Samantha asks…

I’m a relatively new business operator and I’ve just found out that my competitor relies heavily on marketing to an existing database of loyal customers that they have built up over several years. How do I form a database of my own?

Adrian says…

Collecting client information can be a very vital asset in keeping afloat in today’s decreasing and challenging market. The larger your database, the more potential it has when it comes to direct marketing. You should be trying to collect email addresses, mobile numbers and postal addresses from anyone that shows interest in your business or is an active customer. Direct Marketing such as e-newsletters to your database can be a cost effective and relatively easy way to directly target someone that is already interested in what you have to offer. It’s a great way to inform customers of special offers and new products and ultimately keep them as a continuing client.