Variable Print lets talk!

With today's new technologies we can now customize a marketing plan directly to your client. I can show stats and how this gives you a better ROI. But before we start designing these great ideas lets talk about YOUR MARKET

Who is your client?
What do they look like?
Where do they come from?

Not to long ago if I was doing a mail campaign, I took several zip codes, a few finacial income levels and would drop the mail to what ever came up and if we were really lucky we would send out our mail and get a .25 or 1/4% of those people would respond. It was the throw a few ideas to the wall and see which one sticks.

In todays market you are going to have to know who you customers are, and this is the one of the most shocking items I find is how corporations do not know who their client are?

First steps you need to do to find out who is your real client and who you really make money from?

Start with your current billing and lets look what everyone has in common.
Lets look at the buyers and what they have in common?
Geography
and the list can go on and on, but we will find a common thread.
And while we are sorting thru this information we need to send out a few reply cards and internet post to ask WHO you are and WHY are you here?

This is a time tasking pain in the butt project, but if you are going to market to your clients and NEW clients then it if better to go hunting for bear with a bullet and not a shotgun.

Tomorrow we will talk about ideas to get people to give you this information and by the end of the week we will start showing you how to build a good variable print marketing campaign.

Till then

Alan