Our July 16th Brown Bag Lunch session on One-to-One Marketing talked about how useful certain tools like MCIF and CRM are. It also talked about the power of Claritas P$ycle data to better segment and understand who your target audience is, what they do, what media they use, and where they live.
More importantly, we talked about how you can still have a robust one-to-one culture even without the tools in-house. That caused me to think, about how you can still have the power of P$ycle-style data on a more conservative budget. It is possible!
Though not as robust as P$ycle data and not as efficient to complete multiple segments, if you can identify a key strategic segment or two, you can collect your own lifestyle information through research. The key is to create a brief survey that touches on your target's hobbies, entertainment preferences, preferred media and financial goals.
You have several choices to collect this data. Since this does not, necessarily, have to be a blind survey, you can expect a better than average response rate from a phone survey. Of course, an email (like the above sample) would be faster and cheaper. You can also conduct branch intercepts or have a focus group to dig deeper into each question.
With this data, you can better create lifestyle or life stage marketing, or create a mirror modeling strategy to acquire more customers that resemble your best customer. You can be more strategic in your media buys and more targeted in your grassroots efforts. You'll also have relevant data on a strategic segment to have more intelligent one-to-one conversations about products and services that match their immediate financial goals.
MarketMatch has already made the investment into the Claritas ConsumerPoint system so that you can tap into the valuable data and also benefit from the expertise of our strategic team driving the process.
Of course, MarketMatch can be your resource for all of this. To learn more, email us at egagliano@marketmatch.com, or call 866-501-2233, ext 106.
