Database: Tuning In
Steps 2-3: Once you've pinpointed the most likely ROI scenarios, you're ready to discover the best ways to reach out to your target audience in an effort to achieve those desired results. This means conducting primary research to determine what channels to use and how often to interact with individual consumers. The main objective is to capture each individual's preferences for channel type, frequency of contact, and types of offers and messaging. Seek an answer to this specific question: "How often, and through what channels, does this person want to interact with and experience my brand?"
Step 4: An important aspect of understanding how and when to communicate is to observe the decision paths. A decision path incorporates everything a person does and how he or she behaves on the path from awareness to consideration to a final purchase decision. You need the ability to capture the right data in the right way.
Step 5: With that data, you can set up a pilot program to target a representative market sample and test what was gleaned through primary research. Primary research may indicate, for example, that Cluster A wants to hear from your company early and often in an educational tone. Maybe Cluster B prefers to interact only with peers. Develop a communications strategy that aligns with those learnings. Evaluate key metrics so changes can be made easily based on what was observed and where ROI was optimized. Properly measure activities in all channels to know what channels consumers are using, in what instances and how often.
A large insurance carrier historically had mailed hundreds of millions of pieces to its prospect audience. The company wanted to see if it could successfully change its communication cadence from a one-step mailing (application only) to a two-step process (lead generation followed by application) while generating a positive impact on response. Insurance is a complicated, intangible product, so it was critical to offer prospects preferential ways to get additional information and answers to questions.