Treat Databases Like New Shoes
When I started Livingston Communications, I had a little more than 170 contacts in my database. I’ve almost doubled that in 6 months. It’s my goal to have 1000 marketing contacts in my database by year end 2007.
According to Gitomer’s Little Black Book of Connections, having less than 1000 database contacts means that you are not sufficiently networked in your business community of interest. I’d have to agree with that statement.
The value of the database in marketing is often downplayed in favor of sexier conversation about branding, or PR versus advertising. Unfortunately, the most delinquent practitioners of database management are agencies. I don’t think any of the agencies I ever worked in were savvy about database management, parsing their contacts, or using them effectively to maintain relationships.
For many agencies, self-promotion is the shoemaker’s ugly stepchild. The kid's shows have holes in them, flat-out worn until the soles fall off. To me, agency promo is extremely important. Once I get to 20-25 hours a week billable, it’s time to get 1099ers or eventually hire someone so I can refocus on new business.
Truthfully, if I focused on executing all of my scopes of work all of the time, I would have some intense peaks and valleys for business. Get some, work it, then have to find new stuff once the projects were complete. This is a big danger for entrepreneurs. And it is also counter productive towards my vision of building an agency. That’s why it’s great to have #1 on board.
I am tired, and hope to get some time this evening to rest. It was a crazy busy weekend, following an even busier week. I am also starting to plan a little vacation for the end of the year. R&R is a must. But until I get there, it’s time to trudge the road of happy destiny. Stopping is not an option, this is what it means to commit to something.
“Whoever said anybody has a right to give up?”
- Marian Wright Edelman
“We mutually pledge to each other our lives, our fortunes, and our sacred honour.”
-Thomas Jefferson, Declaration of Independence