Fleet Marketing Database Program
About the ProgramHavill and Company, Inc. is now offering a comprehensive package of marketing services in support of your commercial fleet sales activities. This refined program grew out of five years of syndicated market research sponsored by our nation's largest vehicle manufacturing, leasing, TBA, and major oil companies.
The purpose of the Fleet Marketing Database program is to measurably increase market share and customer retention with powerful, but easy to use marketing tools. The program will reduce lead acquisition costs with the goal of allowing you to maintain current marketing budget levels.
The most common problems facing marketers are identifying prospects that have the potential of becoming profitable customers and building loyalty after they have signed on to your program. Havill and Company, Inc. have developed a simple and effective process for ensuring these problems are overcome:
Characterize Your Current Customers - Through our relationship with Dun & Bradstreet, our company maintains an updated database of 8 million businesses across the United States that are determined to have one or more fleet vehicles or fleet vehicle requirements. Each record is enhanced with consumption data from our syndicated address, telephone number, annual sales volume, number of employees, years in business, type of business, number of light, medium, and heavy duty vehicles, and monthly gasoline and diesel fuel consumption. We compare a database of your current customers to this file, then generate a demographic profile of your "good customer."
Identify Market Opportunities - Our commercial fleet file is enabled with a powerful mapping program that makes it possible for us to add a database of your current outlet locations and define your marketing areas. Combined with your good customer profile, we are able to generate reports that identify market opportunities by showing the volume of business and your market share around facility locations and for the cities and counties where you market. These reports allow you to focus marketing activities on areas with the greatest potential for acquiring new customers.
Target Prospects That Look Like Good Customers (see Client File Specifications) - By acquiring your active prospects, we are able to compile a robust database of prospects that look like good customers, but are neither customers nor active prospects. This database is updated and provided to you on CD-ROM. As a program option, it can also be posted on a secure website, available to your entire organization of sales reps and partners. Targeting the best prospects in the most attractive markets greatly increases sales productivity.
While short term sales gains are important, the long term benefits of increasing market penetration and customer loyalty may be even more appealing, because they accrue from sustained marketing campaigns over a period of time. The strategic marketing objectives of this program are to:
Establish Annual Performance Benchmarks - Many executives believe that you can't improve what you can't measure. Because this program measures both customer and market activity, it provides valuable benchmarks of market penetration and customer retention on an annual basis. These reports can be generated by sales territory and facility, allowing you to evaluate the performance of both outlet locations and sales reps.
Create a Robust Central Customer-Prospect Database - Central marketing databases are a company asset. They provide a common repository for storing both customer and prospect intelligence. Over time, this leads to greater sales effectiveness and market knowledge that is retained by your business when employees retire or leave the company.
- Provide Your Company Access to Value Added Marketing Services - Subscribers to our commercial fleet marketing program have access to value added services including: Internet lead delivery, customer relationship management (CRM), lead qualification, telemarketing, direct mail, campaign management, and customer satisfaction surveys. An Internet version of the popular GoldMine CRM program is available, allowing your company to avoid the software expense and technical support associated with maintaining an in-house system.
Market Opportunity and Penetration Reports (see sample reports) - Five market opportunity tables are provided. Each table provides the number of fleet operators, vehicles, and monthly fuel consumption by customer and prospect. The five market opportunity tables are:
1.1 Table I - Geographic Area
1.2 Table II - Market Segment (business type)
1.3 Table III - Fleet Size
1.4 Table IV - Vehicle Type
1.5 Table V - Fuel Type
Customer Profile Report (see sample reports) - The customer profile report provides you with additional demographic statistics beyond those provided in the market opportunity tables. Information from the good customer profile offers our clients a look at their customer base from a perspective often unavailable to them. Key customer demographics provided include:
2.1 Company ownership (sole proprietorship, partnership, corporation)
2.2 Distance from facility outlet
2.3 SIC Code grouping
2.4 Number of employees
2.5 Number of years in business
2.6 Sales revenue
2.7 Single location, branch location, headquarter location
Results from the customer profile often reveal attractive market segments previously unrealized. On the other hand, the profile may refute certain demographic indicators previously thought to be characteristics of good customers. The customer profile report is a valuable tool for focusing your prospecting efforts.
Annual Market Performance Evaluation - The purpose of this annual evaluation is to determine which prospective fleets to include in the next annual marketing cycle. This is a joint evaluation between our consultants and your management team that primarily focuses on gaps where outlet density is high but market penetration is low. The result of this evaluation is the selection criteria for a refreshed prospect database.
- Compiled and Updated Central Fleet Marketing Database - Fresh new leads drive sales growth and profitability. It is important, however, that these new leads "look like" good customers. Of course, current customers and active prospects should be excluded. The analysis in the deliverables described above provides the intelligence needed to annually revise your prospect record selection criteria and, in turn, refresh your company's central fleet marketing database. Prospect records can be designated to sales reps based on a variety of geographic boundaries. Every client receives a CD-ROM containing the latest available updates to their central database. File formats compatible with all major database management software and CRM applications are available.
Program subscribers can expect to receive their market opportunity reports, customer profile report, and updated central database within sixty to ninety days of their order date. Our project workflow requires new subscription be processed once a month. Please refer to the timetable below.
Activity Time Period
Compile clients' files for orders received during previous month Project Start
Submit clients' customer file to D&B for DUNS # assignment Week 3-7
Develop Market Opportunity and Customer Profile Reports Week 8-9
Conduct Market Performance Evaluation Week 10
Compile/update central database and ship Week 12
From our experience, we know the extent to which computers are used in the marketing and sales departments of client organizations varies widely. Some clients have integrated CRM and customer service systems, but lack the comprehensive fleet market database that this program offers.
Other clients take a decentralized approach to marketing, relying on individual sales reps and partner organizations to manage their own sales activities. These clients benefit from the Internet options of the program, which provide access to the database over a secured website. With the optional CRM web service, clients can manage their marketing campaigns over the Internet. This option is attractive to clients looking for a rapid CRM implementation without investing in software, computers, and technical support personnel.
Regardless of how clients systems are configured, the value of building a central database grows over time as market intelligence is updated and enhanced. Many new program subscribers begin with limited customer, active prospect, and outlet databases. These clients realize significant increases in marketing and sales effectiveness as this data becomes available.
Havill & Company offers a variety of additional products and services that complement the deliverables of our standard commercial fleet marketing program. Additional information and pricing is available upon request for the following program options:
Internet Database Delivery System - Subscribers interested in providing any combination of the market opportunity reports, customer profile reports, central marketing database, or specific sales leads to traveling sales reps, remote territory managers, and partner organizations, can do so using our Internet database delivery system. All of the information available with our standard commercial fleet marketing program can be posted on a secured client specific website. Users can log on to view market opportunity reports, customer profiles, and download sales leads.
Market Maps - In addition to receiving market opportunity and customer profile reports in tabular form, prospect, customer, and facility records can be plotted using our geographic information system (GIS) software and displayed in the form of market maps. Prospects and customers can be thematically designated to reflect a variety of demographic characteristics (fleet size, consumption, business type, etc.).
Site Analysis for Locating New Facilities - Our site location analysis provides additional levels of sophistication to your market opportunity reports. We begin by using our GIS software to plot your customers and prospects. Then we add additional market data, including: traffic counts, industrial parks, and competitor locations. Once we've plotted all of the market data, we identify several potential site locations. The reports contain detailed maps along with supporting data tables. Conclusions and recommendations are also provided.
Direct Marketing Services - Our consultants can provide a variety of direct marketing services to support your internal marketing and sales program.
4.1 Lead Qualification - After selecting your new prospect records, our staff of executive interviewers can qualify your leads by verifying contact information and conducting a brief survey designed to evaluate each prospect's fit with your offering.
4.2 Direct Mail - Havill & Company can also coordinate and manage both small and large direct mail drops.
GoldMine CRM Solutions - Havill & Company provides a number of CRM solutions using the GoldMine Software suite of products. Companies that have not yet implemented a CRM system will realize noticeable improvements, including: management of their central marketing database, organizational communication, sales rep productivity, and ultimately, customer acquisition and retention. We can implement systems that are managed in-house, or clients can outsource their CRM needs through our GoldMine ASP program.
5.1 In-House Systems - Companies can commission Havill & Company to design, develop, and implement GoldMine marketing, sales, and customer service systems. Our consultants follow an effective approach for designing a system that meets the client's specific business needs. Systems are developed to support existing processes and reporting requirements. Our technicians then install the system and train both users and administrators at our client's facility. On-demand, personal technical support is also available.
5.2 ASP Services - Companies wishing to outsource their CRM system can subscribe to our GoldMine ASP program. An affordable monthly subscription is an effective solution for smaller companies without the in-house technology resources available to support an internal system. Subscribers can sign up for our standard fleet marketing system or our consultants can design an Internet-based GoldMine solution to meet your specific marketing, sales, or customer service needs.
5.3 Wireless Palm Support - Many sales reps have recently adopted palm devices as tools to keep track of customer related contact information, activities, and communication. GoldMine's Everywhere server supports wireless palm sychronization of your Palm Pilot address book, calendar, to-dos, and e-mail.
Customer Satisfaction Benchmarking - Successful marketers are sure to have a good understanding of their customers' satisfaction. Our market research department is available to conduct periodic customer satisfaction surveys that enable clients to effectively monitor their customers' attitudes and opinions regarding quality and service.
In the past, our marketing service have predominately only been affordable to national and multi-state marketers. This program offers exclusive rights to small marketers. It also allows us the opportunity to aggregate small marketer contracts, and process them as if they were a larger business, thus avoiding conflicts of interest and gaining economies of scale. Importantly, subscribers have access to the same marketing programs utilized by large national marketers.
If you are interested in receiving a customized program quotation, we will need to collect some basic information about your marketing and sales practices including:
Market area Number of sales reps Number of fuel stations Current marketing database statistics Current customer relationship management tools Once we have an understanding of your organization we will be able to submit a program quotation for your company's review.
For more information, please contact Justin Zohn at (419) 841-2244.
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Havill &
Company, Inc.
3178 North Republic Boulevard
Toledo, Ohio 43615
Phone: (419) 841-2244
Fax: (419) 841-2211
©1999 Havill & Company, Inc.
