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New B2B is a unique direct marketing solution that provides you with a monthly list of all the latest new start-up and changing businesses in your chosen postcode area, or industry sector.

They need your help

When a new business starts up it usually needs to source practically everything from scratch.

They have taken the bold step to start their own business, and want get it off the ground and running fast. Setting up a website is a key step in starting a new business and in today’s world, an effective web presence is a vital marketing tool. They are going to an effective website can start generating them business from the word go. Often their initial purchases in these areas are likely to be far greater than when the businesses are more established and mature.

Build their website from scratch

A lot of small companies do not have the know-how or the time to develop their own website. In fact, A report by BaseKit, whom spoke to 500 UK small business owners, suggests that 60% of UK small businesses are yet to “get online” and experience the possibilities that the world wide web has to offer. They will need your input on key decisions such as getting the right domain name, web hosting, website maintenance and overall design. You can become their one-stop web solution provider.

Startups are ready to buy now

New businesses are in a position to make buying decisions far faster, because they need to get trading as quickly possible. This can make your sales effort far easier, making your sales more profitable. It's also easier to get a foot in the door as start-ups are more receptive than mature businesses which may already have a well established supplier base. Getting your products or services sold into businesses when they first start up can help you steal a march on your competitors. If you act quickly you can become supplier to a new business before your competitors even know they exist.

Start ups are a growing market, even in a recession Despite recent economic uncertainties, the rates at which new businesses are started seem to be unaffected. In fact new business start up rates seem impervious to economic woes and even go up in troubled times. So start up businesses can represent one of the few vibrant and growing sectors of the economy.

New business start-ups make loyal long term customers New business owners often need a little extra help, guidance and advice from their suppliers. If you can provide this support alongside your products or services, you'll build potential long term customers for your business who are far less likely to defect to your competitors.

How to identify those startups

New B2B provides a constant and easily manageable source of new business contacts that simply have to be followed up by letter or telephone.

New B2B is a subscription-based service, and the cost of your subscription will be calculated based on the size of the geographic area you wish to include and its accompanying business population. We advise the average number of prospects generated by your area over a 12 month period so you have give a guideline of what quantity of data to expect.



Direct marketing enables you to talk directly, identify, isolate and communicate with well-defined target markets. This means you get a higher conversion and success rate than if you tried communicating to everyone in the mass market. And direct marketing is also far cheaper than mass market communication. A customised list is the right tool to help you in identifying the right prospects for your business.

Do it yourself!

Our web-based count system gives you instant access, 24 hours / 7 days a week, to residential and business databases. You can search for your future prospect based on their location, activity, age, income and a host of other variables. This allows you total control to target the right prospects for your campaign in a quick and cost-effective manner. There is no need to contact a sales person. You can perform as many searches and re-run those searches as many times as you like until you are satisfied with the results. Once you are happy with your selection, the data will be made available to for you to download within minutes.

Prefer a regular stream?

You could also opt to receive regular feeds of the freshest data by subscribing to our monthly database packages.

  • New B2B: The proven way to find new customers from start-up and changing businesses.
  • Birthday Mailings: A birthday is always a great excuse for customers to spend money - especially milestone birthdays!
  • Recently Moved: Moving home is a time of high spending on a wide range of goods and services.
  • Getting Married: Your window of opportunity to capitalise on life events that significantly impact spending.

Keep it clean.

Data doesn’t have an endless shelf life it changes constantly and is out of date as soon as it is collected. This is because a direct marketing list of people will always change, because people change. Their lifestyles and circumstances can alter at any time. And this applies to b2c consumer marketing lists and to b2b business lists just as equally. To give you the best chances from the start, our databases are regularly cleaned against the Telephone Preference Service (TPS) and the Mailing Preference Service (MPS). You can keep the data clean using Easycheck to screen your database against TPS, Corporate TPS and MPS. You can also use it to identify duplicates.

Summary

Targeted marketing lists provide a range of benefits to the business which is looking to keep marketing, but needs to keep a careful eye on its expenditure now more than ever. But don’t forget that when you are using direct marketing, the quality and accuracy of your data needs to be spot on to avoid wastage and get the best possible results, so make sure you invest in data cleansing and quality lists from only the most reputable of sources.

Never be tempted to cut corners by using out of date lists or buying in low cost poorly targeted databases.

For further information call us on 01304 382211 or visit www.selectabase.co.uk



Direct marketing list company Selectabase has launched a suite of free postcode tools to help marketers plan and geographically target their next direct mail campaign.

A range of free planning tools has been made available online to help target direct marketing campaigns geographically by postcode.

It can often be hard to identify exactly what postcodes cover a specific area or region. As postcodes are one of the best ways to select and target lists for mailings, down to an extremely granular level, this can make effective geographic targeting of direct marketing campaigns difficult.

The range of free postcode mapping and identification tools launched by Selectabase at www.selectabase.co.uk/tools/postcodes are designed to help planners and marketers to identify exactly what postcode areas and sectors exist within their target region, and so improve the targeting and effectiveness of their direct mail campaigns.

This can be done in a number of ways using the free online tools from Selectabase; for example users can identify which postcodes to include in a direct mail campaign, identify specific postcodes within a target area and find all postcodes in a radius from a fixed point.

In detail, the suite of free postcode tools includes:

  • Postcode Radius Tool - Identify the postcode districts that fall within your catchment area by entering a postcode point and the radius in miles.

  • UK Postcode Map - View a complete map of the UK including all top level postcode areas, such as (AB, BT etc.).

  • Postcode Area Maps – Choose individual postcode area maps and view detailed maps of the sectors, villages, towns and cities in each area.

  • UK Postcode Tree – View all UK postcode areas and sectors as a tree, allowing users to drill down from area to sector level.

We understand that accurate targeting of direct marketing has become more important than ever, as businesses seek to reduce any areas of potential wastage and keep costs down. All the above tools are available online completely free of charge, on an open and unlimited basis.

Explaining the reasons for the launch of the free postcode tools, a spokesperson from Selectabase said that “in the past we have sometimes found it time consuming to track down and identify specific postcodes to help us prepare mailing list counts and quotes for our customers, so we guessed that other direct marketing professionals found the same problem and came up with this set of solutions.”

The free postcode targeting tools are available online now at www.selectabase.co.uk/tools/postcodes



To help you get the most from your marketing campaigns we have put together a few hints and tips that some of our customers effectively use in their campaigns.

Customers of Selectabase have access to a login area that gives access to more advanced marketing information, sample templates and a tutorial to show you how to write a direct mail letter.

Postage weights

Pay attention to postage weights, currently postage weights are banded, make sure you design your direct mail pieces to take advantage of the maximum weight in the band.

Envelopes

This happens a lot; A beautifully put together mailing is prepared, litho printed onto quality card, professionally written and designed. The offer is great, the mailing list was specially selected for the best prospects.

Unfortunately the mailing went out in stock white envelopes, or worse brown envelopes to save costs. Guess what the mailing went straight in the bin, not even opened. Use overprinting on envelopes to grab attention and make the recipient want to open it. Handwritten envelopes

Only really practical with small mailings or special prospects, a hand written quality envelope with a stamp will almost always get opened by the prospect.

Include an incentive

An incentive to respond can really boost response, it need not be anything elaborate a simple £25 off for the first 100 customers can work wonders for response rates.

Follow Up

Telephone follow up can dramatically boost response, the customer is often expecting it, even wants it, it makes it easier for him to buy. Make sure you follow up all direct mail campaigns if you want the biggest return on investment.

Telemarketing scripts

No matter how experienced you may be with telemarketing always use a script, not necessarily the kind you read like a robot, but at least a list of points you want to cover in the call, it will keep you on track and in control. You are making those calls to sell not make friends a script will keep the calls brisk and business like.

Add a P.S. to your direct mail letters

A P.S. at the foot of the page is the second most read part of a direct mail letter after the headline. Use it to reiterate your sales message, it will get read. Colour

Experiment with different colour papers, paper with a slight tint will stand out amongst the mass of white that arrives in the post each day. Call to action

So many mailing letters miss this essential part, you have been so busy selling the product or service your forget to tell the customers what you want them to do!

The final paragraph should always include a call to action.

A.I.D.A.

Any marketer would do well to remember this mnemonic:

  • A= Attract
  • I = Interest
  • D= Desire
  • A = Action

Attract; Attract your target with colours image or words Interest; Engage your target by capturing and maintain his interest Desire; Make him want your product or service Action: Tell him what he needs to do to get it.

AIDA it will serve you well!

Shape

Boring A4 is well.boring A4, everyone uses it. Experiment with A5, A3 folded, special shapes, anything that will stand out. Unless your offer is exceptional something printed single colour on plain A4 paper is destined for the bin. More Sharing ServicesShare | Share on email Share on facebook Share on twitter Share on blogger Share on google Share on delicious Share on digg Share on stumbleupon

For further information call us on 01304 382211 or visit www.selectabase.co.uk



Get ready for 6 of the best – our tops tips for making telephone follow up calls a little more fun (for both you and your victim).

Because using the phone for marketing campaigns is so important we've come up with some new tips for making those calls better and easier.

And we think they’re so blindingly simple they’re brilliant...

1. Why are you Calling?

It’s always a good idea to think about the reason you’ve phoned someone, before you pick up the phone rather than after they’ve answered it. ‘Eeeerrrrmm’, ‘uummmm’ and ‘oh!’ are not proven sales lines. Trust us.

2. Smile. Be Happy.

They say that when you smile the whole world smiles with you. That could be a little ambitious, but the person on the other end of the phone can definitely tell if you’re a happy bunny or not. And they’ll be more likely to buy from you. So dig out the Bobby McFerrin CD and get happy.

3. All Rise

Did you know that self proclaimed saviour of Radio 1 and breakfast show DJ Chris Moyles always stands to do his broadcasts? It’s something to do with diaphragms and breathing that make you speak and sound clearer. But I also think that sometimes standing on the phone or walking about can make you feel more dynamic and energetic, although you may need a portable handset. But don’t overdo it – jogging whilst phoning won’t get the same effect.

4. Know when to Zip it

The nervous caller never leaves a moments silence on the phone. Any gap in the conversation quickly gets filled. Sometimes with drivel. But don’t be afraid of a few gaps in the conversation. Sometimes saying nothing is far more effective. If you’ve asked a nice open question to your prospect, just going quiet for a moment to wait for a reply puts the onus on the prospect to come up with an answer. Under some very gentle pressure like this, you could get the positive answer you’re looking for.

5. Little and Often

Let’s be honest, telemarketing isn’t the most popular of activities. And you’re unlikely to be a trained telesales professional. So don’t try and too many calls in one go. It’ll just put you off making more calls. And will you really sound fresh as a daisy after your hundredth call? Break up your list into smaller chunks and try and do a little each day.

6. Be Helpful

Because you’re calling new businesses, they could actually be quite grateful for your call. They might not have found all their new suppliers yet, or may have missed something they need. So it could be worth taking a more helpful, rather than salesy approach to the call. You know they're starting out, so you’re calling to see if they need help from your business, product or service – that type of thing

Download your clean telemarketing or mailing list here www.selectabase.co.uk/buy-a-list



Stage by stage help writing the perfect direct mail sales letter

What you put in your direct mail letter can often influence the whole outcome of your direct marketing campaign.

At Selectabase we've put together a free step by step guide to help write and create truly effective direct mail letters for your mailings.

Click here to view our Letter Writing Tutorial



New business start ups are a valuable market segment for suppliers of an extremely wide range of goods and services. Start ups can be easier and more profitable to sell to, more loyal, and spend more.

New start-up businesses are a constant feature of the business landscape. There will always be entrepreneurs willing to go it alone and launch their own business, in order to find greater independence job satisfaction, increase personal wealth and build a more secure longer term future.

But starting a business isn't just of benefit to entrepreneurs. Start ups also represent a valuable market segment for suppliers of an extremely wide range of goods and services. Start ups can be easier and therefore more profitable to sell to, more loyal in the longer term, and spend more on their initial orders.

Far from being overlooked, there are a number of significant reasons why you should be looking to target start up businesses as part of your B2B sales and marketing strategy:

Start ups have a wide range of needs

When a new business starts up it usually needs to source practically everything from scratch. Their needs are wide ranging including everything from recruitment and financial advice to office furniture, IT, marketing and printing. Often their initial purchases in these areas are likely to be far greater than when the businesses are more established and mature.

Start ups are a growing market, even in a recession

Despite recent economic uncertainties, the rates at which new businesses are started seem to be unaffected. In fact new business start up rates seem impervious to economic woes and even go up in troubled times. This can be because people lose their jobs and look to self employment for a new career, or partners who haven't worked start their own business to bring additional income into the household. So start up businesses can represent one of the few vibrant and growing sectors of the economy.

Start ups are ready to buy now

New businesses are in a position to make buying decisions far faster, because they need to get trading as quickly possible. This can make your sales effort far easier, making your sales more profitable. It's also easier to get a foot in the door as start ups are more receptive than mature businesses which may have a well established supplier base.

Start ups can help you increase market share

Getting your products or services sold into businesses when they first start up can really help you steal a march on your competitors. In fact if you act quickly you can become supplier to a new business before your competitors even know they exist. If you operate in a specific industry sector, new entrants are often the lifeblood of that sector, and exploiting them can help you increase your market share

Start ups make loyal long term customers

New business owners often need a little extra help, guidance and advice from their suppliers. If you can provide this support alongside your products or services, you'll build potential long term customers for your business who are far less likely to defect to your competitors.

In summary, if your company is looking to source new customers - as most businesses always are - then you should make sure that you include targeting new business start ups from your local area, region or industry vertical as part of your sales and marketing strategy.

For regular updates updated on all the latest start-up businesses in your area visit New B2B or call us on 01304 382211 for further information.



Find postcode regions and view postcode maps to help you plan your next direct mail campaign

Our postcode tools will allow you to work out which postcode you need to use in your direct mail campaigns including the ability to find all postcodes in a radius of any starting point and view accurate maps of the postcode regions.

Visit www.selectabase.co.uk/marketing/postcodes-tool to start planning your next campaign now!



Keeping your existing customers is far cheaper than having to find new ones. Find out how to keep your customers through improved loyalty, by using a range of simple low cost measures.

Every business is aware of the need to obtain new business. Yet a growing number of companies are also realising the importance of keeping the business they have already gained.

Loyalty Programmes, Reward Schemes and Customer Relationship Management are all common examples of the increasing importance of forging closer relationships with your existing customers to help ensure they stay with you well into the future.

There are sound commercial reasons behind this shift in emphasis. One only has to consider the expense incurred in gaining all your current customers, or the cost of gaining new customers to replace them, to realise the importance of getting the best possible return on the investment you have made in building your customer base.

This guide shows how you can identify your key customers and target your efforts towards keeping them through a range of promotional ideas.

Who are your key customers?

Pareto’s Principle states that an incredible 80% of your business will come from just 20% of your customers. These figures may sound extreme, but carry out the exercise for yourself and you may be surprised by the results. Some of the names in your top 20% may also be unexpected but these customers are the key to your business and should be a main focus of your Customer Loyalty programme.

Another key area of your customer base which may be overlooked is your customer retention rate. Whilst you may be successfully gaining new customers, how many are you losing without realising it? Slowing customer defections from a negative to a positive state is why loyalty and reward schemes were first launched in the highly competitive supermarket sector.

Take a look at a list of your active customers this year and compare it to previous years. Who is missing and why? Some customers will always be lost through natural wastage, but others may leave because they are dissatisfied with your business. Finding out why can help you identify other potentially high risk customers.

As well as the top 20% and high risk customers, don’t forget about all the others. How much effort do you put into gaining more business from each existing customer?

What can you do to keep them?

Developing a simple Customer Loyalty programme may not be as complex or as costly as you might think. Much of the programme can be based on simply refocusing your attention and efforts onto your top 20% or high risk customers.

Here are some simple ideas for activities which you can undertake to help forge closer relationships with your customers.

Set Customer Targets

Look at each of your existing customers and set them an individual sales target. For the top 20% of customers, if you can achieve a small increase it will have a far greater impact on your business. For high risk customers, your target may simply be to keep them whilst the majority of other customers may have larger increases. Then consider how you will achieve these increases in business – are you going to sell more of your existing products/services, increase prices whilst maintaining volume or perhaps introduce new products/services.

Organise Internally

Allocate key customers to different members of staff, so that someone is responsible for providing a great service to each. If you don’t have many staff, at the least put a list of your top 20% on the wall so you are reminded everyday of their importance to your business.

Establish a Loyalty or Reward Scheme

To make your top customers feel special, set up a special VIP customer loyalty club. Customers included in the scheme could be offered priority service, special discounts, offers, exclusive product lines and many other benefits. Membership could be based on achieving a minimum level of business, to give smaller customers a target to aim towards.

Give out branded gifts

Make sure all your most important customers get something from you at least once year in the form of a branded corporate gift. This could be anything from a branded pen, to a mouse mat, desk set or briefcase, depending on the budget you can set aside for each customer. A small thank you can go a long way and provide a permanent reminder of your name.

Maintain a high profile

Keep promoting your name out in the wider marketplace through high profile advertising and PR, to help reassure your existing customers that they are dealing with the best. If you sell your products or services through a reseller, you could also consider promoting to their market as part of a ‘push/pull’ strategy designed to stimulate demand from your customers’ customers, or ‘pull’ products through the supply chain rather than you having to ‘push’ them onto your resellers.

Get face to face

One of the best ways to build better relationships with your customers is to meet them face to face. If your premises could be of interest to your customers, in a manufacturing business for example, then why not hold a customer open day? This would give an opportunity to explain more about your company to a captive audience, launch new products and gain valuable feedback from your customers.

Stay in contact

One of the most important things you can do is to stay in regular contact with all your customers. Regular communication shows that you care about their business and provides a valuable opportunity to get your message across. You could communicate using a regular customer newsletter or magazine, direct mail, or emails linked to new content on your

For more information call us on 01304 382211 or visit www.selectabase.co.uk



Many people think of marketing as advertising and promotional material, whilst advertising and promotions fall into the category, there is much more to marketing than these aspects.

Marketing is the process of identifying products and services that consumers require; pricing, promoting and distributing these services or products, with a view to maintaining long term relationships with those consumers OK that was a bit of a text book description of marketing but what does it mean?

To make the process easier to understand we have broken it down to core components;

Products or Services

The products or services you choose to sell need to appeal to your target market and be in demand. I know that sounds blindingly obvious but you would be amazed at how many products are bought to market without thought for this fundamental principle.

To find out if your products are in demand and have appeal is simple; just ask people!

You don't need to invest in expensive market research a few conversations with friends, family and potential customers will tell you plenty. Of course if you are embarking on an expensive product launch or manufacturing then money spent on market research is not something to be skimped on, use your judgement but NEVER skip this process.

Pricing

Ahhh pricing, pricing, pricing; what do you charge for your products or services?

How do you arrive at a selling price?

How much is too much?

Pricing is a delicate balancing act, you want to get the best price for whatever you are selling, but also have to bear in mind the volume you require to sell to cover your overheads and make a profit.

The text book way to set a price is to work out the cost of an item, work out your overhead, divide that by anticipated volume, add a little profit et voila there is your selling price.

Not surprisingly there is more to it than that. For instance if the business model is based on high volume then a lower price than the competition may be used to boost sales.

Conversely if the business model is one of low volume, high profit is used your selling price may be higher than your competitors. Confused?

The key to a selling price is value or more correctly perceived value. This means the value that a consumer places on a product or service, let me try and give you an example;

Producing chocolates costs say £1 per kilo.

If we sell these chocolates loose in a pick and mix style the customer may pay £1.20 per kilo. If we sell the same chocolates, hand packaged in cellophane with a ribbon attached in a beautifully decorated shop and spend time with the customer helping them choose the chocolates they may be prepared to pay £5 per kilo.

Same chocolates, just the perception of value changes.

To arrive at a price you need to identify what the competition is charging and identify the key values of your products or services that will increase or decrease the perceived value amongst your target market.

Price too high, without justifying the purchase price and you will have disappointing sales, price too low and you may have spectacular sales but disappointing profits.

Positioning

Positioning a product in the market is a development of the pricing section above. To use the chocolate example above, the pick and mix example is clearly positioned as a low price, high volume product.

The beautifully packaged example is positioned as a premium product.

In order to position a product in the market effectively you need to have good knowledge of your target market and their requirements.

For example, sticking with the chocolate theme, if you have a sweet shop near schools, where the majority of your customers are children with low spending potential then you may choose to position your chocolate as a pick and mix product, low price, high volume If you have a High Street location in a premium shopping location then the high priced, highly packaged product would perhaps be a better choice as customers are seeking these kind of products in these locations.

Promotion

Now the fun starts, you have the right product, you have carefully positioned the product in the right position in the market at the right price, it will fly off the shelf now right? I wish!

You have to tell people about it. We apologise if this sounds obvious but you would be amazed at the amount of businesses we see with great products at great prices which we know the market wants but the owner of the business almost keeps it a secret!

But just promotion is not enough. It has to be the right kind of promotion; carefully targeted at the right prospects who want your product or service. Take direct mail as a promotional medium, something that we know a lot about.

If we go through the phone book starting at A-C and send out a letter to each person telling them about my fantastic chocolates will we get a good response? Of course not.

If we find out that the majority of our customers were female, aged 35-55, living in a specific area, in a particular income group and we could get a list of them. If we sent the same mailer to them would the response rate be higher? Of course.

These are simplistic examples but a well thought through carefully targeted promotional campaign will always outperform a poorly thought through, poorly targeted campaign.

So what is marketing?

As you can see there is a lot more to marketing than advertising and promotion, all the steps need to be followed, missing anything out is a recipe for at best disappointment.

On the other hand it need not be complicated or expensive, taking your time and considering each step can improve your marketing performance.

Contact Selectabase for help with your direct marketing campaigns to businesses or consumers on 01304 382211 or visit www.selectabase.co.uk/buy-a-list