According to Garrett, the customer needed to simply update its address base. "This is an area where distributors can bring value to their clients," he said.
Become Targeted
The database is also essential in capturing new customers in unique ways. Gray said that distributors can suggest to clients just how targeted they can become, which results in more efficient and effective direct mail campaigns. "Go in and identify target audiences by age, income, family size, etc.," said Gray. "Maybe a bank's database indicates that a customer has been in a house for 10 years. And, maybe that bank wants to sell equity loans, insurance or financial planning services that the customer is not using. That bank can then send a personalized postcard with a reference number directing the customer to a Web site where his or her name and unique number can be input. Afterwards, the customer is then linked to a custom Web site listing links to other offers and thanking the customer for visiting."
- People:
- Joe Garrett
- Lindsay Gray
- Places:
- Greenville, N.C.