reports

Database Marketing/Relationship Marketing

How to Maximize the Value of Outdoor Recreation Customers After the Sale — Outdoor recreation marketers often spend significant dollars attracting new customers, but then fail to capitalize on their investment once those individuals become customers. This report discusses the reasons why many marketers fail to devote sufficient attention to current customers and offers 22 ideas for maximizing the value of outdoor recreation enthusiasts once they become customers.

How Outdoor Recreation Companies Can Develop an Effective Database Marketing Program Targeted tto Dealers — This report explains the basics of database marketing from an outdoor recreation standpoint and shows how it may be used by manufacturers in communicating with dealers. This report describes the typical steps in the database marketing process and the benefits of a program. It covers how to obtain data for the database, what data to gather, how to obtain cooperation from distributors, communicating with current dealers and using database marketing to recruit new dealers. Lastly, the report discusses the role the Internet and other forms of interactive marketing play in database marketing.

How Outdoor Recreation Marketers Can Bond With Customers to Maximize Loyalty and Profits — Customer bonding helps companies solidify relationships with customers. The report explains the five levels of customer bonding and how to reach the top levels through database marketing. It discusses eight benefits of customer bonding for outdoor recreation marketers including maximizing customer loyalty, increasing income from customers, reducing marketing costs and getting current customers to recruit new customers. The report contains examples of successful customer bonding programs in a variety of industries and presents ideas on how outdoor recreation companies can bond with their customers.

How to Estabish a Great Inquiry Fulfillment System in the Outdoor Sports and Recreation Industry — If your company generates consumer inquiries from its advertising, you will be interested in this report. It is divided into three main sections. The first section provides an analysis of the 14 components of a great inquiry fulfillment system and what outdoor recreation companies can do to make their systems more successful. Another section provides a checklist for evaluating a current inquiry fulfillment system or establishing a new one. The third section is what really makes this report unique. Swanson Russell's researchers responded, as consumers, to the magazine advertisements of more than 150 outdoor recreation companies in a variety of product categories. After responding to the advertisements by mail or telephone, we tracked and analyzed the fulfillment of each inquiry. The results are reported in this third section.

How Outdoor Recreation Footwear Marketers Can Establish a Great Inquiry Fulfillment System Using Traditional and Interactive Tools — This report serves as a guide and measuring stick for outdoor recreation footwear marketers when establishing or evaluating an inquiry fulfillment system. The report covers advertising and other information inquiries received and fulfilled by mail, telephone and e-mail. The report includes the findings of a study regarding the inquiry fulfillment performance of more than 50 footwear marketers.