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+Target Marketing
Defined:
A target market is a group of customers towards which a business has decided to aim its marketing efforts and ultimately its merchandise.
By understanding the available tools and the process to do this you can achieve increased response rates and better return on investment.
Ripon Printers has the knowledge and staff to show you how to start connecting your customers in a more relevant way in your next communication.
+What’s In It For Me?
Response rates to relevant marketing campaigns are, on average, over 4 times that of responses to static, same-to-all messages
Personalized marketing response rates can range from a factor of 1.3 to 6.2
+Response Rates By Vertical Market
Improved response rates do not magically occur when personalization is used. The critical factor is the offer, and how relevant it is to the recipient.
+Typical Marketing Campaign
Standard Direct Mail Workflow
+Generic Data
+Static Sample
+Approaching Marketing Campaigns Differently Personalized/Dynamic Workflow
+Get Relevant Target Specific Market Segments: Every market segments has unique needs and should have the message tailored to meet those specific needs.
Segmentation Examples:
Gender: Male/Female
Generation Y: ( 1983-Now) Characteristics of the generation vary by region, depending on social and economic conditions. However, it is generally marked by an increased use and familiarity with communications, media, and digital technologies.
Generation X: ( 1966 - 1982) Many people belonging to Generation X matured at the time of recession. This
generation harbors deep disdain towards bureaucracy and corporate politics. Many grew up seeing their parents work hard and become workaholics, only to be retrenched from their jobs during recession. At the same time, it is the members of Generation X who have created some of the greatest
technological inventions of the 21st century, like Amazon, Google and YouTube all because they valued their independence at their workplace.
Generation Baby Boomer: ( 1946-1965) In general, baby boomers are associated with a rejection or redefinition of traditional values; however, many commentators have disputed the extent of that rejection, noting the widespread continuity of values with older and
younger generations. In Europe and North America boomers are widely associated with privilege, as many grew up in a time of affluence. As a group, they were the healthiest, and wealthiest generation to that time, and amongst the first to grow up genuinely expecting the world to improve with time
+Segmented Data
+Design Planning Sample College Open house Invitation
Academic School name
Scholarship info
App. fee discount
Recipient�‘s address
Scholarship info
App. fee discount
Academic School image
School Object and character styles
Recipient�‘s first name
+
+Augmenting Your Data (1)
If your initial data is incomplete, you can enhance it through the use of a data aggregator. Some of the services offered can profile the demographics of your current customer list and allow you to create more targeted campaigns.
Portrait Reports • Look-Alike Report – Basic (20 variables)
• Enhanced Look-Alike Report – (130 variables) • Personicx Portrait Report (70 Personicx clusters) • Data Portrait Analysis (300+ variables including interests & Personicx)
Key Benefits: • Greater insight into demographics and psychographics • More effective list/prospect targeting • Identifying data elements to append • More effective communication with customers/prospects (i.e. offers, creative)
+Augmenting Your Data (2)
Data Products and Services Targeted Mailing Lists (B2C, B2B, specialty, etc.)
Advanced Data Hygiene
Data Enhancement/Append (Demographics, Psychographics)
Examples: Gender, Age, Income, etc.
Compiled Mailing List Databases Consumer, Business, New Movers, New Homeowners, Resident/Occupants
Other Popular Specialty List Databases: Students / Educators
Physicians / Nurses / Pharmacists
Insurance / Real Estate Agents
Brides-to-Be / Newlyweds / Expectant Mothers / New Parents
+Get Personal
Variable Imaging Variable Imaging (VI) is a form of printing in which elements such as text, graphics and images may be changed from one printed piece to the next without stopping or slowing down the printing process, using information from a database.
Image Personalization For the most eye-catching visual effects, add personalized images, to obtain and hold your customers attention. You are now able to to create unique personalized images. These unique images seamlessly integrate allowing you to use them in the creation of your targeted marketing campaign. These campaigns add more value, and increase ROI.
+Get Personal (2)
+Get Maps
Distance: 11.13 Miles Drive Time: 12:41
Distance: 13.186 Miles Drive Time: 16:40
Distance: 21.12 Miles Drive Time: 23:55
+Get Connected
Adding more communication channels to your campaign helps bring more personalized exposure to your marketing message Keep in mind the end goal of having additional communication with your customer is to both build relationships and connect in a more relevant manner, in order to market to those preferences at a later date. This can be achieved any number of ways using current technology trends.
pURLs: customized personal web sites that feature a customer's name in the URL. They can be
temporarily used for a single promotion, or permanently used as part of a long-term relationship.
The content presented to each customer is database driven.
Mobile Microsites: mobile ready versions of pURLs tailored for access via a mobile devise by a QR
code, app, etc.
SMS
Social Media: Facebook, Twitter, LinkedIn, and many others.
+ Approaching Marketing Campaigns Differently
Personalized/Dynamic Workflow: Additional communication channels
+ Approaching Marketing Campaigns Differently
Personalized/Dynamic Workflow: closed loop data capture
+ Ripon Printers – Holiday pURL Example
Reply Card in Mailing
+ Ripon Printers – Holiday pURL Example
pURL
Landing Page Update Page
Thank You Page
+pURL – Example
Landing Page Thank You With Refer A Friend
+pURL – Example
Refer A Friend Page Refer – Thank You Page
+ROI Factors
List: Does the mailing target the appropriate audience? Is it a house list with people who are already familiar with your product/service, or is it a purchased list?
Message: Is the copy effectively written? Is the message tailored to the particular needs/desires of each audience segment? Does the copy use key emotional triggers?
Offer: Is the offer compelling and relevant enough to make recipients respond?
Timing: Will the message reach the recipient when they are prepared to make a purchase?
Creative: Does the creative support the communication goals or detract from it? Are the elements of the piece “too busy” or does the design make it easy to follow the message? Do the graphics vary by audience segment to help establish connections with different recipients?
Response mechanism: Is the response mechanism easy to use and one with which the audience is comfortable? Are multiple methods of response offered?
Vertical: What are the historic response rates for the vertical market?
+Get Mail Tracking
How It Works The tracking system builds on the full service intelligent mail barcode (IMb) for each record in your mailing. One element of the IMb is a unique serial number. As mail travels through sorting equipment at USPS processing facilities, the mail pieces are scanned, capturing all the IMb data as well as processing facility, operation number and processing date and time. This is data returned to us by the USPS, and our system matches it to the mail list and converts it into meaningful and usable reports.
+Get Results
