CRM - Customer Relationship Marketing,strategising,planning and preparation of databases,below the line advertising,understand the behavior of customers,sourcing,advising,co-ordinating combinations of your data

FEDMA (Federation of European Direct & Interactive Marketing Assoc) wrote:-

“...each time there is a recession, marketing decision-makers shift their focus from mass marketing to direct and interactive marketing. And there are facts to prove it - during the last recession period 1999-2001 direct marketing expenditure increased 11,5%! At the same time advertising expenditure decrease(tv, radio, etc) was on average 3%. The reason is clear: Dialogue and Relationship building with the customer is the best way to increase ROI of marketing campaigns.”

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3 million leads...When two of South Africa’s largest furniture retailers merged CRM audited the company’s customer data, updated and enhanced both the data sets, merged the bases and prepared the data for the new hardware systems to host the combined data. For a period of two years thereafter we supplied over 3 million leads, (including most recent contact information) to be used for marketing purposes. The business grew exponentially and so did the share price.
Finding potential clients around your stores...For the largest clothing retailer in SA - as well as for a leading bank - CRM managed the geographical plotting of stores/outlets. Using the internal base and external databases CRM then identified potential clients who lived in close proximity to those stores/outlets. The potential clients were marketed to using various direct response mediums including direct mail, telesales, mobile products such as sms - with such phenomenal results (adding R100s of millions of Rands to bottomline) that this process continued running until all data sets were exhausted.
Dominating niche markets...When a veterinary company working in Sub-Saharan Africa wanted to expand its market share in niche markets CRM compiled the necessary database, went through a process of skills transfer and established a call centre which today – 3 years later - to the amazement of management is still achieving more revenue on a monthly basis than was achieved on a yearly basis in this niche market.