Database marketing

in Database Marketing
image

It’s the same idea but different delivery. Back in the old days (about 8 years ago) businesses knew that they needed a mail list or phone list to sell their wares and services. Today, most of us “oldies” are finding that method shrinking in ROI and internet marketing has become the new fast lane. Unfortunately, most established businesses don’t have the luxury of in-house web savvy marketing people and it is overwhelming to most business people to learn it on their own.

The truth of the matter is that most businesses with a website don’t even know how to harvest new data from their visitors, let alone use it in comprehensive campaigns that speak to the consumers as individuals. We know that sales are easier when the customer feels important, and today’s delivery methods make personalization a snap. The 2013 Teradata Data-Driven Marketing Survey showed that those marketers surveyed felt that current sources of data were not being utilized, and 78% felt the pressure to get into the data-driven market. Let’s face it, without new customers we have to rely on existing ones to keep us alive—and that can be a slow death. There are many creative ways to gather data from your website as well as email campaigns. Let’s look at my top picks.

• Always have an “opt-in” feature on your home page. Don’t hide it and don’t ask for more than their name and email. Let the opt-in for newsletters or company growth info (new products and expansions) make it easy. You can also consider other opt-in opportunities for specials or white paper downloads that when clicked take them to a separate page with more details and, of course, a form requesting name and email (nothing should be really free).

• Send an e-blast to the targeted industries you want to attract and invite them to a webinar. Pick a great subject and talk on line with a larger audience. Afterwards, send them a thank you with white papers or a copy of your PowerPoint presentation.

• Trade shows and events are a great way to collect data. Most visitors have a business card (have paper for those that don’t). Do a raffle so they want to put their card in. After the raffle is over and the prize has been handed out, send an email to your list announcing the winner. Think of 2-3 more things you want the audience to know; a sale, sign up for our newsletter, where is the next event? Be careful...be sure the info you are sending is what they want to know about, not you just chest pounding about how great your company is.

• For the creative folks, develop a company You Tube account. This will allow you to video tape what is happening in the store, tips about your product or service, do’s and don’ts. Keep them short and fun. You can title them using keywords and have a message board at the end that will send them to an opt-in page for more deals or more tips.

• Create a contest to entice visitors to enter their name and email. 

• Have an in-house contest to see how many emails sales and office staff can gather in a month’s time.

Well those are a few ideas. Once you get an opt-in, it is best to have an auto responder set in place for each campaign so the user knows you are out there. Also, I like my first responder to have a question so that they might respond back. That way I can begin a dialog with them about what they are interested in.

In closing, be sure to have an opt-out statement at the bottom of every email you send. Don’t hide it! Also, be sure to explain on every opt-in form exactly what they are going to be receiving. Honesty and integrity wins you loyal customers.  
 

Tags: Database Marketing

  • “As a Chamber of Commerce, it is important to work with companies who are not only professional and trustworthy, but also provide accurate, prompt and courteous service. The staff at Graphic Impact have accomplished all of these traits during our relationship of over 10 years.”

    “Graphic Impact did an incredible job in creating our city map and “Simply Troy” Quality of Life book. It has been a real pleasure working with the professional and courteous staff at Graphic Impact. Even under some of the toughest deadlines the quality is unsurpassed and the attention to every detail makes the ultimate difference.”

    Sabra Johnson, Executive Director, Troy Area Chamber of Commerce
  • I engaged Graphic Impact on several projects that included brand development, marketing brochures and advertisement development. They have consistently exceeded my expectations with creative, timely and competitive solutions to my organization’s marketing needs.”

    Bill Murphy, Assistant City Manager, Piqua, OH, Piqua Economic Development Director, Director of Grow Piqua Now

  • We have been working with Graphic Impact for many years with wonderful results. Our nonprofit has strict national branding standards, and they always follow the set guidelines while offering creative and eye-catching marketing materials. They are quick to respond to our needs and truly work with us to reach our goals while staying on budget and on time.”

    Jessi Graham, Director of Marketing and Communications, YMCA

  • “I have worked with Graphic Impact for over 10 years and can always count on them to be timely and responsive to our needs. Our logo is recognized throughout our community due to branding which is creative and effective. Our marketing portfolio even won second place at the Hermes Awards!”

    Anne Beane, retired Superintendent, Mound Street Academies
  • I appreciate how Graphic Impact continues to help strengthen Chaminade Julienne's branding in our community. Beginning with a logo redesign, the firm's artists have successfully expanded our unique look into an array of marketing materials that strongly supports the school's mission as well as admissions and development efforts.”

    Tina Wagoner, Communications Coordinator, Chaminade Julienne Catholic High School

  • Both the Fairborn Area Chamber of Commerce and the City of Fairborn were overjoyed with the stunning Quality of Life publication that was produced in collaboration with Graphic Impact. The Chamber has received rave compliments on the publication from a myriad of sources and the positive comments continue every time a new viewer gets a chance to pour through its pages.”

    Paul Newman, Executive Director, Fairborn Area Chamber of Commerce

  • The Graphic Impact staff were very attentive in learning about our business and ultimately became quite committed to the mission of the agency. They designed a fabulous billboard and literature campaign for us which carried into a redesigned website as well. We were able to achieve just the look that we wanted and just the campaign that we wanted to run and ultimately succeeded in passing a levy.”

    Rhonda E. Reagh, Ph.D., retired Executive Director, Greene County Children Services

  • As a Chamber of Commerce, it is important to work with companies who are not only professional and trustworthy, but also provide accurate, prompt and courteous service. The staff at Graphic Impact have accomplished all of these traits during our relationship of over 10 years.” “Graphic Impact did an incredible job in creating our city map and “Simply Troy” Quality of Life book. It has been a real pleasure working with the professional and courteous staff at Graphic Impact. Even under some of the toughest deadlines the quality is unsurpassed and the attention to every detail makes the ultimate difference.”

    Sabra Johnson, Executive Director, Troy Area Chamber of Commerce

  • Graphic Impact was able to take the Troy Development Council’s marketing efforts and our TROY OHIO USA logo to an entirely new level. Our directions to Graphic Impact were very simple: ‘Create a set of marketing materials that will make our competition beat a path to your door.’ They did and the rest is history.”

    Chuck Cochran, retired President & CEO, Troy Development Council

  • I picked up the (Troy) Community Book this morning before coming into the office and I really could not put it down. It is really really great! Not only is the content outstanding but even the ads provide excellent information and look fantastic! I know it was a great deal of work but what a success. Congratulations! ”

    J.C. Wallace, President, Troy Area Chamber of Commerce, Troy Development Council