By Jack Schmid
"Desktop Database advertising is a masterful paintings that belongs on each company bookshelf. Jack Schmid and Alan Weber have succeeded in using the KISS precept to database advertising in a manner that eliminates the mystique and releases the facility with out prejudice to dimension of business."Bob Stone Chairman Emeritus Stone & Adler, Inc. "Database advertising is what direct advertising is all approximately those daysand it is going to be much more very important in years yet to come. Jack Schmid and Alan Weber have prepare a very necessary e-book in this topic, and that i hugely suggest it."David W. Florence Chairman Direct Media, Inc. "Finally, an individual has prepare a booklet that not just indicates you what try to be doing together with your database, yet find out how to do it. it truly is filled with examples that display tips on how to practice the foundations of purchaser advertising to just about any enterprise. And it deals a digital toolkit of the way for each marketer to have information at their fingertips. In laptop Database advertising, Jack Schmid and Alan Weber have produced a winner."Ron Jacobs President Jacobs & Clevenger, Inc. "Schmid and Weber have prepare a e-book effortless to learn . . . more straightforward to appreciate . . . more straightforward 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 unravel! SYSTEMAS Sao Paulo, Brazil "Any time Jack Schmid or Alan Weber bargains to put in writing an editorial for aim 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 professional and non-expert alike. laptop Database advertising and marketing is a gem."Denny Hatch Editor objective advertising and who is Mailing What!
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Extra info for Desktop Database Marketing
The customers react to communications and loyalty efforts. They have a high response to promotions, surveys, and so on. In effect they are really interactive with you, as in a partnership. The customer feels good about the relationship, believing it is a win/win situation for them and the company with which they are dealing. Sales and profits are increasing because your company can be more selective about to whom it mails, can increase the frequency with which it communicates with its better customers, and can get higher response and higher dollar levels to orders.
They will have a low average order value (AOV). Only about half of them will ever return for another purchase. This is not a group of customers upon whom you can build a successful business, and you have hardly won their undying loyalty. Many people consider the next step the most significant hurdle in the hierarchy process. It is getting one-time buyers to purchase a second time, to become two-time buyers. These customers are sending you an important message: Your products are OK. Your service is OK.
A small retailer such as the Wild Bird Center uses a "Frequent Feeder Card" (see Exhibit 2-3) to encourage multiple purchases with the reward of one free 40-pound bag of birdseed after purchasing nine. This technique is very common with restaurants, fast-food shops, pet stores, and so on. The secret is getting the card in the hands of first-time buyers and letting them know about the reward/offer. Business to Business Business-to-business selling, whether done directly or through a salesperson, is often a two-step process.
Desktop Database Marketing by Jack Schmid