Who Are the Best Targets for My Business?
Who are your best customers? What can you do to find more customers like them? Do your customers have similar demographic traits? Or do you only need to reach consumers that live within a specific geography? This selection process is called targeting. Targeting is at the heart of any direct marketing campaign, and is one of the main differences between mass marketing and direct marketing.
Customer Profiling
The first step in targeting is to profile your current customers. The Ledger can standardize your customer database to USPS standards and overlay geodemographic and lifestyle information such as household income, approximate home value marital status and PRIZM code. Then we'll generate a standardized report, or customer profile, that will be the basis for targeting and campaign development. The audience for a direct marketing campaign can be targeted by any number of criteria. For example, you may wish to target households within a three-mile radius of your business that have an income of over $100,000. Need more precision? Additional criteria, or selects, can be added to increase the precision of your targeting.
Identifying Opportunities
Profiling your current customers allows you to identify opportunities to increase customer equity. Want to acquire new customers? Target consumers in our database with profiles that look like your most valuable customers. Is customer retention your greatest need? We'll help you develop a loyalty program that rewards your best customers for shopping at your store. By focusing on your best customers, you can direct more resources toward these valuable consumers. Many businesses achieve growth by increasing the amount a customer spends over time. Customer files can provide important information on spending habits and preferences. This information can then be used to target specific segments or even individual customers with special offers that can drive add-on sales. Many preferred customer programs ask a series of questions that can provide clues to a customer's interests and needs.
Specialized Lists
Our consumer database has a large number of geographic, demographic and psychographic selects that can be appended to your records. If you have a specific need, we can provide access to an unlimited selection of specialized lists.
Business to Business
In addition to consumer marketing information, The Ledger is your source for business data such as annual sales, SIC codes and number of employees.
