Marketing and Advertising is a very exciting and demanding business. I now have been with my new company one month, and I'm slowly moving from selling ink on paper to a design and concepts to help people achieve their goals financially.
In reading yesterday when it comes to Digital Print it is interesting, as at first having your name printed on a card or marketing piece was kind of cool and caught the individuals eye. (A purple Cow experience!) Then came PURL's personal URL's
The PURL and digital card works as we can get information off of the individual, but then again the info is brief and not in real depth of what is going on with the company, and it is still a situation which we can't hit the hot button of the client if they are not ready to buy.
This is where Digital Print and Direct mail is headed, as we want to have the information but lead the client, customer or end user to the point when they are ready to buy, they will pick our Customer to purchase their items.
How do we do this?
It is Data, Data, Data.
We have minimal information right now on almost everyone in the United State if they have a social security card and a mail box. This gives us income and a few other items, but now we have to know when the urge is to buy and what item they might want to purchase!
There are now capabilities to track the patterns of people, what they watch, what they read and what they buy.
This program knows if Chevy is selling the new Malibu and it sells for $23,000.00 we first know what demographics the car is targeted to. Now we look to look at children in the home, if the children are under the age of 14 or over the age of 19 then this is not the right family as the 19 year old is already in college or has a car and at 14 the parents are not looking yet to purchase a car.
But lets move the kids to 15 and 18, now the Parents are looking to either upgrade their car or the kids are getting a new car for their birthday or off to college.
But how do we get them to buy a Chevy verses a Honda for the same price?
We know viewing habits of this demographic, we know where they probably shop and what their bank account is.
And now we target these area with the proper commercial, we market inside the store with the right magazines and now we show the Malibu at the bank window advertising a low rate of interest.
We now have are targeted market starting to get uncomfortable and also aware of the product.
Now we do the direct mail piece as the buyer is ready to take a look, and they are ready to buy.
By the third mail piece to the home, Dad is talking Malibu and with an offer in the mail piece, it is time to entice the buyer into the dealership and we just did.
How is this all done?
Digital print, the magazines are printed to go to a certain type of a store, the bank lobbies have certain pictures of cars depending on location, the kid we know their age due to what they have filled out paper work in life.
We have now walked the client down the road to get them to walk into the dealership
Data, Data, Data
It is done daily and this Matrix system will only get better or worse!
But the excitement of building a plan which works is very rewarding
Hoonia
No comments:
Post a Comment