Managed Marketing . . . Targeting Non-Customer Households in Neighborhoods Known to buy your products and services at the highest rate.
The illustration shown above graphically demonstrates what your household audience might look like if it were seperated by customers and non-customers. By targeting non-customer households, you have very little to lose and a lot to gain. Unlike any other form of promotional activity, direct mail offers you the flexibility to control who actually sees your promotional message. When a household resident pulls their mail out of the mail box, a decision has to be made whether to keep your mail or throw it away. You have an average of 1.3 seconds to get their attention. After that, you're a dinosaur. Since we've already done our research, we know that the Non-Customer households in this audience can afford to buy what you want to sell. What is unknown, is do they need and want your product or service today. Those 2 factors are determined by your rate of response. As we mentioned earlier, the marketer can not create a market for a product or service where one does not exist.
Targeting neighborhoods that actually produce sales at the highest rate is now easier than ever.Looking for a higher response rate from your mailings? We can get it for you.
But first, you have to understand what controls response rate. If you send your mail to neighborhoods that don't buy or buy very little, your percentage of return is going to be low. Usually less than 1/2 of 1%. If you do your homework though, you can double or triple your response rate simply by removing neighborhoods from your mailing that don't perform.
Our software monitors the performance of each individual neighborhood so we have marketing options when it comes time to spend our promotional dollars. By measuring sales, we are able the make a custom mailing list based on how the neighborhoods actually buy each make or even model of products our clients market. The mailing list would then consist of the least number of non-customer households (or a combination of customers and non-customers) in neighborhoods that already buy, pay for and take delivery of the largest quantity of product or service.
The chart shown below demonstrates how to measure sales. The process of keeping track of neighborhoods, households and how to rank neighborhoods is based on how many housholds in the neighborhood actually buy.
Example:
. . . why does the neighborhood on Line #1 of the example below have
a higher percentage of households as customers than the neighborhood on Line #15? The short answer is because the demand for the product or service is greater for the Line #1 neighborhood than it is for Line #15 neighborhood. Wouldn't you like to know where the demand for your products or services are before you spend your ad dollars? WE CAN MAKE THAT HAPPEN!
| SAMPLE REPORT - NOT INTENDED FOR ACTUAL USE | ||||||||
|---|---|---|---|---|---|---|---|---|
NEIGHBOR- | NEIGHBOR- | ZIP | TYPE OF | ECO- | TOTAL | PROSPECT | TOTAL | % OF |
The reality about the marketplace is that every neighborhood buys every product and every service differently. Our service measures and identifies how much of your products or services each neighborhood actually buys. We don't create markets for products or services . . . our targeting process idenifies where the actual market for your product or service exists and then we target those neighborhoods. We're looking for new customers for your business in neighborhoods that already produce business at the highest rate!
We're different and we're better.We count houses, we track sales and we manage customer flow. Unlike regular advertising products that sell space or time, Target DFW sells accuracy. We measure sales by neighborhood before we spend your promotional ad dollars to make sure we're spending your dollars on the right target audience . . . NEIGHBORHOODS THAT ACTUALLY BUY!