There is a very strong case for clubs with a membership list (golf clubs, leisure clubs, special interest clubs, trade unions, chambers of commerce, etc.) to start benefiting from easier marketing processes to win business. Customer Relationship Management puts you in touch with your members at regular intervals, whether the contact be letter, e-mail, SMS. It also offers the added benefit of tracking all information for each member and keeping this information in one place – invaluable particularly for voluntary organisations where there may be different people dealing with the administration function. Everyone knows who said what to members, and when they said it.

Recording members’ communication may be tedious, but it is also vital for an organisation that wants to retain customers or members, because it is with this information that staff are able to cross-reference and up-sell products and services, thereby increasing revenues – something all clubs need at the moment.

There are many ways in which CRM can take care of the time-consuming but essential tasks that club managers face on a day-to-day basis. With full integration across the club, CRM can help with the following:

• driving marketing campaigns
• sending task reminders
• shared calendars for appointments
• integration with booking systems where relevant
• keeping in contact
• automatic reminders to follow up when fees are nearing due

The new age is here for clubs, so don’t get left behind when it comes to revenue-generating solutions which offer a measurable return on investment and in the long-term increase the lifetime value of members to your club.

In today’s economy, maintaining contact with your club’s membership base is critical to survival. We must communicate with those who spend their hard-earned cash for the enjoyment of all. Communication keeps interest alive.

For more information on CRM products and services, please see www.profitsflow.com

The increasing mobile phone penetration globally has instantly resulted in SMS becoming an effective alternative to traditional modes of business communication. With over 1.2 billion mobile phones and increasing penetration among semi-urban, rural areas mobile text messaging (SMS) just cannot be ignored by marketing leaders.

SMS Software is an effective tool to send short, instant and personalised text message (SMS) to the target audience. Brand managers like to be in contact with their existing customers and prospects to inform them about new products, features and other value-added offerings for them using SMS Software and SMS Integrated CRM Systems.

Their main concerns for marketing leaders related to SMS marketing are security of their database, getting a flexible platform to run SMS campaign at a schedule convenient to them, doing the campaign effectively, irrespective of the numbers of messages to be sent.

The critical questions related to SMS marketing, from the perspective of marketing leaders, are as follows:

• Whether the platform provided by service providers is secure?
• Is the delivery being carried out using reliable channels?
• Are the message delivery service levels measurable and is the client data is confidential?
• Is there enough transparency e.g. online delivery and real time reports?

SMS Marketing using CRM software:
A flexible and high throughput service using client software is the solution to marketing woes. Such companies provide an end-to-end service using its software products for complete marketing activities which can be done on SMS.

The user is able to devise his own campaign and carry it out without any involvement of the service provider. The client software application products are installed at client premises and campaigns are carried out with clients getting on-line MIS. Delivery reports which are provided by the service provider help the user in cleaning-up his data-base. It is easier to do small campaigns, run contests and advertising agencies can use the platform to carry out simultaneous campaigns for multiple-customers.
SMS limitations: While SMS users enjoy several benefits like sending an instant, personal message which is always read, there are limitations associated with SMS. It is nothing more than 160 characters of text, devoid of sound, pictures and special effects of traditional print media. In spite of the limitations SMS has its own specific uses which help marketers give specific information to their customers. Incoming SMS on 4-digit or 5-digit short codes in conjunction with conventional media has become the most effective tool for generating leads and carrying out contests for promoting brands.

Why would you implement a CRM system?
There are many different views and opinions out there on what CRM is and what it is intended for. Firstly, its acronym, what does it actually stand for? Customer Relationship Management. It’s all about managing, and keeping control, of a business’ relationships with its customers. In the good old days this was easy – every business generally had personal contact with its customers. In some sectors this remains true however even in traditional businesses the business dynamic has changed. Sales reps no longer stay in the job for a lifetime, and they are now normally a member of a sales team, with a manager above. Andre in the newer style businesses, such as distributors, internet shops, green businesses, etc. where personal contact is non-existant, good information on profiling customer activities and trends is critical to sales growth. So how can CRM be used to help business?

What does a CRM system provide?
A good CRM system will provide various modules which can be enabled/disabled for certain users. You would expect to have modules for managing contacts, a separate area for leads (firms with whom we hope to do business at some point), facilities for generating marketing material (e-mail and letters), support for raising quotations, orders and invoices, and a shared calendar as a minimum. It’s important to be able to track the sales pipeline and allocate everything to an individual user. Some of the newer systems are beginning to include customer service automation as well – trouble ticketing/fault logging, follow ups and basic stock control are important for keeping customers up to date on where things are at.

What about the customer?
As with all facets of business, the customer is always of most importance. Bear in mind that a computer system is just that – it can’t forge a relationship with clients all of its own accord. It is a very useful tool for helping in the process but users must use it and remember that it is not there to do the job for them, but to help. So prior to implementing, it is a good idea to conduct a review of all customer-facing processes in the business. It should then be possible to identify areas for improvement, and how the system features can be used to this end.

So what about Marketing Automation?
This is one of the quickest immediate gains acheiveable from implementation of a CRM system. As soon as the data is cleansed and loaded, marketing can begin. But to do it right, it’s important that you target market is analysed and segmented. You can then tune the message depending on sector, region, industry, number of employees, emerging trends or a combination of these factors. This gives a a subset of the market to target at a micro level.

And the Pipeline?
By defining a number of sales stages it is possible to review on screen or paper the current status of the sales pipeline. This is a huge benefit of CRM – if the data is input correctly then it is easy to identify what’s coming down the line in terms of sales. Each potential sale should be logged as it arises and allocated to a sales stage. As negotiations evolve, the stage is updated, such that the potential value at each stage can be analysed.

What about reports?
Once the system has been running for a short while, reporting can be used to develop trend analysis and get information back from the system. Sales in a particular sector drop on Fridays. Why is that? What can we do – maybe ensure that customers/prospects in that sector are contacted every Thursday. We can also begin to focus on performance of sales reps, teams and customer service.

The above are but a few of the benefits that can be realised by implementing a well-balanced CRM system. The good news is that for most businesses, it can be a relatively painless process, provided that the steps are followed and there is a willingness to take the implementation one step at a time.

We have heard it hundreds if not thousands of times at this stage. There would appear to be general consensus amongst experts that economic recovery is on the horizon and Ireland will finally pull out of recession (at least officially) in 2010. The only point is that there does not appear to be agreement on is when exactly this will happen. However, with regard to taking advantage from a sales perspective, the most critical factor is to be ready for it when it arrives. Laying the groundwork now means that when the time comes, you’re ready for it. While it’s often said that a rising tide lifts all boats, that’s not strictly true. The ones with the holes in them go under. So what can we do to ensure maximum advantage when the tide turns? Some useful tips below.

Make sure your market knows who you are
Sounds simple doesn’t it? But if your prospects and customers don’t know you exist, they can’t contact you. Advertising budgets have been slashed, sales teams reduced so it may not seem as easy as it once was to contact your market. However it is possible at a much lower cost using direct marketing techniques – email, or direct letter advertising and/or cold calls. Plus when done correctly it has a measurable return and much higher hit rate than media advertising.

Don’t forget Customer Service
Make no mistake, your customer list is your most important asset. Treat it as such and you will likely keep the majority. Now is the time to maintain regular contact – call them, talk to them, e-mail them, write to them. If a customer complains or raises an issue, ensure that it is dealt with efficiently and quickly. Customer Service was forgotten in place of more business by many companies during the boom. Many have since been unable to resurrect the art. Set yourself aside from your competition. As we emerge from recession, value is set to over-take price as the critical factor in business decsion making. FACT – you will be valued more highly if you are known to provide better customer service.

Follow up on old customers
It might sound simple, but many just don’t do it. You had a regular customer 12 or 18 months ago, but they’ve disappeared. Contact them! Maybe the went out of business, maybe the went to a competitor. You won’t know until you try to get in touch. Often a telephone campaign targetting older customers can dig up some new business.

Segment your customer/prospect list by industry/region
If your product offering appeals to a wide range of customer profiles you need to segment your target market and deliver a specific message to each industry. For example a packaging manufacturer needs a different campaign for healthcare businesses than for example for the food processing industry. Also location can be important. There might be a specific event in a county or country. The London Olympics 2012 is an example. There is a requirement for everything from construction supplies to sportswear, they’re even predicting a surge in sales of cheap sunglasses (or maybe umbrellas!)

As we prepare to emerge from the recession which has plagued business over the past two years, there are many opportunities to take advantage of the increase in activity. Instead of being dragged into day to day survival strategies, try to make time to explore some of the areas outlined above. Here’s to success in 2010!

Customer Relationship Management (CRM) is a technology that can be readily deployed across all sectors and industries where the customer is the primary focus. There is no industry where the customer is more important than in the Motor Industry. But how can CRM help the motor industry boost sales and retain customers in these stringent times?
 

Local Direct Contact
All Motor Dealers, including main dealers for the big names can use direct marketing techniques to hone in on their local market. Most of the large manufacturers have centralised advertising and direct marketing campaigns targetting new and existing customers. However, at a local level, it’s possible to personalise the message. Target local businesses for fleet sales for example. “We’re just down the road” is seen as great benefit – if there’s a problem it can be sorted quickly and easily.
 

Partnering opportunities
Build relationships with local companies, and use the system to keep in touch. For example, a Motor Dealer might work with a preferred petrol station whose newsletter might feature the dealership. This can work both ways – discounts or vouchers for free coffees with every services.
 

Servicing
All motor dealers have access to relevant information on their customers’ motoring patterns. A client who clocks up 40,000 KM in a year needs a service every 6 months. We know this, so why not give them a reminder with a concession 5 months after the last service? Keep an eye on tyre wear and other value add items – if tyres are approaching end of life, let them know in 2 months time. If you don’t offer tyres as a service, partner with a local tyre provider. It works both ways.
 

Take advantage of emerging trends
The classic example is the introduction of a carbon tax – if it’s coming, start pushing the low emission vehicles. Who better to connect with than those who are most likely to be changing their car. Businesses on fleet arrangements, businesses with a green ethic, customers who bought a car 5 years ago who we know have not changed. You have the information, why not use it?
 

It is common knowledge that the motor industry, in Ireland and internationally, has been heavily hit by the Recession of the past couple of years. Using technology to gain the edge over the rest in this highly competitive market need not be expensive nor difficult. At www.profits.ie we offer CRM and direct marketing solutions right across the board.

Businesses across the board are revising budgets and cutting costs where possible in order to cope with the financial crisis. We all know that it is not advisable to cut marketing budgets, as this causes sales to reduce in the medium to long term. That said, many business owners and fincanical controllers feel they have no option. Or have they? What about taking a different approach to marketing that’s not only cheaper, more effective, but truly GREEN?

Using a Customer Relationship Management (CRM) system it is possible to automate the marketing and sales function to facilitate a personalised direct marketing campaign. The objective is to target advertising and promotional material at the decision-maker directly. It is now possible to have a low-cost, hosted sales software system where you don’t need any expensive equipment on-site to run the software (see www.profits.ie for full details.) This means that not only are you not paying for a server and all of the equipment that goes with it, but also you don’t need to have the associated running costs. You also have the added benefit of choosing electronic delivery of your marketing material, or if it needs to be paper based, the numbers are much lower due to direct communication with the right person.

How Hosted CRM is GREEN MARKETING:

• Using our datacentres to host your IT system means that many businesses are using the same servers – each business does not have a dedicated server.  This means much lower energy consumption through manufacturing and on-going maintenance of servers
• Enegery consumption is further reduced in running costs – one server might have 50 systems running
• Electronic delivery – e-mail, text message – means no paper and printing
• Direct, targeted marketing via letter means much smaller campaigns with much larger conversions. So no more leaflet drops of 10,000, bulk newspaper ads, etc.
• Less manual tracking means much less paper notes

Green marketing is fast becoming a vital component in getting new customers and retaining existing clients. Linked to social marketing (using Linked in, Fackbook, Bebo, Twitter), hosted CRM can provide a whole new Eco-Marketing strategy that some of the largest corporations in the world are beginning to embrace (if you don’t believe me, google “Green Marketing”.) It’s only a matter of time before this filters down to the small business. Why wait when you can get in first and build a name for Green IT?