Ins & Outs

Ultimately, you will either solely rely on Buyers contacting you - "re-active"

or, you will also take the initiative in contacting Buyers. "pro-active"

database marketing does not replace the need or traditional advertising but for many products or services intercepting the business at source gives clear competitive edge.

Effective database marketing relies on 3 essential & interdependent components:

good tele-marketing + easy to use systems + pro-active sales people.

a weakness in any one of these components is bound to produce poor performance as surely as dirty fuel or poor car design or unmotivated drivers would in a grand-prix.

Database marketing gives immediate feed-back on current and future purchasing intent directly from the "horse’s mouth".

not only exposing immediate and future sales opportunities it also provides market intelligence on trends, competitor activity and product acceptance. Hard facts not wishful thinking!

As the database matures your sales activity will become increasingly in phase with the Buyers’ pattern of purchase.

knowing who & where your customers are and what & when they are likely to buy can really put you in the driving seat for accelerating sales

£pound for £pound, database marketing provides one of the most cost effective method of developing and defending niche markets for a wide range of products or services.

there is no need to make major commitment at the outset and the inbuilt immediacy enables close evaluation and tight budgetary control over its development.

A rule-of-thumb suggests that if your product or service generates £300 per annum or more of contribution per sale and your target audience is greater than 1,000 then database marketing should prove to be a sound investment.

- contribution being either from a single order or from a re-order stream.

Rho-anco Ltd
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