Desktop Database Marketing by Jack Schmid

By Jack Schmid

"Desktop Database advertising is a masterful paintings that belongs on each company bookshelf. Jack Schmid and Alan Weber have succeeded in utilizing the KISS precept to database advertising in a fashion that eliminates the mystique and releases the ability with out prejudice to measurement of business."­­Bob Stone Chairman Emeritus Stone & Adler, Inc. "Database advertising and marketing is what direct advertising is all approximately those days­­and it is going to be much more very important in years to come. Jack Schmid and Alan Weber have prepare a truly priceless ebook in this topic, and that i hugely suggest it."­­David W. Florence Chairman Direct Media, Inc. "Finally, a person has prepare a ebook that not just exhibits you what you should be doing along with your database, yet tips on how to do it. it is packed with examples that demonstrate how you can observe the rules of shopper advertising and marketing to almost any company. And it deals a digital toolkit of how for each marketer to have facts at their fingertips. In computing device 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 take advantage of. I plan on utilizing it."­­Ray Jutkins Speaker/Marketing advisor "Lean. No fats. the main useful consultant i've got noticeable so far."­­Jimmy Cygler President get to the bottom of! SYSTEMAS Sao Paulo, Brazil "Any time Jack Schmid or Alan Weber deals to put in writing an editorial for objective advertising, 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. computing device Database advertising is a gem."­­Denny Hatch Editor objective advertising and who is Mailing What!

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Extra resources for Desktop Database Marketing

Example text

But if they plant systematically and measure the yield from different parts of the field, they substantially increase their chances for a better yield in future years. The kind of investment implied by this analogy can be considerable. In-depth customer knowledge has a real, tangible price. It takes some combination of money, time, effort, and people; it also takes an investment in technology. But the payoff can be enormous. Page 11 This chapter will discuss database marketing from a communications viewpoint.

As mentioned previously, it might be purchase history (quantity, dollar value, frequency), phone number, source of the name, method of purchase, or any combination of these. Page 6 Database marketing often relies on lists but is not list driven. It is transaction (sales or contact) driven. The difference is critical. Your customers tell you about themselves at each point of contactwhen they buy something and when they don't. And it only stands to reason: the more you know about what people want to buy; the better you can serve them by offering the kinds of products they prefer and presenting those products in ways they prefer.

As the new fall season approaches, he realizes that he has a gold mine on those 3" × 5" cards. To announce the arrival of the new fall line, he sends each customer on his list a postcard with the following handwritten message: Page 5 Our new fall line of suits and sport coats has just arrived. , before the store officially opens. Just give me a call at your convenience at 555-2965. Your friend at Jack's Bob Staley As his business doubles almost overnight, Bob becomes the envy of the other salespeople in the store and a "marvel" to his boss.

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