I spend a lot of time talking with smart marketers about the power of direct mail. The thing is: When planned and executed well, direct mail can be an extremely powerful customer acquisition tool.
Speedeon Data Blog
When it comes to your marketing programs - greater insight, increased engagement, and better results, begin with current and accurate contact and marketing data.
The lead story in Monday’s online and print editions of Ad Age entitled: A Data Lab Rat in the Big City: Why Trackers Couldn't Trap This City Dweller, featured Speedeon Data, along with four other digital marketing companies and data solutions providers.
Simply stated, integrated marketing campaigns work. Marketing campaigns in which multiple media channels reinforce a message, offer, or desired behavior consistently outperform single-media approaches. The ability for integrated marketing approaches to generate added value, improve performance, and increase ROI has been demonstrated through a myriad of research findings, case studies, and white papers.
This April, Speedeon Data is celebrating its 5th Year Anniversary. Providing the highest quality contact data, delivered expeditiously through the most innovative data products and services, has not always been the easiest path to follow or the most profitable short-term strategy. But it has been the formula and the unique value proposition that we have consistently maintained over the past five years.
Are you aware that Modeled Data can be more accurate, powerful and complete than traditional demographic data? Modeled Data has many advantages over traditional demographic data, and can be used in a wide variety of direct marketing, customer segmentation, and data modeling applications.
Have you ever found yourself driving along without a clear idea of where you’re going or how you are going to get there? Unless you’re simply meandering about the countryside on a casual Sunday afternoon, you probably wish you had some navigational tools, such as a GPS unit, a map, even a compass.
A recently married, college educated man in his late-twenties moves from a downtown apartment to a single family home in the suburbs. An affluent woman in her mid-sixties moves from her high-end, single family home in the Midwest to a condominium in Florida.
When it comes to comedy and new movers… timing is everything.
Like a great punch line, a successful new mover campaign requires that the right message be delivered to the right audience at just the right time.
When it comes to new movers, the common approach is to communicate with movers as soon as they relocate; to reach them while they are unpacking boxes. But this isn’t necessarily the best strategy.
Movers have defined, need-based purchase patterns regarding certain products and services before and after their move. For example, movers don’t consider new flatware in the first forty-eight hours after a move. At the same time, waiting two weeks to offer cable TV service won’t work either. Some retailers vary offers based on the time since relocation. A major “Do-It-Yourself” home improvement chain has a set strategy of communicating special offers on items like trash cans within the first week of a move, and on painting supplies and similar items at the end of the first month following a move.
When embarking on a new mover campaign, consider a data provider who maintains comprehensive, accurate and timely new mover data. A data provider who is able to append demographic data or modeled demographic data will further enable you to more effectively message communications and target offers to the right new mover audience. The idea is to test and understand when movers are most receptive to the offer after the move. It can be the most critical element when staging a mover campaign…and that’s no joke.