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Double Your Sales by Cloning Your Marketing Database

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Next time you’re in your local pub, check out the regulars. They’re normally the ones sitting at the bar, chatting to the landlord. When they enter, their usual drink is being poured before they’ve even sat down. You might even be a regular yourself.

And think about how much the landlord appreciates the regulars; they’re his best customers. If only he had more like them…

Now think about your business. You’ll have your best customers too; from those loyal regulars who always help push you over your targets (even if they don’t always spend huge amounts), to the occasional big spenders who may not show their faces too often, but it’s always pretty when they do.

The pub landlord may not be able to clone his best customers, but you can. By adding valuable information to your CRM database, you gain more knowledge on your existing customers. This means you can begin to profile your best ones by location, business size, sector, turnover, and target specific individuals by job title or roles.

With this in mind, a data specialist can then provide you with more of the same: marketing data consisting of clones that best match your ideal customer.

It can lead to huge growth in your business. For example, The Health Insurance Group needed to improve their ‘hit rate’, and came to us looking for customer cloning. The result?

“In the last 12 months we have seen a 100% growth in our year on year results” said Dave Spurr, the group’s Data/Dialler Manager. Take a look at their case study here.

86% of poorly targeted business mail is thrown away before being read. But by profiling and analysing your existing data, you can improve on what’s working within your database and what isn’t – reducing costs and waste in the process.

To make your marketing campaigns more credible, try and attain a case study from one of your best customers to use. As they will be genetically similar to those you are now targeting, the work you did for them should be of huge interest.

Think of a case study like the landlord’s pub garden. Prospects walk past on a hot and sunny day and wish to quench their thirst with a cold beverage. They see others in the garden smiling and enjoying their drinks, and are far more likely to pop in for a drink too.

Once you’ve got them interested – and you’ve provided them with the same quality work and customer service that you did your original customer – it’s likely they will then become regulars themselves.

Soon there won’t be any seats left at the bar. Whose round is it anyway?

If you’d like to discuss how you could clone your best customers and get more from your database, call us on 01243 786711 or visit http://www.marketscan.co.uk/get-a-quote.aspx to enquire online.


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