A Database is a comprehensive collection of interrelated and not duplicate information – usually stored in a computer and available to multiple programs. This information can be viewed or manipulated with precision at any time.

By extension, a marketing database is a system information file (built according to the definition above) about customers, prospects, products, sales and others in a company. This information is conveniently accessible to be updated and tested – and of course – to carry out marketing activities.

More specifically, this type of database is a collection of names and addresses personal information about these people – whether based on their purchases (or donations) or other external information.

Importantly, although common today is the electronic management of records, you do not need a computer to use databases in your marketing. Here’s an example …

1. Email Promotions and timed reminders

This has to be the core activity that you perform. If you have been subscribed to Business Success for some time, then you’ve seen the promotions I do for my own products – again and again.

What I call a “reminder” can be something as simple as a handwritten note. They are effective in case of visits to the doctor / dentist, oil changes and tune-up, and things like that.

2. Send a card or letter on the anniversary of the Purchase.
You can start your letter stating that a year ago that the customer purchased the product X and you wanted to know how it had been. You can also suggest other complementary products, and create a new specific offer for this client.

3. Customer sends birthday cards for their children (if you already have or can get that information to your database.)

This can be very effective. But notice that, like the previous point and the next four remaining items, just give you an excuse to communicate with your prospect. Think about it. What other excuses can create to communicate with them? Of course, chances are the typical Christmas, summer, Valentine’s Day, etc.. But think creatively and find dozens of sales approaches (excuses) to contact your customers.

4. Invites Customers / Prospects for a product demonstration or educational seminars.
These events should be offered free to customers, and could charge a small entrance to the prospects. I’ve been using this type of events to sell everything from yachts and airplanes to furniture, paintings and multi-level opportunities.

I know a furniture store whose marketing is rent a few buses every six months and bring customers to your prospects and furniture factory. There can chat with manufacturers and learn the history of furniture, materials and construction process, and so on. This is all your marketing activity – and in each of these events achieved sales of over $ 100,000 …

5. Careful Using Segmentation, Email Notification of Price, Policy Changes and New Product Announcements

“Segment” means your database divided into subgroups according to certain criteria (for example, the group of customers who have purchased from you in the past six months.)

Send them a card or e-mail telling them to go to your Web site or call for more information.

6. Bulletin

This is a great excuse to communicate often with your customers. It may be once a day, once a month or twice a year. What is most convenient for you. A newsletter is often particularly effective as part of a frequent buyer program.

7. Always included in Announcements and Press Releases, Get an Offer Something Free

The ideal gift is a Special Report (I’ll talk more about this in the next section.)

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