all in the detail ...
have you received a letter from an existing or potential supplier
with a mistake in your name, job title or address? Too often
is a common reply. How about letters or emails stating that
they know you are interested in something that you're not? Not
very impressive, are they?
be like that ... if only those suppliers took the time to get the
database is central
single central place to store all of the information that you have
about your existing and potential customers is vital. And
using it religiously is essential. That means that you need to
implement business processes that force all customer interactions to
be recorded, without exception.
many software packages available that will do this for you, and they
are not all that expensive either. I use ACT! within Adduce
Marketing as it keeps my contact information easily. It
automatically records all of my meetings as well as
all written communications (emails, letters, invoices, etc.)
against each contact record. This means that I have a complete
record of all electronic interactions for each contact and that I
cannot forget to update the information.
drawbacks to this approach, for example the email interface within
ACT! isn't as good as Microsoft Outlook, but on balance it's a
small price to pay for the value of trapping all information in a
single place ... consistently.
gathered information on customers and prospects in a central
database, it is essential that you make use of it wisely. The
most common use for this data is outbound marketing, things like
mailshots, email blasts, etc. And this is where the mistakes
often creep in.
people are not averse to receiving a letter, or even an email, from
potential suppliers provided it's relevant to them and their needs,
isn't part of a 'mass-attack' by the supplier, and isn't disruptive
(e.g. an email that takes a long time to download, or a letter
that's hard to open or understand).
So, as you
plan a mailshot using your database, be sure to put yourself in the
target's shoes and decide which people would be genuinely interested
in the offer, how you can present it to them so that it is clearly
relevant and in a non-disruptive format. Sending out fewer but
better targeted mailshots will generate more customer uptake and
up behaving like the credit card companies ... need I say
Thinking and working pragmatically like this will help you to make your marketing work better for you in a more memorable way. This means that your target customers will be able to differentiate your products and services from those of your competitors and clearly see the value in buying from you.
If you would like some advice on memorable marketing techniques for your own business, or you know someone at another business who might need help, then please contact us. The sooner you start, the sooner you will benefit.
Download this handy guide which explains how best
to manage Database Marketing in order to improve effectiveness in
the Chartered Institute of Marketing as part of
their Directors' Briefing series, this document makes easy
reading for business people of all experience
free service to small businesses in the Buckinghamshire, Berkshire
and Oxfordshire area, the Marketing Effectiveness Assessment
delivers a professional audit of how a business is using the tools
of marketing to communicate to existing and potential customers. It
also includes a series of simple and cost-effective marketing
activities that the business can implement immediately and at low
Download the factsheet now.
Chartered Institute of Marketing
Marketing UK (information portal)