Managed Marketing™ saves marketers thousands in wasted advertising dollars.
Every neighborhood, in every zip code, buys your
products and
your services at different rates.
Managed Marketing™ is a database systems product that maintains a complete running inventory of monitored households on each street in each neighborhood. The monitored function always allows the marketer to keep track of which households are customers, which households are non-customers and which neighborhoods produce new customers and new sales at the highest rates. Accumulated information allows for proportionate spending of the advertising budget based on actual sales and customer production rather than space or time media buys. Taking promotional dollars away from neighborhoods that produce less and putting those same dollars into neighborhoods with higher product and services demand produce higher returns on investment. This is something you can only do with direct mail marketing and is not possible with television, radio, magazine or newspaper advertising.
In addition, with our unique "Customer / Non-Customer Household" separation feature, we almost always save our clients more than we cost them. Whatever the incentive offer might be, you probably don't want to give it away to customers you already have. Well, that's the incredible beauty of Managed Marketing™. You get to pick the exact households where you WANT your promotion to go and the exact households where you DON'T WANT your promotion to go. The primary function of any quality promotion is to generate a "consistent flow of new customers". This is what keeps your business in the upwardly mobile growth mode.
With our Customer/Non-Customer separation feature shown below, you can focus on generating new business at a faster and cheaper rate.
The illustration shown above graphically demonstrates what your household audience might look like if it were separated by customers and non-customers. By targeting non-customer households, you have very little to lose and a lot to gain. Unlike any other form of promotional activity, direct mail offers you the flexibility to control who actually sees your promotional message. When a household resident pulls their mail out of the mail box, a decision has to be made whether to keep your mail or throw it away. You have an average of 1.3 seconds to get their attention. After that, you're a dinosaur. Since we've already done our research, we know that the Non-Customer households in this audience can afford to buy what you want to sell. What is unknown, is do they need and want your product or service today. Those 2 factors are determined by your rate of response. As we mentioned earlier, the marketer can not create a market for a product or service where one does not exist.
Targeting neighborhoods based on how theyactually produce sales is now easier than ever.
Looking for a higher response rate from your mailings? We can get it for you.
But first, you have to understand what controls response rate. If you send your mail to neighborhoods that don't buy or buy very little, your percentage of return is going to be low. Usually less than 1/2 of 1%. If you do your homework though, you can double or triple your response rate to 1% to 1.5% simply by removing neighborhoods from your mailing that don't perform.
Our software monitors the performance of each individual neighborhood so we have marketing options when it comes time to spend our promotional dollars. By measuring sales, we are able the make a custom mailing list based on how the neighborhoods actually buy each make or even model of products our clients market. The mailing list would then consist of the least number of non-customer households (or a combination of customers and non-customers) in neighborhoods that already buy, pay for and take delivery of the largest quantity of product or service.
The chart shown below demonstrates how to measure sales. The process of keeping track of neighborhoods, households and how to rank neighborhoods is based on how many households in the neighborhood actually buy.
Example:
. . . why does the neighborhood on Line #1 of the example below have a higher percentage of total households as customers than the neighborhood on Line #15? The short answer is because the demand for the product or service is greater for the Line #1 neighborhood than it is for Line #15 neighborhood. Wouldn't you like to know where the demand for your products or services are before you spend your ad dollars? WE CAN MAKE THAT HAPPEN!
| SAMPLE REPORT - NOT INTENDED FOR ACTUAL USE | ||||||||
|---|---|---|---|---|---|---|---|---|
NEIGH |
NEIGH- |
ZIP | TYPE OF |
ECO- |
TOTAL |
PROSPECT |
TOTAL |
% OF |
The reality about the marketplace is that every neighborhood buys every product and every service differently. Our service measures and identifies how much of your products or services each neighborhood actually buys. We don't create markets for products or services . . . our targeting process identifies where the actual market for your product or service exists and then we target those neighborhoods. We're looking for new customers for your business in neighborhoods that already produce business at the highest rate!
We're different and we're better.
We're different because we give our clients more marketing flexibility.
For clients that want to measure which neighborhoods actually produce sales at the highest rates . . . Computastic can identify where they are.
For clients that want to extract existing customers from marketing so they don't give away promotional marketing dollars to business they already have . . . Computastic can extract them from your promotions.
Computastic can measure sales performance by streets and neighborhoods so you know for sure that you are marketing to the right audience.
If clients want to control exactly which households get targeted . . . Computastic can give you that control. . . by neighborhood, by street and by household.
Computastic can actually get every message seen at the household level when your ad gets to the household.
Computastic can measure how the consumer percieves the message you send and how you can increase the value of your ad message at the household level.
Computastic counts houses, tracks sales, manages customer flow and reports market performance to clients. Unlike regular advertising products that sell space or time, Computastic sells