Dear Angela, I would like to thank you for a very successful email campaign we recently commissioned through you. Your friendly and professional approach to managing our campaign made it a pleasure to deal with you. As Business Transfer Agents we look for owners interested in selling their business. With you and your design team’s help an email creative was designed targeting business owners in the Hair and Beauty sectors. Our campaign was sent three times to our target market, and each time we received incoming enquiries from potential vendors. The tracking data that was supplied after each campaign showed us which business owners had clicked through to our website, and this was very useful for follow up. As a result of this campaign we made a healthy return on our investment of £500 and we are happy to continue to commit to further campaigns with you in 2014. Kind Regards Darren Cooper (Director)
We have worked with e-location since 2013 on our Citroen Vans Lead Gen campaigns and their performance has always been exceptional. The team at e-location have been doing their best to deliver the agreed lead volumes in the right time frame and through constant feedback and communication we have developed procedures to ensure delivery of high quality leads. It has been great pleasure working with e-location, one of our valued and high performing Lead Gen partners, as they are always willing to assist and do their best to ensure the successful completion of our campaigns. Yiota Papathoma (Affiliates & Digital Partnerships Planner)
Use our Top Tips to improve the return you generate from your database.
Keeping your prospect and customer database as up to date as possible is key to establishing and maintaining good relationships with your contacts, and maximising the return from any direct marketing activity you undertake. Here are 10 Top Tips that will help you keep your database clean and accurate.
Tip 1. Get a Free Data AuditAssess the quality of your database regularly by engaging a specialist data cleansing provider to conduct a database audit for you for free. Their conclusions will help you determine how much work is needed to improve your data.
Tip 2. Make sure your data cleansing supplier understands your requirementsWhen choosing a data cleansing supplier make sure you are confident they understand your requirements. If you are new to data cleansing you will need them to guide you on what you need. For example, it may be preferable to conduct different levels of matching when de-duplicating, or you may decide you want different levels of suppression based on their recommendation.
Tip 3. Take action on your data ‘issues’There are a range of outcomes that can be highlighted from a data audit, including profiles of your key customers and also data issues such as duplicate and incorrect records. Make sure that your data cleansing supplier can provide an ‘over-reaching’ solution, involving correcting records and appending information in addition to removing records where necessary.
Tip 4. Ensure you allow enough timeIf you want to conduct a marketing campaign to your database, don’t leave the data to the last minute as you will need to give your data cleansing supplier sufficient notice to schedule and carry out the work.
Tip 5. Ensure each record has a Unique Reference Number (URN)Adding a URN to each data record will help you keep track any changes made and merge clean records back into your database correctly.
Tip 6. Clearly date your recordsIn this way you can see for each record when an activity occurred, and so identify which records may need more attention than others, and which contacts haven’t been contacted within a given time period.
Tip 7. Standardise data entryEnsure all staff that input data into the database are properly trained and know the standard expected. Make particular fields mandatory for completion, such as company name, title, full name, address details and contact information.
Tip 8. Check to ensure your database can accept clean data back inSome CRM software programmes do not allow you to bulk import updated records and flags. Make sure that you explore this with your data cleansing provider at the start of the process, as a reputable supplier will be able to offer guidance.
Tip 9. Protect your dataYour business data is one of your most valuable assets, so don’t hand it over to a data cleansing provider without both parties signing a non disclosure agreement (NDA). A good supplier will be able to provide one and it will ensure your data is protected.
Tip 10. Regular cleaning works bestIf you are regularly contacting your database you should aim to regularly clean it aswell, rather than doing it just once a year. You will be able to better budget your data cleansing costs, and your database will be more accurate and therefore more responsive.
To whome it may concern, I would like to take this opprtunity to thank you for the oustanding service I have recevied. From the very begining, my Account Manager was extremely kind, friendly and approachable, which I very much appreciated. The products and services provided by Market Location are extremely worthwhile and i would recommend them to anyone. Not only do customers get a wonderfully talented Account Manager, but you know where you stand with real-time data, statistics and more. As an email marketing client I have been able to benefit from a fantastic response rate that I could only have achieved with Market Location, because i was able to work with them to make the content as professional, effective and personal as possible. Leaflets would never have been so effective! I am pleased to say that the support and marketing facilities provided by Market Location have surpassed all expectations and i am still receiving business calls from the first e-mail message. Please feel free to use this testimonail as you wish. Let’s face it, other businesses NEED to know how WONDERFUL you are! Yours sincerely, Jeremy Allison (Managing Director)
Harrogate Homeless Project worked with Market Location to implement a promotional campaign to raise the profile of Harrogate Homeless Project, the No Second Night Out scheme as well as raise awareness of homelessness in general across the Harrogate district. Through the development of the No Second Night Out scheme; strong links were established with local frontline agencies that were referring rough sleepers/potential rough sleepers into the scheme to be supported by Harrogate Homeless Project. However, the scheme’s funders wanted the general public as well as local businesses and agencies to become aware of homelessness in their district and to also refer clients for support. In October 2013, following on from a previous press release; a promotion campaign was launched to coincide with the first year’s statistics of No Second Night Out and Harrogate Homeless Project’s impact on homelessness within the district. Harrogate Homeless Project worked in conjunction with Market Location to produce a letter which was distributed to local businesses and agencies explaining the work being done by Harrogate Homeless Project, the issue of homelessness within the district and how businesses and agencies can assist and support the work being done. Promotional material was produced through Market Location’s recommendation to provide to the businesses and agencies contacted through the letter. Window stickers and trolley keys giving the instruction to refer rough sleepers to Harrogate Homeless Project’s No Second Night Out scheme were distributed to local businesses, agencies and services to give to their customers. Following this promotional campaign Harrogate Homeless Project were inundated with finan cial donations and requests to distribute and display our merchandise. As a result; strong links with local businesses and agencies continue through food, clothing, financial and furniture donations as well as employment opportunities for our clients through local hotels and restaurants. As a result of the promotional campaign during October 2013; rough sleepers/potential rough sleepers who self-referred into the No Second Night Out scheme increased by 20% (taken from statistics from 24th October 2013, when the campaign was launched through to 31st March 2014). Out of the 122 referrals received between 1st October 2013 – 31st March 2014; 14 clients were referred into No Second Night Out by the general public; where they were provided with emergency shelter and an offer of suitable, permanent accommodation. During the same period 55 clients self-referred into No Second Night Out as a result of public awareness of the scheme. The work Market Location have assisted us with has increased awareness of homelessness within the Harrogate district, raised the profile of the work being done by Harrogate Homeless Project and as the above results demonstrate; encouraged the general public to become involved in the referral process. Harrogate Homeless Project would strongly recommend Market Location to any organisation looking to embark on a promotional marketing campaign in the future. Manager (Manager)
Advice to help you navigate the ever expanding digital marketing landscape
The financial benefits of creating a marketing campaign that goes viral can be huge, but getting large numbers of people to share your content can be tricky. There are a few well-defined routes you can travel down to ensure your marketing strategy gets picked up by all and sundry. However, one thing to bear in mind is that while viral campaigns are seen as the ‘holy grail’ by many marketing professionals, their benefits need to be assessed in a far wider context. Watching your business to business promotion lead to millions of hits on YouTube is all well and good, but you need to build on this success rapidly or it will quickly become a blip that is forever talked about by your marketing team. Going viral, in many ways, should be seen as a bonus that further boosts an already-consistent and engaging marketing strategy. It should never be the end product or the goal that is pursued whatever the cost. It should never undermine the principles of integrated marketing and brand development, and you should never bank on a follow-up campaign going viral as well.
Defining the ‘virality’ of a marketing campaignThere are a huge number of reasons why campaigns go viral and there are an equally large number of ways in which marketing is engaged with and shared. Some of the most common types of so-called ‘virality’ include:
- Inherent virality
- Incentivised virality
- Social virality
- Word of mouth