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Database your way to business success


18 September 2008

Database your way to business success

Frustration over outdated information on a business database has prompted a Hawke’s Bay company to develop one of the most up-to-date and comprehensive databases available.

Lead generation company, Ninety-Nine Corporation has spent several months developing a database of more than 7,500 Hawke’s Bay businesses, and the good news is the database could soon be yours.

When Sophie Stewart formed Ninety-Nine Corporation in 2006 she invested in existing databases to start building her business.

“I bought a couple of databases but they were out of date, there were even people on it who had died! The lists also seemed to be missing the details of so many businesses, so I thought why not develop a decent database myself,” says Sophie.

It was a hugely ambitious task to tackle.

Sounds simple, but Sophie says it took six staff hundreds of hours researching and ringing businesses to develop the database. Now it has been created one of Sophie’s team is continuously updating the database on an ongoing basis.

“Keeping a database up to date is vital to its success. Research shows on average people change their jobs every four years, so if you have a database of 1,000 people that’s at least 250 entries that need updating annually.”

The database includes a company’s name and type of business/business focus, mailing address including postcodes, the decision maker’s name and title, phone and fax numbers, website details and the majority have the number of staff the company employs. Because of anti-spam legislation the businesses email address are not included.

Sophie says while some businesses in Hawke’s Bay have up-to-date extensive databases they are not for sale and she wanted to be able to offer this service to other businesses. She has ensured the database is cost effective, with leads from as little as 70 cents each.

“Databases are such a versatile communication tool. They are perfect for touching base with existing clients, or generating new business leads and in turn appointments, as well as for businesses that have no client base.”

Sophie says businesses have the option of using the database themselves or contracting Ninety-Nine Corporation staff to make the initial phone calls for them to prospective leads.

The database addresses can also be used for direct mail campaigns.

“If you are going to go to the expense of undertaking a direct mail campaign it makes sense to ensure the database you use is as up-to-date as possible to minimise the number of returned mail.”

Ninety-Nine Corporation can tailor a database to a client’s specific needs, whether it is for certain areas of Hawke’s Bay, businesses with a particular number of employees, or an industry type. The businesses can choose to buy a database or simply rent it.

“A company may want to focus on just Onekawa businesses or they may have plans for a direct mail campaign aimed at a specific type of business and we can pull those details together for them.”

Either way, Sophie says her staff have done all the hard work so now Hawke’s Bay businesses can reap the rewards.


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