Duplicate records. Every company’s database has them and every database marketer hates them. Duplicate records cost time and money, and no-matter how consistent you attempt to be with your data entry rules, duplicated records will inevitably creep into your database. (more…)
It is often said that there’s no better way of marketing than one to one. Utilise this method well enough and you’ll get to know who your customers really are.
Take the time to ask your customers various questions and assess the responses in real time. Take in what is said, the way it is expressed and the accompanying body language. This will immediately give you the opportunity to tailor what you have to fit your customer. “All well and good” you say, but how do you replicate that for a hundred or even a thousand customers?
What you fill find after a few of these ‘one on one’ meetings is that your customers are falling into groups or segments. They may operate in different markets or industries but clearly show similar traits that mean something to you and the way your company operates.
Knowing what group your customer falls into allows you to build segment profiles that incorporate customers who have similar needs for your product or service. Once you have a profile of these segments it will become easier to determine how you will market to these customers. If you have asked the right questions then your market will often tell you how receptive they are to different forms of marketing, allowing you as the marketer to adhere to communication preference.
Segment profiling will identify the customers needs, how they use your product or service and how they value your offering. You will also find out competitive information. Once identified, you can address your segments individually. Fear not, you will have only a handful of these but the next step is to determine a method of communication!
Marketing is about helping people get what they want from you. Direct Mail Marketing is a big business because it works! More money each year is spent on direct mail than any other media and advances in technology mean that mail for the modern world isn’t just a letter in an envelope anymore! (more…)
Understand the elements of a good Annual Report and you will communicate the successes of your organisation, help investors to understand your future direction and utilise the opportunity to ‘polish’ your firm’s image. (more…)
Communal, collaborative and comfortable together. This group of people are 52% more likely to have used a voucher received in the mail in the last year! These people enjoy value-driven content with vouchers or loyalty scheme messages. (more…)
A new life on a different planet, when everything changes. This group of people are 62% more likely to have a specific place in the home where they keep letters. These people are practical and focused on their parental roles, so content is generally more important than design. (more…)