Analytics Glossary: Psychographics
Tuesday
Mar 11, 2008
Psychographics:
- Data used to build customer segments based on attitudes, values, beliefs and opinions as opposed to factual characteristics such as age and gender.
Many lead generation tools and services lump psychographics in with all of their demographics. Keep a keen eye out to watch for this both in separate categories and lumped in. It’s a valuable asset to have when deciding who to market very targeted products to. Avoid the egg on your face that could occur if you try to sell heavy metal music to conservative church-goers!
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Glossary Definition From Website Magazine, February 2008.
Analytics Glossary: Demographics
Thursday
Feb 28, 2008
Demographics:
- The physical characteristics of human populations and segments of populations often used to identify consumer markets. Demographics can include information such as age, gender, marital status, education or geographic location
Whenever you do a targeted marketing campaign, demographics are key! It’s a much better use of your time, efforts, paper, and budget to send your message to consumers who will be the most likely and interested in buying what you’re selling. You don’t want waste precious resources sending custom hot tub installation flyers to people in apartment buildings.
Many mailing list providers (e.g. PsPrint, USAData, etc) offer many demographic distinctions to choose from when renting a mailing list to market to. It’s also important to differentiate if you’re aiming for consumers at large or other businesses as it makes a huge difference in what kind of list you spend your money on.
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Glossary Definition From Website Magazine, February 2008.
In Mail We Trust
Wednesday
Feb 13, 2008
There’s an interesting little blurb in the November/December issue of Revenue Magazine on page 18. In part it says:
The study said that newspaper ads were the most trustworthy, with 63% of media consumers saying they trust the ads there. Search ads were the highest-scoring online format, with 34% saying they trusted them. Banner ads were trusted by just 26% of respondents and mobile advertising had 18% of the public trust.
Basically what this says to me is that, even in an era of internet marketing, viral marketing, and SEO/SEM… brick and mortar printing is still the most trusted form of advertisement.
One of the best ways to get the word out in a trusted way is direct mail. Direct mail allows you to catch your customers when they’re more alert and looking for information within their mail delivery. Consider this: when you get home from work at the end of the day and check your mailbox, you’re momentarily more alert while trying to decipher what are bills that need immediate attention, letters from friends or family, and what is advertisements. But even though you’re not looking for the ads, they can still seep into your consciousness during those moments.
Direct mail is inexpensive and can be completed by a number of different resources (other than your kids bribed with a pizza and armed with some stamps on a Saturday afternoon). Reputable printing and mailing companies like PsPrint take all the hassle out of a direct mail piece. Mailing lists are affordable as well, so there’s no hassle in supplementing any customer list you already have with more potential leads.
Make sure to keep these tips in mind when planning our your direct mail campaign:
- Make it Relevant. Target your list in a way that the consumers receiving your mail piece actually have interest in what you’re selling or promoting. Use demographic parameters in renting your mailing list to narrow down who you’re paying to send a piece to.
- Make it Pop. Designs should be eye catching when looking through the usual boring pile of mail. Use vivid colors to make your piece stand out amid the white and manila envelopes.
- Make it Clear. Don’t clutter your piece with information in the attempt to let the consumer know everything about your company. Focus on a single call to action (e.g. coming into the store for more details or visiting the website for more information). Use the mail piece to say the most important thing you want the consumer to know and direct them to the most important action they should take.
Now get out there and get your mail on!
