By Jack Schmid
"Desktop Database advertising is a masterful paintings that belongs on each company bookshelf. Jack Schmid and Alan Weber have succeeded in using the KISS precept to database advertising in a fashion that eliminates the mystique and releases the ability with out prejudice to dimension of business."Bob Stone Chairman Emeritus Stone & Adler, Inc. "Database advertising and marketing is what direct advertising and marketing is all approximately those daysand it will be much more vital in years yet to come. Jack Schmid and Alan Weber have prepare a very worthy e-book in this topic, and that i hugely suggest it."David W. Florence Chairman Direct Media, Inc. "Finally, an individual has prepare a publication that not just indicates you what try to be doing together with your database, yet tips on how to do it. it really is choked with examples that show find out how to follow the foundations of shopper advertising to just about any enterprise. And it deals a digital toolkit of the way for each marketer to have information at their fingertips. In computer Database advertising and marketing, Jack Schmid and Alan Weber have produced a winner."Ron Jacobs President Jacobs & Clevenger, Inc. "Schmid and Weber have prepare a ebook effortless to learn . . . more uncomplicated to appreciate . . . more uncomplicated but to exploit. I plan on utilizing it."Ray Jutkins Speaker/Marketing advisor "Lean. No fats. the main sensible advisor i've got obvious so far."Jimmy Cygler President get to the bottom of! SYSTEMAS Sao Paulo, Brazil "Any time Jack Schmid or Alan Weber bargains to put in writing a piece of writing for goal advertising and marketing, the editors and that i leap on the chance and take it sight unseen. either one of them have the original skill to take hugely technical, advanced rules and lead them to simply understandableand immediately usablefor the specialist and non-expert alike. computer Database advertising is a gem."Denny Hatch Editor aim advertising and who is Mailing What!
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Extra resources for Desktop Database Marketing
Second, you discover what study after study has shown: all customers are not created equal. As Exhibit 1-1 shows, the majority of your sties will come from a minority of your customers. The proportions might be 80/20 or 70/30, but this basic principle holds. Having LTV information, you are able to identify your most valuable customers and profit from them over the long term by building relationships with them. Thus database marketing enables you to know how your customers want to be served and how much you can afford to do to keep them.
Three situations can make a database impractical: 1. The business is not based on repeat buyers; for example, a baseball fan buying a hot dog from a vendor at a baseball game. This probably is a one-time sale, and it is unlikely the fan will be buying another hot dog at another time from the same vendor. 2. The unit of sale is extremely low. True, some direct marketers make money selling inexpensive items through the mail. However, the lower the price, the lower the Page 9 likelihood for profitability.
3. Strategize: determine what you want to do by answering five questions: a. To whom will you communicate? b. When will you communicate? c. How often will you communicate? d. How will you communicateby phone, fax, personal sales call? e. How will you organize or group the customers you attempt to contact? The critical aspect of step 3 is planning for the measurement (tracking) of communications with customers by assigning a distinguishing code to each group. Page 7 Exhibit 1-1 All Customers are not Created Equal 4.