Opportunities for Using Geo-Data To Amplify Print-Based Marketing
Josera, a German pet food retailer, used a print-based program to drive retail traffic, increase sales and create more brand awareness, writes locr GmbH's Anna Schoo.
Approximately 80 percent of all business decisions are tied to location—consumers overwhelmingly still head to a store to make a purchase. Therefore, it’s only reasonable to use geo-data to connect a customer’s location to a brand’s physical place to create a lasting connection. No matter what type of connection is being made, knowing the exact location of a prospect will enable the right message to be provided to the right person.
This resonates for all marketing channels—although digital and mobile are primarily taking advantage of geo-data. However, marketers throughout different industries have noticed an ongoing change in the way businesses want to connect to their target audience in which printed communications play a growing part.
The retail landscape in particular is undergoing a shift in marketing—brick-and-mortar businesses are print in new ways to highlight their locations to attract and retain customers. These adjustments are making themselves known in several ways.
Define Target Audiences and the Right Message Based on Location Data
In order to spur direct mail momentum, marketers turn to location-based targeting to define the right target audience for each message they create for their customers.
For companies that interact with customers at a certain business location the radius around a customer’s home in which they interact with service providers is a key metric to base customer targeting on. This radius varies depending on the product customers want to purchase—most customers are willing to drive a longer distance to buy a car but generally wouldn’t drive 50 miles to go grocery shopping. One of the most common reasons consumers cite for using a specific business location is its proximity to their home.
Some postal services offer door drop mailings based on ZIP code areas – but distances and travel times to and from a Point-of-Sale can vary immensely inside these areas. The most precise location-based targeting is based on geo-data offering targeting based on rooftop precision.
Marketers found it to be more effective to target their address list based on distances and travel times to relevant Points-of-Sale, and so address prospects that are more likely to do business with them. Additionally addresses that are outside a defined radius can be suppressed saving postage and distribution costs.
Marketers can then use location-based targeting to increase customer acquisition rates by building community awareness and finding potential customers near their business. Moreover, they likely improve customer retention by targeting current customers in their geographic area with promotions, events and more.
Increase Relevance with Personalized Maps
Geo-data is not only highly efficient when targeting the right audience but also for delivering the message of how near the best offers are.
When location matters and distance is critical, retailers need to show their prospects how near their business is and how quick it will be to make the journey. To highlight locations there’s no better tool than a map—better still, a personalized map.
Customized maps can add relevancy to a direct mail campaign. Using maps in marketing efforts enables the power of personalization as well as the power of visual communication to be taken advantage of. A well designed and personalized map ensures the level of engagement needed to support a successful marketing campaign.
Especially when attempting to drive customers using Points of Interest, direct mail is still a key marketing medium that successfully leverages the power of location. With growing opportunities to integrate online and offline, adding customer-centered value to direct mail becomes more and more effective.
Programmatic mailing enables marketers to define online actions that trigger sending a physical mail. This can be an abandoned shopping cart, a purchase, or just the visit to a certain website. Programmatic mailing is an ideal way to easily connect the gathering of individual customer data with the valuable accents that printed communications add to the communication circle.
Multi-channel Geomarketing in Action
Josera, a German pet food retailer uses an innovative multi-channel program to drive retail traffic, increase sales and create more brand awareness.
The company feeds the website visitor data from which personalized maps are created, printed and sent out together with welcome packs to introduce new customers to the brand and direct them to a choice of local retail outlets.
The campaign addresses pet owners that ordered a pet food sample pack via the Josera website. On the Josera website customers can provide information about their pet and order a sample pack, personalized to their pet, including cat or dog food samples and discount vouchers for Josera products. The mailing also includes a postcard, personalized to the pet owner, with a map that shows the locations of the Josera retail outlets where the vouchers can be redeemed and other useful travel information.
Working with print and marketing service providers that use geo-data to leverage their customer communication and the communication they create for their customers on a regular basis, marketers can broaden their marketing horizon with printed geomarketing.
*Anna Schoo is a Marketing Executive of locr GmbH, a leading provider of geomarketing solutions that let marketers use location to enhance their mailing lists, create higher engagement and achieve better response rates.