In the world of marketing, there is no such thing as “one size fits all.” The objective of a marketing campaign can vary greatly… increasing web traffic, add email subscribers, generating leads, gain awareneess, etc. However, the ultimate goal of a direct mail or email campaign for most companies is to generate sales.
For most businesses, in order to generate a higher sales rate, it’s essential to go beyond finding just the best prospects; you must find the best prospects with the highest propensity to become buyers.
When trying to refine a database using only demographic and geographical data, you will get leads with the capacity to buy, but not necessarily with the propensity to buy. By including lifestage demographics such as interests and the level of affinity for a particular product, you can change prospects into buyers.
Let’s say that you own a company that sells a line of high-end eco-friendly clothing. Prospects that are affluent and environmentally conscious would be a good starting point for a database. Through past sales, you have found that a large percentage of your buyers are married women over the age of 35. At this point, you have targeted the prospects with the capability to purchase your product.
By understanding the mindset of the buyers, you can refine this database into prospects with a propensity to purchase your product. Are your client’s health conscious? Do they buy green products? Do they donate to environmental causes? What is their education level? What is their purchasing power (net-worth, homeowner, homevalue)? By researching and compiling the answers to these questions, you can build a richer targeting profile. This will allow you to select prospects with both the capacity and the propensity to become a client and ultimately, it is “clients” not “prospects” that drive up your Return on Investment (ROI)… and that translates into higher profits!
For more information on demographic selections that will refine your leads for you, see blog entry “Reaching the Best Prospects.”
Continue the Conversation
Want expert advice? Then call FNBR Inc. at 888-988-8148 or send us an email at email@example.com.
Even the most beautifully designed mailer will not get a response unless it’s mailed to the correct target audience. Whether you are selling a service or a product, getting your mailer into the correct hands is the key to your success. The first step when ordering a database is to let your FNBR representative know what it is you are marketing and what your target audience is. You will be amazed at how many demographic selections are available for you to choose from.
On a “standard” consumer file, you can choose by: age, income, gender, marital status, homeowner or renter, home value, presence of children, children’s age(s), ethnicity, length of residence, net worth – and these are only the main selections.
When a standard consumer file isn’t the perfect fit for your product, there are many types of “specialty” files available. For example, if you have an auto shop that specializes in one brand of automobile, we can select only that automobile make and even narrow down your search by the model and age of the vehicle. Or perhaps you are looking for expectant mothers, or high school juniors, or people that purchase online… the possibilities are almost endless.
If you are marketing to businesses, you can select or omit any type of business. You can select the business by employee size, annual sales volume, years in business, minority owned, square footage and more.
In an article of this size, it is impossible to list every type of mailing list and the 400+ selections that are available to you, so let the experts at FNBR guide you through the mailing list maze and find the one that’s right for you. You’ll be glad you did!
Continue the Conversation
If you’d like to discuss how we can help you reach your best prospects, call FNBR Inc. at 888-988-8148 or send us an email at firstname.lastname@example.org.