TRACKING is an important – sometimes CRITICAL skill.
Tracking has implications throughout the marketing process, from monitoring movement of customers to the dissemination of literature. One client called on AIM to evaluate their fulfillment system. The client had everything in place: collecting leads, sending out the literature, sending the leads to the rep sales force. Only one thing was missing: collecting them in a centralized database. The client said, “Why should we do that when that’s the job of our representatives?” Today, that client has a database second to none, with over 16,500 registered engineers who hold their catalogs, making it easy to “talk” to these important specifiers through their rep organization.
While running a loyalty program, AIM was able to track purchases of a specific product for a client. The profile that emerged was that this product was used more in restaurants than in other types of establishments. Further investigation found that it was the contractors’ preferred product in restaurant installations. We targeted a specific nationwide promotion around that product to contractors, achieving significant success.
Data Management begins at the top; the CEO must embrace it, or it will not get done. AIM gives presentations on this topic, including our most recent in Orlando, Florida at a major trade association. If you would like more information on how to control your data within your own company, call us.