Broker Roundtable: How Will Changes in the Census Affect the List Biz?
Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: What effects are demographic changes in the U.S. Census having on the list industry?
Our current panel includes Becky Hagadorn of Carney Direct; Leland Kroll of Kroll Direct Marketing Inc. and Linda Sandler of Adrea Rubin Marketing Inc. Would you like to be considered to be a member of our roundtable? Contact Larry Riggs ([email protected]).
Becky Hagadorn, vice president, new business development, Carney Direct:
Fewer new home buyers and declining household incomes ultimately have an impact on consumer spending, thus affecting direct mail response rates and leading to DM budget cuts. Brokers, agencies and marketing planner must work with advertisers to really expound on the value proposition and focus on the positioning of a product or service as a “need” [for the consumer].
Leland Kroll, president, Kroll Direct Marketing Inc.:
The demographic changes in the 2010 census will likely have an impact on the compiled data sources that are a valuable list source and a valuable resource for data enhancements. The shift in population from one state to another as well as increases in some of minority groups will affect ethnicity counts. It will be a welcome addition to receive reports on the statistical observations from the recent census from the major compilers that we can all digest and use in our various clients campaigns.
Linda Sandler, executive vice president, marketing, Adrea Rubin Marketing:
Everyone is anxiously waiting to see exactly when the census data is going to be available for rental. We have heard that data should be available for testing in April 2012. According to newly released census data predictions, the 25-54 market decrease slightly. However, the senior market is growing at an incredible rate. Marketers will need to be prepared to market differently to these individuals if they want to reach the large aging market sector. And populations are also shifting geographically.
America’s racial makeup is changing too. Many of the counties saw large increases in their Hispanic, Asian and African-American populations. Mailers will need to look at data much differently and determine their best plans to reach these exciting shifts in our population landscape. Models that have been built will need to be refreshed since America’s household data will have changed dramatically.
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