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Telling ‘Inventory Liquidators’ From Full-Price Shoppers

August 5, 2014 By Heather Fletcher
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For some marketers, "Big Data" is a scary concept. That may mean they don't bother with data at all. Information on buyers, though, can be a marketer's friend, says Debra Ellis, founder of Wilson & Ellis Consulting.

"Seasonal and discount shoppers are relatively easy to recognize, because they have very specific buying patterns," Ellis writes in a piece published on Aug. 1 on LinkedIn Today. "Creating customized marketing for them increases their response and reduces costs. The dual benefits make this a logical place to begin."

Ellis, a former Target Marketing blogger, further advises:

The Basics
For seasonal shoppers: Find out how recently they've purchased, how often and how much they've paid. Then create a marketing plan to contact them only when they're likely to purchase, increasing efficiency by lowering marketing costs and not impacting sales.

For discount buyers: Market to them with appropriate discounts. (Know how low the prices have to go before they'll buy, then send them information.) Ellis says customers in this group can serve as "inventory liquidators."

A Deeper Dive
Figure out which products to promote to which people, then layer that over the "when." Marketers may find combinations of seasonal and discount shoppers such as Ellis when she buys American Girl dolls and merchandise for her daughter—full price for her daughter's birthday and Christmas, sale items during the rest of the year.

Even Deeper
Consider retargeting. Ellis uses the example of her search on Amazon for "soda can tops." She didn't buy, but the email from Amazon two weeks later gave her enough time to purchase, if she changed her mind.

Other positives Ellis found:

  • It doesn't share how they know that the shopper is interested in a specific category or item. (The Amazon email said: "Are you looking for something in our Kitchen Utensils & Gadgets department? If so, you might be interested in these items.")
  • It makes accessing the items easy by providing multiple links.
  • The branding is obvious with links to her account, deals and departments.

How do most marketers use "Big Data"? Do most marketers use the type of analysis Ellis details?

 

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Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
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• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
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About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

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