| The main objective in ALL direct mail whether it is generic or
variable
direct is to get MORE SALES.
To achieve this is a science but to make it a cost-effective
marketing in an increasingly diverse and complex American marketplace you
need a proven system. We can provide you a system that has been proven and
refined over 4 decades. The system divides the U.S. consumer into 15
different groups and 66 different segments. Below is a sample
"snapshot" of one of the groups.
Group U1 - Urban Uptown
The five segments in Urban Uptown are home to the nation's wealthiest
urban consumers. Members of this social group tend to be affluent to
middle class, college educated and ethnically diverse, with above-average
concentrations of Asian and Hispanic Americans. Although this group is
diverse in terms of housing styles and family sizes, residents share an
upscale urban perspective that's reflected in their marketplace choices.
Urban Uptown consumers tend to frequent the arts, shop at exclusive
retailers, drive luxury imports, travel abroad and spend heavily on
computer and wireless technology.
The Urban Uptown group consists of the following sample
"snapshots" segments:
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04. Young Digerati - Young
Digerati are the nation's tech–savvy singles and couples living
in fashionable neighborhoods on the urban fringe. Affluent, highly
educated and ethnically mixed, Young Digerati communities are
typically filled with trendy apartments and condos, fitness clubs
and clothing boutiques, casual restaurants and all types of
bars–from juice to coffee to microbrew.
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07. Money and Brains - The
residents of Money & Brains seem to have it all: high incomes,
advanced degrees and sophisticated tastes to match their
credentials. Many of these city-dwellers ~ predominantly white
with a high concentration of Asian Americans–are married couples
with few children who live in fashionable homes on small,
manicured lots.
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16. Bohemian Mix - A
collection of young, mobile urbanites, Bohemian Mix represents the
nation's most liberal lifestyles. Its residents are a progressive
mix of young singles and couples, students and professionals,
Hispanics, Asians, African–Americans and whites. In their funky
row-houses and apartments, Bohemian Mixers are the early adopters
who are quick to check out the latest movie, nightclub, laptop and
microbrew.
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26. The Cosmopolitans -
These immigrants and descendants of multi–cultural backgrounds
in multi-racial, multi-lingual neighborhoods typify the American
Dream. Married couples, with and without children, as well as
single parents are affluent from working hard at multiple trades
and public service jobs. They have big families, which is unusual
for social group U1.
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29. American Dreams -
American Dreams is a living example of how ethnically diverse the
nation has become: more than half the residents are Hispanic,
Asian or African-American. In these multilingual
neighborhoods–one in ten speaks a language other than
English–middle-aged immigrants and their children live in
middle-class comfort.
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We use your data to help establish your best client's FINGERPRINT
(lifestyle segments) then we apply this knowledge to obtain lists of
prospects that match this FINGERPRINT in your marketing areas to obtain
the best results possible for your campaigns ~ generic or variable.
GENERIC MAIL
If you are getting a poor response from your direct mail campaigns we can
help you.
We have various areas that we would look at to improve your ROI such as:
 | The data - how old is your data, how targeted is it, etc. |
| The piece itself - does it grab you, what about the headline does it
entice the recipient
to read on, is the message meaningful ~ is it what they want, etc. |
| Mailing Services - do you use NCOA and CASS for the best rates and
to avoid sending un-deliverables or duplicates? What day of the week
do you mail? |
| Test, test and test again ~ have you experimented with different
headlines and offers? |
| Are you doing one time mailings? This never works ~ do bother, save
your money. To be effective you have to mail several times for the
recipient to get comfortable with you. |
VARIABLE MAIL
If you haven't tried variable make sure you use someone with experience in
this area. your average printer is a ~ printer ~ not a direct mail
specialist and certainly not a variable data printing consultant. To
get the most from your campaign you need to start with your internal data,
look at the fields to determine what you have and if you have what you
need or if you need to append missing information. Develop a strategy ~
who, why, what, where, and when do you want to mail is a good start. Then
the creative process begins in developing a template or two that can
maximize the use of all your data fields. This is just the beginning but
gives you an idea of the process involved and why you need an expert.
Call
us today. |
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