Keep Your Niche Mailings on Target
In the last few days, I’ve received direct mail pieces for cruises, retirement services and senior living products. I’ve also been served up Spanish-language web banners and local cable TV commercials. The problem is, I’m not retiring any time soon and I really don’t speak Spanish very well.
You see, I live in South Florida, an area where there are a lot of golden agers and a large Hispanic population, but I don’t fit either demographic.
That makes it quite obvious that all of these marketers are using geotargeting and perhaps a bit of modeling as well. It’s also obvious they didn’t put much thought into their lists.
In today’s world of rising costs and shrinking budgets, it is simply too expensive to be marketing to either an incorrect or a too general audience
