: "A 'Mates Night Out' package including a $200 bar tab and reserved seating for the next big game."
• For a hotel: "A weekend getaway package including two nights' accommodation, breakfast, and a late checkout."
  
  

The database you build will be smaller but infinitely more valuable, as it will be composed entirely of people who are interested in your specific offering.

The non-negotiable rules of consent and privacy

As you collect customer data, you must be fully compliant with Australian law. The two key pieces of legislation are the Privacy Act 1988, which governs how you handle personal information, and the Spam Act 2003, which regulates commercial electronic messages.

The Australian Communications and Media Authority (ACMA) is the regulatory body that enforces the Spam Act, and the rules on consent are strict.

• Consent must be explicit, not implied. You cannot simply add someone to your marketing list because they made a booking or entered a competition. They must take a separate, clear action to agree to receive marketing.
• Pre-ticked boxes are not compliant. The checkbox that says "Yes, I'd like to join your mailing list" must be unticked by default. The user must actively choose to tick it.
• Provide a clear privacy policy. Your entry form must include a statement about how you will use their data and a link to your full privacy policy.
• Unsubscribing must be easy. Every marketing email or SMS you send must contain a clear, functional unsubscribe link.
  
  

Getting this wrong not only risks significant financial penalties from ACMA but also destroys the customer trust you are trying to build.

From entry to engagement: Nurturing your new leads

Capturing an email address is just the beginning. The next 48 hours are a critical window to make a good impression and confirm the new relationship. This is best handled with an automated "welcome sequence."

1. The immediate confirmation email: The moment someone enters your competition or signs up at an event, they should receive an automated email. This email should:
• Confirm their entry or subscription.
• Remind them of the value of being on the list (e.g., "You'll now be the first to hear about special events and offers!").
• (Optional but highly effective) Offer a small, instant reward to build goodwill, such as a voucher for a free coffee or dessert on their next visit.
2. The follow-up email: A few days later, another automated email can be sent to tell them more about your brand, such as showcasing your head chef's philosophy or highlighting your most popular dishes.
   
   

This automated sequence ensures every new contact has a positive, professional first impression of your brand, turning a simple data-collection exercise into the start of a valuable customer relationship.

The right tools for the job a simple tech stack

Implementing a data capture and marketing strategy doesn't require a complex or expensive IT department. A few smart, low-cost, and user-friendly tools can automate the entire process for you.

For data capture

Your goal is a simple, mobile-friendly digital form that customers can fill out in under 30 seconds.

• Entry Level (Free): A QR code linked to a simple Google Form is a fast and free way to get started.
• Professional: Platforms like Typeform or Jotform allow you to create beautifully branded and more sophisticated forms for a low monthly fee.
  
  

For email marketing

This is your central hub for communicating with your new database. Platforms designed for small businesses are intuitive and affordable.

• Common Platforms: Look at user-friendly options popular in Australia like Mailchimp, Klaviyo, or Campaign Monitor. These allow you to design emails, manage your contact lists, and view performance reports.
  
  

For automation (the "glue")

To save yourself hours of manual data entry, you need a way for your tools to talk to each other.

• Integration Tools: A service like Zapier acts as a bridge. It can automatically send a new entry from your Google Form or Typeform directly into your Mailchimp list, creating a seamless, automated workflow.

From data to loyalty a long term engagement strategy

Building your database is the first step. Nurturing it is how you generate a return on your investment. The goal is to build a relationship and provide value, not just to send promotional spam. A good strategy will increase customer loyalty and drive repeat business for years to come.

• Adopt the "value-first" rule. For every promotional email you send (e.g., a 2-for-1 offer), you should aim to send three emails that provide genuine value. This could be a recipe from your head chef, an interview with a local wine supplier, or a guide to upcoming neighbourhood events. This positions you as a valuable local expert, not just a restaurant.
• Create a birthday and anniversary club. This is one of the most effective and profitable automated campaigns in hospitality. Use your email platform to automatically send a special offer (like a free dessert or glass of sparkling wine) to subscribers during their birthday month. This simple, personal touch encourages high-value celebratory bookings.
• Segment your audience. As your list grows, avoid sending every email to every person. Segment your list into smaller, more targeted groups based on their past behaviour. For example, you could send an announcement about a new craft beer tap list only to customers who have previously ordered beer, making your marketing far more relevant and effective.

Conclusion

In the new era of digital marketing, your first-party customer database is your most powerful and reliable asset. By leveraging the tangible, in-person experiences of events and the engaging appeal of well-designed competitions, you can build a high-quality list of local customers who want to support your business. When executed with a clear strategy and a firm commitment to privacy and consent, this approach provides a sustainable, high-ROI alternative to the ever-rising costs and unpredictability of traditional digital advertising.