I always tell my customers that one of their most important jobs is choosing the right audience for your marketing campaign.
“Marketers need to layer their information—demographics, behaviors, and [popular] content. That’s when you find your customers.” —Jon-Michael Durkin, agency development manager, Google.
That’s the beauty of direct marketing, the ability to hone in to prospects using a myriad of demographic, psychographic and behavioral selects.
In our highly competitive world, a smart business owner really fine-tunes their objective. And only spending their advertising dollars reaching the right audience. This generates the highest ROI.
True Targetability
Today’s very sophisticated mailing lists offers marketers true targetability – whether it be reaching out to New Homeowners, women who purchased cosmetics or high-priced wines, parents of new babies, 2nd homeowners, or people with ailments.
As a veteran direct marketer whose business it is to fine-tune a list to the best possible prospect group, nothing frustrates me more than the small business owner who tells me that “everyone” is their customer. And, unless you’re Walmart that just ain’t the case.
You need to target – target – target, using targeted lists. These lists can be used for mail, phone and email.
It’s Easy – When You know Who to Look For
- Security Alarm companies can get a list of New Homeowners who bought a home last week.
- Luxury Baby Furniture stores can get a list of highly affluent pre-natal households.
- Golf courses looking to attract new members can reach out to frequent golfers.
- Insurance agents can target people who are Turning 65 for supplemental Medicare insurance.
- Pool service and supply companies can market only to Swimming Pool Owners.
- Retailers who specialize in larger-sized clothing can get lists of women who recently purchased plus-sized apparel using Transactional Data. BTW- The great thing with Transactional Data is that what someone bought in the past is a great indicator of what they will buy in the future.
- Water quality dealers market to New Homeowners. 60% of New Homeowners will buy some kind of water filtration device in their first year.
Many small business owners do not necessarily know who their best customers are. There are easy-to-access customer list profiling tools available on line and most list companies are happy to offer quick and easy reporting services.
By choosing the right audience for your marketing campaign and target marketing intelligently and consistently to that group, you can increase your business exponentially.
