Using the Front Door to Reach Your Most Valued Customers
Every marketing campaign requires thoughtful analysis and identification of the best prospects based on the brand’s targeting strategy and available data. For front-door campaigns, data must be analyzed with the front door in mind – including information reflecting behavioral characteristics, geo-demographics, and transactional information whenever possible. The ability to consider these factors and apply the information strategically has in fact enabled front-door marketing as a highly targeted strategic tool.
For example, a recent campaign was executed to promote the launch of a new family film. The front door campaign was executed within 3 days of the movie’s launch, delivering to 4 states simultaneously. U.S. Census block level data was used to identify target family neighborhoods, eliminating waste by delivering the offer only to families with young children.
Prior to such skillful targeting capabilities, marketing pieces were delivered to the front door based on ZIP code saturation. This meant everyone within a ZIP code (approximately 13,000 households) would receive the same piece of media regardless of demographic importance or project objective. By abandoning the ZIP code approach and moving to the use of U.S. Census Block Groups – census-defined territories of approximately 100 to 400 households – this process has been substantially refined to enable extremely targeted distributions. Digging even deeper, custom profiles can be created using Census information, household purchase behavior and lifestyle segmentation; this identifies clusters of homes that will in turn deliver the highest response rates on the campaign’s objectives.
Are you achieving results by pinpointing your target, or wasting marketing resources by blanketing a too-broad group? Consider creative integration of front-door marketing programs within your overall marketing strategy.