September 2009
 

Accounting

- Small Business and General Business tax break

- The Education Tax Refund

Legal

- More protection for consumers with new legislation

- Buying a property-is a Trust right for you?

Marketing

- Your company's database-untapping it's potential

- Value of client testimonials

  - 'Great' businesses can be 'small

  - 50% of businesses are uninsured

Featured Service

  - Quinn's Bookkeeping Services

From the Desk

- From the Principal, Michael Quinn

At Quinns...

- Christmas in July

Important Dates

- Dates to remember this quarter

Client Spotlight

- Rizer

Your company’s database – untapping it’s potential

Clarity Marketing

The simple truth of effective marketing is identifying and targeting the customers that match your service or product offering, and then communicating directly to them. Peter Cornelius, Managing Director Nielsen Media Research, says “there’s been a quantum shift from mass marketing to one-to-one communication”. People want communication that is personalised and relevant to them. That said, you’re possibly sitting on a valuable untapped opportunity – your database.

In its most simple form a database is a list. That list can be stored in a customised, complex and expensive Customer Relationship Management (CRM) program or a simple excel spreadsheet or word document, possibly even written in a book! However it is stored the most important thing is for your database to be in a form that allows you to communicate with your customers quickly and cost effectively. If you have to spend hours getting a list of names together each time you want to send a special offer to your clients, there is a very good chance you won’t get around to it very often!

For marketing purposes this list should contain as much information as possible about each customer’s purchasing habits, once again with a little organisation and discipline, this can be very simple to administer.

Once a database has been compiled it can then be broken down and analysed to produce valuable marketing information. You can then use this data to target communication that is highly relevant to each individual client, supplier or contact.

For instance you could create:

• New Product Releases/ Service – matching past transactions to similar offerings

• Special promotions – linking their past transactions to likely interest

• Reminder notices – when next appointments are due

• Invitations – matching individual or company needs to special events

• Birthday and Seasonal wishes – to help build relationships and customer loyalty

Utilising your database as a valuable sales and marketing resource enables you to identify and target the right customers with the right communication. In the process it helps build brand awareness, customer loyalty and improve return on investment for your marketing spend.

And just in case you’re still thinking “I don’t have a list of good contacts”, here’s some simple ways to start building one:

• Collect contact details through incoming telephone enquires

• Collect details directly at the point of sale or service destination via an order form/invoice or quotation form or at your cash register. Manycash registers have a database feature built in.

• Collect contacts via a promotional competition entry form.

• Collect contacts via your website - through subscription, enquiry or feedback forms.

If you’d like to find out how to build a database or use your current one more effectively, contact Deborah from Clarity Marketing on 0411 139 881 or email dcq@claritymarketing.com.au.

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