By Natalie J. Armstrong
www.MarketingMediation.com  

Today’s blog is about your database.  How to build one, how to manage one, how to use one.  Your database – without an appropriate and correct database you lose the ability to focus your direct mail, e-mail and fax contacts.  Marketing without a focused database in like hunting mosquitoes with a 12-gauge shotgun.  Mathematically speaking you’re likely to hit one every now and then, but not without a lot of wasted time, wasted money, and wasted resources. 

YOUR DATABASE:

Gathering data: Database information can be found nearly everywhere you look.  You can gather information about your prospective clients from organizations and associations that support your target market.  The Internet is a vast resource of information about your target market.  Try a couple of our favorite search engines like www.Google.com, or www.AltaVista.com.  Collecting business cards and/or lists from your local Chamber of Commerce is free and easy.  Searching through the yellow pages in your area is another way to amass contacts (your public library will have all the phone books for your region).  You can always purchase a ready-made or customized list of contacts.  Mail list companies usually charge between $0.20 to $0.33 per contact and offer a deliverability rate of between 80% and 95%.  (These lists rarely have a contact name, fax number , and even more rarely – an email address.)  The point is – data is everywhere.  Marketers need a focused and accurate database that is as large as is appropriate for your region, your industry and your business goals.

Managing your database: Whether you use a simple Rolodex card system or invest a small amount in a computerized contact management software program (our favorite is Goldmine – try it out at www.Goldmine.com or www.FrontRange.com ,) you need to be able to keep accurate records. 

Best utilization of your database: A database is a valuable resource and usually held close the to the vest.  Your database can be used not only for simple names and addresses but also for determining trends in the industry by monitoring the attrition rate.  You can use your database to refine your marketing plan actions.  For Instance, by paying attention to what percentage of the business cards collected have an e-mail address you may decide that an e-mail campaign is either your best bet or a waste of time.  

The more you read, collect and understand about the people to whom you are marketing the higher your probability of success.

Natalie J. Armstrong is the Founder and Managing Director of Golden Media, a marketing and consulting firm dedicated to promoting the resolution industry. She is the author of The Essential Guide to Marketing Your ADR Practice and speaks internationally on business development and the successful marketing strategies of the conflict resolution industry. More ADR Practice Development articles and information about Ms. Armstrong and Golden Media can be found at www.MarketingMediation.com.