Mail Marketing Plus, Inc. | Save By Targeting Your Market

5920 E. Central | Wichita, KS 67208 | Phone: 316-685-7766 | Fax: 316-686-6702

Customer Profiling

Once your current customer list has been incorporated into a database and a good 'existing customer' program is developed, we're ready for the next step which is to create a customer profile from your existing list.

Using the most up-to-date information available, combined with state of the art technology, a profile of your current database is created where customers are assigned to a specific lifestyle cluster.

All neighborhoods in the United States have been classified into one of 65 different, unique clusters based upon the concept that people tend to live near others who share similar behavior and consumption patterns.

Think about your own city for a moment and we're sure you'll agree:

* Families with young children tend to live in areas where there are other families with young children,

* Older people live in more mature neighborhoods,

* The rich with the rich, etc., etc.

After your customers have been grouped into these clusters with their similarities compared and their differences contrasted, we can create the ideal customer profile for your business, i.e., a digital picture of the customer household most likely to buy from you.

With this information we can go back to that huge saturation list and identify those households, by address, who are most likely to be your new customers, who will welcome your communication, and from whom you will get the highest rate of return from your advertising message.

Using this methodology we can also....

Identify the best prospective customer households by cluster for a given product or service,
Identify and target new secondary segments based on your customer profile,
Mail to households matching your highest ranking clusters instead of the old shotgun approach,
Track new customers and their buying habits.
And, you can evaluate potential new retail locations which are close to the households most apt to be your customers.

All this is done, reaching the people you need to reach, while staying within your budget because you determine:

When to mail,

How often to mail,

as well as,

What to offer and

Who receives this offer.

How Powerful Is Customer Profiling?

A special six week promotion was designed for specified Firestone Stores in Arkansas, Colorado, Kansas, Louisiana, New Mexico, and Texas using the Customer Profiling Technique explained above. Coupon booklets were mailed to approximately 1,700 potential customers who were identified in each locale.

At the halfway point of the promotion, store managers were contacted for their comments:

"Direct mail makes the customers feel they're valued - like they've been singled out for these offers. Our average coupon redemption usually has about $50.00 worth of additional sales with it."

- Houston, Texas

"Nothing compares to the results we get from this type of booklet."

- Houston, Texas

"These coupon books seem to work the best out of everything we have tried."

- Monroe, Louisiana

"These books work much better than the newspaper ads we have done in the past. The average coupon resulted in a $50.00 sale."

- Pueblo, Colorado

"This type of advertising is the most effective thing we do."

- San Antonio, Texas

"Out of all the things we've tried, Direct Mail works the best. Better than newspapers or anything else."

- Conway, Arkansas

"Nothing compares to this coupon book. It works better than anything else we have done."

-Wichita, Kansas

"These books work the best out of all the advertising we do."

- Gallup, New Mexico

We couldn't say it better ourselves.

Read some of our other customer testimonials.

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