Today, every business needs to understand how to do online marketing. Its one of the cornerstones of an overall effective marketing strategy, and it’s the only way to reach outside of your immediate area. Sure you can have salespeople who sell your products in other parts of the country, but if you’re like most businesses…
Market Segmentation is one of the key components of a comprehensive market analysis. Market segmentation is the idea that the marketer will divide the market up into to different segments or groups so that they can target the segments in different ways. In Marketing, the term is known as STP (Segmenting, Targeting, and Positioning) –…
The Problem with Using Zip Codes or a Radius to Pull Direct Mail Lists In my post entitled “Not All Market Areas are Created Equally: Part 1” I discussed a couple of different ways that MAR differs from other research firms generating Market Area Reports. In this post, I want to look at other, more…
Not All Market Areas are Created Equally In my post entitled “Knowing Your Market Area,” we discussed the importance of knowing the market that you serve. For this entry, I wanted to take a look at a few different ways that research firms think about defining a business’s market area and what differentiates MAR (Market…
EDDM vs. Direct Mail In the research business, I’m often asked about EDDM mailings, specifically how they compare to Direct Mail targeting. EDDM stands for Every Door Direct Mail, and it is a relatively new product offering from the USPS. It’s interesting because it allows the user to go to the USPS’s website and systematically…
Two of the most effective ways to increase your response to your marketing efforts is knowing who and where to target. In my opinion, too many businesses focus too much of their time on the creative and the offer, and not enough time on who and where to target. Yes, the creative and the offer…
When I am pulling a prospect list for a client, there are two important questions I always ask: Who are we trying to target, and what’s the geography that you’re trying to hit? Unfortunately, most of my clients don’t have a solid answer for either question. Of course, there are other factors to consider when…