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					Database First Aid – templates & examples for you to copy.




                  This document covers all the scenarios you
                  could possibly need to sort yourself out with
                  a very capable data & database strategy
                  (and using them for your marketing activity)




Supporting examples from those very kind people at www.DatabaseFirst Aid.com   Page 1 of 76 Pages
Supporting material for:
Sorting out your data - A practical guide

Appendix 1            Project overview for approval
Appendix 2            Project Launch communication to your firm
Appendix 3            Requesting that data be submitted for the integration project
Appendix 4            Reminder request to submit data for the integration project
Appendix 5            Example format for master list spreadsheet
Appendix 6            De-Duplication letter and agreement
Appendix 7            Disclose Agreement when sending your data to 3rd parties
Appendix 8            Initial Database checking covering letter to your clients
Appendix 9            Reminder Database checking covering letter to your clients
Appendix 10           Final reminder Database checking covering letter to your clients
Appendix 11           Data checking and enhancement form
Appendix 12           Example communication to firm regarding newly combined contacts
Appendix 13           Data capturing agreement letter
Appendix 14           New contact Database checking covering letter to your clients
Appendix 15           Example Data checking actions
Appendix 16           Acton plan




Supporting examples from those very kind people at www.DatabaseFirst Aid.com             Page 2 of 76 Pages
Appendix 1            Project overview for approval


Proposition
         A more effective management of the firm's marketing and contact data would benefit the firm, not
         only in the long term, but immediately. This project will require little effort from the rest of the firm
         and will be fully managed by Marketing. It will require a small budget, but experience has show,
         this is immediately paid back in lower database and marketing costs and better quality sales leads
         and opportunities. The end result will be data that will effectively support the firm's decision making
         abilities, rather than the hassle it is currently thought of when marketing activity is needed.

Situation Analysis
         [insert your own observations here. Some examples are:]

                   It takes an average of [x] hours to produce a mailing and requires effort from [x] people
                   Different departments do their own mailings – often to the same people, with different
                    address details, different firm branding, and occasionally on the same day
                   Some clients are missed off relevant marketing communications altogether
                   Marketing letters that fee earners are asked to personally sign, remain unsent for weeks
                   Organising the Christmas cards takes about [x] month's of a person's time to organise
                   If you estimate that each marketing letter costs the firm 50p each, the cost of sending
                    marketing letters to clients and contacts of the firm is {[number of letters sent] x 50p each}

Benefits of proposition
         Reduction in waste..
              Clients will not receive duplicate or differently addressed marketing communications
              Fee earners need not maintain their own marketing lists (now done centrally)
              Cost of marketing communications reduced by 99% (move to email)
              Mailing lists will take minutes instead of hours or days to put together
              One team will also act as 'Stewards' of the marketing data for the firm

           Increase…
                Ability to see firmwide relationships with clients
                More effective management of client relationships (CRM)
                'One firm' view of clients will portray that image to those clients
                Shared and combined knowledge of the firm's clients
                Easier cross-selling abilities
                Better client service
                Quicker response rate to key initiatives (NOTE: 13 mins is the Author's personal best from
                  having no warning of a mailing to getting an urgent marketing email sent to 1,000 people)
                Higher response levels to marketing communications

Action Plan
                                     Step 1)           Collect the firm's information
                                     Step 2)           Combine the contact lists
                                     Step 3)           Check, correct and enhance the details
                                     Step 4)           Import into new central marketing database

Timescales
        The action plan should take no longer than [insert your time estimate - probably somewhere
        between 3 and 6 months depending on size of firm].

Costs
           The plan should cost no more than [insert your cost estimate - probably somewhere between
           £2,000 and £15,000 depending on size of firm, and how much you want to outsource].




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                         Page 3 of 76 Pages
Appendix 2            Project Launch communication to your firm


Copy this text into an email / memo / desk flyer / poster


     To:

     You may have heard about the project to combine and clean the firm's marketing data. This
     project is set to start in the next few weeks, and it will be completed by [insert date].

     This Q&A note is simply to give you an overview. Further communications throughout the stages
     will tell you more about each stage.

     What is going to happen?
              You will soon be asked to submit your contact lists. This is the only action you need to
              do, as Marketing will manage everything else. The plan is to:

                                           Step 1)           Collect the firm's information
                                           Step 2)           Combine the contact lists
                                           Step 3)           Check, correct and enhance the details
                                           Step 4)           Import into new central marketing database

     What will the benefits to me be?
              By the end of the project, you'll be able to see is who else knows your contacts, what
              your contact's business and leisure interests are, their details will be regularly checked
              for correctness, and your cross-selling activities will be easier – as contacts will have
              also told us their business interests – all of which you will be able to see in the new
              central database.

     Who will be responsible for my data?
              Although the data will be stored centrally, you will still be in control of your contacts and
              responsible for the data held on them – as you know your contacts better than anyone
              else.

     What will happen to my data?
              Once you submit your contact list, it will be combined with everyone else's lists and the
              duplicated contacts removed. It will then be checked for correctness and imported into
              the new database.

     Will I be able to mail / email my contacts?
               Yes, although this will be done centrally for you so that the mailing is sent in the firm's
               branding.

     How will I get a list of my contacts?
              Because you are listed as knowing your contacts, you will always be able to search the
              database for 'your contacts'. You will be able to be listed as 'knowing' any contacts you
              choose.

     What data will be held in the new database?
             The new database will hold much more sophisticated information than your separate
             mailing and contact lists. For instance, it will hold the usual name, address, email and
             phone details, but also who knows, or who has met each contact, what mailings a
             contact has been sent, the events they've attended, their business interests, and the
             firm's sales opportunities and activities.

     What if I have questions?
               If you have questions, please contact [insert name and contact details].




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                        Page 4 of 76 Pages
Appendix 3            Requesting that data be submitted for the integration project



Copy this text into an email or memo




     To:



     NEW marketing database - Data Integration project

     As previously mentioned, we now need you to submit your contact lists. The central database
     team will manage the whole data integration project – you only need submit your contact lists
     (Outlook / Excel / Word lists of contacts).

           Due to this project's massive resource implications, this data integration project can
           only be started once, so please submit your data before [insert date].

     If you miss this deadline, you and your contacts will not benefit from the data verification and
     enhancement project, and you'll have to add your contacts manually when the database is live.


     For ACTION
             Step 1 – Download your contact lists (ask IT if you do not know how)
             Step 2 – Delete your family, friends, competitors and out of date contacts from the listing
             Step 3 – Resave the list and email it to [insert email name]

     If you have questions, please contact me on [insert phone number].



     Thank you for you help.




     [insert your name]
     Data Integration Project Manager




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                 Page 5 of 76 Pages
Appendix 4            Reminder request to submit data for the integration project



Copy this text into an email or memo




     To:




     Data Integration reminder – deadline [insert date]

     You have received this reminder because your response is still
     outstanding.

     As previously mentioned, the central database team will manage the whole data integration
     project – you only need submit your contact lists (Outlook / Excel / Word lists of contacts).

     Due to this project's massive resource implications, it can only be started once, so please submit
     your data before [insert date]. If you miss this deadline, you will not benefit from the data
     verification and enhancement project, and you'll have to add your contacts manually when the
     database is live.

     Submitting your contact lists saves you the need to go through the database when it is live, and
     telling it who you know. Submitting your lists now will enable the new database to recognise your
     relationships. It will then be able to notify you when activity happens to your contacts from around
     the firm.


     For ACTION
             Step 1 – Download your contact lists (ask IT if you do not know how)
             Step 2 – Delete your family, friends, competitors and out of date contacts from the listing
             Step 3 – Resave the list and email it to [insert email name]

     If you have questions, please contact me on [insert phone number].


     Thank you for you help.




     [insert your name]
     Data Integration Project Manager




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                  Page 6 of 76 Pages
Appendix 5            Example format for master list spreadsheet



Bear in mind this list would be horizontal as it would be in a spreadsheet. If you want to copy this information
into a spreadsheet, just copy them horizontally, rather than vertically.



ID
Known by (who submitted the details)
Name Prefix
Name Forename
Name Initials
Name Surname
Name Suffix
Job Title
Organisation Name
Address 1
Address 2
Town / City
Postcode
County
Country
email address
Website
Phone number
Fax number
Mobile number
Other info



The Marketing list may have old mailing lists appended. You can choose to keep these at the end of the
spreadsheet, or append details at a later stage… (recommended)




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                   Page 7 of 76 Pages
Appendix 6            De-Duplication letter and agreement




     [insert name]
     [insert job title]
     [insert company name]
     [insert address line 1]
     [insert address line 2]
     [insert town]
     [insert postcode]
     [insert county/country]



                                                                                             [insert date]


     Dear [insert name],


     Data Merge Purge agreement

     As discussed, you will be combining our various data sources into one combined list. We will
     need you to combine the files and Merge Purge (De Duplicate) the information so there are no
     duplications within the final list you return to us.

     For your information and guiding principles:
          There are [insert number] of files, ranging in formats
          If duplicated, the contacts in the Marketing list take Priority
          The order of file priority is [insert order of files]
          We want to see a list of the duplicated contacts – with a marker as to which contact was
             kept
          If there is any information in the deleted duplicate entries that was not in the kept entry,
             this needs copying (e.g. if the deleted contact had an email address, and the kept record
             didn't, it needs transferring)
          Check the addresses against the PAF Post Office address file and correct where required
          Where contacts are duplicated, all data in the 'known by' field is to be copied into the
             'known by' field in the kept record
          Where contacts are duplicated, all data in the 'ID' field is to be copied to that field in the
             kept record, with a comma between the codes
          Return finalised spreadsheet via e-mail, in excel (format attached)


     Thank you, and I look forward to seeing a sample of the merged data.

     Yours sincerely




     [insert your name]
     [insert your job title]
     [insert phone]




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                  Page 8 of 76 Pages
Appendix 7            Disclose Agreement when sending your data to 3rd parties




          Non-disclosure Agreement for information received
                            from [enter your company name]

     [enter your company name] to sign this section

     Reason why data was given:


     Name (Print):                 Forename                            Surname


     Signed:


     Date signed:                  Day                    Month                            Year




     Recipient of [enter your company] information to read and sign this
     section
     I have received information from [enter your company name]. I acknowledge that:

     1.          It is the sole property of [enter your company name]
     2.          I will not copy, sell or give the information to anyone else
     3.          I will not use the information for any other purpose other than that specified above
     4.          I will destroy the information after it has been used for the above sole purpose


     Signed:


     Name (Print):                 Forename                                      Surname


     Company Name:


     Date signed:                  Day                            Month                      Year


                      Please fax this signed sheet to [enter fax number]
                            for the attention of [enter your name]




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                        Page 9 of 76 Pages
Appendix 8            Initial Database checking covering letter to your clients




     [insert ID]

     [insert name]
     [insert job title]
     [insert company name]
     [insert address line 1]
     [insert address line 2]
     [insert town]
     [insert postcode]
     [insert county/country]

                                                                                                                [insert date]

     Dear [insert name],



     Database Checking

     [insert your company name] places a great deal of emphasis on the very high service levels we
     offer our clients and contacts

     As part of our service, we run regular seminars and produce numerous publications and e-mail
     alerts. The aim of this is to ensure you are kept informed on the latest legal developments that
     are relevant to your business.

     To improve our service further, we have recently introduced a new marketing database and are in
     the process of checking and updating the data that we hold in it, particularly in light of the new
     Data Protection regulations.

     In order to ensure that you are receiving appropriate and correctly addressed information from us,
     I wonder if you would mind spending a few moments checking your details on the attached form.

     As a thank you for your time and effort, we will make a donation to [insert charity] and enter your
     name to win [enter prize draw] for each reply returned before [enter date]. A reply-paid envelope
     is enclosed.

     Thank you, and I hope you enjoy the benefits this will offer you.

     Yours sincerely



     [insert your name]
     [insert your job title]




     DATA PROTECTION: Your details are held in [insert your company name]'s central marketing database. Should you wish
     to be removed from this and no longer receive communications from [insert company name], please return this letter in the
     reply paid envelope provided, stating this.




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                                   Page 10 of 76 Pages
Appendix 9            Reminder Database checking covering letter to your clients




     [insert ID]

     [insert name]
     [insert job title]
     [insert company name]
     [insert address line 1]
     [insert address line 2]
     [insert town]
     [insert postcode]
     [insert county/country]

                                                                                                                [insert date]

     Dear [insert name],



     Database Checking – Reminder

     I wrote to you in [insert date] informing you that I am checking the details in [insert your company's
     name] Marketing Database. This is to ensure you receive appropriate and correctly addressed
     information from us.

     Our records show we have not received your reply.



                                           If you do not reply, we will not know
                                           if you want to be kept informed on
                                           relevant business issues or removed
                                           from our database.



     As a thank you for checking your details, we will make a donation to [insert charity] for EVERY
     reply returned before [insert date]. Your details are attached. Please take a few minutes to check
     they are correct. For your ease, you will find a reply-paid envelope also enclosed.

     Thank you, and I hope you enjoy the benefits this will offer you.

     Yours sincerely




     [insert your name]
     [insert your job title]


     DATA PROTECTION: Your details are held in [insert your company name]'s central marketing database. Should you wish
     to be removed from this and no longer receive communications from [insert company name], please return this letter in the
     reply paid envelope provided, stating this.




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                                   Page 11 of 76 Pages
Appendix 10           Final reminder Database checking covering letter to your clients




     [insert ID]

     [insert name]
     [insert job title]
     [insert company name]
     [insert address line 1]
     [insert address line 2]
     [insert town]
     [insert postcode]
     [insert county/country]

                                                                                                                [insert date]

     Dear [insert name],



     Database Checking – Final reminder

     We wrote to you in [insert date] and [insert date] informing you that we are checking the details in
     our Marketing Database. This is to ensure you receive appropriate and correctly addressed
     information from us, and that we comply with the Data Protection Act guidelines when storing

     Our records show we have not received your reply. If you do not reply before [insert date] we
     shall presume you wish to be removed from our database and no longer receive business updates
     and event information from us.

     Your details are attached. Please take a few minutes to check they are correct. For your ease,
     you will find a reply-paid envelope also enclosed.

     Thank you

     Yours sincerely



     [insert your name]
     [insert your job title]




     DATA PROTECTION: Your details are held in [insert your company name]'s central marketing database. Should you wish
     to be removed from this and no longer receive communications from [insert company name], please return this letter in the
     reply paid envelope provided, stating this.




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                                   Page 12 of 76 Pages
  Appendix 11              Data checking and enhancement form


                                                                                                     [insert ID]


  If your details are incorrect or missing, please write in the correct information. Thank you.




Prefix / Title:   [insert data]


 Forename:        [insert data]


   Surname:       [insert data]


       Suffix:    [insert data]


    Job Title:    [insert data]


  Company:        [insert data]


    Address:      [insert data]


       Town:      [insert data]


  Postcode:       [insert data]


      Phone:      [insert data]


         Fax:     [insert data]


    Website:      [insert data]




  [insert your company name] will be sending its future newsletters and seminar invites by email. To
  ensure you are included on these communications, please check or add your email address below.

       email:     [insert data]




  To ensure you are included in relevant communications, please tell us a bit about yourself on the
  following pages. When relevant newsletters and seminars are produced, [insert your company name]
  will ensure you are made aware. Thank you.

                                                                                                  (continues….)




  Supporting examples from those very kind people at www.DatabaseFirst Aid.com            Page 13 of 76 Pages
Appendix 11 (cont)

                                                                                                                               [insert ID]


1) Please tick which job responsibility most closely describes your own (tick ONE box only)

    Act       Accountants (Prof Serv firm)                               In       Insurance
    Bk        Banking                                                   Lw        Legal
    MD        Chair / CEO / MD / President                              Lg        Logistics
    Cm        Commercial                                               Mkt        Marketing
    CS        Company Secretariat / Treasurer                           Pn        Pensions
    Eg        Engineering / Manufacturing                                Pr       Property Mgt / Construction
    Fin       Finance                                                    St       Stockbroker
    HR        Human Resources                                           Tx        Tax
     IT       I.T.                                                      VC        Venture Capitalist / Investment
    Otr   


2) Please tick the option that most closest describes your responsibility level (tick ONE box only)

     D     Director                   M       Manager                  E      Executive                            A         Admin



3) Please tick the option that most closest describes your purchasing ability (tick ONE box only)

     D     Decision Maker             P       Purchaser                F      Influencer                           U         End User



4) Please tick which leisure pursuits you enjoy (tick ALL relevant boxes)

   ZS        [insert hobby]                       ZQ        [insert hobby]                    ZG        [insert hobby]
   ZA        [insert hobby]                        ZT       [insert hobby]                    ZH        [insert hobby]
   ZB        [insert hobby]                       ZE        [insert hobby]                      ZI      [insert hobby]
   ZC        [insert hobby]                       ZR        [insert hobby]                    ZJ        [insert hobby]
   ZD        [insert hobby]                        ZF       [insert hobby]                    ZK        [insert hobby]



5) Please tick the business issues that are of interest to you (tick ALL relevant boxes)

[insert your 1st specialist service grouping here]
   AA  [insert Interest]                AE  [insert Interest]                                 AI        [insert Interest]
   AB  [insert Interest]                AF  [insert Interest]                                 AJ        [insert Interest]
   AC  [insert Interest]                AG  [insert Interest]                                 AK        [insert Interest]
   AD  [insert Interest]                AH  [insert Interest]                                 AL        [insert Interest]


[insert your 2nd specialist service grouping here]
   BA  [insert Interest]               BE  [insert Interest]                                  BI        [insert Interest]
   BB  [insert Interest]               BF  [insert Interest]                                  BJ        [insert Interest]
   BC  [insert Interest]               BG  [insert Interest]                                  BK        [insert Interest]
   BD  [insert Interest]               BH  [insert Interest]                                  BL        [insert Interest]



[insert your 3rd specialist service here]
[insert your 4th specialist service here etc etc]



                Thank you for your time and effort. We hope you enjoy the benefits this gives you.
                 Please now return this form in the pre-paid envelope provided.


Supporting examples from those very kind people at www.DatabaseFirst Aid.com                                      Page 14 of 76 Pages
Appendix 12           Example communication to firm regarding newly combined contacts



Copy this text into an email or memo




     To:



     Data Integration project – these are the details we hold on your
     contacts


     As previously mentioned, this is the information held on your contacts (after it has been combined
     with the rest of the firm's data). Where contacts have been found to be duplicated, they have now
     been combined. In fact, of the [insert number] of original contacts, after combining the duplicates,
     the total number of contacts is now only [insert number].

     This has been a large project, but there are a few steps to go. So far, the benefits are that we are
     using one set of data for each of our clients, and the combined data has allowed you to see who
     else knows your contacts (see the 'known by' field).

     On [insert date], we will write to all the contacts (yours included), and ask them to verify the details
     we hold on them. We will also ask them to tell us their business and leisure interests – so we can
     then cross-sell our services to them more easily – and ensure we send them relevant Marketing
     communications (by email – thus reducing the time sent mailing, and reducing the cost to the
     firm). The main benefit to them is that they will receive correctly addressed and relevant
     marketing communications from the firm – as we will know which of our services they have
     indicated an interest in.

     Please review your list of contacts. If you notice any inaccuracies, please return your list by [insert
     date]. We will then amend the data before we use it to mail your contacts.


     FOR ACTION – return amendments before [insert date].


     If you have questions, please contact me on [insert phone number].

     Thank you for you help.




     [insert your name]
     Data Integration Project Manager




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                    Page 15 of 76 Pages
Appendix 13           Data capturing agreement letter




     [insert name]
     [insert job title]
     [insert company name]
     [insert address line 1]
     [insert address line 2]
     [insert town]
     [insert postcode]
     [insert county/country]


                                                                                          [insert date]


     Dear [insert name],


     Data Capturing agreement

     As discussed, you will be capturing information from a two page data correct form (example
     attached). I estimate you will receive about 10,000 forms.

     Please find some guiding principles:

     TASK ONE – Capture the ''ID code'' (double typed to ensure correctness) and return ASAP

     TASK TWO – Double capture all the information in the data form
                Return spreadsheet via e-mail, in excel please (field format attached)
                Please return the hard copy data at the end of the project by a secure courier
                The information is not to be disclosed to any 3rd party or left in a unprotected
                  area
                We'll send forms in various batches - dependant on how many returns we get
                  each week
                Type the amended details into the spreadsheet
                Where details have not been amended, retype the original details into the
                  spreadsheet
                Don't bother with PAF addressing the data, we'll have it how clients want their
                  addresses
                Only capture the 2 or 3 digit codes for: responsibilities, leisure interests,
                  business interests

     Thank you, and I look forward to seeing a sample.

     Yours sincerely




     [insert your name]
     [insert your job title]
     [insert phone]




Supporting examples from those very kind people at www.DatabaseFirst Aid.com              Page 16 of 76 Pages
Appendix 14           New contact Database checking covering letter to your clients




     [insert ID]

     [insert name]
     [insert job title]
     [insert company name]
     [insert address line 1]
     [insert address line 2]
     [insert town]
     [insert postcode]
     [insert county/country]


                                                                                                                [insert date]

     Dear [insert name],



     Checking your details in our new database


     [insert your company name] places a great deal of emphasis on the very high service levels we
     offer our clients and contacts. As part of our service, we run regular seminars and produce
     numerous publications and e-mail alerts. The aim of this is to ensure you are kept informed on
     the latest legal developments that are relevant to your business.

     To improve our service further, we have recently introduced a new database and are in the
     process of checking and updating the data that we hold in it, particularly in light of the Data
     Protection regulations. Your details have recently been added to this database. Please take a
     few minutes to check the information we have is correct, and also indicate your business interests.
     We will then ensure you are kept informed when news happens in the topics you are interested in.
     For your ease, you will find a reply-paid envelope also enclosed.

     Thank you, and I hope you enjoy the benefits this will offer you.

     Yours sincerely




     [insert your name]
     [insert your job title]




     DATA PROTECTION: Your details are held in [insert your company name]'s central marketing database. Should you wish
     to be removed from this and no longer receive communications from [insert company name], please return this letter in the
     reply paid envelope provided, stating this.




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                                   Page 17 of 76 Pages
Appendix 15           Example Data Checking Actions


Daily:
                      Check details on newly added contacts



Weekly:
                      Check for duplicate contacts
                      Check for duplicate companies
                      Check for contacts added (that were recently been removed!)
                      Check contacts with any email oddities (commas, spaces etc)
                      Delete companies without any contacts
                      Check Priority Organisations have website listed
                      Check Priority Organisations have Business Sector classification
                      Check Priority Organisations have phone numbers



Monthly:
                      Run regular activity review (who has been met etc)
                      Reports on data integrity statistics (missing data in key fields etc)
                      Reports on department activity with iContact



Half yearly / yearly:
                    Print out each person's list of contacts for verification
                    Delete out-of-date / unwanted contacts and companies
                    Check key contacts at priority companies are in the database
                    Re-verify business interests / contact details directly with contacts




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                  Page 18 of 76 Pages
Appendix 16             Acton plan

% done         Action                                                                             Mth   Mth   Mth    Mth    Mth     Mth
                                                                                                   1     2     3      4      5       6
         Project Approval & Launch
               Draw up a list of benefits for why this project should start
               Agree project start, project sponsor (main person to report to), & project team
               Agree Objectives, action plan, key steps, & brief project sponsors
               Prep and send launch communications

         Collecting the information
               Prepare, approve and finalise the communications
               Create a master list of fee earners you expect lists to come from
               Send 'data request' communication
               Store returned files, mark responses on master list, chase non-responders
               'Tell' on stubborn non responders to project sponsors

         Manipulating the data into one format
               Put all returned data files into same format (e.g. all into MS Excel)
               Put a unique ID to every contact in their own spreadsheets
               Create a 'template' file – include all the fields you need (keep simple)
               Delete all other data from the individual spreadsheets (keep copy of old data)
               Ensure all data is in the same columns (e.g. all firstnames in firstname column)
               Copy and paste all the data from the spreadsheets into the template file
               Sanity check the data - spell check, etc etc

         De-duplicating (Merge Purge) the data and appending targeting
         data (yourself)
               Identify duplicates (sort by company, then by lastname, then email etc etc etc)
               Identify best record, copy details into main record
               Delete the duplicate record(s)
               Decide what information you want to append (Companies house / billing info)
               Find the sources of information you require (e.g. Onesource / Experian, etc etc)
               Buy, then append bought information with your own details

         De-duplicating (Merge Purge) the data and appending targeting
         data (3rd party)
               Decide what information you want to append (Companies house / billing info)
               Finalise suitable company(s) to work with and discuss objectives, costs, timings
               Discuss the extra information they can append to contacts / companies
               Agree which records (if duplicated), take priority as only 1 will be kept
               Sign a 'non disclosure agreement' so you know your data is secure
               Ask for a test on a sample of your data, and fine tune project as required
               Submit your full data
               On receiving your corrected data back, check a sample for accuracy

         Verifying the information directly with the contacts
               Give fee earners a new listing of their contacts with the appended data added
               Ask them to review their lists, allowing a few weeks for return
               Make the required amends to the master list
               Write to contacts, ask to check and correct their details, and return (freepost)
               Remind non responses (and again if required), thank responders

         Capturing the newly verified information
               Finalise a suitable data capture company to work with
               Discuss objectives, costs, timings, actions, formats
               Send the data capture company your returns from your clients and prospects
               Receive a spreadsheet of all the captured information

         Overwriting existing details with newly captured information
               3rd party route - Give new and old data to the company that did your merge-
               purge work, to add together, and remove the old information

               Manually – add new and old spreadsheets together, sort by ID, and delete the
               old details where they have been replaced

               Using MS Access – Append the unverified data in the old spreadsheet to the
               new data

               OR – Only use the newly captured information going forward




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                                  Page 19 of 76 Pages
Supporting material for:
Sorting out your database - A practical guide

Appendix A            Project overview for approval
Appendix B            Project Action Plan
Appendix C            Cost Benefit Analysis
Appendix D            Risk Considerations with a database implementation
Appendix E            Key Steps of Project Management
Appendix F            Example Situation Analysis
Appendix G            Example 'Situation Analysis' Workshop Promotion
Appendix H            Example Workshop Agenda
Appendix I            Example 'needs analysis' survey
Appendix J            Example 'Needs and Wants' Workshop Agenda
Appendix K            Survey and Workshop communications
Appendix L            Different Database options and recommendations
Appendix M            Example Database 'Required features' checklist
Appendix N            Example Database demonstration score sheet
Appendix O            Example Reference Site Questions
Appendix P            Example lifetime Database costings
Appendix Q            Example database user levels and abilities
Appendix R            Example firmwide 'pre-launch' communications
Appendix S            Example launch communication (email / memo)
Appendix T            Example launch communication (poster)
Appendix U            Example 'features overview' flyer
Appendix V            Key Factors to getting your users using the database
Appendix W            Example Database overview flyer
Appendix X            Example user types overview flyer /poster
Appendix Y            Database team and actions
Appendix Z            Regular data checks and reporting
Appendix ZA           Example user satisfaction survey




Supporting examples from those very kind people at www.DatabaseFirst Aid.com   Page 20 of 76 Pages
Appendix A            Project overview for approval


Proposition
         One central Marketing (Client Relationship Management) Database would allow the firm to have an
         overview of it's activity with clients and prospects. It would allow for better quality data on clients,
         and more effective eMarketing. This project will require little effort from the rest of the firm and will
         be fully managed by Marketing. It will require a budget, but experience has show, this is paid back
         in lower admin burden by fee earners, better response rates to Marketing campaigns, and better
         quality sales opportunities. The end result will be a one firm approach to managing the client
         relationship and professional marketing abilities.

Situation Analysis
         [insert your own observations here. Some examples are:]

                   Different departments do their own mailings – often to the same people, with different
                    address details, different firm branding, and occasionally on the same day
                   Some clients are missed off relevant marketing communications altogether
                   Teams only know what they are doing with their client
                   Organising the Christmas cards takes about [x] month's of a person's time to organise
                   If you estimate that each marketing letter costs the firm 50p each, the cost of sending
                    marketing letters to clients and contacts of the firm is {[number of letters sent] x 50p each}

Benefits of proposition
         Reduction in waste..
              Clients will not receive duplicate or differently addressed marketing communications
              Fee earners need not maintain their own marketing lists (now done centrally)
              Cost of marketing communications reduced by 99% (move to email)
              Mailing lists will take minutes instead of hours or days to put together

           Increase…
                Ability to see firmwide relationships with clients
                More effective management of client relationships (CRM)
                'One firm' view of clients will portray that image to those clients
                Shared and combined knowledge of the firm's clients
                Easier cross-selling abilities
                Better client service
                Quicker response rate to key initiatives (NOTE: 13 mins is the Author's personal best from
                  having no warning of a mailing to getting an urgent marketing email sent to 1,000 people)
                Higher response levels to marketing communications

Action Plan
                                     Step 1)           Find out what the firm needs
                                     Step 2)           Find a suitable database
                                     Step 3)           Train the firm in how to use it

Timescales
        The action plan should take no longer than [insert your time estimate - probably somewhere
        between 3 and 6 months depending on size of firm].

Costs
           The plan should cost no more than [insert your cost estimate - probably somewhere between
           £10,000 and £500,000 depending on size of firm].

           Estimate £150,000 for a 1,000 user firm if you are clever about your choices of database, usage
           and project administration.




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                     Page 21 of 76 Pages
Appendix B             Project Action Plan


%     Step    Action                                                           Mth   Mth   Mth    Mth    Mth     Mth
                                                                                1     2     3      4      5       6


      Project Approval
              Draw up a list of benefits for why this project should start
              Agree Project start
              Agree Project Sponsor (main person to report to)
              Set up Project Team
              Agree Objectives, budget and action plan
              Get on with the planned actions

      Situation analysis
              Set up a document where you add all your findings
              Set up meetings / discussion workshops
              Situation analysis
              Write up your findings
              Communicate your findings

      User needs analysis
              Set up a survey
              Set up Workshop(s)
              Draft and approve the survey and workshop communications
              Send survey to firm
              Invite everyone to the 'needs and wants workshop'
              Remind firm to complete the survey / book onto workshop(s)
              Host workshop(s)
              Analyse and write up findings
              Communicate findings

      Searching for Suitable Databases
              Identify what features you need to satisfy your user's needs
              Prepare your 'required features' checklist
              Identify sources of information
              Contact suitable suppliers
              Collate response from suppliers
              Shortlist the best databases (max 10 databases)
              Arrange the 30 minute demonstrations

      Testing the database features
              View your most suitable databases (max 10)
              Score the database's features, take notes and screen prints
              Post demonstrations, review your score sheets
              Review costs for your situation (licenses, sites, servers etc)
              Ask suitable supplier back for longer demonstrations (max 4)
              Invite stakeholders to demonstrations
              Review the four
              Finalise on two

      User workshop for 2 favourite databases
              Communicate project's status, and invite to demonstrations
              Schedule demonstrations
              Ask participating staff what they want to see it doing,
              Host the two 30 minute demonstrations
              Ask staff to make notes and ask questions
              Review the staff (user) feedback
              Ask suppliers to clarification on points raised if needed




Supporting examples from those very kind people at www.DatabaseFirst Aid.com               Page 22 of 76 Pages
Appendix B             Project Action Plan (continued)

%     Step    Action                                                           Mth   Mth   Mth    Mth    Mth     Mth
                                                                                1     2     3      4      5       6


      Choosing the final database
              Ask the two favourite database suppliers for reference sites
              Question reference sites
              Speak to reference sites in detail
              Ask staff if they know staff at the reference site
              Specify your amendments, user access, views, new fields etc
              Work out exact costs for your situation
              Finalise on the favourite database

      Paying for the database
              Agree licence costs for different types of users
              Agree Maintenance and support costs
              Agree the 'database' costs
              Agree on hardware requirements to support database
              Agree hourly / daily rate for extra work
              Agree data importing and appending issues of contact 'history'
              Agree final costs and payment terms
              Agree timescales for implementation
              Have a third party review the contract
              Sign that contract to get things started

      Super user's launch and data populating
              Send database suppliers your cleaned data to import
              Database suppliers to load database onto your servers and test
              Ensure your IT are involved in the install
              Load software (if needed) onto Super user's computers
              Test software and check data imported correctly
              Train super users
              Send pre-launch communication
              Use database (at least a month)
              Ensure a contact's history is added to their details

      Data Editor's launch
              Finalise each team's 'data editors' volunteers
              Prepare simplified user guide
              Schedule training workshops
              Organise room, computers, training schedule, manuals, food etc
              Run morning and afternoon training workshops (max 6 in each)
              Run workshops for IT and IT helpdesk team(s)
              Ensure data editors are familiar with the database

      General user's launch
              Send firmwide 'launch communications'
              Prepare simplified user guide
              Send invites to demonstrations
              Run demonstrations throughout firm
              Offer further demonstrations for anyone who didn‟t attend
              Inform the project sponsor who is yet to attend
              Run demonstrations every week for a few months

      Continual management of information
              Run regular data Integrity Checks
              Run regular Usage checks
              Set up a database team to manage the database (steward)
              Run regular management reports
              Communicate regularly
              Obtain feedback from users
              Run regular demonstrations




Supporting examples from those very kind people at www.DatabaseFirst Aid.com               Page 23 of 76 Pages
Appendix C            Cost Benefit Analysis

           Costs – start up
                      Software
                      Hardware
                      Additional programming / developments
                      Licenses
                      Support
                      Training
                      Other

                      Total Costs: £10,000 - £250,000
                                               All costs are depending on developments and size of database



           Costs – year 1, 2, 3 etc
                      Software: £0
                      Hardware: £0
                      Additional programming / developments: ?
                      Licenses: £0
                      Support:10% of total purchase price
                      Training:£0
                      Other: ?

                      Total Costs: £5,000 - £50,000
                                                All costs are depending on developments and size of database


                      See Appendix P for full costing estimates



           Benefits
           Fee earners
                      Full overview of their contact
                      Less admin on their mailing lists
                      Less admin to maintain details on clients and prospects
                      Knowledge of a contact's activity history
                      Know what their colleagues are doing with the 'shared' clients

           Firm
                      Better Client Service
                      Costs and wasted effort educed
                      Improved quality of data and more data held
                      One system

           Clients
                      Less junk mail
                      Less duplicated mail, or mail incorrectly addressed
                      More relevant mail

           Marketing
                      Ability to mail merge email
                      Can track eMarketing activity
                      Ability to precisely target
                      Better response rates
                      Can Manage events effectively




Supporting examples from those very kind people at www.DatabaseFirst Aid.com               Page 24 of 76 Pages
Appendix D            Risk Considerations with a database implementation



       People / Culture
              What are the key objectives and success measures?
              How will achievement be measured?
              Have stakeholders / users been involved?
              Who is the sponsor?
              Needs to be relevant to every user
              Hot resistance to change are staff
              What it the current IT literacy in firm
              “My client, not yours”
              Perceived Database Vs data-list
              Whose responsibility is the data
              Project needs help from Board



       Time
              Are project deadlines in place?
              When start research / how long to do
              What are the project timescales?



       Cost
              Life costs of system
              Hard V‟s soft costs of system
              Always cost more than expected
              Cost shouldn‟t be the major option
              What resources will be required?



       I.T.
              Bespoke Vs off the shelf
              How will the database work with other databases
              Reliability / robustness issues of database / network / firm's systems
              Speed of use
              Dedicated I.T. support network
              Is it future proof, can it be upgraded
              Does it link with the firm‟s current knowledge banks
              Can the user interface be tailored to different users (most users will be put off by 10 buttons)
              Training issues / abilities




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                   Page 25 of 76 Pages
Appendix E            Key Steps of Project Management


1) Project Brief
       Does it fulfil a need?
       What is it‟s impact?
       What is going to be delivered?
       Who‟s included
       Promotion
       Timescales
       Costs
       How is success going to be measured


2) Gathering the Team
       Identify Project Sponsor
       Identify needed specialist teams (Finance / IT / Legal / Sales / etc)
       Invite people to be part of the team


3) Develop a plan
       Get buy-in from project sponsor
       List the issues
       Set regular review dates
       Document actions and issues
       Set review and 'action by' dates


4) Reviews
        Agree actions
        Be prepared
        Be in control
        Set agenda and timings
        Allow people to attend at alloted time
        Evaluate what happened / how to improve
        Informal meeting (as people don‟t like being reviewed)




Supporting examples from those very kind people at www.DatabaseFirst Aid.com   Page 26 of 76 Pages
Appendix F            Example Situation Analysis


Some typical questions you may like to find the answers to….


Your firm
           How is Marketing viewed within the firm?
           How is IT viewed within the firm?
           Do all Departments do the same sort and style of Marketing?
           Do different Offices do the same sort and style of Marketing?
           What are the objectives of the firm?
           How acceptable are staff to change, IT, Marketing?
           Do staff want the current situation solved?
           Do staff 'share' client information




Your IT
           What are the IT abilities within the firm?
           What is the IT infrastructure like in the firm?
           Will IT be able to support the new database with their current workload and skills?




Your Marketing
           How many Databases / contact lists are currently being used?
           How are mailings / emailings being sent?
           Are Priority Clients targeted more during briefings and seminars?
           Has there ever been a central Marketing Database?
           What did staff think about the previous central marketing database?
           How much cross-selling activity is currently undertaken?
           How is cross-selling currently undertaken?
           How much email or postal Marketing is sent per week / month?
           Are there skills in the Marketing team to use and work the database effectively?
           What is the average size of mailing / emailing?
           Is marketing effectiveness measured?




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                     Page 27 of 76 Pages
Appendix G             Example 'Situation Analysis' Workshop Promotion



If you plan to have a workshop at this stage, copy this text into an email or memo




                 To:



                 New Client Relationship Management Database – your
                 view counts


                 You have received this because you currently 'Market' your services and will
                 therefore benefit from the new central system


                 Implementing a new database is a complex project. To start the project, we are
                 looking to find out what you think of the firm's situation as it is now. Areas like, how
                 you market your services, how many lists of contacts you have, how you do
                 mailings, what you think of the firm's Marketing system that you currently use.

                 We are looking at a variety of ways to gather this information. You will also soon
                 see a survey asking you to tell us how you currently use your contact list, and what
                 you will need the new database to do for you. Please also feel free to email or
                 phone me with your views.

                 We are also running at 30 minute workshop on [insert date, time, location]. Please
                 feel free to come along to discuss your views of the current situation. If you wish to
                 attend, please reply to [insert name and contact details] and further information will
                 be forwarded to you.


                 Thank you for you help




                 [insert your name]
                 Database Implementation Group




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                     Page 28 of 76 Pages
Appendix H            Example Workshop Agenda



If you plan to have a workshop at this stage, this agenda might give you a few ideas




                 Workshop Agenda

                 Situation Analysis of the firm's Mailings / Database
                 situation

                 [insert date]
                 [insert time]
                 [insert location]


                 Overview of the database and data integration project

                 Discussion – Current mailing and emailing activity
                         How many Databases are currently used?
                         How are mailings / emailings do you send per week?
                         What did staff think about the previous central marketing database?
                         What is the average size of mailing / emailing?
                         How is marketing effectiveness measured?

                 Discussion – Current database activity
                         Your views on the current central Marketing Database?
                         What it the IT abilities within the firm?
                         What is the IT infrastructure like in the firm?

                 Discussion – Current firm's perception of these situations
                         Your views on the current central Marketing Database?
                         How is Marketing viewed within the firm?
                         How is IT viewed within the firm?
                         Do all Departments do the same sort and style of Marketing?
                         Do different Offices do the same sort and style of Marketing?
                         How much cross-selling activity is currently undertaken?
                         What are the objectives of the firm?
                         How acceptable are staff to change, IT, Marketing?
                         Do staff want the current situation solved?
                         Do staff 'share' client information

                 AOB




Supporting examples from those very kind people at www.DatabaseFirst Aid.com               Page 29 of 76 Pages
Appendix I            Example 'needs analysis' survey



                 Instructions

                 Select whichever option is closest to your view for each question or statement. If
                 questions are not relevant, go onto the next question. Answer honestly. There
                 are no wrong answers, just your view.

                 You cannot be identified from the answers you give.

                 There are certain functions in the new database that we know you need and want.
                 This questionnaire takes the following functions for granted; It will be easy to use,
                 everyone will be able to use it, there will be procedures in place to ensure data
                 integrity, and it will be used for the firm's emailings, mailings, event management
                 and contact management.


                 Q1. Which Position most closely describes your level?
                                 Partner / Director
                                 Manager
                                 Executive

                 Q2. Which Department most closely describes the one you work in?
                                Department A
                                Department B
                                Department C
                                Department D

                 Q3. Which Office most closely describes the one you work in?
                                 Office A
                                 Office B
                                 Office C

                 Q4. How often do you use your current contact list / database?
                                 Daily
                                 Weekly
                                 Monthly
                                 Less than monthly
                                 Never
                                 N/A (someone else uses it for me)

                 Q5. How often does someone else use your current contact list / database for
                 you?
                                 Daily
                                 Weekly
                                 Monthly
                                 Less than monthly

                 Q6. If you use a contact list / database, what do you use it for?
                                   Mailings and emailings to promote my services
                                   List of contacts, clients and prospects for quick reference
                                   Record of who I meet and what discussed
                                   Logging Pitches
                                   Other (Please state)
                                                                                           continues…




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                    Page 30 of 76 Pages
Appendix I (continued) Example 'needs analysis' survey


                 Q7. If you use your own contact list / database, what data is kept in it? (Tick
                        ALL that apply)
                                  Address details
                                  Tel & Fax details
                                  e-mail addresses
                                  Client / Prospect meeting dates, reviews and actions
                                  Pitches / tenders / proposals / referred work / introductions
                                  Other (please state

                 Q8. If you use your own contact list / database, what do you like about it?
                        (Tick ALL that apply)
                                   Can control the data in it
                                   Ensures data is correct
                                   The data is only of use to me anyway
                                   You can use it whenever you like
                                   You can keep whatever you like in it
                                   It's quicker to keep information like this
                                   You like to keep a spare copy of your data
                                   Don't like other users altering your data
                                   Don't like other users seeing your data
                                   Other (please state)

                 Q9. With consideration to other users' requests, database's possibilities,
                      costs and timescales, select the option that matches how much you
                      would be prepared to change YOUR procedures to 'fit' the new
                      database
                                 I would be prepared to alter completely
                                 I would be prepared to alter significantly
                                 I would be prepared to alter slightly
                                 I would NOT be prepared to alter at all

                 Q10. How likely are you to use the new CRM database (or someone for you)?
                                  Would only use new database
                                  Would use new database more, but still want personal database
                                  Would use personal database more than the new database
                                  Would still only use personal database

                 Q11. If applicable, what do you dislike about the current central database?
                       (Tick ALL that apply)
                                   Hard to navigate around it
                                   It was under used
                                   It had out of date information in it
                                   It was slow to use
                                   Didn't know about it
                                   You couldn't update it
                                   There were too many options in it
                                   It was a bind to learn 'another system
                                   It was too complicated
                                   Other (please state)

                 Q12. If you have feedback ( + or - ), or any comments about your answers in
                 this survey, please put them here.




                 Thank you for your time and effort. You views are very useful in specifying the new
                 CRM database.




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                 Page 31 of 76 Pages
Appendix J            Example 'Needs and Wants' Workshop Agenda



If you plan to have a workshop at this stage, this agenda might give you a few ideas




                 Workshop Agenda

                 Needs and wants from the new Database solution

                 [insert date]
                 [insert time]
                 [insert location]


                 Attendees (names and departments):

                 Overview of the database and data integration project

                 Discussion about Needs and Wants

                            How / Will you want to see activity to your contacts
                            How / Will you want to mail / email?
                            How / Will you want to log client meetings?
                            How / Will you want to log opportunities?
                            What else will you use the database / contact list for?
                            How often will you use it?
                            What sort of data will you keep in it?
                            Are you expecting to have to change your working style with the new
                            database?

                 AOB




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                 Page 32 of 76 Pages
Appendix K             Survey and Workshop communications

If you plan to have a survey, copy this text into an email (or memo)


                 To:

                 What do you want from the new Client Relationship
                 Management Database?
                 You may have heard that [insert your company name] is investing in a central
                 Client Relationship Management database. This will allow you to view all the firm's
                 activity with your contact – like who knows each contact, who has met them, what
                 mailings they have been sent, and which events they have come to.

                 To help us search for suitable databases, we need to know what you currently use
                 a database (or list of contacts) for, and what you would ideally like the new
                 database to do for you.

                 To allow us to take into account your view, please spend a few minutes and
                 complete this survey. Please click on this link to load the survey: [insert URL link to
                 survey]

                 We are also running at 30 minute workshops. Further information on these will
                 follow.

                 Thank you



--------------------------------------------------------------------

If you plan to have a workshop, copy this text into an email (or memo)


                 To:

                 New Client Relationship Management Database –
                 'needs and wants' discussion

                 You may have heard that [insert your company name] is investing in a central
                 Client Relationship Management database. This will allow you to view the firm's
                 activity to your contact – like who knows each contact, who has met them, what
                 mailings they have been sent, and which events they have come to.

                 To help us search for suitable databases, we need to know what you currently use
                 a database (or list of contacts) for, and what you would ideally like the new
                 database to do for you. To do this, we are running a 30 minute workshop on [insert
                 date, time, location].

                 Please feel free to come along to discuss your views of what you want the new
                 database to do. If you wish to attend, please reply to [insert name and contact
                 details] and further information will be forwarded to you.


                 Thank you

                 PS. If you would prefer to simple email or phone me with your views, please feel
                 free to



Supporting examples from those very kind people at www.DatabaseFirst Aid.com                    Page 33 of 76 Pages
Appendix L            Different Database options and recommendations

Sizes of Database
HINT: Whatever option you choose, make sure you test the databases – what you think might be
ideal, may turn out to be too small for your future needs, or just too complicated for your current
abilities and budget

           Small
           These are databases where the number of users is 20 or less. ACT!, or Goldmine for instance
           (see the list of suppliers in the website). These types of systems are very quick to set up and you
           can amend them slightly (new fields for instance).

           Medium
           There are hundreds, if not thousands of databases that serve the 'middle market'. Most will already
           do more than you currently need. They'll generally be larger versions of the smaller database. For
           instance, ACT! is the small CRM database of the SAGE group, while SAGE CRM MME and Sage
           SalesLogix serve different ends of the medium sized sectors.

           Large
           If you are a multi-site multi-national corporate organisation, with thousands of staff who will want to
           use the system – you may want to use a medium sized database, and just have plenty of users, or
           invest in a very expensive option.

           All this talk about databases could well be boring and you've glazed over already. Buying a
           Database is a bit like buying a car. A small hatchback is ideal for taking you to the shops and
           doing the school run, it's cheap to run an insure. If you continually drive up and down the
           motorway with 5 adults, you'll need a more comfortable car, that travels at those speeds more
           easily. You can use an average size family saloon or Estate – but there is no need to buy a Rolls-
           Royce. While if you go from the UK to America, or Australia, you'll have to use an Aeroplane!

Purchase methods
           Bought
           If you like control, and want to see something – this is the ideal solution for you. You'll be able to
           make small changes to the database. Costs will also reduce over time, but will be higher in the
           start-up phase. You'll also need to pay a license per user (but users who can do less, cost less).

           Subscribed (also called a 'hosted solution')
           These are databases that you pay a subscription per user, per month. For example,
           SalesForce.com. Ideal for small companies that don't want to change the database features. This
           approach is very quick to set up, and for small firms with only a few users, a cheap solution. Costs
           don't reduce over time though (like buying a database). This route is gaining in popularity.

Recommendation
        If you are a small company – a small database that you've bought, or subscribed to will fit your
         requirements perfectly
        For the average sized company, with 50 - 100 users, a medium sized database that you've bought
         will be ideal
        If you are a huge company, you'll still be able to use a medium sized database – unless you have
         specific requirements and plenty of budget.


    If you are need a 'STOP GAP' database – maybe your current system has crashed beyond repair, the
    simple option is to buy one of the small (single user) database, or use the online subscribed database to
    get you through. Don't invest time and effort in improving this option – it's only a STOP GAP, not you're
    final system.




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                     Page 34 of 76 Pages
Appendix M            Example Database 'Required features' checklist

(attach this to a covering letter)


INSTRUCTIONS: Please tick the appropriate column to indicate whether your system can do what we
need. Please sign and date this form before returning. Please also include estimated costs and
implementation timescales in your reply. You will then be contacted with regard to the next stage. If
successful, we will need to see a 30 minute demonstration of these below points.

SUPPLIER DETAILS:
       Company:                                      Contact:
       Date:                                         Signature:




                                                                                                               Some modification needed

                                                                                                                                          Major modification needed
                                                                                          Standard Feature




                                                                                                                                                                      Not possible
Features


Marketing Activity
Personalised eMarketing (HTML and Text)                                                                                                                            
Track open rates and click through rates in eMarketing                                                                                                             
Mail merge for marketing letters                                                                                                                                   
Manage events and seminars (invite and book delegates etc)                                                                                                         
Shows list of Events our firm is running                                                                                                                           
Full email or postal campaign management                                                                                                                           

Data Management
Is there a de-duplication tool so we do not have multiple versions of contact details                                                                              
Can it link to other database – e.g. a billing / invoice database                                                                                                  
Can data be continually imported into the database                                                                                                                 
Can data be appended to existing records                                                                                                                           

Contact Management
Can 'Customer' meetings be added and tracked                                                                                                                       
Can 'Opportunities' be added and tracked                                                                                                                           
Can personalised notifications be set – so people who know a contact can be                                                                                        
automatically notified when activity happens to that contact (for instance; booking
onto an event, or when the contact has been met by someone in our firm)

Customisations
Can we add new fields into the database                                                                                                                            
Can we attach a reporting tool to the database (like Crystal Reports)                                                                                              
Can we set up notifications on any details held (for instance, contact 'x' has not been                                                                            
mailed or contacted for 6 months)
Can the database work on our [insert your platform and server types here]                                                                                          

Usage
Can the database cope with [insert number of staff], and what is the max capacity?                                                                                 
Can your database cope with differing levels of users                                                                                                              
Can the screen layout (buttons) be limited for different types of users                                                                                            
Is support / training available                                                                                                                                    


Supporting examples from those very kind people at www.DatabaseFirst Aid.com                                 Page 35 of 76 Pages
Appendix N            Example Database demonstration score sheet


Unless you have an idea of a database you already want to use, that you know will suit your needs, you'll
need to review the databases that are closest to your needs.

This score sheet will give you an way of scoring the databases.

Step 1) Add the features you want to be shows
Step 2) Rank how important each feature is (e.g. 1, 2, or 3 for not important to important)
Step 3) Viewing the databases, score each feature (1 for poor, to 10 for excellent)
Step 4) Multiple the 'Importance' score with the 'feature' score to get a total for each feature
Step 5) Add up the total scores to see which are your favourite databases




Score Sheet for Database: ……………………………………………………………..
USAGE
    Action                                                                     Importance   Score        Total
    General ease of use                                                        e.g. 3       e.g. 8       e.g. 24
    Simple Screen layout                                                       e.g. 2       e.g. 7       e.g. 14
    Ability to change screen for different users                               e.g. 1       e.g. 10      e.g. 10


       (Insert other options you want to be shown)

       TOTAL SCORE for 'xyz' Database                                                                       48




FEATURES
    Action                                                                     Importance   Score        Total
    Opportunity tracker
    Client meeting (contact reports)
    Event Management
    eMarketing
    Postal Marketing
    Searching the database for records
    Downloading details
    Importing details
    Data De-duplication tools
    (Insert other options you want to be shown)

       TOTAL SCORE for 'xyz' Database




                           TOTAL SCORE


NOTE: Importance and scores have been inserted to give you an indication of how to score. You will need
to rank the importance of the features for your own situation.




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                    Page 36 of 76 Pages
Appendix O            Example Reference Site Questions


You will need a way of scoring each database, and each member of the workshop will need to use the same
approach. This score sheet is in addition to discussions within the workshop – but will help to ensure the
quieter members of the group have their say. Before you give the form to the workshop members, pre-fill the
relevant details (Add the features you want your workshop members to be shown). You will need to manage
the workshop – by telling the presenter to 'now show xyz'




                 INSTRUCTIONS:

                 Step 1) Please write your name here:………………………………………
                 Step 2) Please rank how important each feature is (e.g. 1-5 - 5 being important)
                 Step 3) During the presentations, please score how well you thought the database
                 suited your needs (1-5 - 5 being important)
                 Step 4) Return this form to [insert host's name]

                 Thank you



                 Score sheet
                 USAGE
                 Action                                                  Importance   Score   Total
                 General ease of use
                 Simple Screen layout
                 Ability to change screen for different users

                 (Insert other options you want to be shown)

                 TOTAL SCORE

                 ----------

                 FEATURES
                 Action                                                  Importance   Score   Total
                 Opportunity tracker
                 Client meeting (contact reports)
                 Event Management
                 eMarketing
                 Postal Marketing
                 Searching the database for records
                 Downloading details
                 Importing details
                 Data De-duplication tools
                 (Insert other options you want to be shown)

                 TOTAL SCORE



As the host, you need to add up the scores for each presentation and work out the scores / favourites.

HINT: Sanity check the importance ranking though!




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                  Page 37 of 76 Pages
Appendix P            Example lifetime Database costings



           Costs – start up (inc year 1)
                      Software: £10,00-£100,000 (depending on abilities of database / user numbers)

                      Hardware: £1,000 - £30,000 (depending on types of servers needed)

                      Additional programming / developments: £0 - £50,000 (est. £1,000 per day fees)

                      Licenses: £1,000 - £100,000

                      Support: £500 - £30,000

                      Training: £0 - £10,000

                      Other: £0 - £10,000

                      Total Year 2 Costs: £10,000 - £500,000
                                               All costs are depending on developments and size of database


           Costs – year 2
                      Additional programming / developments: £0 - £50,000

                      Support: 10% of total purchase price £500 - £50,000

                      Total Year 2 Costs: £500 - £100,000
                                               All costs are depending on developments and size of database


           Costs – year 3
                      Additional programming / developments: £0 - £20,000

                      Support: 10% of total purchase price £500 - £50,000

                      Total Year 3 Costs: £500 - £70,000
                                               All costs are depending on developments and size of database


           Costs – year 4
                      Additional programming / developments: £0 - £10,000

                      Support: 10% of total purchase price £500 - £50,000

                      Total Year 4 Costs: £500 - £60,000
                                               All costs are depending on developments and size of database




           Total costs for the first 4 years: £10,000 - £800,000
           If you are firm with 500 or more staff that need to use the database, £250,000 to £500,000 will be
           your estimated costs over 4 years. But you'll find it's the most valuable business asset you now
           own.




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                 Page 38 of 76 Pages
Appendix Q            Example database user levels and abilities

Different types of people will want to do different actions with the database. Members of your firm will also
have different IT abilities.

You'll have two main types of user; 1) Marketing and 2) Everyone else

         You'll then need to split these types of 'user' into sub-sections.

         Within Marketing: 1) Database Team, 2) Event Users, 3) Rest of Team (PR, Research etc etc)
         Within 'Everyone: 4) Data Editors, 5) Everyone else (deskbound and 'on the road' users)

This is potentially 5 or 6 different levels of users. For database administration ease, users can be grouped
into 3 types of users
                Heavy users (Database team)
                Medium users (Event users and Data Editors)
                Light users (everyone else)


                                                                               Everyone   Medium           Heavy
Action                                                                                    users             users
Search / view / print details                                                     Y         Y                 Y
Add new contacts / companies                                                      Y         Y                 Y
Add details of meeting notes                                                      Y         Y                 Y
Add and track details of work leads                                               Y         Y                 Y


Edit details on contacts already in database                                                Y                 Y
Edit details on contacts already in database                                                Y                 Y
Add contacts onto / remove from mailing tags                                      Y         Y                 Y
Add and manage events and delegates                                                         Y                 Y


EMarketing                                                                                                    Y
Postal mailings                                                                                               Y
Delete contacts / companies                                                                                   Y
De-duplications                                                                                               Y




You might be worried that 'Data Editors' would try adding events and delegates onto events. I've found that
most people are not too keen to press buttons the don't know about! So it's unlikely they would press any of
the Event team's features. But if any do – you can also 'educate' them not to.




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                    Page 39 of 76 Pages
Appendix R            Example firmwide 'pre-launch' communications



                                                                                          [insert your logo here]



The new CRM database – Project Update
The new database will provide you with an overview of the firm's activity with
your contacts. It will show you who knows each client and contact, and who
has been meeting them. You can also view Marketing activity to your
contacts.

You also won't need to spend hours learning how to use it - you'll be up and
running with 20 minutes of training!


   Actions yet to finish                      What you will be able            What details will be in
   We are nearly there. But                   to do with the new               the database on
   before the 'go live' date, the
                                              CRM database                     launch
   following activities need to
   be completed:
                                              For the first time ever, you     The database will hold the
                                              can see a full overview of       usual details like contact
   [insert action and
                                              the firm's activity with each    name, job title, full address,
   explanation]
                                              of your contacts.                phone and fax numbers,
                                                                               email addresses, and
   [insert action and
                                              You'll be able to add notes      business interests.
   explanation]
                                              about your meetings with
                                              clients, track opportunities,    Company details include;
   [insert action and
                                              add your new contacts and        address, website, business
   explanation]
                                              companies, and correct the       sector, and client status.
                                              information held on them.
   [insert action and
                                                                               The data
   explanation]
                                                                               In [insert month], you
                                                                               submitted your contact
                                                      Estimated                details for inclusion into the
   More information
                                                                               new database. This
   If you have questions or                       launch date is
                                                                               information has been
   comments, please contact:
                                                   [insert date]               combined, corrected and is
   [insert your name and
                                                                               ready to add into the
   contact details here]
                                                                               database for the 'go live'
                                                                               date.




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                  Page 40 of 76 Pages
Appendix S            Example launch communication (email / memo)


(Copy this text into an email or memo)




                 Launched today – the firm's new Client Relationship
                 Management Database


                 [insert database name] is [insert your company name] new database to help
                 you manage your client relationships, manage the firm's events, and do all
                 the firm's eMarketing and postal marketing activity.


                 To discover more about [insert database name], follow the below links
                          Click here to login to [insert database name]

                            Click here for more information on the 20 minute demonstrations

                            Click here to view the user guide

                            Click her to read an overview how the main features can benefit you

                            Click here to find out what you can do with [insert database name]

                            Click here to see how to do a mailing with [insert database name]


                 Further information about [insert database name] will soon follow. In the
                 meantime, if you have questions or comments, please do not hesitate to contact
                 me.


                 I hope you find this a useful business tool.

                 [name]


                 [insert your name]
                 [insert position]
                 [insert database name] Team
                 [insert contact details]



HINT: You might want to launch it to different office or departments at different times of the day – incase
everyone wants to view it at the same time – and it crashes!

NOTE: If you have supporting documentation (e.g. flyers from this guide), and have means of attaching them
as link to an email (or put them all onto a 'pack'), this would help those who want to know more about the
database.




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                     Page 41 of 76 Pages
Appendix T            Example launch communication (poster)

Posters are good for general notifications – or where your firm is just fed up with the amount of emails
everyone gets. You can use them to help launch the database – for instance, to tell staff about the training
demonstrations, launch date, the key thing they need to do with it, or any new features (simple examples
below). If you have access to graphic packages, or your firm's 'communications team', you can enhance
these key messages with your firm's colouring and graphics.


                            logo                                                          logo




         The 'Go Live' date                                               Have you booked
         for the new CRM                                                 onto the 20 minute
            database is:                                                  [insert database
                                                                         name] demo's yet?
                 [insert date]
                                                                               Dates & locations:
                                                                               [insert dates and locations]
                                                                               [insert dates and locations]
           Have you booked onto one of the                                     [insert dates and locations]
           20 minutes demonstrations yet?                                      [insert dates and locations]




                            logo                                                          logo




          How long do you                                                Did you know about
        think it takes to add                                             these new features
          a short meeting                                                to help you manage
         report into [insert                                                   your client
         database name]?                                                    relationships….

                                                                               Choose your activity alerts
                                                                                 View Event attendees
               That's right, less a minute!                                    Search for meeting reports
                                                                                        Etc etc




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                          Page 42 of 76 Pages
Appendix U            Example 'features overview' flyer


                                                                                             [insert your logo here]



[insert database name] – Meeting reviews
Manage your client relationships more easily and track who is meeting your
contacts through the only central register of contact reports in the firm.

You can add, track, and review the meeting reviews in [insert database name]
for a full review of activity with your contacts.


   What is a meeting                          How to add a meeting               HINT:
   review?                                    review                             Be careful what you text you
                                                                                 add. Everyone in the firm

   A meeting review is a brief                1     Go to the contact you want   can read what you have

   note (50 words) on the main                      to add a meeting review to   written

   points in your meeting with                2     Go to the [insert section
   your client or contact, and                      they need to go to]          Help
   any resulting action points.               3     Press the 'new contact       If you have questions or
                                                    report' button               comments, please contact:
   The more meeting reviews                   4     Add the details
   in [insert database name],                 5     Press 'Complete'             [insert name]
   the more useful it becomes.                                                   [insert contact details]


   -------------------                         -------------------               -------------------


   USAGE Scenario 1:                          USAGE Scenario 2:                  USAGE Scenario 3:
   You are about to meet                      You need an introduction           You want to know when
   your client and want to                    to a new contact.                  colleagues meet your
   know who else met them.                                                       contacts.
                                              Contact the other people
   Review the meeting reviews                 who know that person, or           Subscribe to the alert that
   added to that contact. This                who have already met them.         tells you when colleagues
   will tell you who else has                                                    add meeting reviews to your
   been meeting them – and                    Ask your colleagues for an         contacts.
   what they discussed.                       introduction, or when you
                                              are asking the contact for a       When your clients are met,
   Your contact will be                       meeting, mention they have         you will be informed.
   impressed - it shows you are               met your colleagues.
   interested in them.


Supporting examples from those very kind people at www.DatabaseFirst Aid.com                     Page 43 of 76 Pages
Appendix V            Key Factors to getting your users using the database


'Carrot' approach
                   Ensure it's useful
                   Ensure it's quick to use
                   Ensure it's simple to use
                   Make sure the data is correct and up-to-date
                   Continual development
                   Send frequent emails to infrequent users, asking them if they need help
                   Sell the idea as a CRM system for fee earners –not a marketing system they have to use
                   Get buy-in from the heads of departments – they'll force use within their teams


Hints and Tips
                   Keep the training simple, and invest in the time to training users properly. These key users
                    are the main users in most of the teams and departments. It's probably these people who
                    the general users will turn to when they have queries.
                   Most key users won't have anything to do on the database until the majority of the firm
                    have the ability to use the database, so the next steps should follow fairly quickly.
                   Experience shows the level of IT expertise differs remarkably. These key users will be no
                    different. Ideally, all will have good computer skills, but that isn't something you can
                    guarantee.
                   Although the supplier will provide trainers (at a cost), do these training demonstrations
                    yourself. It's only a simple guide everyone needs. It will also put a face to your name, and
                    you'll get to speak to the keener users!
                   Depending on what they needed to do, the key user training for 6 people lasted 2 hours.
                    The general user has lower requirements, so 20 minute sessions in conference style will
                    suffice This enables you to get through as many people as possible in a short time.
                   I've found 4 to 6 sessions per day are about right. Anymore than that and you burn out, get
                    a sore throat, and have lower attendance at each session.
                   Sell the benefits of the system to your firm, not the database itself - for instance say how
                    much less admin they will heave with it, or what they'll now know about their contacts...
                   Sell the database as the database for the fee earners, and by pure chance ( ! ) the
                    Marketing team also use their data and database to run mailings and emailings, and run
                    events
                   Make sure it isn't a complicated system to get to use... not too many buttons and features
                    when it's 'still all very new'
                   Constant pressure and 'noise' withint your firm - don't give anyone an excuse not to know
                    about the new database, or how to use it
                   Concentrat on a couple of core users - some powerful people... their peer pressure will
                    filter down to other staff who will then want to use it to impress their boss!
                   Create a 'usergroup' of interested staff who can help steer and lead the database
                    development and takeup - nothing helps more than a few powerful people to give their
                    weight and pride
                   Make sure fieldnames in the database use familiar terms already in use within the firm
                   Ensure their is a best practice guideline - if you are in a law firm, lawyers seem to like
                    being told exactly what steps to take


'Stick' approach
                   'Name and Shame' lapsed and laggard users to their boss
                   Identify lapsed users for refresher training
                   Ask frequent users to chase their lapsed colleagues for everyone's benefit
                   Don't pay expenses until a ' meeting review' is added into the database
                   Get buy-in from the heads of departments – they'll force use within their teams




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                  Page 44 of 76 Pages
Appendix W            Example Database overview flyer


                                                                                            [insert your logo here]



Introducing [insert your name for the database]
The new database provides you with an overview of the firm's activity with
your contacts. It shows you who knows each client and contact, and who has
been meeting them. You can also view Marketing activity to your contacts.


 5 steps to getting the                       What will you be able              What details are held
 best from the new CRM                        to do with the new                 in the new CRM
 database                                     CRM database?                      database?


 Step 1                                       For the first time ever, you       The database holds the
 Ensure your contacts are in it               can see a full overview of         usual contact details like
                                              the firm's activity with each      name, job title, full address,
 Step 2                                       of your contacts.                  phone and fax numbers,
 Ensure you are listed as                                                        email addresses, and
 knowing all your contacts                    You'll be able to add              business interests.
                                              contacts and companies,
 Step 3                                       correct the information held,      Company details include;
 Ensure the details on your                   and get the details back out!      address, website, business
 contacts are correct                                                            sector, and client status.
                                              You can also tell the
 Step 4                                       database to notify you when      The database also holds value
 Choose which alerts you want to              activity happens to your         added information, for
 receive, so when activity                    contacts – for instance,         instance: who knows each
 happens to your contacts, you                when someone meets them          contact, who has met them.
 know about it                                (because more than one           Details of pitches to clients and
                                              person knows each contact),      prospects, or what
 Step 5                                       or they book onto an event.      opportunities are currently
 Use it. The database will be                                                  being managed are also stored
 more useful the more you and                 All mailings will go from the    in it. So long as you add your
 your colleagues use it and add               database, so ensure your         knowledge that is!
 details into it.                             contact's details are correct.




  More information on how to run a mailing, correcting the information and using the database will
            soon be available. If you have questions, please contact [insert details here]



Supporting examples from those very kind people at www.DatabaseFirst Aid.com                     Page 45 of 76 Pages
Appendix X            Example user types overview flyer /poster

                                                                                           [insert your logo here]



The new CRM database – ' Who can do what'

You won't need to spend hours learning how to use the database. You'll be
able to get the best from the database after 20 minutes training!


 Everyone                                    KEY users                         SUPER users


 Who?                                        Who?                              Who?
 Everyone in the firm                        Key Secretaries in each team      Marketing



 What can they do?                           What can they do?                 What can they do?
 After 20 minutes of training,               After an hour of training, you    1) Manage all the firm's
 you will be able to:                        will be able to:                     eMarketing and mailings

 1) View any information in it               1) Do everything everyone         2) Manage the firm's events
                                                can do, plus
 2) Add new contacts and                                                       3) Check the information
    companies,                               2) Edit the information on           being added is correct
                                                existing contacts and             and complies with the
 3) Add client meeting                          companies                         firm's guidelines
    information
                                             3) Add / remove contacts onto     4) Manage the firm's
 4) Add your name as knowing                    mailing lists                     centralised data
    contacts in the database                                                      verification projects
                                             4) Delete contacts and
 5) Choose which activity                       companies                      5) Run management reports
    notifications to receive                                                      for the firm on the usage
                                             5) Show the rest of your team        and data in it
 6) Download the details held                   how to do things
                                                                               6) Collate feedback and
                                                                                  manage developments



The benefits of this 3 tier approach are:
        Everyone needs access to the database, and limited access rights are also cost effective
        The majority of the firm can use it without hours of training
        All teams know a 'frequent user' so they can easily ask questions and update details
        Centralised mailings and data management enables a consistent approach


                   Training seminars, and a user guide will soon be available.
                    If you have questions, please contact [insert details here]



Supporting examples from those very kind people at www.DatabaseFirst Aid.com                   Page 46 of 76 Pages
Appendix Y              Database team and actions



'Manager'
           This role is based around ensuring the firm is using, and getting the best from the database:
                        Management, usage and integrity reports
                        Promoting the database (Guides / flyers / demo / training)
                        Developments / Licenses / invoices /
                        Budgets
                        List purchasing
                        Team Management
                        User admin (leavers and joiners)
                        Cover other positions as required



'Mailer'
           This role is based around the firm's direct marketing activity:
                        Prep and send eMarketing and postal mailings
                        Action returned bounces and returned post
                        Correct incorrectly added contacts / companies
                        Cover other positions as required
                        List queries and production



'Data Checker'
           This role is based around being the firm's data steward:
                        De-duplicate contact / companies
                        Daily, weekly and monthly data checks on
                        Delete contacts
                        Data importing
                        General amends
                        Cover other positions as required


           Mix and match the roles and actions as fit your organisation, but ensure you are covering the
           areas.




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                 Page 47 of 76 Pages
Appendix Z            Regular data checks and reporting


Daily:
           Data
                      Check details on newly added contacts


Weekly:
           Data
                      Check for duplicate contacts
                      Check for duplicate companies
                      Check for contacts added (that were recently been removed!)
                      Check contacts with any email oddities (commas, spaces etc)
                      Delete companies without any contacts
                      Check Priority Organisations have website listed
                      Check Priority Organisations have Business Sector classification
                      Check Priority Organisations have phone numbers


           Users
                      Ensure new joiners have access to database


Monthly:
           Data
                      Run regular activity review (who has been met etc)
                      Reports on data integrity statistics (missing data in key fields etc)
                      Reports on department activity with iContact

           Users
                      Chase staff where their contacts are missing; names / emails / job titles / addresses
                      Chase staff who incorrectly add contacts, companies of other information
                      Chase staff who have not used the database for [x] days / weeks / months
                      Ensure leaving staff have access withdraw to free up license
                      Ensure contacts of left staff are reallocated


Half yearly / yearly:
                    Print out each person's list of contacts for verification
                    Delete out-of-date / unwanted contacts and companies
                    Check key contacts at priority companies are in the database
                    Re-verify business interests / contact details directly with contacts
                    User satisfaction survey




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                   Page 48 of 76 Pages
Appendix ZA                                                           Example user satisfaction survey

Instructions
Select whichever option is closest to your view for each question or statement. If questions are not relevant,
go onto the next question. Answer honestly. There are no wrong answers, just your view.

You cannot be identified from the answers you give.

Q1. Which Position most closely describes your level?
                Position A
                Position B
                Position C
                Position D

Q2. Which Department most closely describes the one you work in?
               Department A
               Department B
               Department C
               Department D

Q3. Which Office most closely describes the one you work in?
                Office A
                Office B
                Office C

Q4. For each of the below statements, select if you agree or disagree (to the varying extents) with
each statement by selecting the relevant option (click on one circle for each statement)
                                                  Strongly Disagree
                                Mildly Disagree
Strongly Agree

                 Mildly Agree




                                                                    The new CRM database is useful

                                                                    The new CRM database is easy to use
                                                                    The new CRM database is quick to use
                                                                    The new CRM database has accurate data in it
                                                                    The new CRM database helps me understand the firm's activity with my contacts
                                                                    The new CRM database helps me understand the firm's activity with my clients
                                                                    The new CRM database helps me understand the firm's activity in my business sectors
                                                                    The new CRM database helps me promote my services
                                                                    Being able to choose which notifications I receive is useful
                                                                    I frequently review the automatic activity notifications that I am sent
                                                                    I frequently use the [insert feature] feature
                                                                    I frequently use the [insert feature] work feature
                                                                    There is good support about, and how to use the new CRM database
                                                                    I would like more training about the new CRM database

Please continue to page 2 of 2




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                                                                      Page 49 of 76 Pages
Q5. How often do you use the new CRM database?
                Daily
                Weekly
                Monthly
                Less than monthly
                Never
                N/A – someone else accesses it for me

Q6. If you do not use the new CRM database every month, why DON'T you use it?
                  It's not relevant to me
                  Don't like a centralised database
                  Don't like the new database
                  Don't know what the new database does
                  Don't know where to find the new database
                  Not been shown how to use the new database
                  Don't have time to use the new database
                  Don't have time to learn to use the new database
                  Haven't got round to using the new database yet
                  Someone else uses the new database for me
                  Don't need to know what happens to my contacts
                  I prefer to use my own contact list / database
                  Not enough information in the new database
                  Incorrect information in the new database
                  The new database is too slow
                  The new database is too complicated
                  The new database is too simple
                  It's stopping me promote my services
                  The new database procedures are too autocratic
                  Don't like having contacts in my calendar / contacts system AND the new database
                  Not enough people use the new database yet, so it can't be really useful to the firm

Q7. If you are using your personal contact list / database more than the new database, why is this?
                  The new CRM database it's not relevant to me
                  My database is quicker to use
                  My database is easier to use
                  My database has more accurate details in it
                  My database is easier to amend details on contact
                  I can email / mail from my database whenever I want has
                  I can use my database whenever I want
                  I can keep whatever information I want in my database
                  I don't like other users amending 'my' data
                  I don't like other users seeing 'my' data

Q8. What would persuade you to use the new CRM database more? (tick ALL relevant boxes)
               Just need a bit more time
               Show me what it can actually do for me
               Make it more useful to my needs (please tell us what in the feedback section )
               Get better information in it
               Reduce my administration levels when using it
               Take away all my alternatives
               Force me to use it
               I'll use it when more or my colleagues use it first

Q9. How would you make the new CRM database more useful for you?
Q10. We are keen to hear positive stories about the new database - Has it helped you in any way?
Q11. If you have feedback ( + or - ) about your answers in this survey, please put them here.
Thank you. To submit your response [insert instructions here]


Supporting examples from those very kind people at www.DatabaseFirst Aid.com                Page 50 of 76 Pages
Supporting material for:
Marketing with your new data and database

Appendix i – What is Client Relationship Management?
Appendix ii – Example 'flyer' to help your firm manage their Client Relationships
Appendix iii – Hints for getting more responses to Marketing
Appendix iv – How to create a targeted mailing list
Appendix v – Example 'flyer' to help your firm understand 'profiling'
Appendix vi – Example mailing objectives and review form
Appendix vii – Example 'flyer' to help your firm 'do a mailing' with the database
Appendix viii – Example Marketing letter to push clients towards eMarketing
Appendix ix – Example postcard to push clients towards eMarketing
Appendix x – Example email format for a 'one-off' Marketing email
Appendix xi – Example weekly email round-up Newsletter (HTML version)
Appendix xii – Example weekly email round-up Newsletter (text version)
Appendix xiii – Marketing cost estimates for email and post
Appendix xiv – SPAM and how to avoid your emails being stopped
Appendix xv – Persuading your firm to promote it’s services
Appendix xvi – Example Marketing letter format
Appendix xvii – A simple checklist to running a seminar
Appendix xviii – Example seminar response mechanism
Appendix xix – About the Data Protection Act
Appendix xx – Example Data Protection Act disclaimers for letters and emails
Appendix xxi – Promoting your services – Example Sales Call guide
Appendix xxii – Sales Call preparation points
Appendix xxiii – Communication to pre-warn about Sales Call




Supporting examples from those very kind people at www.DatabaseFirst Aid.com        Page 51 of 76 Pages
Appendix i – What is Client Relationship Management?



         CRM is about identifying, attracting and retaining the most valuable
         clients for profitable growth

The theory of CRM
               It's about identifying, attracting and retaining the most valuable clients for profitable growth
               Focus your efforts on prime prospects / targets
               Attract companies with high profit potential for the firm
               Focus efforts on key customers, create retention / rewards programmes
               Avoid poor prospects, those with low life profitability for the firm
               Once we know Client buying patterns – we target / cultivate similar firms
               Once we know what motivates our clients – we can offer them that
               Recommend services to customers, not just review purchasing habits
               Become a customer pull, not product / service push organisation
               Keep in mind that customers are an asset
               Need in-depth knowledge of customer base and keep it updated
               Profitable customers could be current, future, or lapsed high spenders, so nurture all
               Keep your best customers, getting new ones is very expensive
               Build relationships at the individual‟s level



What CRM means for you
               Attracting firms with high profit potential for your firm
               Offer what your client is interested in
               Be a client pull, not service push firm
               Form and build relationship with contacts
               Base services around markets, not your functions
               Track and measure results



Implementing CRM
               CRM is all encompassing, a project contained in 1 dept is doomed
               Have to analyse and fix processes first – then the IT systems suit those new processes
               Based around customers groupings, not internal / product functions
               Integrate the firm – no good mailing a contact from six different teams
               Start small, think big, integrate people and processes as you go
               Build customer focused Marketing programs
               Need to maintain a single view of the customer over all channels
               Be quick to respond to queries / complaints or pre-empt and advise client
               Need to monitor views of most valued customers
               Track programs and measure results




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                      Page 52 of 76 Pages
Appendix ii – Example 'flyer' to help your firm manage their Client Relationships


                                                                                         [your logo]


                 Manage your Client relationships

                 The new database provides you with an overview of the firm's
                 activity with your contacts. It shows you who knows each
                 client and contact, and who has been meeting them.

                 It also shows you the Marketing activity to your contacts. For
                 instance, if your contact has been sent briefings, or seminar
                 invites, and if they have attended the firm's events.


                   5 steps to getting              Find out what               What details are
                   the maximum                     activity is                 stored, and
                   benefit from the                happening with              what the
                   new CRM                         your contacts               database can do
                   database

                                                   The database                The database
                   Step 1                          gives you a full            holds the usual
                                                   overview of the             contact details
                   Ensure your
                                                   firm's activity with        like name,
                   contacts are in it
                                                   your contacts.              address, phone,
                                                                               emails, and
                                                                               business
                   Step 2
                                                   But you are not             interests to make
                   Ensure you are                  limited to only             targeting
                   listed as knowing               finding this out by         contacts
                   all your contacts               logging into the            interested in your
                                                   database.                   services easier.

                   Step 3
                                                  Personalise the              You can also use
                   Ensure the details                                          it to track who
                                                  database to your
                   on your contacts                                            you meet, your
                                                  needs. Tell it what
                   are correct                                                 opportunities and
                                                  you are interested in,
                                                  it will then tell you        pitch's for new
                                                  when that activity           work. See the
                   Step 4                         happens. So, for             'xyz' guide for
                   Choose which alerts            instance, if someone         more information
                   you want to receive            else meets your
                                                  contacts, or they
                                                  book onto an event,          The database will be
                   Step 5                         you can tell the             more useful the
                                                  database to email            more you and your
                  Use it                          you.                         colleagues use it.



                 Data quality is key
                   The more trustworthy the data, the more useful the CRM database is
                   to you. You need to help keep the details on your contact correct. If
                   you know your contact's details have changed, tell the database!




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                           Page 53 of 76 Pages
Appendix iii – Hints for getting more responses to Marketing


1st – Contact the right people
                        Contact people most likely to be interested in what you have to offer
                        Consider who is more likely to respond to your offer. For instance, there is no point in
                         spending £1,000's in extra mailing costs to invite all the contacts from Northern
                         England to an event in Bristol, when 95% of your respondents will be the South West


2nd – Make it tempting for them to reply
                        Answer the question every reader asks – "How will it benefit me?"
                        Devise a good offer and give it prominence
                        Add an additional offer if the one being promoted isn't enough (free xyz)
                        Ensure it is interesting, useful and relevant
                        Ensure it is timely and communications are regular
                        Ensure it is clear
                        Ensure it is tempting
                        Ensure it has a unique selling point to make it look different from the competition
                        Ensure the offer is not confused the offer
                        Services are intangible, so use testimonials in the letter, offer free consultancy, include
                         an incentive for replying, and outline the benefits of what you're offering. Phrases such
                         as 'all responses will be entered into a raffle', or 'how and why the seminar is vital' are
                         examples of how to promote the offer.


3rd – The communication itself
                        A reader takes 3 seconds to continue to read – or not
                        A reader looks at the title, who sent it, the P.S., flyers, pictures, then text (in that order)
                        Consider whether e-mail, mail, fax back or sole flyer is most appropriate
                        Convey your message clearly and quickly
                        3rd party endorsements and testimonials will help
                        A „PS‟ ensures the „key‟ message is read first and re-read last
                        Make letters easy to read and respond to
                        Include the Benefits of what you are offering
                        Make the important parts stand out
                        Letter should follow reader behaviour (Aware, Interest, Desire, Action)
                        Full Stops stop reader's reading any further.
                        Personalise the letters (markets / individuals)
                        Ask questions which the readers will say yes to
                        Sign letter in Blue ink for best results
                        Readers are impressed by facts
                        Tell the reader what they need to do
                        Subheadings break up letters and keep the reader moving – like good reports
                        Familiar envelope branding tempts readers open it
                        Different size, coloured and folded envelopes and letters make your mailing stand out
                        Expensive paper goes with a high value service
                        Length of Letter - Short letters are for those we know (as they already know about you)
                        Letters should copy the stages of buyer behaviour: Awareness, Interest, Desire, Action
                        Do not overcomplicate the letter. It should appeal to „Daily Mail‟ levels of readership
                        Marketing letters are very different to normal letters. Readers have not asked to
                         receive the communications - you need to consider response ease and reader fatigue


4th – Follow up
                        If you can track who is 'clicking' on which links in your email, do so
                        Follow-up with anyone who expressed an interest
                        Chase non responders




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                         Page 54 of 76 Pages
Appendix iv – How to create a targeted mailing list



    Stage 1 – Find all relevant contacts (where relevant)
             Step 1     Find people interested in the topic you are promoting
             Step 2     Find people who have attended relevant events
             Step 3     Find people previously requested relevant information on the topic
             Step 4     Find people working in companies involved in the topic you are promoting
             Step 5     Find people who were put on similar previous mailing lists (if it was tightly targeted)
             Step 6     Find people who are contacts of internal staff specialising in that topic
             Step 7     If you need to look externally, you can supplement internal lists with externally sourced
                        data, like subscription lists for relevant journals, or contacts in relevant companies from
                        companies house data


    Stage 2 – Now cut down the list (where relevant)
             Step 1     Limit by contacts who are most likely to be able to purchase your services (job level)
             Step 2     Limit by the most relevant contacts (job type)
             Step 3     Limit by contacts from your most attractive client and target organisations
             Step 4     Limit by geography
             Step 5     Remove anyone who does not have an email address (if emailing!)
             Step 6     Remove anyone asking you not to contact them


         You'll find this approach takes about 15 minutes to identify all the contacts, limit the list and send the
         email (if you have the text and information ready to email), compared to the hours and hours of
         hunting around different lists held before you combined it all into one database. It, of course all
         depends on verified and enhanced data held (a profile).


    This targeted approach will:
                     Save you time in creating a mailing list
                     Reduce the numbers mailed (and enable easier follow-ups)
                     Be quicker
                     Get you better response rates
                     Get you better quality responses
                     Reduce the amount of unwanted mail your clients receive (junk mail or SPAM)
                     Ensures your clients receive more information about what they want




Benefits of targeting
              Decide your goals – and get the list to mirror these goals. Large 'head turning' events get plenty
               of 'guests' from all sorts of firms, smaller events where you have targeted the firms most likely to
               purchase your services will give you the opportunity to talk to all of them
              80% of revenue comes from 20% of clients – so only focus your effort on that 20%. If 20% of
               your database is all you need, deleting 80% will make your life easier – it will be easier and
               quicker to find important information, to keep records up-to-date, to analyse your campaigns,
               and comply with the Data Protection Act if you hold less information
              Customers go to companies who understand or help them most




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                       Page 55 of 76 Pages
Appendix v – Example 'flyer' to help your firm understand 'profiling'


                                                                                             [your logo]


                 Profiling contacts – the benefits for you

                 The new database holds a great deal of information on your
                 contacts and clients. This extra knowledge held about each
                 individual builds up a picture about each contact, and makes it
                 easier to promote our services to them


                  Benefits of                      How to use a                How a 'profile'
                  'profiling'                      'profile' to                develops from the
                  compared to                      create a mailing            contact's
                  manually picking                 list                        information
                  individuals

                                                   Imagine you                 The database holds
                  Profiling is a very              need to find a list         the usual contact
                  accurate method of               of contacts for a           details like name,
                  finding relevant                 seminar about               address, phone,
                  individuals. Mainly              'xyz', held in              emails, and business
                  because the                      London.                     interests.
                  contacts that want to
                  hear from us, have
                  already told us what             With 'profiling',           The database also
                  they want to be told             you can search              holds details like,
                  about.                           the database for            who knows each
                                                   all contacts:               contact, who has
                                                                               met them, and any
                                                   1) interested in
                  Profiling is also                                            opportunity or pitch
                                                       that topic
                  quicker than any                                             for work to their
                  other method                     2) by relevant job          company.
                  (especially
                                                   3) in London
                  compared to sending
                  a note around the                4) with an email            Combining all this
                  firm, asking people                                          information creates a
                  to nominate their                5) known by the
                                                                               'profile' on each
                  contacts for the                     person or
                                                                               contact.
                  mailing).                            team hosting
                                                       the seminar
                                                   Creating a list             It is this profile that is
                  Profiling requires               using a profile             used when creating
                  less admin hassle                takes 5 minutes.            a mailing.
                  for everyone                     It will also get a
                  concerned (as                    far better
                  Marketing can easily             response rate
                  create a draft list of           that any other
                  the best fitting                 type of list
                  contacts to the                  picking!
                  search criteria).



                      NOTE: Profiling needs accurate data. Keep the details on your
                                      contacts correct and complete




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                                Page 56 of 76 Pages
Appendix vi – Example mailing objectives and review form


When you start to plan a mailing, complete this form, and review it afterwards. It will help focus your firm's
reasons for doing a mailing at all.



       Mailing Name

       Mailing Date
                                          __ __ / __ __ / 200__
       Mailing Requester

       Mailing Organiser




       Objectives
       Write in the objectives of
                                      
       this mailing, and tick
       when achieved
                                      
                                      
                                      
                                      
                                      



       Mailing size / responses                                                /
       How is this mailing different
       from the 100's of competing
       mailings?


       What benefits are there for
       contacts who take up this
       offer?

       What type of contacts is
       this mailing aimed at?
       (review 'profile chooser')




       POST CAMPAIGN


       What went well?



       What can be improved?




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                  Page 57 of 76 Pages
Appendix vii – Example 'flyer' to help your firm 'do a mailing' with the database




                                                                                          [your logo]


                 Step by step guide to doing a mailing with the
                 new database
                 With this new system of centralised mailings, it is more
                 effective for a standard process to be followed by everyone
                 (below). The database holds a great deal of information on
                 each contact. This 'profile' is used to base most of the mailing
                 lists on and is based on the details held about each contact.
                 This flyer will show you how 'to do a mailing'.


                 Step 1                            Step 3                      Step 6
                 State your                        Work with your              You 'sanity
                 objectives:                       usual Marketing             check' the list of
                                                   contact to discuss          contacts
                                                   your objectives,
                 1) ………………….                       budget and
                                                   promotional                 Step 7
                                                   material.
                                                                               Finalise the text
                                                                               for the covering
                 2) ………………….                       Step 4
                                                                               email or letter

                                                   Review the
                                                   'profile picker'            Step 8
                                                   (overleaf) to
                 3) ………………….                       choose the type             The database
                                                   of individual you           team will manage
                                                                               the mailing
                                                   are looking for

                 Step 2
                                                                               Step 9
                                                   Step 5
                 Identify who is the
                                                                               Remind non-
                 main contact from                 The database
                                                   team will produce           responders from
                 your department that
                                                   the most suitable           important clients
                 the Marketing team
                 need to liaise with               mailing list that
                                                   suits your
                                                   objectives                  Step 10
                                                                               Follow-up leads
                                                                               and review
                  ………………….…..



                 NOTE
                   Searches are based on a contact's detail. Like their Job Titles,
                   Company type, Business Interests, or who knows them. Ensure the
                   details on your contacts are correct and complete.




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                            Page 58 of 76 Pages
Appendix vii (continued)




Profile picker – choosing the right contacts for your mailing

INSTRUCTIONS:
Tick the option(s) in each question that you think will create the best mailing list. Skip irrelevant questions.


1) Tick how you want to send your communication
       By email           By Post

2) Tick which responsibility level(s) is relevant to your mailing
       Director            Manager              Executive                                     Admin


3) Tick the contact's indicated business interests that are relevant to your mailing
   [insert your 1st specialist service grouping here]
       [insert Interest]               [insert Interest]        [insert Interest]
       [insert Interest]               [insert Interest]        [insert Interest]
       [insert Interest]               [insert Interest]        [insert Interest]

   [insert your 2nd specialist service grouping here] etc etc
       [insert Interest]              [insert Interest]                         [insert Interest]
       [insert Interest]              [insert Interest]                         [insert Interest]
       [insert Interest]              [insert Interest]                         [insert Interest]


4) Tick the contact's indicated leisure interests if relevant to your mailing
       hobby                   hobby                 hobby                                               hobby
       hobby                   hobby                 hobby                                               hobby


5) Tick which contact's job function(s) are relevant to your mailing
       Accountants (Prof Services firm)      Human Resources                                Pensions
       Banking                               I.T.                                           Property
       Chairman / CEO / MD / President       Insurance                                      Stockbroker
       Company Secretariat / Treasurer       Legal                                          Venture Capitalist
       Engineering / Manufacturing           Marketing                                      Admin
       Finance                                                                               Other - state job title(s)


6) Tick which region(s) that contacts should be from [also choose countries, counties, and towns]
       [insert region]       [insert region]      [insert region]       [insert region]
       [insert region]       [insert region]      [insert region]       [insert region]

7) Tick which internal Department(s) the contacts are known to [also choose by office and / or person
       [insert department]           [insert department]     [insert department]
       [insert department]           [insert department]     [insert department]

8) Tick which Business Sector(s) you want companies to be from
       [insert business sector]     [insert business sector]  [insert business sector]
       [insert business sector]     [insert business sector]  [insert business sector]

9) Tick the attractiveness of the companies you want to target
       Client / Customer (Priority)  Prospect (Priority)                        Intermediaries (Priority)
       Client / Customer (Other)     Prospect (Other)                           Intermediaries (Other)




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                                   Page 59 of 76 Pages
Appendix viii – Example Marketing letter to push clients towards eMarketing



             [insert ID]

             [insert name]
             [insert job title]
             [insert company name]
             [insert address line 1]
             [insert address line 2]
             [insert town]
             [insert postcode]
             [insert county/country]


                                                                                                  [insert date]

             Dear [insert name],



             New service – free weekly email newsletter

             We place great emphasis on the very high service levels we offer. As part of this service, we
             run regular FREE seminars and produce many FREE publications and briefings.

             We have found that many of our clients are interested in a variety of the business areas our
             firm works in. To ensure our clients and contacts get to hear about these issues, we have
             produced a weekly summary email.

             When we have heard about a development that may affect you, or we have comment on
             significant issues, we will collate this news into the weekly email, so that you are also made
             aware of them. Details of coming seminars, workshops, or other events that we host will also
             be included in this weekly email.

             This update will only be sent by email and will be sent on [insert your preferred time and day of
             week]. If you wish to opt-into our weekly email and other emailed marketing communications,
             please write your email address below, and return this letter in the reply-paid envelope
             enclosed.




             Thank you, and I hope you enjoy the benefits this will offer you.
             Yours sincerely


             [insert your name]
             [insert your job title]



NOTE: You may want to include some similar text and put it in a postcard style format and insert that in
every mailing you do – so you don't have to do one separate mailing




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                  Page 60 of 76 Pages
Appendix ix – Example postcard to push clients towards eMarketing


Insert this postcard in every outbound postal communication you send.           This will help move everyone
towards your new email / newsletter style marketing activity




             New service – free weekly email summary newsletter
             When we hear about a development that may affect you, or we have comment on significant
             issues, we will collate this news into a new weekly email. It will also include details of coming
             seminars, workshops, or other events that we host. This weekly update will be sent by email
             on Friday afternoons and in time will replace all the ad hoc marketing emails and postal
             communications we send.

             If you wish to receive this weekly email, please write your name and email details below, and
             put this postcard into the post / reply-paid envelope enclosed (your preference). Thank you.

             Name: ……………………………………………..
             Job title: ……………………………………………..
             Company: ……………………………………………..
             eMail:




NOTE: on the reverse of the postcard, have your name and address and postage paid stamp




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                  Page 61 of 76 Pages
Appendix x – Example email format for a 'one-off' Marketing email




               To:




               SUBJECT: Put a short, punchy, and tempting title here



               TEXT:

               Dear [insert salutation],


               [insert a short, punchy, and tempting title here]


               [Insert short abstract of the topic being promoted here]


               Click here to read more:
               [insert link to more information – you should be able to track this link]


               [insert your favoured sign-off here]

               name
               title
               department
               phone and email contact details




Supporting examples from those very kind people at www.DatabaseFirst Aid.com               Page 62 of 76 Pages
Appendix xi – Example weekly email round-up Newsletter (HTML version)




Your Logo here

                                                                               [insert date]

       Weekly eNewsletter Round-up                                                              [Website link]
       Dear [insert salutation],                                                                [Events link]
                [insert standard introduction here]                                             [News link]

                                                                                                [insert link]
       Topic One title
              [insert short abstract of topic one here]                                         [insert link]
                More: [insert link to more information here]                                    [insert link]

                                                                                                [insert link]
       Topic Two title
              [insert short abstract of topic two here]
                                                                                                [contact us]
                Mmore: [insert link to more information here]


       Topic Three title
              [insert short abstract of topic three here]

                More: [insert link to more information here]


                And add as many topics as required



                [insert generic contact details here]
                [insert generic contact email address here]




[insert your data protection act disclaimer and details of your company here (in small type font)]


NOTE:   A text version could follow the same format as this HTML style, just without any graphics (most
        database / contact management systems have HTML / text capability for eMarketing)
NOTE 2: The more graphics you have, the slower it is for the reader to open your email, so even if you have
        HTML capability, limit the number of graphics in your email. You can colour the columns (as this
        simple example above shows) rather than inserting a colour graphical bar.
NOTE 3: The grey surrounds would ideally be replaced by your corporate colours.




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                   Page 63 of 76 Pages
Appendix xii – Example weekly email round-up Newsletter (text version)




               To:


               email subject: Weekly eNewsletter Round-up


               [insert date]


               Weekly eNewsletter Round-up

               [insert standard introduction here]

               [insert generic greeting here]
               [insert generic contact details here]
               [insert generic contact email address here]


               -------------
               Topic One title
               [insert short abstract of topic 1 here]

               More: [insert URL link to more information here]

               -------------
               Topic Two title
               [insert short abstract of topic 2 here]

               More: [insert URL link to more information here]

               -------------

               Add as many topics as required

               -------------


               [insert your data protection act disclaimer and details of your company (in small type
               font), and option to opt-out of the communication here]




HINT: Don't attach files to your emails, they take up your computer memory and increase the time it takes
the reader to open the email. Attachments are also stopped more often by SPAM filters. Add any
documents you want into your website, and provide a link to that document / more information. You can then
track how many people visit that page on your website and judge how successful that campaign was!




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                Page 64 of 76 Pages
Appendix xiii – Marketing cost estimates for email and post



1) Estimated costs of eMarketing campaign
                    1p per email to send




2) Estimated costs of a postal campaign (per letter sent)
                    21p-30p     Postage stamp
                    1p          Letterhead (plus additional sheet for response)
                    5p          Envelopes
                    5p          Fulfilment (inserting)

Total direct costs for a postal marketing campaign per letter sent are 25p – 41p per letter. You need to add
these indirect costs onto this, these include: Human time, Courier, Hardware (printer) depreciation, Flyer
print costs, printer cartridge, fulfilment handling charge (below) / Royal mail mailsort costs.




3) Estimated price of mailing fulfilment
          Activity                                                                              Cost
                                        nd
          A4 personalised letter, a 2 corresponding personalised A4 sheet, insert and seal      6p each
          into C4 envelope
          OR
          A4 personalised letter, folded, stick corresponding label onto a TWO fold invite      9p each
          card, insert and seal into C5 envelope


          Additional A4 sheet to insert into C4 envelope, or fold & insert into C5 envelope     1p each

          Additional invite card (TWO folds) with corresponding label, insert into C4 or C5     2p each
          envelope


          Cost of white windowed C5 envelope                                                    5p each
          OR
          Cost of white windowed C4 envelope                                                    6p each


          Stapling two sheets together                                                          1p each

          Stamping the envelope with the pre-paid stamp (you might want to get pre printed      1p each
          envelopes)


          Cost of pick-up from Office / delivery to Post office                                 £15

          Minimum „stuffing and sealing cost‟                                                   £30



Note:    Prices are estimates based on experience. Prices change depending on size of mailing, and who you use




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                  Page 65 of 76 Pages
Appendix xiv – SPAM and how to avoid your emails being stopped


SPAM avoidance
When you do emailings, your emails will pass SPAM filets - mainly SPAM filters employed by other
companies - to stop their employees getting junk emails all day. Because you are also sending business
emails - your emails will also pass through these SPAM filters.

SPAM filters (email junk mail) look at the email and put a 'point' for each dubious instance they find. If your
email has too many 'points', your email will be stopped, and your intended reader won't eve know you sent it.


DON'T…
include attachments
include pictures
send emails to hundred of people at the same organisation
send emails to thousands of people with the same subject line
use swear words, like "you know exactly what I mean,, I don't need to write obscenities here !"
use sex related words, like "sex discrimination act"
use age related words, like "under 18"
use terms, like "click here…", "Free", "book now"



DO…
target
personalise
use plain text emails (yes really – boring to look at, but every email can read them!)




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                 Page 66 of 76 Pages
Appendix xv – Persuading your firm to promote it’s services


Carrot approach
Show them the benefits of putting something out to clients and prospects:
- It keeps your target audience 'warm' - ie. They remember your name
- It will helps sell more of your services to your contacts
- keeping regular contact with your contacts increases your chances they will give you work

Work with the teams that want to promote their services first

Write the update for them based on what you hear them talking about / in the news / happening at

Get a lower down member of staff to write the update / email alert newsflash and the relevant Partner just to
OK it - so they don't have any workload issues


Stick approach
Create a weekly / monthly update that goes to client and prospects, tell them this is what you'll be doing,
then you've got to carry on even if a short update

Persuade your firm to put 'promoting their services' into the appraisal process




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                  Page 67 of 76 Pages
Appendix xvi – Example Marketing letter format




                    [insert name]
                    [insert job title]
                    [insert company name]
                    [insert address line 1]
                    [insert address line 2]
                    [insert town]
                    [insert postcode]
                    [insert county/country]


                                                                                         [insert date]

                    Dear [insert name],



                    Put a short, punchy, and tempting title here

                    [Insert main feature of what you are promoting here]


                    [insert persuasion / testimonials here]


                    [insert call to action – tell the reader what you want them to do here]




                    Thank you, and I hope you enjoy the benefits this will offer you.

                    Yours sincerely


                    (signature)


                    [insert   your name]
                    [insert   your job title]
                    [insert   your deparment]
                    [insert   your contact details]



                    [insert P.S. here – insert the most important point again to ensure it is re-
                    read]




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                        Page 68 of 76 Pages
Appendix xvii – A simple checklist to running a seminar

If you've never organised an event before, this simple checklist will give you an idea of what to do ,
and when. It isn't a full list – as all events are slightly different.



              12 weeks before
                      Discuss objectives, budget, timescales, deadlines,
                         Book venue, equipment, catering, photographer
                         Prep topics, contents, times, speakers, list & flyer, displays
              8 weeks before
                      Confirm date, room, A/V rehearsal with hosts
                         Produce speakers' brief and rehearsal / event literature?
                         Send invites (or contacts will think they are on your 'B' list)
                         Send confirmations of the booking request as they come in

              4 Weeks
                         Monitor replies
                         Chase none responders
                         Prepare press release
              1 Week
                        send joining instructions
                        Inform interested staff about who is attending
                        Prep handout material and delegate list
                        Confirm catering, menus, table plan, badges, place cards
                        Prep event delegate feedback Questionnaire
                        Prep background on delegates (from CRM database) for hosts
              Just before the Event
                      Brief hosts, sort badges, have spare badges, reservation signs for
                     late arrivals, pens, paper & handouts available, usher delegates to
                     front, greet everyone

              At the event
                       Ensure a senior host greets guests
                        Ensure hosts mingle during breakout sessions
                        Get hosts to 'work the room' – meet desirable delegates
                        Don't give out delegate lists to delegates
              After the Event
                       Review attendee / Follow up leads / Review successes
                        Ask delegates for feedback on event
                        Update database with no shows details

Bear in mind:
    It takes 3 seconds to make an impression
    Audience "concentration threshold" is 40 minutes
    Audience "boredom threshold" is 20 minutes



Supporting examples from those very kind people at www.DatabaseFirst Aid.com                Page 69 of 76 Pages
Appendix xviii – Example seminar response mechanism


                                                                                         Your logo

       Booking Form
           insert event name and topic
           insert venue name / location / date


       To reserve a place, please follow these 4 steps:
       Step 1 – Tick the relevant box (below)
                       Please reserve me a place

                       I am unable to attend, but wish to receive information on the topic


       Step 2 – Add your details
                      Title                   Firstname                        Surname

                  Position

                Company

                 Address



                     Town                                 Postcode


       Step 3 – Add your email
                   (Confirmation of your booking and joining instructions will be sent by email)




       Step 4 – Fax this booking form to:
                          FAO: [insert name]
                          Fax number: [insert fax number]
                          or send to: [insert name and address]

                                   Insert data protection act disclaimer here


note: you can tailor this reply form to use on a normal mailing. If posting – you can merge the person's
details into the booking form – so all they need to is 'tick' the option and return




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                    Page 70 of 76 Pages
Appendix xix – About the Data Protection Act




The principles of the Data Protection Act
                    Personal data shall be processed fairly and lawfully
                    Personal data shall be obtained only for one or more specified and lawful purposes, and
                     shall not be further processed in any manner incompatible with that purpose or those
                     purposes.
                    Personal data shall be adequate, relevant and not excessive in relation to the purpose or
                     purposes for which they are processed.
                    Personal data shall be accurate and, where necessary, kept up to date.
                    Personal data processed for any purpose or purposes shall not be kept for longer than is
                     necessary for that purpose or those purposes.
                    Personal data shall be processed in accordance with the rights of data subjects under this
                     Act.
                    Appropriate technical and organisational measures shall be taken against unauthorised or
                     unlawful processing of personal data and against accidental loss or destruction of, or
                     damage to, personal data.
                    Personal data shall not be transferred to a country or territory outside the European
                     Economic Area unless that country or territory ensures an adequate level of protection for
                     the rights and freedoms of data subjects in relation to the processing of personal data.


What this means for you
                      As you are likely to deal with contacts at companies you know, when you collect details
                      from them (i.e. their business card), you can presume this is implied consent that their
                      details can go on your database. I'm no legal expert, but it makes good business sense
                      to make sure your contacts know you will be capturing their email addresses so you can
                      start emailing them, rather than sending marketing communications through the post.

                      If you deal with individuals, it's a different matter - their data is protected vigorously, but
                      sending them a data capture form and only sending them information they are interested
                      in is OK.

                      If you buy mailing lists, make sure it is from reputable sources that have told their
                      contacts they will divulging their details to 3rd parties.

                      When you buy lists, either; 1) don't import them into your database – simply mail from the
                      list you've bought, and only add the responses you get into your database, or 2) add them
                      in, but make sure you know which ones they are – so you then remove them when your
                      license runs out for that data (you don't delete the contacts that have made contact with
                      you)




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                       Page 71 of 76 Pages
Appendix xx – Example Data Protection Act disclaimers for letters and emails


This is not legal advice, it is simply a common sense approach to the business issues we all face.

You won't need all the bits in these disclaimers – take what you need


These disclaimers may look onerous, but you should generally tell the reader what happens to their details,
and the options they have. And this is nearly as short as they get – especially if you are doing sophisticated
eMarketing. If you are unsure as to what disclaimer you should have, visit www.allaboutcookies.org or
www.informationcommission.org


Don't forget, make the text small so it's not imposing - you have to tell the reader what's happening to their
data, not make it more prominent than the service you are promoting. Feel free to alter the text to suit your
needs.



Nice easy, full covering or basic marketing communication emails
            DATA PROTECTION: Your details are held in [insert your company name here] central marketing
            database. Should you wish to be removed from this database, or remain on it, but not receive
            email, postal marketing, fax or phone marketing communications, please return this email, stating
            this. [insert your company name here] will not sell your details to third parties, but do occasionally
            enter into joint projects with other organisations so that we can offer a fuller service to you, for
            instance, joint seminars. If you do not want your details to be passed onto our business partners at
            these times, please tell us.



For marketing emails where you track what readers click on (delete areas that are not applicable)
           DATA PROTECTION: Your details are held in [insert your company name here] central marketing
           database. Should you wish to be removed from this database, or remain on it, but not receive
           email, postal marketing, fax or phone marketing communications, please return this email, stating
           this. [insert your company name here] will not sell your details to third parties, but do occasionally
           enter into joint projects with other organisations so that we can offer a fuller service to you, for
           instance, joint seminars. If you do not want your details to be passed onto our business partners at
           these times, please tell us. From time to time, [insert your company name here] may track how
           many of the outbound emails that it sends as part of it's Marketing communication activity, are
           opened, or the link to more information is clicked on. This is to improve the service and
           communications that you receive. This information is not passed onto 3rd parties, and is only used
           to ensure that, in the longer term, you receive less irrelevant email. This activity does not harm
           your computer in any way, nor does it leave any software on your computer. This tracking
           software will not track if you forward your email, and it will not track who you forward it to, and it
           will NOT add a cookie to your computer. It will only track if you open the email, or click on the link
           to more information. If you do not wish to allow our marketing email software to record this
           information, you need to disable HTML images or refuse HTML (select Text only) emails via your
           email software.


   Don't forget – pick bits out from this that suit your needs – you won't need all of it. Basic areas to cover are
   that the reader can opt out of your communications.




   Supporting examples from those very kind people at www.DatabaseFirst Aid.com                   Page 72 of 76 Pages
Appendix xxi – Promoting your services – Example Sales Call guide




Fill in one form for each contact you speak to…



          Contact name:                                                    Company:


          Job Title:                                                       Tel No:




       Who made call



       Date of call:




             Objectives of call
             (tick when done)
                                        
                                        
                                        



          What was discussed                                                          Action points




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                          Page 73 of 76 Pages
Appendix xxii – Sales Call preparation points


Route of 'sales lead' development

Step 1
             Send email / letter (seminar invitation / briefing)


Step 2
             Send follow up communication to event delegates
             OR
             Send follow-up communication to key contacts who were originally sent the briefing

             In both cases, indicate you will be calling to see if you can help them. Offer a reply ability, and ask
             them if they have a preferred time and data to call, otherwise you'll call on [insert timeframe]


Step 3
             Call them


Step 4
             Follow-up on any action points




Pre 'Call'
                    Practise
                    Prepare ideas & questions (not script)


They'll be thinking…...
               who's calling me?
               why are they calling me?
               where did they get my number?
               why should I listen?
               what's in it for me?


The 'Call'
                    Relax
                    Speak clearly and slowly
                    Show an interest in them and use words they use
                    Change questions depending on answers
                    You may not be able to answer all their questions
                    Call the contact when it suits them best


After the 'Call'
                    Add the call details into your CRM database
                    Follow up where required




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                      Page 74 of 76 Pages
Appendix xxiii – Communication to pre-warn about Sales Call

(This can be either letter or email, for briefing or seminar, although this example shows an email follow
on from a seminar)




               [insert name]
               [insert job title]
               [insert company name]
               [insert address line 1]
               [insert address line 2]
               [insert town]
               [insert postcode]
               [insert county/country]



               Dear [insert name],

               Follow-up from [insert seminar name]

               You have recently attended [insert seminar name] on [insert date and time] at [insert
               venue] that our firm hosted. I do hope you found it informative and useful.

               I enjoyed speaking to you during the break, and was especially interested in your
               [insert relevant story that they mentioned here]. This is something I have some
               experience of, as I've worked on [insert previous job experience here].

               If I may, I would like to call you to discuss how I can help you. If you have a time
               and date preference for when I call you, please do say, otherwise I will call you
               between [insert dates and times here].


               Thank you, and I look forward to speaking with you again

               Yours sincerely




               [insert   your full name]
               [insert   your job title]
               [insert   your department / team]
               [insert   your phone contact details]
               [insert   your email contact details]




Supporting examples from those very kind people at www.DatabaseFirst Aid.com                 Page 75 of 76 Pages
Supporting examples from those very kind people at www.DatabaseFirst Aid.com   Page 76 of 76 Pages

				
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