1:1 Marketing

by admin on May 12, 2011

Most of us like to be addressed personally. So why is most  direct mail just addressed to “Dear Occupant” or worse, “Resident“. If you were introduced to someone as “person A“,  or “Meet Worker B“, do you think that would get your attention — probably not.

Good marketing starts with developing a potential customer’s “persona”. In other words, who do you think would be most likely to need or want the product you have to offer. From there, you need to craft a marketing piece that does an excellent job of showcasing your product. Using the persona you developed, try to find other interests that your ideal customer persona may be interested in. For example, if you manufacture gardening tools, you may look at subscriber lists of people who receive gardening magazines and/or perhaps, are members of gardening clubs.

Understand what your ideal customer “persona’s” needs are, and you are closer to solving their problems with your product or service. Engage your prospects to learn more – it’s about them, not you!

From that point, you will need to determine exactly what you would like to discuss with your prospective customer. Each data point in the mail list can be a way to start your conversation. Keep it meaningful!

For example, let’s say you sell great garden tools. You could create variable gardening tips based on your customer’s geographic location, age and gender.

Ron, did you know that March is the best time to plant tomatoes in Portland? If you start them indoors, you’ll be enjoying fresh, juicy tomatoes by the first week of June. (You might enjoy our delicious tomato salad recipe on page 10!) This year we have developed a great new weed removal tool – which will allow you to effortlessly reach even the toughest weeds. It’s perfect for northwest gardens and will help you keep those tomato plants in top form once you transplant them to the great outdoors!

This is just one example of how you can use your customer and persona data to create a very personalized experience for your prospects, and differentiate you from the competition. Using 1:1 marketing will allow you to target your  mailing, reduce your printing and postage costs, place your products in front of customers who are actually interested, and increase the chance that they may be interested in additional products. Increase your marketing ROI with 1:1 marketing.


{ 1 comment… read it below or add one }

Henry Chappell April 25, 2012 at 3:37 pm

Thanks-a-mundo for the article post.Much thanks again. Keep writing.


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