One-to-One Marketing

Shenker says although Gaylord Bros. practices in a relatively small market, simple address databasing can be tricky: “Many of our customers work in the federal government or universities, and their addresses can be complicated.” The software that’s available to clean up addresses can prove inadequate in this case, he says. Rather than rely on software tools to clean its database, Gaylord Bros. takes a manual approach: Everyone on the Gaylord team takes ownership for the integrity of its information. “It’s the responsibility of anyone who has any contact with the customer to populate and update the database with information on the customer that extends beyond a bill-to or ship-to address,” he explains.