Getting the Right Lists
The business of “1010-” telephone calling services is extremely competitive. One company that markets such services knew that very high-income and very low-income people don’t really use the service they provide, so they wanted to target middle-income areas only. They contacted one of the largest independent data strategy firms in the United States.
“Based on our client’s history, we knew they needed a more focused list than your typical saturation list,” advised Sherry, with this firm. “We worked closely with them to establish the right list criteria for future marketing efforts and determined that marketing to middle income families and mailing by area code/exchange would be the best approach. It narrowed their target while still saturating the ideal segment to get the best value for their marketing dollars.”
But that was just the beginning. The client then planned to follow up their mailing by walking door-to-door to those targeted consumers. Trying to organize foot soldiers for such an endeavor seemed impossible from simply lists of addresses, especially because their markets spanned several states.
“We immediately knew that we needed to enhance their campaign by providing carrier route based maps of their targeted areas,” added Sherry. “That’s when we called Maponics.”
Maps Make Markets Visual
Because of the size of this project – over 500 maps – and the unique demands of carrier route based mapping, Sherry called on a mapping service bureau dedicated to the needs of direct marketers.
“Maponics has always responded extremely quickly and has helped us refine our needs by offering cost saving and problem-solving suggestions,” said Sherry. “We had a quote within 24 hours that met our client’s needs.”
Sherry’s company aggregated average incomes based on carrier route data from various sources available. Sherry then provided those averages by carrier route to Maponics. Linking that data into its carrier route boundary map database, Maponics created thematic (color-coded) maps for each ZIP code in the client’s market. Carrier routes were colored based on income, making it very easy to see where the “best prospect” areas were. The maps themselves also showed streets, making it easy to follow for walking.
“Our client loved the addition of maps. They could now hand out 8 ½ x 11 inch maps to each of their foot soldiers, telling them exactly where to spend their time, dramatically reducing the planning time needed,” said Sherry.
Sherry concluded, “Maponics was able to produce over 200 maps a week in both printed form and electronic images for future use. The level of service and value for the price is unbeatable.”
Mapping Helps Focus Client’s Marketing Campaigns
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