An argument can be made (and often won) that selecting a target audience for a product or promotion before selecting the product or promotion itself will lead to better results. Even today with all the targeted data options, many marketing teams are messaging to the masses in order to promote their products or special incentives. The problem is they are spending extra time and money (which diminish the ROI…the results) to target and communicate with all the extra prospects who have no interest in redeeming what they have to offer.
Want to save money and see better results with direct marketing? Spend the extra time upfront to develop and understand your ideal target audience.
Build a customer profile… Some call this data mining, database marketing, customer segmentation or modeling. Whatever you call it, it all adds up to the same thing, and that is a plain and simple listing of attributes/interests/characteristics that make up a profile of your ideal customer.
Did you ever watch a television program where a crime has occurred and the detectives immediately start building a “profile” for the possible criminal? They usually use large poster sheets on easels where they use a magic marker and start listing “attributes” that complete the profile: ie: Male, Late 30’s, 6 feet tall, Caucasian, wears baseball caps and drives a late model sedan.
The same applies to a Direct Marketing Campaign. What is the “profile” of the perfect consumer for a new, high end jewelry store that is opening in Palm Harbor, FL and carries only women’s jewelry? The profile would be Late 30’s, female, high income, has college degree, married without children with 12 miles of Palm Harbor, FL.
Once you have clearly defined your target audience it’s time to move on to the next step of your Marketing Campaign.
The customer profile should be a detailed and relevant to your products and services as you can make it. Facebook and other social media outlets have taken the profile to a whole new level with the Like button, sharing and +1 button, which build an interest profile for their customers/user. However most marketers do not have access to such specific data and must set out to compile it as they go from their own customers.
If you or your firm are interested in generating new sales leads, optimizing your offline business development strategies and driving new traffic to your website, contact the pros at DMS for your free assessment and to determine if our services are the right fit for you.