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Database management and development and why they’re so important for future profit

Existing databases should be sorted into specific target markets (commercial, public sector, household) and then further subdivided e.g. commercial = retailers, offices, SMEs; public sector = schools, local authority premises; households = able to pay, aspiration, new move-ins).

This will enable you to target specific groups, even individuals, with bespoke approaches and then analyse the recipient’s value according to their response to your approaches. For example:

  1. Don’t know us and don’t use us (but they’re a lot like people who are already customers, so they are legitimate targets for PR and Marketing effort)
  2. Know us and don’t use us (people we’ve had some previous contact with but who aren’t yet buying from us)
  3. Know us and use us (these are previous customers and customers for NOW = they’ve bought from us but we’ve had no serious contact with them since)
  4. Know us, use us and love us to bits (these are long term loyal customers. They’ve stuck with us through thick and then, through price rises and questionable customer service because they LIKE US and like our products and services. Or maybe because finding and setting up an alternative supplier would simply be too much like hard work! We want ALL our clients to be Know Us, Use Us And Long Term Loyal To Us.
  5. Used to use us (lapsed customers. We need to find out what we did to drive them into the arms of our competitors)

Segmenting your database in this way will enable you to target specific campaigns at specific audiences and will inform content and subject matter of direct mailers and PR campaigns

Next time: Direct mailers/email campaigns

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Comments (1)

[…] starting point for this activity would be the creation of a database (see post) that identifies contacts by sector and according to their relationship with and value to the […]

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