It's all in the detail ...

How often 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?

It needn't be like that ... if only those suppliers took the time to get the detail right.

The database is central

Having a 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.

There are 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.

There are 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.

Use the data wisely

Having 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.

Most 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 improved profits.

Don't end up behaving like the credit card companies ... need I say more?

Memorable marketing

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.

Database Marketing

Download this handy guide which explains how best to manage Database Marketing in order to improve effectiveness in the market.

Written by the Chartered Institute of Marketing as part of their Directors' Briefing series, this document makes easy reading for business people of all experience levels.

Marketing Effectiveness Assessment

A 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 cost.

Download the factsheet now.

Useful Links ...

Adduce Marketing

Chartered Institute of Marketing

Marketing UK (information portal)