Money in the Database

How much money is there in your database?  

At Khach we strongly believe in database marketing.  We understand, database marketing is one of the least glamorous elements of marketing, however it is a must.  If you truly want to make more money for your material handling business, you need to start with a strong database. 

Without a good, clean, and accurate list of ideal warehousing and distribution customers, you may be wasting all your marketing efforts.  Who you market to, whether it is via email, directmail, telemarketing and etc., you must maximize all marketing campaigns.  There could be a goldmine in your database.  Imagine the deals that are waiting to be had if you sold to 10-25% of your list!  With proper organization of your list, marketing and sales efforts can be relevant to build interest, open up more opportunities and close more sales.

Mining your database can lead to much more money in your sales pipeline.

 

How do you make the most of your database?

1. Define your ideal customers - Make a list of your top customers based on their type of business, their demographic and psycho-graphic qualities.  Demographics: type of business, SIC code, size of revenue, location and etc.  Psychographics: their management style, their attitude towards change, how they value their warehouse workers, how they feel about new technology and etc. 

2. Put your ideal customers in buckets - Your database should profile the type of customer you are selling to.  It is best practices to set a "type" for your customers in your database so that you can send relevant information based on their business needs.  As a material handling business, your products and services may change from time to time (example: new warehouse software, warehouse systems and new technology), therefore it is best to categorize your customers by type of business; "cold store/freezer" vs. a "pharmaceutical" warehouse.   

3. Scrub your warehousing and distribution list - Take the time to categorize make sure that the contact information is correct.  I once read a story about a big Chief Marketing Executive that came into a large fortune 500 company that did an amazing marketing campaign.  They sent out expensive scooters with a great message to their customers, but they didn't check on the integrity of the database... so what happened?  About a million dollars worth of marketing expenses went down the tube.  The costs of the scooters, shipment and marketing research and efforts all wasted simply because most of the list was BAD.  Bad names, and addresses.  Take the time to put together a good list of customers and ideal customers for your materials handling business to maximize every marketing dollar.

  


4.Test out your list - Implement a marketing campaign and see the % of bounces you get back from emails, names, titles, addresses and such.  This will give you an idea of what kind of work you are facing to get things in order.  Remember that is is an on going project.  I am part of Kaiser Permanente and I kid you not, every time I call them, they are verifying my home address and phone number.  Every single time.  They value their database and constantly send me great marketing material, calls and messages.  You should do the same with your customer list and your ideal customer list for your material handling business.

Khách Customers’ marketing services include helping your materials handling business build its database to maximize the returns on all marketing efforts.  We have been in the materials handling industry for the past 45 years and have successfully sold and marketed to the food, freezer, cold store, pharmaceutical, food service, food manufacturing, beverage and similar industry.

We are here to help you Khach and Keep more Customers with focus on more sales revenue, growth and profits to your business.

If you are interested in learning more about Khach's marketing service or our pay for performance program, please contact us at 714-476-2887 or go to www.khachusa.com.