Professional marketing tools can include using databases of customers.
Companies use many marketing tools to help them build sales and profits. Some marketing tools are used for promotional purposes, such as display ads and Internet search engines. Other marketing tools are used for customer feedback, including phone and mail surveys. Companies must decide which marketing tools are necessary for their businesses. For example, online companies are more likely to use Internet ads and search engines. Retail stores use point-of-purchases materials such as display cards.
Questionnaires
Marketing research professionals use questionnaires to procure important information from customers. For example, a marketing research manager might create a questionnaire to measure customers' satisfaction with their products and services. Questionnaires can vary in length. Questionnaires that are used for personal interviews can be several pages long. However, Internet questionnaires are usually short as online customers would not likely fill out lengthy questionnaires. Companies usually use both "fill-in-the-blank" and multiple choice questions on questionnaires. Multiple choice questions can be answered with a "yes" or "no," for example. "Fill-in-the-blank" questions allow customers to provide their own responses without being prompted.
Loyalty Programs
Loyalty programs are designed to increase customer traffic and sales. For example, a movie rental store might use frequency cards to reward customers for their purchases. Customers may first fill out an application form, then receive a plastic card with a magnetic stripe or bar. The magnetic stripe records the customers' purchases through the cash register, which is computer-programmed to keep track of how much customers' buy. The movie rental company will then reward customers with coupons, popcorn or free movies after customers spend a certain dollar amount.
Direct Mail
Direct mail is both targeted and measurable, according to the United States Postal Service. For example, a real estate company can target people who live in apartments as potential home buyers. The real estate company will first need to purchase a mailing list of apartment dwellers. The Direct Marketing Association is one such purveyor of mailing lists. A direct mailing often includes a sales letter, brochure and an order form. The sales letter typically discusses the benefits of using a company's products or services. Products are then illustrated and described in the brochure, along with the prices. Order forms provide a convenient way for customers to place orders.
Databases
Companies use databases to store names, addresses and emails of their customers. Often, companies include additional details of their customers, such as their gender, ages, incomes, professions and the size of families, for example. The demographic data can help a company better discern its key customers. For example, a company's heaviest users might be customers in the 35- to 54-year-old age group. Companies can then target key customers with special promotions via email or direct mail.
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