Letters to the Editor
[Re: Loose Cannon: A Peck of Potential for Phone Prospecting, Direct Newsline, July 21, 2003]
This is just another slippery slope that will further erode consumer confidence in the companies we do business with. Group 3 Marketing has always counseled clients and prospective clients that the lists created through loyalty clubs, etc., should never be released or compromised.
Consumers expect a certain relationship with companies/retailers like Finch’s. In my mind, a Finch customer signed up to buy videos, etc. I do not believe customers want to get credit card solicitations out of the blue from Finch’s. That’s not what relationship marketing is all about.
For example, we just did a Reebok mailing to 120,000 “club members” for one of our clients that sells shoes. That mailing was branded with the client’s logo. A logical fit. We do product tie-ins all the time but they are a direct fit with the retailer. We always encourage brands to take advantage of the retailer’s database (not list).
Cross the line and as your article states, they will remove themselves from the in-house list and may begin a relationship with a competitor. Companies put “goodwill” on their financial statements for a reason. Those that take the path suggested in your excellent article will only erode their company’s value to benefit a third party. Companies should make money the old fashioned way–by earning it.
Bart Foreman
President
Group 3 Marketing
Wayzata, MN
