It could be any of the calls or requests for information we receive every day. Unfortunately, these types of messages are very common. Don't get me wrong, at the company where I work, we're absolutely delighted every time someone contacts us about a database issue (we do it for a living...). However, vital aspects of campaign preparation are often overlooked. I'll explain them below.
The three sentences that make up this case summary represent three of the most serious mistakes one can make when purchasing a database for a direct marketing campaign.
1. Segmentation
In this case, it is defined as "medium-sized companies in Madrid." It's a very generic approach, but it could prove to be accurate. The mistake, from my point of view, is formulating a direct request without giving the database provider a chance to reflect on your case and present the most appropriate proposal for this specific case. An external database, in this case a business database, contains millions of records and tens of millions of segmentation data points. The provider created the database and works america phone number list with multiple sources and procedures every day of the year to keep the information up-to-date. If you provide a reasonable briefing about your company, the products you promote, and your objectives, this same provider will surely be able not only to successfully address their segmentation approaches but also to present alternative solutions.
2. The timing
It's clear that requesting a proposal of this type for the same day is a time-consuming process. Even worse is making the issue of the potential customer database the final straw of the campaign. It's like sitting down and writing a letter without having decided who the recipient will be. A marketing campaign should always start with an analysis of the current customer base and a segmentation of the potential market . This way, and only this way, will we know with whom and how many we will communicate. Analyzing current customers (your database) and the potential market (the external database) should be the first mandatory step, not the last loose end to tie up.
3. Underestimating the importance of the potential database
I'm not saying that external database addresses have to be expensive, but they certainly can't be regulated or considered a worthless commodity. Many of us have attended seminars, read books and articles, where we've been told about the importance of choosing a lead database. Very often, when analyzing the results of database marketing campaigns, the lead database is often attributed 50% as a factor in success or failure. In my experience, this is absolutely true, regardless of the channel. For example, an excellently executed campaign where there's a failure in segmentation or in the choice of database can have disastrous results. A regular campaign, without surprises, but with accurate segmentation and the most appropriate choice of lead database, can even be very successful. Price is important, but even more important is identifying correctly where to invest effort and promotional investment.