Database marketing can never be underestimated. Just recently, I was invited to talk to an accountantÕs client on marketing and how he could boost sales at his video store. I asked him four questions and got ÒnoÓ for every answer. When was the last time you wrote to your existing clientele? Never? But he added with enthusiasm, ÒI did a leaflet drop eight weeks ago, but I didnÕt get one response.Ó And he was wondering why his sales were in decline. He was at an accountantÕs when he should have been consulting a marketer. One of the many guerrilla marketing weapons Ñ and usually the most powerful Ñ is in the power of your database. If people would like a free copy of 22 Guerrilla Marketing Weapons, email info@guerrillamarketing.com.au and indicate 22 weapons in your message box. Businesses are sitting on gold mines of their own existing clients and doing nothing to use it. It wonÕt surprise expert marketers who read Ad News, but fewer than 20% of Australian businesses write to their clients on a regular basis. Stuart OÕNeill School of Guerrilla Marketing
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