WHAT MARKETEER IS
MARKETEER is a computer software package which helps you
establish, develop and maintain a U.K. Market - whether or not
you actually have a base in the United Kingdom. Although
primarily for those involved in trade-to-trade selling, it is
equally useful to anybody who needs to maintain regular
communication with a significant number of people, companies
WHAT MARKETEER DOES
Firstly, MARKETEER helps you to partition the United Kingdom
into a set of sales areas specially tailored to your operation
and then to identify and record those qualities which define
precisely your market within them. In so doing MARKETEER
itself becomes a systematic model of those aspects of the
United Kingdom which constitute your market.
Secondly, upon this framework, it enables you to build up the
details of individual prospects as they emerge, and then to
select, extract, organise and contact those relevant to each
sales/marketing exercise. It thus helps you to identify, seek
out and hit any specified target sector of your market on
MARKETEER IS FRIENDLY
The design of the way in which MARKETEER converses with you
has been handled as a completely separate task from the design
of its internal functions. So while the skills of the systems
analyst and the programmer were employed in producing the
software, the layout and content of screen displays and
printed reports were developed by an experienced technical
The result is that all MARKETEER'S operating instructions are
carried on-screen, it employs English command words to control
program functions, it gives explicit instructions and error
messages in plain English, it keeps you informed as to all
your options at each user-response point, and it displays
messages letting you know what the computer is doing during
all significant processing delays.
DIVIDING UP THE U.K.
MARKETEER allows you to define sales areas to suit your
operation in terms of the standard Post Office postcodes. You
simply mark out the sales areas you wish to use on a
Bartholomew's postcode key map of the United Kingdom by
drawing around sections of appropriate post area boundaries.
Because they are based on population and transport criteria,
post areas are ideal building bricks for sales areas.
To set up your sales areas on MARKETEER, you type in the two-
letter codes shown on the map for each post area you wish to
include in each of your sales areas. You may define up to 18
sales areas covering as much or as little of the United
Kingdom as you wish. Each sales area may contain up to 100
Once you have set up your sales areas, MARKETEER allows you to
display them on your computer screen. You can display each
sales area alone on an outline map of the United Kingdom, or
if you have a colour monitor, you can show them all together,
each in its own allocated colour. This facility is of great
value when planning or reviewing your sales areas, and for
confirming that you have specified them correctly. If several
people are involved in the exercise, it is helpful to repeat
the display on a video projector.
DEFINING YOUR MARKET
In setting up your sales areas you have already defined one
aspect or dimension of your market - the geographic one.
But there are four other aspects or `dimensions' to your
`market model'. These relate to the range of trading
relationships which may exist between you and the corporate
entities which make up your market; the various stages through
which those relationships may evolve; the range of event-types
through which you choose to classify your interaction with
your prospects, and the range of products or services you
Each dimension of the market model is represented within
MARKETEER by a database-type `key'. However, the way in which
each of these keys is handled differs and is somewhat more
involved than those in a general-purpose database. Each key
can be given up to 18 possible `values', each of which is
represented by plain English words chosen by the user.
The number 18 has been determined ideal for providing
sufficient variety while small enough to avert the confusion
caused by the natural tendency to overclassify. MARKETEER is
supplied with a full set of sample values for each key already
installed. You are free to edit or replace these as you wish.
RECORDING PROSPECT DETAILS
The flesh on the bones of the market model is the name,
address, telephone & telex numbers, name & title of contact,
ad hoc comments, and key values which MARKETEER enables you to
enter, update and hold for each prospect.
In addition to the keys already mentioned, there are other
keys which rationalise the alphabetic placing of each
prospect's name within your prospect lists; the geographic
placing of his address within your sales areas; the kind of
business he is in; and the dates of the latest actual and next
planned interactions between you. It is the key values held
for each prospect which facilitate the automatic selection,
organization and extraction of the candidates for a targeted
The key which alone determines the sales area to which a
prospect belongs is his postcode. So even if you re-define the
boundaries of all your sales areas completely after having
placed hundreds of prospects on-file, each prospect will fall
automatically into his correct NEW sales area without any
alteration being made to the details in his record.
A prospect's line of business is specified as a Government 4-
digit Standard Industrial Classificaton number (SIC) which is
also stored as a key value within his record.
Marketeer also allows you to maintain an automatically date
stamped rolling diary of notes detailing the 12 most recent
events which have occurred or are planned for each prospect.
The total collection of data which relates to a single
prospect is called a `prospect record'. The various parts of
this record exist within the database as entries in a number
of different disk files to permit the fast searching and
sorting necessary for MARKETEER to perform its tasks
efficiently. But to the user, they all appear together as a
RETRIEVING PROSPECT DETAILS
MARKETEER allows you to retrieve an individual prospect's
record for display, amendment or deletion by entering his
name, his postcode or his reference number. A reference number
is a unique number which MARKETEER allocates to a prospect at
the time his details are first entered. That same number is
made available to a new prospect if and when the original
prospect's record is ever deleted.
Having accessed a prospect by name, you may scan forwards or
backwards alphabetically through your `file' from that
prospect. If you access him by postcode, you may scan
forwards or backwards in postcode order to geographically
adjacent prospects. If you access a prospect by reference
number, you may scan forwards or backwards through your `file'
in reference number order.
Furthermore, MARKETEER allows you to link up various prospect
entries by means of cross-referencing chains. Thus, once you
have recalled the details of a certain prospect onto the
screen, you can then scan along a cross-reference chain
recalling in turn all other prospects with whom your first
prospect has some kind of special relationship.
MARKETEER'S referencing system is designed so that its
`database' storage extends beyond its computer media out into
a system of physical drop files housed in conventional filing
cabinets. This allows correspondence and other paper-borne
information to be included as part of MARKETEER'S database.
So that you may constantly monitor the state of your market,
MARKETEER provides reports on various market statistics which
can be displayed or printed.
Each statistics report lists all the possible values for one
aspect or dimension of your market as represented by the
appropiate key. Against each value is shown the number of
prospects currently on file holding that value. Next to that
is shown the same thing expressed as a percentage of all the
prospects currently on file. For example, the report could
show the geographic statistics of your market as the number
and percentage of prospects located in each sales area.
As an alternative to the `tabular' statistics reports, the
same information is also displayed as high-resolution graphics
bar charts. Furthermore, the `prospect population' and `total
population' of each sales area are shown as `percentage' bar
charts which appear as part of the sales area map displays
SETTING UP A TARGET
You may choose to direct a particular sales/marketing campaign
at your entire prospective market. However, it is more usual
to aim such a campaign at a specific sector of your market -
for example, a sector you wish to open up for the first time,
or one you wish to re-vitalise because of falling sales. Such
a sector is referred to as a TARGET.
By definition, a target comprises prospects whose business
profiles or classifications make them specially suited to your
campaign. A prospect's classification is determined by the
values he holds for each key. To enable MARKETEER to identify
and select these ideal prospects from all those it has on
file, you need to specify a `target profile'. A target profile
consists of a limited set of values for each key.
A target profile thus admits to the target group only those
prospects who are in certain lines of business; who have only
certain potential trading relationships with you; who are
currently only at certain stages of `development'; whom you
last contacted only in certain situations; who are in the
market for only certain of your products, and who reside only
in a certain area. Of course, you only apply as many of these
restrictions as you need for a given target: you don't have to
use all of them.
The lines of business included in a target profile are
specified as a set of SIC numbers. Each classification
included may be specified as a 1, 2, 3 or 4 digit number
depending on how narrow or how wide you want the
classification to be.
Any exchange between you and a prospect is called an `event'.
The dates of the latest and next planned events for each
prospect are held as key values in his record. MARKETEER
always uses `today' as the point of reference from which it
views events. The market model thus in effect moves through
time along with you, giving you a view of all the events
within your market relative to the present. This makes time
itself a selection key which you can use to help specify a
The time element of a target profile is one of a choice of 9
different `time windows' whose structures are determined by
whether an included prospect's latest or next planned event be
past, present or future; and whether or not that past or
future be bounded by a cut-off time. This allows you, for
example, to restrict your target group to prospects you have
contacted within the past month, or those you are scheduled to
visit within the next fortnight.
As it seeks out and extracts the prospects who fit your target
profile, MARKETEER, according to your request, will present
them in alphabetic order, reference number order, alphabetic
order within post area, alphabetic order within post district,
alphabetic order within post sector, or in straight postcode
CONTACTING YOUR TARGET
MARKETEER provides you with a diversity of media through which
you can make and maintain effective contact with the target
groups within your market.
- Sales Letters
MARKETEER has a well equipped word processing sub-system
designed specifically for writing and presenting sales
letters. A number of text frames, each of upto about 200
words capacity, can be written, stored, retrieved or deleted.
A sales letter is produced by specifying which of the
available frames it is to comprise and in what order.
Certain frames can thus be kept as standard paragraphs while
others are written specially for a particular mailshot. The
appropriate frames are then combined to produce a perfectly
tailored sales letter for each occasion.
Full on-screen editing functions such as push-along text
insertion and paragraph-shrink text deletion are provided.
Letters can be addressed to individually retrieved prospects,
to specially profiled target groups, or to everybody on file.
MARKETEER similarly produces sets of separate mailing labels.
Instead of sending a sales letter - or indeed as a prelude or
follow-up to a sales letter - MARKETEER allows you to
telephone prospects automatically in target group sequence
from the telephone numbers stored in their records. Call
sessions can thus be organised as calls to individually
retrieved prospects, to specially profiled target groups, or
to everybody on file. Automatic dialling of each call is
invoked by entering the DIAL command or by pressing the
equivalent function key. The on-board autodialler then
connects the call for you.
- Electronic Mail & Telex
Instead of printing sales letters for posting, MARKETEER
provides an alternative of sending them by electronic mail via
the Public Switched Telephone Network. This does require that
the recipients be subscribers to the appropriate public
electronic mail service. However, all existing telex users can
be reached in this way.
MARKETEER prints details of the prospects within a target
group. If you limit a target group to those prospects falling
within a certain sales area, then a printout listed in
alphabetic order makes an ideal working list for the sales rep
responsible for that area. Listed in postcode order within
post area, it forms an ideal minimum milage visiting list.
If you apply a time restriction to your rep's target so that
it includes, say, only those of his prospects whom he is due
to visit during the next, say, 14 days, it becomes, in effect,
a moving diary which automatically provides him with his
schedule for the coming fortnight.
As well as their obvious use for addressing mail pieces as
mentioned earlier, MARKETEER'S mailing labels can be used to
produce instant up to date profiled card indices which can be
used independently of the computer. You make them simply by
sticking the labels onto blank index cards. These indices can
help a rep quickly find and update details of his prospects.
In addition to the automatic electronic mail facility
mentioned earlier, Marketeer also includes an intelligent
communication terminal function with a facility for
automatically logging on to chosen electronic mail and other
Value Added Netword Services such as public databases and
In addition to normal keyboard to screen communication over
the telephone network, Marketeer's terminal also allows you to
send a chosen letter or message from the Letter Library and to
receive upto 40 incoming messages into a Received Messages
Library in which they may be viewed or printed off-line later.
All operating instructions for MARKETEER are carried on-board,
ie; you can display full instructions telling you how to
proceed from any point in the program simply by typing `HELP'
or by pressing the HELP function key. Furthermore, a half
screen of explanatory text covering each item on each of
MARKETEER'S selection menus is displayed by scanning up and
down the menu to the desired item using the vertical cursor
In view of this, the rest of this book - apart from the short
chapter on CONFIGURATION - is devoted not to showing you how
to operate MARKETEER, but rather on how you may best and most
effectively apply it to your sales/marketing task.
The date of every phone call, letter and telex expedited by
MARKETEER is automatically recorded in the recipient's pros-
pect record. It is also printed - along with other relevant
information - on session reports for mailshots, telesales
sessions and telex shots. In the case of telexes and phone
calls, the time of the call or transmission is also recorded.