* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Target movers earlier for high-impact campaigns
Survey
Document related concepts
Guerrilla marketing wikipedia , lookup
Bayesian inference in marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Marketing plan wikipedia , lookup
Viral marketing wikipedia , lookup
Marketing research wikipedia , lookup
Green marketing wikipedia , lookup
Multi-level marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Global marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Advertising campaign wikipedia , lookup
Street marketing wikipedia , lookup
Transcript
Speedeon Data’s effective, accurate and timely new mover marketing program produces high return Target movers earlier for high-impact campaigns A mericans are a population on the move—as many as 30 million people will move this year and almost 60,000 people move every day.1 This mix of both homeowners and renters provides an enormous opportunity to develop new business as the average mover spends approximately $8,500 in the first three months following a move on a variety of products and services. New movers are one of the most sought-after audiences for marketers but are difficult to identify and reach before they make their crucial buying decisions. If a company can reach these consumers earlier in their moving process, they can present targeted offers during the research phase of the sales cycle. Purchase decisions are influenced by a variety of factors, with more than 60 percent of new movers citing direct marketing materials as their preferred resources.2 However, the acquisition power of direct marketing is negated if the consumer receives these materials after a decision is already made. Historically, new mover information has been slow to compile and companies have missed prime opportunities for communicating with this market, sending direct messages several weeks after a move. At this point, new residents have made most of their purchasing decisions and valuable sales opportunities are lost. 40 Speedeon list ready Speedeon mail in-home 35 30 Historically, list ready Historically, mail in-home 25 NEW MOVER PURCHASE 20 DECISIONS (in tens of thousands) 15 Lost opportunity with historically targeted mail 10 5 0 1 7 14 DAYS 21 28 New mover purchasing activity Proactive communication increases consumer response for Speedeon Data clients One of the top five U.S. banks with more than 5,000 retail locations across the country realized they were missing opportunities to reach new movers. To successfully engage this target audience, the bank needed to increase the effectiveness of their direct marketing campaigns while lowering the cost per acquisition. Speedeon Data updates residential contact information daily from more than 3,000 sources. Our new mover data lists have been tested and proven to 99.6 percent accuracy. “New mover marketing is not a new concept, but we needed to raise the bar. We felt we could improve our ROI,” said the Vice President of Marketing. “We needed to identify and reach new movers faster, so after much analysis, we chose Speedeon Data, a database marketing company with a reputation for extreme accuracy and technologically advanced tools.” By utilizing Speedeon Data’s new mover marketing program, the bank received accurate residential contact information updated daily from more than 3,000 sources including telecommunications feeds, real estate Web sites, utility companies and more. Speedeon Data’s proprietary system and advanced algorithms pinpoint changes in household consumption patterns. These changes and relocation indicators enable superior identification and delivery of new mover information within two days of a move. In fact, by combining both direct mail and telemarketing, the bank validated Speedeon Data’s new mover list to be 99.6 percent accurate—well above industry expectations. Speedeon’s targeted contact lists increase customer acquisition By providing the bank with early and accurate identification of new movers in a data file compatible with its existing IT systems, Speedeon Data helped the bank increase their new customer return and significantly lower their cost per acquisition. Prior to working with Speedeon Data to create targeted prospect lists, the bank’s direct mail new mover marketing achieved a 0.8 percent return on new customers opening an account. Through working with Speedeon Data, the bank increased their new customer acquisition to more than 4 percent. The success of this campaign and its outreach methods lowered the bank’s cost per acquisition by 32 percent. Speedeon Data used its mapping capabilities to provide the bank with an extremely targeted list based on proximity to branch location. The bank leveraged the accurate telephone information provided by Speedeon Data to conduct follow-up telemarketing to the new movers receiving their direct mail offer. Speedeon Data’s strategy ensured that the bank was able to reach a greater number of potential customers through a higher volume of direct mail messages with fewer duplicate addresses from the bank’s previous campaigns. The success of this campaign and its outreach methods lowered the bank’s cost per acquisition by 32 percent. “Our partnership with Speedeon allowed us to greatly increase our return on investment through our new mover direct marketing campaigns,” said the Vice President of Marketing. “Speedeon’s services allowed us to target new contacts rapidly with a high deliverability rate. We saw a great improvement in our new customer acquisition and are extremely pleased with the quality of Speedeon’s new mover prospects.” 1 2 According to the U.S. Census Bureau Published by Harris Interactive, 2008 6655 Parkland Blvd. Cleveland, Ohio 44139 office <> 866.647.9219 web <> speedeondata.com email <> [email protected] Cleveland: Headquarters Chicago: Data Center Washington, D.C.: Operations