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DATA ANALYSIS OF CURRENT CUSTOMER BASE: It all starts with understanding your existing customer database. Once we understand exactly who your customer is, we can use that information to reproduce like-minded prospects. Sure, you can commission a group of people to invade your current customer's privacy with phone calls and loads of survey questions, but is that what you really want to do? Our service begins with a complete analytical profile of the characteristics of your current customers. How can we possibly expect to be successful in marketing if we don't know exactly what common elements your current database possesses? How does this process work? Simply supply us with a customer database including name and mailing address of your current customers. From there, we do all the rest. Our system runs the list through more than 300 attributes of self-reported information, census data and lifestyle habits. The end results are a marketing DNA of your current customer database that can be used as the basis for all future marketing decisions. It will show us precisely who to target including but not limited to:
As you can see, by commissioning us to gather this information, we all render a much clearer picture of what common elements are most prevalent at your club. This information is then used as the basis to reproduce prospective lists that most closely match the elements of your current customers. You would be surprised at the differences in who you think are your best customers and what the report reveals on exactly who they are. This is all completed without ever contacting any of your current members and is completely legally accessible marketing data. One of our most important elements is the discretionary income index. An income filter alone is irrelevant if their current expenses exceed their current income. Think you should be spending your advertising dollars in the newspaper? Pepperdine University's Graziadio Business Report did a marketing analysis for a country club. The findings stated "...Used properly, direct mail out-pulled the newspaper at much lower cost. For example, $8,000 newspaper ads delivered 100 attendees of whom approximately 85 were not qualified while $4,000 direct mail campaigns delivered 250 pre-qualified attendees..." This study clearly showed that mass media advertising targets too broad an audience. Your ideal prospect must be clearly identified and then targeted with pinpoint accuracy. Call us today to receive a FREE copy of what this |
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