The Key To Customer Marketing Success: A Great Database

To some this post may sound like Direct Marketing 101. Lately we have seen more emphesis on prospecting via mail and e-mail. And, little concern in reselling and/or up-selling to a customer database.

We want to use our auto manufacturing client as an example of what can be done with the use of a complete database.

The database being used is an auto dealership's service data records. Each customer entry contains the following fields: Name, Address, e-mail Address, Telephone Number,Vehicle Year, Vehicle Model, Vehicle VIN #, Mileage At Last Service, Service Performed, Future Service Required and if the vehicle was a Sale or Lease. This is not a unique database layout. It's typical of the Reynolds & Reynolds or ADP format.

Most auto dealerships do not realize their Service Database is the most valuable asset the dealership has. Here are the marketing opportunities they have:

1.) Sales source of leases coming due.
2.) Service Reminders based upon mileage.
3.) Tire & Brake Sales based on mileage.
4.) Warantee Extension based on mileage.
5.) New Vehicle Promotion based on year and/or milegae.
And ... many more opportunities!

Since there's a field for e-mail address and telephone number, both the sales and service department can easily make the selectivity they want and work the list every month.

It's important that you have a strategy session to discuss what information you should maintain in your database. For instance, you may want to maintain a customer's birth date. The Junior Golf of Southern Nevada Association maintains the young golfer's birthdate because they get a birthday gift of golf balls each year. This gift insures membership from year to year.

A very complete database is a big key to customer marketing success.