Target Marketing May 2009
After a challenging holiday season, merchants face seemingly paradoxical imperatives in 2009: Continue e-commerce growth while holding the line on expenses. Now more than ever, merchants must invest wisely to stay competitive, and continue to improve and innovate online.
Where did this buzz phrase “measurable marketing” come from? The discipline of interacting with prospects and customers directly to make sales and gather data to inform future marketing contact has been called direct marketing since it was coined back in 1967 by advertising legend Lester Wunderman.
Segmentation is a way of grouping people or organizations with similar demographic profiles, attitudes, purchasing patterns, buying behaviors or other attributes to help understand customers more thoroughly and thus market to them more effectively.
I don’t allow spam filters to censor my e-mail. As a commentator on the business of marketing, I want to see everything—warts and all. What’s more, being a “see guy” rather than a “hear guy,” I can scan an inbox and delete 100 messages in about 30 seconds.
Now more than ever, it’s imperative to keep in touch with your customers. Set up a marketing communications plan for sending targeted messages to targeted audiences. Start by putting yourself in your customers’ shoes.
You can call it barbecue, barbeque, BBQ or just plain ’cue. Fiorella’s Jack Stack Barbecue, of course, calls it business. In particular, it’s a family business that started in 1957 when the Fiorella clan opened the first of its barbecue restaurants in Kansas City, Mo., called Smoke Stack Barbecue. In 1974, the eldest Fiorella son, Jack, added another branch to the family trade by opening his own operation, which he later distinguished by renaming it Fiorella’s Jack Stack Barbecue, introducing hickory wood to the grilling process and adding seafood to the more traditional pork, poultry and beef offerings.
In these harsh times, staying afloat and keeping your privacy/security programs shipshape are not givens. So, the privacy professional needs to be even more part of the conversation about strategy. This is true because many of the new data-driven opportunities in the market are occurring inside a self-regulatory environment that is evolving.
Brand is king in the realm of securing customers and creating loyalty, which can save your bottom line in this down economy. Brand goes far beyond logos and taglines—it lies within your customer’s perception of your product or service. Whether you are aware of it or managing it, every point of contact with the customer defines and reinforces your brand—from the way you answer the phones, to the appearance and manner of your sales force, to the cover of your catalog and the landing page of your Web site.
Direct marketers interested in reaching the younger subset of Generation Y need to understand one thing about this generation: The way 18- to 24-year-olds cope with information overload on the Internet is simple—they compartmentalize it or ignore it.
These days, everyone and their brother has a thrust e-mail program. But surprisingly, very few folks have triggers. Trigger e-mails, also known as “good dog” e-mails, are sent to individuals based on actions. The action could be good (thanking them for orders), bad (when they abandoned their carts, for example) or indifferent (confirming votes in a poll). But it’s always a happening, event or instance. Triggers are successful because they have higher response rates, better deliverability and improved lifetime profit.
Challenge: Lead generation. Solution: Create educational webcasts about the specialized medical equipment for physicians who may use the aesthetic lasers to beautify their patients. Results: Increased sales leads, rising site traffic, captive prospect audiences 24 times a year and 1 percent to 1.5 percent conversion rates from e-mail blasts to webcast audiences.