This example shows how detailed targeting can be used to increase footfall of a desired demographic at a venue. Club X is looking to increase it's table bookings for May Day bank holiday. In retrospect, the sect of people most likely to have higher spending budgets are people visiting from other cities coming for special occassions such as birthdays.
In this example, we have created a target group using the custom fields City and Birthday Month. Club X is situated in Manchester, so we have set the city field to "not Manchester", in other words, IVII will search through the database and collect the users that live in cities other than Manchester.
In addition to this, we have placed another condition on birthday month to only inlude users that have their birthdays in the month of May. We can then send a targeted email to entice the members that fall into this set category with special offers etc. Users are more likely to respond to emails that relate directly to them.