How New Census Data Affects Your Marketing Plans
As you may be aware, the U.S. counted people last year. And as a marketer, you might want to take a peek at the 2010 census data to sure you are on track when it comes to the distribution and demographics of the people you spend your money to reach.
Understanding the makeup of the U.S. as a whole, as well as specific markets, areas, regions and counties can uncover huge opportunities. It can also save you big bucks on wasted mailings sent to unresponsive populations who aren’t interested in your product or service.
If you use compiled data to mail to postal carrier routes, Zip code radiuses, cities, counties, metropolitan areas, etc. you need to be certain that the population you assume lives there really does live there. Taking an afternoon to read through the census data briefs could prove amazingly insightful and helpful in planning your upcoming campaigns. You could be very surprised to find that specific areas you might have ruled out could be hotspots for you now. On the other hand, if you are experiencing lowered response rates, you need to take a moment to review shifting population flows in or out of your target areas to determine whether a tweak in your marketing data specifications is in order.
Let’s say you instruct your list company to pull by Zip codes. Don’t take it for granted that they are doing your homework for you, because they aren’t. They know their data and they can help you make good choices on their data. But, they are not going to take the time to do a full-blown population “pro forma” type review of U.S. population shifts. It is the list company’s job to follow your instructions. Period. It’s your job to do the research so you know what you want from them. If your request is off due to incorrect population or demographic makeup assumptions then it is your job to be definite in asking for the correct parameters based on your research and certainty in the population or demographics.
The 2010 Census reported 308.7 million people in the U.S., a 9.7% increase from the Census 2000. The increase was lower than increases for the 1990s and comparable to the growth during the 1980s. This is important because if you are using old numbers or old growth statistics to plan out how you will mail to regions or markets, you need to be aware of the population shifts in those areas. You could be significantly over or under mailing to certain areas. For example, it was a long-held belief that the South and Southwest were growing incrementally faster than other areas of the country, however the current Census states that from 2000 to 2010, regional growth was much faster for the South and West than for the Midwest and Northeast. Never assume that you really know who you are mailing—always take a closer look. And, never count on the fact that “what you’ve done before” is still the best choice for today’s shifting populations.
Let’s go back to your dealings with your list company. If you have done your homework and know that the data has shifted in an area or demographic group that you need to reach, your best bet is to request hotlines or do a recency select. Both managed and compiled databases usually offer both of these on the files.
Using old marketing data or old marketing methodologies when you have written proof that things have changed is a gamble. However, if you take the time to research the population you need to reach it could very well be you who grows customer database.
Carol Lustig is marketing director for Sonny’s Enterprises, a direct marketer of automotive aftermarket products.
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