One of the best ways to plan a direct mail campaign that fits your goals is with geographical marketing. When you target your audience by the geographic areas that your business serves, you are more likely to land in the mailboxes of potential customers who are close enough to use your business.
Using geography marketing helps you maximize your direct mail budget dollars. This is done by excluding mailing areas that reach an audience you don’t serve. In Largo, this strategy can be more detailed than choosing a zip code to drop a mailer. You might be surprised at how targeted an effective geotargeting can be! Here’s how it can help your Largo-based business!
If your business serves a wide range of customers in a delivery area of 5 miles, geographic marketing makes it simple to select a radius of 5 miles from your business location for your next mailer. Why waste valuable marketing dollars mailing to a full zip code if part of that code is outside of your service area?
Limit the production costs and postage expense of mailing to people who might never be your customer by using geographical marketing to reduce your mailing size while targeting potential customers in your service area.
Within your service area, you can apply geographic segmentation to fine-tune your mailing area. Not everyone who lives in every household is a potential customer.
Segmentation allows you to learn a little more about the people living in the households in your mailing area. Then compare that data to your current target customer base. Your best potential customers are people who look and behave similarly to your existing customers! Targeting those look-alikes through your direct mail campaigns helps increase the potential response from your mailing.
You can also tailor the content of your campaign to reflect the demographics of your target mailing area. For example, if households in your area have an average income range, focus your mailing’s message on how your business services fit into the needs of a typical household in that income range.
What’s happening in Largo? Customize mailings and target mail dates that can capitalize on the local activities in Largo.
Send mailings that offer sales that coincide with local events. Encourage local festival attendees to bring their mailer in for a free gift. This can apply for a special discount on an item or service too. Use your local knowledge of the Largo area to build a relationship with the potential customers in the households of your service area.
Geographical Marketing is Personal and Relatable!
Lastly, unfortunately most people take one look at the Bulk mail in their mailbox and toss anything that isn’t relative right in the trash. To help your direct mailings stand out from the mailbox clutter, use geographical marketing to target a specific customer area and then customize your direct mail piece so that it relates and is personal to those potential customers using variable data printing.
Geography marketing helps you use your direct mail strategy cost-effectively by reducing your print and postage costs! Above all, contact Modern Mail & Print Solutions to help you craft your next direct mail campaign with geotargeting for better results!