HOW DOES SPM WORK?

It’s as easy as 1-2-3:

1. GEOGRAPHY: get the market geography for each location defined clearly in a way that transfers to direct mail marketing
2. METHODOLOGY: test and exploit the market geography using Life Event Triggers™ and Carrier Route Saturation mail
3. DEMOGRAPHY: and if you choose, layer in Household level targeting from information industry resources to max out the market opportunity.

Smart Proximity Marketing uses a new process to define Geography first, by capturing what Mi calls the “psychology of location.” For example, when you answer the question, “Where do we go for dinner tonight?” you begin processing your options by thinking directionally — you think in terms of the area or areas you have experience with, the areas that fall naturally into your day-to-day thinking.

Then, brand and advertising and personal experience come into play in a magical way to help you finalize your choice. But you almost always start by thinking directionally. Smart Proximity Marketing captures this directional thinking and defines a natural “catchment” area from which bricks and mortar customers flow, much like a river basin.

Here’s an example of a Catchment Area from a real retail location, defined and mapped by Carrier Route, showing actual customer distribution: (Please click Store Location Mapping below to view larger.)

Using this very precise market geography, Smart Proximity Marketing employs data and segmentation modeling to identify postal Carrier Routes and individual households with a higher propensity to respond to your offers. Marketing Informatics then provides the print and direct mail services and logistics to launch your new mail program using your strongest offer.

Together we measure results, update the Smart Proximity Marketing matrix, and keep new customers coming through your door — CUSTOMERS FROM AN ENVELOPE™!