So Long Average Joe, Hello Targeted Consumer

Segmentation and Targeting Make the Most of Today’s Diverse Audience

The term ‘Melting Pot’ has been used for some time to describe the makeup of the United States but has never before been more descriptive of today’s diverse population. With 2010 Census figures released this summer, many are speculating the growth of various ethnicities, age groups, familial status, etc. For marketers, this means figuring out what the new data will mean and how it will affect marketing efforts for years to come.

Effective data targeting can help you find your best prospects in a sea of consumers.

One thing is clear – ‘one size fits all’ messaging has no place in achieving real marketing goals. Census data and obvious societal changes over the last half-century represent not only the demise of the ‘average American,’ but also the resulting critical focus on segmentation in effective marketing. Knowing all there is to know about your customer is what it takes to be relevant with messaging and find the best ways to reach an audience.

Thoughtful analysis of segmented data predicates development of defined target groups that take into consideration not only who your best prospects are, but where they live and the probability that they will be moved to purchase your product or service. 

With PowerDirect’s front-door marketing approach the best prospects are identified and used to determine the most effective distribution strategy.  Geo-demographic clustering information and complex data are applied to identify and further segment the best prospects.  These groups can be targeted in much smaller units, based on “block groups” of about 400 households instead of entire zip codes.  Digging even deeper, custom profiles can be created using Census data, purchase behavior and lifestyle segmentation to identify clusters of homes that will in turn deliver the highest response rates on a campaign’s objectives.

Are you still trying to reach the ‘average Joe’ or are you honing in on your true targets? Are you taking advantage of segmentation methods that can be used to pinpoint your ideal customer’s front door?

Tapping into the New Normal

Value-Conscious Americans are Driving Marketers to Adapt

Wide-sweeping financial, economic and even political issues impact American life today, inspiring ‘a new normal,’ or permanent changes in consumer thinking based on the recession and economic challenges.  In actuality, consumers are embracing a series of ‘new normals,’ including dramatic changes in the way we think, act, plan, shop, spend and save.  Americans are adapting and marketers must follow suit. These trends represent a significant opportunity for marketers to move well beyond grabbing someone’s attention, and instead deliver usefulness and value. 

"New normal" consumer habits like penny-pinching continue in the post-recession economy.

Shoppers are seeking value as a priority, paying cash for necessities, foregoing credit cards, searching for discounts and putting money in the bank as the rule rather than the exception – courtesy of the recent recession. Spending is more cautious, with consumers looking for deals, using coupons and actively focused on getting the most for their money.  In turn, trimming advertising and promotion budgets is part of the new normal for marketers, who now must turn to more streamlined, targeted, ROI-based practices.

The current marketing climate is ripe for alternate strategies such as front door marketing, using the same targeting tools routinely applied to more crowded media venues – yet providing a quiet, uncluttered environment to offer value and build ROI with an intelligent, response-driven mechanism.  The call to action on the front-door marketing piece attracts the attention of the recipient by proving to be remarkably worthy. Gift cards, sweepstakes, tear-off offers, and sensory marketing with sound, scent or taste are available options, and represent a highly-strategic, savings-based approach suited to major brands and promotions.

The recession may be showing signs of recovery, but many economists predict that most of the changes in our spending habits, initially seen as temporary, have taken hold for the long term.  If consumer behavior has truly evolved on a socio-economic level, what are you doing to meet or exceed a consumer’s expectation of value from a favorite brand?  Are you tapping into the front-door marketing channel to deliver savings to your best customers?