Boost Your Direct Mail Response Rates with Mapping Technology


On Superbowl Sunday, Domino's Pizza delivered over 900,000 pizzas – and mapping technology helped. How do 60,000 pizzerias serving 3 billion pizzas a year compete in a sector where reputation and money depend on speed, warmth and delivery at the door? Global Positioning System (GPS) technology!

Here's how to use this great invention to increase the results of your direct mail, even if you only have one store with local customers.

GPS may be a spatial map, but computer-assisted mapping technology can be a "weapon of mass destruction" for marketers. With it, you can view information from your database to see models that have a geographic component. For retailers and service companies, this translates to "Where are the locations or neighborhoods where I am best placed to serve my customers?"

Retailers usually serve a commercial area of ​​up to 10 miles. Service companies like to establish "routes" to maximize their travel time. By visualizing your customers' data, it's easy to see where you should step up your marketing efforts and where you should reduce your business – neighborhood by neighborhood – instead of the zip code, as most businesses do. region.

Rather than sending mail to "all people within a 3 km radius," marketers can use mapping to analyze demographic business areas at a finer level, such as carrier routes, zip + 4 or census block groups, to monitor their return on investment. Eliminate underserved areas, reduce advertising costs and increase results!

Future mailings can suppress weaker or non-responsive neighborhoods and increase the amount of mailings "to look like" demographic areas, which creates a sender's dream: fewer items mail, more results. You can even overlay demographic information, such as house value, income, business population, etc., on these newly mapped areas for an extra layer of intelligence.

Competitive analysis

Mapping is also a solution for competitive analysis. By plotting yours and the locations of the competing stores and then profiling the markets according to age, income, house value, postal code penetration, etc., you discover truth kernels that can lead you to an offensive marketing strategy or a better selection of sites.

Mapping can be a valuable tool, even when the only marketing asset of the company is a list of names and addresses of customers without transaction information (purchase) or otherwise, because critical geographic information can be added, then analyzed. Franchisors and chain stores rely heavily on mapping technology to allocate territories and generate customer traffic based on natural and man-made obstacles (highways, rivers, bridges, etc.). Professional marketers can improve "end-to-end" rates, plan sales calls more effectively, realign sales territories, and measure sales force activities.

Mapping projects can be done "in-house" with a relatively inexpensive software purchase of around $ 300 to $ 400. More sophisticated projects can also be hired for more sophisticated results that refer to spreadsheet or database information for continuous analysis. Whether your business delivers pizzas or runs a reseller network of 1,000 HVAC technicians, mapping technology can add a visual dimension to data analysis that is often more understandable than spreadsheets and charts.

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