Re: targeted marketing

From: Jim Novo <jimnovo_at_sprintmail.com>
Date: Mon 02 Oct 2000 14:30:30 -0500

SUSAN NACI <susan_at_need2have.com> WROTE:
> So how shall i market? Should I spend a greater
> percentage trying to reach the mainstream market
> through broad advertising, or should I stay small and
> highly targeted, using ethnic newspapers and sponsoring
> local ethnic events? Also, does anyone know of am
> e-mail broker company who is able to target very
> specifically?

Don't know much about the "foodie" part of the site,
but database marketers have studied the "moving" part
of the offering pretty extensively. There a number of
offline programs that target new movers very
efficiently and effectively, and are in wide use
offline for the same core reasons you offer. Movers
are extremely receptive to new ideas for a while before
they form new habits; the idea is to make your offering
the new habit at the point of transition.

You can either buy offline lists of movers, or go into
"co-ops" where multiple advertisers are represented.
An interesting slant on this is regional availability -
most of the phone companies and utilities offer "new
mover" programs tied to the hookup of new service. Any
of these would have to be more effective than general
advertising for the moving group.

Search "new mover list" on the 'Net and you will get a
ton of different offerings. Many will be 3rd parties
though, so you have a choice. The 3rd parties will be
easier to deal with, handle details, but more
expensive; going direct to the source less expensive,
more effort for you. If you go direct, check out major
phone company and power company websites for
availability.

For an example of the kind of info available on new
movers, go to:

http://www.accessfmp.com/lists/newmvrs.htm

This is *not* an endorsement of this company, I don't
even know who they are. But they do provide a nice
explanation of the new mover market. Tons of
demographic splits available.

Also available is NCOA, the National Change of Address
System from the Post Office. You can specify very
tight geographic selects. NCOA is only available
through licensed 3rd parties, a list is available here:

http://www.ribbs.usps.gov/files/vendors/ncoavend.txt

There are few net-based companies out there trying to
make this happen as well, but as far as I know they're
mostly "e-mail change of address". There are also
sites which claim to "help with the moving process",
many real-estate sale based, where straight ads or
sponsorships might work, for example:

http://www.move.com/


Hope this helps....

Jim

Jim Novo, Marketing Mercenary mailto:jim_at_jimnovo.com
Customer Valuation, Retention, Defection, & Loyalty
Author: Drilling Down - Turning Customer Data into
Profits with a Spreadsheet http://www.jimnovo.com





Received on Mon Oct 02 2000 - 14:30:30 CDT