As marketers, we have more data at our fingertips than ever. Data is all around us, from in-house customer information to third-party demographic and behavioral data. However, having more data alone doesn’t guarantee success. You can personalize your direct mail and email with people’s names, tailored offers, and even customized images and text, but still not get the desired results. What’s the secret? Instead of marketing to demographics, market to people.
Say you are a provider of home lawn care services, and a high percentage of your customers are homeowners living in suburban areas on parcels of a half-acre or more. To get them to purchase an annual lawn care program, you could offer them a 10% discount if they buy within the next 24 hours. (“Act Now!”) However, this message reinforces a transactional relationship based on having the proper discount at the right time. Sure, make those special offers, but also take a moment to reflect on what the data reveals about their priorities and needs. Then, act on what you learn.
For example, homeowners generally take great pride in their lawns. Yet having a great lawn – the lush green that seems to exist only in lawn care commercials – can often be elusive. Even so, that is the ideal to which many owners aspire. So, craft messaging that taps into that desire and solves the “elusive” problem:
“Is your lawn a bit sparse and thin, lacking the rich, green lushness you desire? Our ‘Thick and Lush’ Diamond Lawn Care Program contains nutrient-rich soil enhancers and grass seed blends to promote thick, luxurious growth. Say goodbye to sparse patches and hello to a plush, carpet-like lawn!”
Now, you’ve tapped into an emotional need that bonds your audience to your brand in a way that discounts simply don’t.
Want great results with personalized print? Use your data not just to market products, but to understand your buyers. Study them. Analyze their motivations. Use what you learn to communicate that you not only care about, but also understand their struggles, and are there to help. Once buyers feel understood, your relationship will transition from transactional to fully engaged!
