Know Your Customers & Where To Find Them
Everyone in business has an idea of who their customers are and where they come from.
But, do all businesses know their customers?
Frequently, the perception that all businesses know who their customers are and where they come from is formulated more by intuitive knowledge, rather than by actual facts. Knowing your customers and where to find them is obviously important, however, there are scientific ways to obtain that information that is significantly better than guessing or assuming.
How can Spectrum help me?
Spectrum can help you know more about your customers, and we can also help you determine who else is likely to be your customer within your market. We have several tools that we use, and they start with a look at your customer database.
What we can do
Analyze your customer list
It starts with a map. We take the addresses from your customer list and plot the location of your customers. This gives us a useful visual representation of distance and concentration.
Determine where your customers are
Next, we take the addresses and run what we call a penetration report. This shows us exactly which postal routes your customers live on, and how many customers you have on each route.
Focus your marketing efforts in those areas
Postal logistics from the above data help us draw conclusions using geographic and demographic information to determine where best to focus your marketing efforts.
Find ideal prospects in your market’s geographic area
Finally, for an investment of a few hundred dollars, we can determine specific income, age, and other demographic factors about each of your customers. If this is needed, it can help precisely target more prospects in your market who are not customers. By personalizing your marketing toward these prospects through variable data (VDP), you can communicate better on a one-to-one basis.
What about my customer list data?
Using these tools, you can take the guesswork and emotionalism out of your marketing. Have no worries about Spectrum maintaining the confidentiality of your data! It’s what we do, and everything is kept private between us and your business. We will provide a signed non-disclosure agreement if you wish.
The results of these analyses help us to determine what direct mail programs will work best, and how best to target the mail to yield higher results at a lower cost. It also serves as a general tool to help you develop a growth strategy for your business. The first three steps above are available to you at no charge, and most businesses do not need to go to step four unless the results of the analysis suggests that the investment of a few hundred dollars will be useful.
Is that all it takes?
Knowing your customers in your target market is an ongoing process that can help you determine what they are looking for and how to give it to them. Through retention and interactive marketing programs, you can reach your customers frequently to achieve the best response and ROI.
The important thing to remember is that Spectrum’s targeted mailing list services, combined with our direct mail programs can help you locate your current customers, target new prospects and increase your ROI and grow your business.