Database Marketing
Database marketing is direct communication with customers via mail or email. It is different to social media marketing because SMM is not necessarily seen by all subscribers and messaging is shorter and more casual. You cannot implement database marketing without a database so make it your mission to capture contact details of every customer or potential customer that crosses your path.
How? It depends on your business, but most businesses can have a sign up form on their website and on social media pages. They can include registration forms at every face-to-face meeting with customers or potential customers. They can run competitions or advertise in such a way that people willingly give their contact details in exchange for prizes or chances to win.
If you have a venue people would be comfortable signing into, have a membership program with cards, so people can sign up and then simply flash their card on entry. If this is not possible, implement a simple sign-in form the leader of each group of people must fill in before entering. It might include name, address (optional), postcode (mandatory), do they have children y/n, email address and a tick box to receive occasional updates. It should also include a field like ‘For our fire and safety evacuation procedures please state the number of people entering the building with you’. “Fire safety” can then be given by staff as a reason for having the form.
Once you have a database of at least 1,000 people it will be worth the cost to send out printed and/or email newsletters. If you are able to make a good offer, add value and time it right, you can expect email reads of around 30% and response rate of around 1–5%. 1% of 333 people is 3 responses. If you get no responses you need to revisit the creative, the copywriting, the offer and the timing and frequency. If you lack the necessary skills, work with Greenslade Creations to write, design and send your newsletters.
If you send out brochures or flyers, ensure they are properly and consistently branded, written, designed and proofread thoroughly.
Back to Marketing Plan
