Old Marketing Principle That Works Today

3 replies
I learnt this many years ago from the old direct response marketers
who would measure their promos.

Over and over the biggest factor in their success was who got to read them.

With that piece of knowledge, you can help local businesses
to better target their best customers.

So when choosing who you send out an outreach campaign,
here are some tips for deciding who you send it to...

1 Can you easily get them fast, easy results from better targeting?

You see a full-page ad in the Yellow Pages for a kitchen remodeler.

Their best-targeted audiences are homeowners who have bought in the last 6 months.
They spend more on their home in the first 6 months of ownership compared to their neighbors
over 3 years.

You are getting them higher response rates while slashing their ad investment.

You get a mailing list of these new movers for free
from your local library inside Reference USA or AtoZ Databases.

If you want to be super lazy, you don't even need to touch their ads and you
will get them better results.

2 You find full-page ads, half page ads
and quarter-page ads in therealyellowpages.com.

Proven advertisers and most can benefit from advertising to new movers, including renters.

Now you are bringing them new news,
which grabs attention and you can be very specific in your message
with how many of these new movers live in a 5-mile radius of their place of business.

Now, this opens up streams of repeat business, printing and mailing every month.

All this from better targeting.

Hope this helps
Ewen
#marketing #principle #today #works
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  • Profile picture of the author StevenTylerPjs
    Thanks ewen,

    I didn't know those lists were free at those websites. I've only seen new homeowners and new movers lists at 9 cents a piece.
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    • Profile picture of the author ewenmack
      Originally Posted by StevenTylerPjs View Post

      Thanks ewen,

      I didn't know those lists were free at those websites. I've only seen new homeowners and new movers lists at 9 cents a piece.
      Libraries pay a subscription fee to one of those databases
      in which you would normally pay, as you described.
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  • Profile picture of the author Ron Lafuddy
    Originally Posted by ewenmack View Post

    Over and over the biggest factor in their success was who got to read them.

    And when.

    Hi Ewen,

    Good topic.

    I was working a welcome service program for advertisers who wanted to reach new homeowners and came across a crucial element that determined whether the program would be a success or failure, for those advertisers.

    Timing.

    Reaching the new homeowners early in their decision-making process.

    I was getting my list of new arrivals, directly from the county, from the office where they register and record real estate transactions. Every month they compile a list of new homeowners and make it available to the public.

    The cost is nominal.

    They are a good source, but...for my advertisers, it was too late in the process, for their ads to be effective. The new homeowners had already made a lot of their buying decisions.

    Only by solving the timing problem, was I able to keep the advertisers happy and in my welcome program.




    Ron
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