Have you ever heard of WIIFM? It is simply an acronym for "What’s In It For Me?" I am sure you have encountered this in most every aspect of your life. Though you may not have heard of the exact term, the whole idea behind it is rife every where you go. The WIIFM syndrome is what drives the power in the 2 most successful words in the advertising business . . . FREE and SAVE. Without these 2 very valuable words, your ad is just another piece of paper with some printing on it.
New business is just a mailing list away.
Getting new business into your store is becoming increasingly more difficult. The average consumer now sees 1,000 advertising messages a day or more, so how do you differentiate yourself from everybody else? Managed Marketing™ is a product that lets you do exactly that, differentiate yourself from everybody else.
Growing your business means generating new customers . . . plain and simple. Generating new customers means knowing exactly which households "COULD BUY" that "HAVEN'T BOUGHT" so they can be targeted and managed. Rather than just buying space in print media or time on broadcast media, managing the marketplace by address is your next option. Unlike print or broadcast media, it puts the marketer in complete control of the marketing process in relationship to total households.
YOUR
CUSTOMER LIST.
Probably your most valuable asset.
Maintaining an accurate mailing list of customers is probably one of the most intelligent things any business can do. If you ever did want to do a promotional mailing to generate new customers, how are you going to go on to the open market and buy a mailing list of just non customer households. Well, actually, you can't. It has to be made.
In every neighborhood there are customer households and there are non-customer households. It's just that some neighborhoods have more customers that others and some neighborhoods don't have any customers at all. Why do you think that is? Every neighborhood has a product and service demand level.
The map shown below demonstrates how one of your neighborhoods might look if it were separated by customer households and non customer households. Now that you have the answer to one question, "Who could buy that hasn't bought?", you can move on to the next question . . . "Which neighborhoods generate customers at the highest rate?"
OUR CUSTOM SOFTWARE
What our software does and why we sweat the details.
Our software monitors household sales performance by household in each individual neighborhood so we have more flexible marketing options when it comes time to spend promotional dollars. We want to spend our marketing dollars on the least number of households that buy the largest quantity of cars. By measuring owner households in each individual neighborhood, we are able to identify which neighborhoods actually buy the largest quantity of the make and model of car being measured in the least number of total households. 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.
Calculating which neighborhoods actually buy at the highest rates now becomes a much easier task. If you have a limited marketing budget, it will be important to know which neighborhoods are your most important neighborhoods based on total customers or sales volume totals.
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?
| 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!
WIIFM
The "What's in
it for me" Syndrome
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