Page 0057

Page 56 AUGUST 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

When you want to expand your market beyond

the immediate area, you may want to purchase

a mailing list or database. If, for instance, your

customer database reveals the typical shopper

in your store hails from a 2-income household

with children under 12, and the family enjoys

boating, camping, and outdoor activities, you

could buy a list of the names and addresses of

just families by whatever geographic breakdown

suits your strategy. Sources for these lists

can be found under the "direct marketing" and

"mailing list" headings

of the Yellow Pages in

larger cities, or in the

national toll-free 800 directory

. If you don't

have a copy, check with

your local library.

The problem with using a purchased list, as

well as selling or trading your own database, is

that the practice may backfire. Many consumers

already feel so inundated and resentful

of all their junk mail, and the unwanted calls

from telemarketers, that they've learned to

loathe the messengers.

REMEMBER YOUR CUSTOMERS

ARE ALL INDIVIDUALS

Your customer database paints a broad-brush

picture of your audience. Be careful not to

spend so much time gazing at that forest, you

fail to see the trees. Although you can draw

general conclusions about your clientele from

a database, remember it's a compilation of individual shoppers.�

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