Explore the Power of Data

One-to-one marketing is key.

There is a reason why one-to-one marketing is all the rage - it works. According to Jupiter Research, personalized messages outperform untargeted marketing campaigns 4 to 1! Personalized text, graphics and images can tailor your brand messaging for each customer and cut through the clutter. Furthermore, segmenting your audience based upon demographic or behavioral data can instill a deeper connection with your audience, leading to increased brand loyalty.

First steps to one-to-one marketing:

1. Complete a marketing audit to see what types of messages work best with which customers. Track this information in your database for future use.
2. Segment your consumer base by demographics or psychographics to create direct mail, brochures, emails, etc. that are targeted to specific consumer groups.
3. Use the data you've collected to create a brand message targeted to a specific customer.
4. Remember that your campaign is only as good as your data. The more accurate your information is, the better your customer response will be!

CASE STUDY:

The success rate of a local ski resort's blanketed email efforts was close to nothing. A customer survey found that its best customers were single males in their 20s, with married males with families in their 30s and 40s as a close second. The resort used the data collected to send out two different emails, tailoring images, messages and offers to each group. The images of hot tubs and party scenes resonated well with the younger singles, while images of kids and families resonated well with the older, married demographic. After the campaign, the resort saw a huge increase in rentals and reservations, and realized the power of using customer data to create effective, personalized communications.