What to include in your marketing database

Apart from the obvious contact details, for example full name, address, telephone, fax, email etc, the following list shows the information that you need to store and keep up to date:

• Category
• Source of cont
  How To Make Your Advertising Work!
  Many believe that when it comes to advertising, it’s a necessary evil.At least that’s how some businesses approach it. Some view it as simply a tool to showcase price and product while others see it as a way to counter their competitor's ads. Know what? They’re all wrong.Here’s what you should be thinking about when putting together an advertising campaign:1) Who am I trying to reach? 2) What medium will be the most effective to reach them? 3) How much is it going to cost? 4) What will my m
  an only market intelligently when it is armed with vital contact information. In fact - outside of tangible business assets such as property, machinery and stock, your marketing database is the most valuable asset. If you ever plan to sell your business one of the first things a potential buyer will want to see is your customer and prospect information.

  What to include in your marketing database

  Apart from the obvious contact details, for example full name, address, telephone, fax, email etc, the following list shows the information that you need to store and keep up to date:

  • Category
  • Source of con
    How Aggressive is Your Marketing?
    Cathy, a business writer, emailed me and said, "Boy, do I need to work on my Web site this year!" I gave her a couple of ways to improve her site and had her look at several websites that sell effectively on the Internet. Her response was a common one; she thought those sites were marketing aggressively and she worried about turning her prospects off with a "hard sell."Are you concerned about being too aggressive in your marketing?No one in business wants to be seen as the stereotypical used car salesman, who tries to
    stock, your marketing database is the most valuable asset. If you ever plan to sell your business one of the first things a potential buyer will want to see is your customer and prospect information.

    What to include in your marketing database

    Apart from the obvious contact details, for example full name, address, telephone, fax, email etc, the following list shows the information that you need to store and keep up to date:

    • Category
    • Source of con
      Motivate Your Market Force
      IntroWant me to tell you something on how you can motivate your market force in 2005. I will do so today. Tell you ideas that will power your marketing and promotions with force, if only you will appreciate their simplicity and common sense. Tell me.A critical question: How simple, motivational and forceful are your communications and marketthrust? Is it all creativity, hi-tech and strategy, but no force? How easily digestible and real are your promotional messages?Simplicity and Common SenseThis
      e is your customer and prospect information.

      What to include in your marketing database

      Apart from the obvious contact details, for example full name, address, telephone, fax, email etc, the following list shows the information that you need to store and keep up to date:

      • Category
      • Source of con
        People - You Can't Make Them What They're Not
        Many business people and managers are spending too much time trying to change the underperforming people who work for them. They seem to believe that if they train people - tell them what to do or even threaten them with the sack - then the performance level will go up.The successful manager concentrates on developing the strengths of his team members - not trying to correct their weaknesses. Sometimes you have to manage around a weakness, but you can't make people what they're not.Some years ago I decided to improve
        name, address, telephone, fax, email etc, the following list shows the information that you need to store and keep up to date:
        • Category
        • Source of contact
        • Purchasing history
        • Response to offers
        • Email opt in status
        • Telephone/fax preference status
        • Preferred contact method
        • Birthday/Anniversary dates
        • Partners/children names
        • Hobbies
        • Pets

        Let's consider these items in more detail. It is very important to be able to segment your database into various categories. For example, you will want to know whether each contact is a buying customer, an enquirer that has not yet bought or a targeted prospect. Targeting is the first priority with marketing, so you want to build your database with contacts that are genuine targeted prospects and no