Use a Scientific Approach in Your Marketing

While there is no magic formula to advertising your business, if you want to be successful you must at least follow the science behind it. Consumer behavior is based on 4 components; communication (what you say and how you say it), identity (who the consumer is - you are what you buy), social status (among peers and potential mates), and overall well-being (why will this product make my life better). 

 

The effectiveness of most marketing campaigns roughly breaks down as follows. It's 20% about what your offering, 20% about how you say it, and 60% about who your saying it to. Of course you want an enticing offer, but not everyone thinks the same things are enticing, so before you design a promotion figure out who your trying to design it for. 

Make sure your data is accurate and up to date, take the time to clean your lists and confirm its quality. Finally, Make sure what your saying is well written for whoever your marketing too. An advertisement targeted at college kids should sound very different than one targeted at AARP members.

When you take a scientific approach to your advertising, you will undoubtedly see the results.


By: Will Pearlman

Back to School Means
Back to Business!

As the days begin to get shorter again and with the school year right around the corner, it's time to get back to the regular flow of business. As people return from the various summer activities re-energized, what are you doing to capture that energy to help your business grow? 

Here are a few tips from Synergy to help your business blossom as we head into the autumn months . . . 

1. Focus on 1 Product, Offer, or Service - Whatever your marketing and whatever your strategy, don't confuse your customers and prospects by sending them multiple promotional opportunities. 

Focus your campaign on one product or service
to avoid creating a nebulous haze for your prospects.

Your advertising is merely getting the conversation going, then when they contact your business, either online, via phone, or in-person, they will be exposed to your wide range of products. But keep it simple in your advertising otherwise you will lose their attention and lose a customer.

2. Track Your Campaign - With programs like Vx from Synergy, and countless other tools available, its easy to track your marketing campaign and gather information about your prospects, so make sure you do it. The more you know about your marketing the more successful you'll be, so don't be lazy about it, it'll pay off for you in the end!

You'll save money by only sending your advertising to people its relevant to and you'll get a high response rate because you can make a more specific appeal. 

3. Target Your Campaign - The old saying goes, "when your marketing to everyone, you market to no one." No campaign can appeal to every person, so find the niche that is best for your company and design your marketing around their needs. 

Modern Online Marketing On a Minimal Budget

A solid understanding of how often and how much your customers buy is important to the modern marketer. But the modern marketer must also look into why people make the purchases the way they do. Prospect marketing on the internet can be tricky, you want to target the right demographic without spending endless dollars flooding the web with ads - ads likely to get lost among the endless masses.

In 1970, it was estimated that the average American saw between 300 and 500 ads in a day. Today that number has increased 10 fold to 3,000 to 5,000 advertisements a day. I would even argue that 5,000 advertisements a day is a conservative estimate with smart phones and those video monitors that seem to be popping up everywhere. So finding a way for you to reach your customers and more importantly for them to easily find you on a tight budget can be tricky. Social media and pay-per-click advertising are great ways to make your presence known to potential clients, but the most effective internet promotions engage people away from their computers in addition to on them.

Why People Buy Things

Okay, so there isn't a clear cut answer for every decision people make (what with free will and all), but generally people are satisfying a want or desire when making a purchase. We do not shop based on our needs because, at least in America, most basic needs are met. Instead we make our purchases, even of essential items, based on our wants and aspirations. 

Modern Americans need laundry detergent (at least I like to think we all use it regularly), but some people will only buy Tide, or some other name brand. We all know those people that will never buy a store brand product. Why is that? Their desire to feel wealthy or the belief that because it costs more it must be better and I want the best, not the most functional. A placebo effect gives many of these people a greater satisfaction of their purchase. Even though the product is the same: Soap. For more about selling to needs check out: Marketing to Modern Americans: Selling Desire over Necessity

Social Media

Social media is a low-cost effective way to communicate with your current and potential clients, but you must stay active and persistent with it. Make sure you are active on a daily basis and are posting new content at least once a week. Also, diversify your content. Try to include some graphics, some articles, and videos if they are relevant or better yet; you can produce them. In addition, everyone has a twitter page and a blog, so make sure to link all your sites together, and re-post relevant articles from outside sources. The more you cross promote the quicker your following will grow.

Pay-per-click

A great way for small companies, companies with tight advertising budgets, or highly specialized industries to advertise is through pay-per-click ads. Many websites have great offers for this and Facebook is a prime example. You can select how much your willing to spend and only pay when someone actually clicks on your ad. 

You can spend as little as $15 a month or spend thousands. Even better, with Facebook and other social media sites, people volunteer information about themselves, so you can select specific demographics you want to show your ad to. Giving you the right exposure in the right places at the right price! Just remember, you pay for them to click on the ad, but you need to keep them on your site, so investing in the presentation quality and content on your site matters in addition to the advertising for it. 

Don't Only Use Internet Marketing Online

Coordinate a campaign that includes other mediums. Sending a direct mail piece that encourages someone to check out an offer online might not always get them to go to the site. But having seen your offer in their mailbox, they are much more likely to click on your Facebook ad or read your blog later. If you only plan on advertising online then make sure you have a wide variety of content that has some coordinated message. Giving your prospective customers a clear understand of how your business fulfills their wants by stimulating different emotions or senses through videos, images, music, and text. The more tangible your business becomes in their lives, the more satisfying your business will become!

Interested in More Information on Synergy Vx and how we can help your business? Give us a call today at 714-824-3780 and speak with one of our friendly, knowledgable Sales Representatives who can answer all your questions.

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By: Will Pearlman

Building Customer Loyalty, The Easy Way!

Your customers and their needs
should always be at the center of
everything you do

What's better than earning someone's business? Why earning someone's loyalty of course! The ultimate sign that your business or product is successful is having lots of repeat business and word of mouth advertising from your customers. So how do you go from wanting it to having it?

Be the Best

Don't just say your the best, actually do it!

The first step is an easy one. Make your product or service the best it can be. Regardless  of price, if people don't like what your selling, it'll be hard to convince them to buy it again. Obviously do this within a workable model, (don't make toothpaste that costs $100 a tube, Duh!) but, whatever you can do to make your product the best do it. Don't cut corners!

Focus on the Customer & Hire Personality

Make it your number one priority to be the leader in customer service and not just when problems arise. Make your mark from the moment a potential customer contacts your business; whether online, over the phone, or in person, ensure they feel valued and express a willingness to met all their requests while creating a positive environment. 

The Old Saying, "Happy Employees, Make Happy Customers"
 or something like that

Be caring and willing to go the extra mile. It might sound  cliche, but we all know MOST businesses do NOT do this anymore. We all experience it everyday. So make your business stands out by setting the standard. With that said, hire your employees carefully. According to Jane Judd, Senior Manager of Customer Loyalty at Zappos.com, "You can train someone to answer calls, but you can’t train someone to be positive and happy. Hire the right people and the rest should fall into place."

Say Thanks

Everyone likes to feel appreciated!

Sending thank you cards is an important part of keeping your customers loyal. Depending on the type of business, a simple thanks for your order email might suffice. For some business, you might want to send a gift bag and a handwritten note. Figure out what is right for your business and also what is financially feasible. 

Create a Customer Loyalty Program

No matter what industry your in, loyalty programs work.
If for no other reason than it makes your customers FEEL valued

People like to feel like a part of something. So make a loyal customer rewards program, these work in many more settings than just your local sandwich shop. Offer your customers 10% off their next order just for being a loyal customer. If your a lawyer, maybe for new cases from old clients, you waive certain fees. Get creative if your in a service industry. In the long run, these little discounts shouldn't hurt your bottom line and they make your customers feel appreciated and part of the "in" crowd. People really do appreciate a simple gesture of gratitude. So give them one, it's easy!

Remember Important Dates

Ok, so your clients won't be as mad
as your wife for forgetting, but it is important
to extend a professional relationship
beyond business meetings

Ok, so its not realistic for most businesses to send every customer or client a birthday card. But the clients who have been with you the longest, or the largest accounts, do just a little more for you. So, make them feel special because, well, they are! The large accounts help you keep your doors open and clients who have been with you for a long time are usually your best recruiters! They obviously like you and your service so they are likely to send their friends your way! Send a holiday car
.d out to as many clients as you can, but remember personal events (birthdays, anniversaries, birth of children, etc . . .) help you stand alone at the top. 

Don't Hide Your Customer Service

Don't hide from customer interaction,
Embrace it in all its forms!

Nowadays, the business world has a generally poor reputation for customer service. On most websites the customer support line is hidden in the corner of a 'contact us' page that you can only get to via small print at the bottom of the site. Sure the sales number is in bold letters, but nothing about help and service. Don't hide your service! Make it a proud selling point. People like to know there is someone they can talk to about their problems who is knowledgable, but with that said, make sure your customer service staff is trained and selected to deliver!

Regardless of your product, service, industry, or business size, creating a loyal customer base is the foundation for the growth of your business, so take these steps to make your customers keep coming back to you!

Interested in more information on Synergy and how we can help your business? Give us a call today at 714-824-3780 and speak with one of our friendly, knowledgable Sales Representatives who can answer all your questions.

Interested in Reading More from Synergy? Sign Up For Our Newsletter By Clicking Here

By: Will Pearlman

Combining Print and Social Media Marketing: Augmented Reality and Digital Watermarks

Modern Marketing has shifted to weighing heavily on social media and the internet. In part, because it is cheap and it can be effective, sometimes. As the marketplace dynamically changes on a weekly basis with the latest app, finding the latest ways to integrate your online and traditional marketing are the key to business success. Here are some of the latest ways using Augmented Reality and Digital Watermarks!

Aurasma

One of the coolest current technologies out there is an app called Aurasma. This app uses whats called, Augmented Reality Actions or Auras to display videos on a piece of mail through the app on your phone. Which video plays can even be coded by several criteria.

Aurasma Demo:

The Pros:
This type of technology is very cool and highly engaging. Aurasma is an app they would have to download for this to work so including this in an ad where you say something like, "watch this postcard come to life using Aurasma from the App store" could intrigue someone into checking your ad out, just out of curiousity, even if the offer doesn't catch their eye.


The Cons:
The one MAJOR con is that this technology is not widespread yet. Most people won't even pick up on the idea that the postcard can turn into a video through their smart phone. You definitely would have to explain how to use the feature on your advertisement. I listed this as a pro as well, but that depends on your demographic. If you are marketing to a tech-savy group, then this would be a great way to engage them. However, for the average person, this might be a little too advanced at least at the moment. Moreover, effective video content is not always the cheapest or easiest thing to produce, especially for small and local businesses.

Layar

Another great technology, especially for those who offer a variety of products, is called Layar. Layar allows you to add digital links and information on your phone when holding it over the mail piece. It operates in a similar manner to Aurasma using augmented reality.

Layar Demo:

The Pros: This is extremely valuable to anyone who would use a catalog. This would allow your customers to flip through a catalog and when they like a product, they can simply hold their phone over the catalog and place an order or find out more information. Allowing your customers to have the tangible catalog with the ease of digital media will make their experience interactive and more enjoyable. Layar also works well with regular mail pieces as well, allowing you to add digital content to any mailer.


The Cons: Similar to Aurasma, Layar is still new technology that most people are unfamiliar with. However, this app is much simpler to use and I would expect it to catch on much quicker than Aurasma.

Digimarc

The last app I'll talk about for now is Digimarc. Digimarc is similar to Layar in that it is a way to place digital media on a printed mailer. However Digimarc goes a little further by creating a watermark. Unlike layar, where the content is place above the mailer, Digimarc places it in the mailer. The app acts almost like a secret decorder ring from those sugary cereals we ate as kids.

Digimarc Demo:

The Pros: Digimarc is a good tool to catch people's attention on an ad: "Use the Digimarc app to decode a secret offer in this mailer!" It is also relatively easy to use and actually integrated into Pinterest. Digital watermarks are the future, because they do not require any visible mark, that means no QR code!


The Cons: Digimarc is a little more complicated to use and everything must be printed on the image. However, with digital watermarks, be careful if you make a "secret offer" you are not isolating those customers without smart phones or those who just don't use the app. Also, digital watermarks aren't quite as impressive or advanced as augmented reality, but it is currently more widely used.

Interested in more information on Synergy and how we can help your business grow? Give us a call today at 714-824-3780 and speak with one of our friendly and knowledgable Sales Representatives who can answer all your questions.

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By: Will Pearlman

Really Getting to Know Your Customers: Targeting Your Best Customers to Attract Your Best Prospects!

Selling Happiness is Easy
When You Know All The Things
 That Make Your Customers Happy

The oldest idea in advertising is: When your trying to sell something, you aren't selling that product, you are selling the happiness that product engenders. 


For decades, marketers have used the RFM (Recency, Frequency, Monetary) analysis as the standard to determine their most valuable customers. However, many marketers fail to consider RFM in their prospecting campaigns. Sure, you don't have exact figures on specific people, but you do have information on your current clients. The best of which, are undoubtedly similar to the ones you want to attract. What makes the RFM data unique is the lack of speculation - there are no survey opinions or general sales ideologies. RFM data is based on actual transactions. Proof of who buys what, when, and how often. So if you know who your best customers are, find out who they REALLY are!

Go out of your way to learn how your best customers operate
in their daily lives, then you'll understand
how the customers you want to attract live as well

RFM is a great predictor of your customer retention and sales, but it doesn't tell you the key ingredient for bringing in new customers; the reason why these particular people are buying your product. Not YOUR reason for why, but THEIR reason. Even in modern times many marketers still forget to consider consumer psychology in their prospect marketing strategy. This is most surprising since we are ALL consumers everyday. Even if your job is to design advertisements, companies are still advertising to you!

We are all different and unique in subtle ways,
but overall, many of us are pretty similar!

Everyone makes purchases for different reasons. Figure out who your best customers are and why they buy your product. Once you determine who these current customers are, I'd bet you there are more people like them out there and they are either unaware of your product, or simply have not tried it yet. Expand your customer base within a demographic with which you are already having success and your R.O.I will jump with an influx of consistent, high density purchasers. 

Why would you pay $300,000 for this Aston Martin Virage
when many $40,000 cars have almost the same features?
Because driving a Virage isn't about function,
it's about lifestyle!

You know who your best customers are and what they buy. And if you don't, then you are in trouble! To maximize your marketing strategy you need the whole picture. Who are your best customers and what do they do, independent of whatever capacity they use your product or service? The value your customer receives from your product or service is the image you want to create. You must paint your product's valuable contribution to your customer's happiness on the canvass that is their lives. Then, sell your product's role in your current customer's lives to people with similar lifestyles. The more complete your understanding of your best customers, the more likely you are to attract people like them and increase the R.O.I for your advertising campaign.

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By: Will Pearlman

Making Your Prospecting Mailer a Present Worth Opening!

Everyone likes getting gifts!
 So make your mailer a fun surprise!

Everyone enjoys receiving a present. Opening a package with anticipation of its contents reminds us of past birthdays and holidays. So if you want to get a prospective customer interested in your mail advertisement, consider making it more like a present than a piece of mail. 

"Lumpy Mailers" as they are termed, have a response rate well above 10% and some companies have seen response rates as high as 50%! Compare that to the typical response rate for conventional mail pieces which are around 2-3%.

Many people might shy away from loading up their prospecting mail pieces because they think it'll cost them to much. Between postage and materials, is it really worth the extra cost? While the initial investment in producing a "lumpy" prospecting piece is slightly higher, the returns are far greater. And there is good news! 

As of January 22, the United States Postal Service offers first class postage for up to two ounces on any package for the standard one ounce price. That means you don't pay anything extra on postage to load up your mailer! So you might as well get the most bang for your buck! The significantly higher response rate you will generate from the extra weight will increase your return on your investment. People like to open things when they think there is something interesting in it. 

Most importantly, with the extra weight, you can get creative with your mailer! Instead of loading your piece up with more paper, find a creative way to tie your business into the mailer. Even something as simple as a branded calendar or notepad can do wonders to keep your company on your potential customers' minds. Or you can go with something a little more creative. If your a mortgage firm, have a mailer die-cut into the shape of a house or perhaps even make your letter out of a thin piece of roof tile for a unique texture. 

Source

Anything that adds volume and fun to your piece will increase the chances someone will open it and read your offer.

In addition to creativity inside your prospecting piece, look to make your piece stand out on the exterior too. Take advantage of the wide range of package shapes and sizes. They offer a great way  for your mailer to catch your prospect's attention. 

Source

Engage your prospect with colorful designs and decorations. Place a post-it note on the envelope! That's right, we can send your mailer with a personalized post-it note attached to the exterior of the envelope. Now your client  has a reminder about your offer that they can stick on the refrigerator before they even open your letter.

Utilizing these unique services, as well as the newly expanded weight capacity from the Postal Service, Synergy can help you design a direct marketing campaign that is sure to expand your business and increase your advertising return on investment! Get a free quote online for your next direct marketing campaign or give us a call at 714-824-3780!

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By: Will Pearlman

Passive Aggressive Marketing: The Best Way to Reach New Customers!

Your in control of how the public views
your company, so make yourself known!

No matter how big or small your business is, the desire to grow and reach new customers is constant. The most effective marketing campaigns use a multichannel approach. But, you must ensure you are marketing to the right audience in the right way. A layered campaign involving a broad and passive approach working simultaneously with an aggressive and narrow marketing strategy is the most effect way to build your client base. In order to maximize this dynamic marketing style, an understanding of whom to which you are trying to sell, and the range of your marketing spectrum is required.

Going Big and Passive!

Awww, cute. Is your company
the big teddy bear everyone likes?

Prospect marketing must expose your brand while engaging potential clients in need of your company's services. For brand exposure, a passive approach must be taken. Advertising mediums such as television, newspapers, internet, and radio are great ways to make people familiar with your company name without a high pressure sales campaign or annoying spam messages. Brand recognition is built through repetition and familiarity. While building brand recognition, try to avoid over exposure; you don't want people to develop a sense of frustration or agitation because your company is everywhere. Just make a clear presence without over exposing. (less is more . . . and cheaper!)

The more people hear your brand name, the more comfortable they will become with it, even if they have never previously done business with your company. In psychology this is called habituation - the process of becoming familiar and therefore comfortable with an elicit stimulus. Familiarity is one way to draw potential clients to your company. Make people recognize your name, even if it is just locally or regionally. Then, as people recognize your brand, you can tell them what your all about in a personal and direct manner. This is where the narrow and aggressive side of your marketing campaign takes over.

Getting Personal

Make sure your offer has a personal touch.
This way prospects feel like your ad is a gift!

Whether your brand is established or not, you want your marketing strategy to feature a specific prospecting campaign to target potential customers who are in need of your product or service. Many data companies out there can filter lists for countless criteria, such as; industry, sales volume, number of employees, geographic location, etc . . . Determine who the target audience is for your company through the various criteria and then target a direct mail campaign for these potential clients. Send an aggressive offer or sales message to them displaying how your company will resolve their problems. Appeal to them using a specific offer that will positively effect their lives. 

Be Personally Aggressive, Communally Passive

Keep the aggressive marketing out of the mainstream! Make sure your company has a passive brand image in your broad and highly public marketing campaign. You want your community to view your company as a positive influence in their daily lives, not an aggressive advertising nuisance. With that in mind, when you send direct mail to people in your community, use a personalized and specific offer, they will not see it as a nuisance, but as a welcome invitation for a great deal on a local service. Moreover, if you have a pleasant brand image thanks to your passive marketing, then your direct customer contact will be a welcomed and informative offer to those who receive it!

Everyone has personal needs and so does your company,
but present your brand as a part of the community,
then market to each individual based on
what your business can do for them!

A combination of an aggressive, specific appeal with a passive, brand recognition campaign will generate a network of familiarity for your brand within the local community. Even if you are a national company, a regional campaign themed to a specific demographic area will generate additional local growth. If you can coordinate a well-targeted, aggressive, personalized prospect mailing campaign with a broad, brand recognition approach, you will undoubtedly see your business boom!

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By: Will Pearlman

Who's the Brain of Your Company? No, Of Course It's Not Your CEO, It's Your Database!

Sorry CEOs, data is the brains, not you!
We know that breaks your heart!

As much as we would like to think the brain of a company is its employees or the CEO (or at least the CEO would like to think that), they're not. Employees are definitely the heart and soul, but the brains of any operation is the database. From your current clients to your prospecting lists, the better organized and thorough the information in your database, the more effective and efficient your company will operate.  

Many executives underestimate the importance of understanding and maintaining an in-house database. But, how can you project your company's potential sales growth and new avenues for expansion without detailed, accurate, and current information on your clients and prospects? You can't. Moreover, if your just buying lists from data companies, don't you think similar businesses might have the same lists? . . no matter what the data company might claim. You want to keep your data in-house so that your list is unique.  So here are some tips for organizing and managing your database:

Educate All Your Employees

Education is always the key!

Your number one priority should be to train and educate ALL your employees how to access and manipulate data as well as ensuring they consistently and accurately keep up with all their records. Make some knowledge of databases a requirement for most positions; especially sales, marketing, and administration. If you train your sales staff to maintain their own records, then your information will be more accurate and more consistently updated. When 20 sales people take the extra few minutes to update their records daily, your data will always be more accurate, more up to date, and less time consuming than just having one "data guy" update everything once a week or month. 

Know What You Want to Know 

Before Searching

Find Your Criteria, Then Check Them Off Your List
As You Add Data!

Before beginning to gather information, you need to determine what information you want. What does your business need to know about your prospects in order to effectively market to them? Even if you are updating an old list that has been neglected, ask yourself what information is valuable on that list as is, what is worthless information, and what would be useful new information to add as you update the list? Additionally, what new prospects are in need of your product or service and where can you find them? There are endless criteria and information out there so this part really comes down to your business and market, but as logic will tell you; always establish what you are looking for before you start looking!

Be Too Specific

The Beauty is in the Specific Details!

When building a database, the more specific your qualifiers the better. Modern database software has so many variables for searching and sorting lists, so break down your qualifiers as best as you can, be specific. Don't just describe a business as "hotel." Is it a resort spa? A casino? A motel? Bed and breakfast? Do they have special services or themes? Are they year-round or seasonal? How many suites do they have? What is their annual sales volume? How many employees do they have? Think of any categories that might help your business market more effectively.

Standardize All Your Lists

Between multiple lists, try to maintain titles that can be applied to all the people or businesses to which you want to market, regardless of industry. Have a master list of current clients and clients you would like to gain. Then create smaller, specific lists for various campaigns. When making data lists use broad titles and then describe each individual entry using specific qualifiers. 

Ok, so we don't like it when people are all the same,
but the more similar data sets are,
the easier they are to analyze!

Sometimes, all you need in a title is "description."  Then, use more precise qualifiers; windows and blinds, restaurants - bar/late night, resort - ski and spa, etc . . . You want most titles to fit for any business your company might market too. Although for some specific lists this won't always work out, cogent headers are extremely helpful in organizing data. Additionally, while you want your qualifiers to be specific, they should be standardized. Most database programs sort lists based on keywords and won't always pick up on related words. For example, if your making a list of hotels, use one category for casinos. Don't list some as "casino" and others as "gambling resort."

Establish and Maintain Format

Keep You Data List Polished and Professional,
It Should Look Like Your Office,
Not Your Teenage Son's Room!

Make sure everything in each list is entered in the same format. It is critical, especially with very large lists, to keep everything uniform. I.e., don't put some phone numbers in using one format; (555) 555-5555, and others in as; 555-555-5555. Likewise, addresses are notorious for having this problem on data lists. Before building or reorganizing a database, figure out where you want things like suite numbers, phone extensions, or name prefixes. Proper format will increase efficiency while updating data and allow for easier access to information. 

Once You Make It Clean, Keep It Clean

If your list is already out of hand, it is definitely worth investing the time to clean it up. The US Postal Service reports that approximately 2% of a typical data list deteriorates each month on average. That means in a year about 25% of your data is worthless if you don't maintain it. If you are marketing to this list, think of all the money you are wasting each month marketing to businesses or prospects that don't even exist anymore! 

Your Data is Just Like Your Laundry,
Keep it Clean!

Re-establish a baseline so that you can become more productive, rather than just let the mess continue to grow. You don't just let the laundry pile up endlessly do you? Of course not, you wash it (hopefully)! But, the longer you wait to do a wash, the longer doing laundry will take you. And, in the meantime, your running out of clean clothes! Just like the laundry, if your not constantly cleaning your data list, you'll eventually run out of worthwhile data. So try to avoid letting it get out of hand!

Just Like Your Bathroom,
Your Database Stinks When It Isn't Clean!

There are many companies out there who will maintain and clean your data lists for you, so if doing this in-house isn't in your budget, consider outsourcing this important job.

Customer databases are a time consuming and endless endeavor to build and maintain in-house. But, it is absolutely essential for any business to succeed.General lists purchased from data companies are never as good because they are rarely unique. A well-designed and maintained database is the foundation for strong customer retention and expanding your client base into new markets. 

Even if you need to shout it,
make sure it is known, DETAILS MATTER WITH DATA!

In short, database management comes down to one basic cliche rule: Attention to the details. A responsible, well-organized company understands the importance of details in establishing a culture where all employees understand and contribute to the database. If you can infuse this culture in your business at the database level, it will expand into all aspects of your business, and you definitely be pleased with the results!

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By: Will Pearlman