Pinpointing Your Audience

Using the Front Door to Reach Your Most Valued Customers

Every marketing campaign requires thoughtful analysis and identification of the best prospects based on the brand’s targeting strategy and available data. For front-door campaigns, data must be analyzed with the front door in mind – including information reflecting behavioral characteristics, geo-demographics, and transactional information whenever possible.   The ability to consider these factors and apply the information strategically has in fact enabled front-door marketing as a highly targeted strategic tool.  

Photo courtesy of Raymond Shobe via flickr.com

For example, a recent campaign was executed to promote the launch of a new family film.  The front door campaign was executed within 3 days of the movie’s launch, delivering to 4 states simultaneously. U.S. Census block level data was used to identify target family neighborhoods, eliminating waste by delivering the offer only to families with young children.

Prior to such skillful targeting capabilities, marketing pieces were delivered to the front door based on ZIP code saturation.  This meant everyone within a ZIP code (approximately 13,000 households) would receive the same piece of media regardless of demographic importance or project objective.  By abandoning the ZIP code approach and moving to the use of U.S. Census Block Groups – census-defined territories of approximately 100 to 400 households – this process has been substantially refined to enable extremely targeted distributions.  Digging even deeper, custom profiles can be created using Census information, household purchase behavior and lifestyle segmentation; this identifies clusters of homes that will in turn deliver the highest response rates on the campaign’s objectives.

Are you achieving results by pinpointing your target, or wasting marketing resources by blanketing a too-broad group?  Consider creative integration of front-door marketing programs within your overall marketing strategy.

Win Big with Sport Fans

Score More High Value Sales

As the NFL wraps up its season this weekend, Cowboys Stadium will be filled to capacity with the seats practically selling themselves. This, my friend, is a sports marketer’s dream.  Unfortunately, this scenario is the exception and not the rule. A big event like the Super Bowl, the NBA play-offs or the World Series is sure to pack them in. But how do you get fans to the field or the court during the regular season or if you’re not the reigning champion?

It’s no easy feat but a team hits pay dirt when they pack the stands – aside from ticket sales, they can be looking at money rolling in from food, merchandise and parking fees as well. And it isn’t just professional sports, but collegiate and amateur as well. Getting fans to your venue is critical in increasing profits.

But American budgets are tight and attending sporting events is one of those ‘entertainment’ options that people are curtailing even though they might still wish they could indulge. Competition with televised games doesn’t make it any easier. But smart marketers know there’s something ‘real’ about attending a live sporting event. It’s an experience. Something that can even be shared or remembered for years to come.

In addition to using new media to reach fans, many teams have turned to front door marketing, offering special ticket prices, packages and incentives to get fans off of sofas and into their venues. By delivering a team-branded, not-to-be-missed offer to specific targets at the block group level, teams are effectively increasing ticket sales and increasing attendance. Are your direct marketing efforts scoring big with your fans?