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Targeted Mailings: Generating Lists of Prospective Clients
Targeted Mailings (Booth No. 6633) will help CE pros generate lists of prospective clients based on demographic criteria they choose.
For CE pros looking to generate clients without breaking their marketing budget, Targeted Mailings offers “a very low-cost way of expanding their network.”
Some CEDIA Expo exhibitors give out pens or Lifesavers in their booths. Targeted Mailings plans to give out customers.
The direct mail company invites CE pros to swing by its CEDIA Expo booth (No. 6633) to generate a list of prospective clients in their area based on demographic criteria they choose. Targeted Mailings will get them a list in real time, says Greg Taylor, co-founder.
“They can ask us for a list of people that recently bought $1 million homes in their area, for instance,” Taylor says. “If they find out that there are 50 of them, they’ll be pretty excited.”
In general, Taylor feels that it’s a good time for his company, which launched in early 2008, to make its CEDIA Expo debut. Marketing, he points out, had been an afterthought for many CE pros when construction was booming and clients were plentiful. “Business was so easy to get before because everybody was building houses. Now you have to find existing home clients and through direct mail is a good way to do that.”
The company seems to pride itself on minimizing the amount of effort its client companies need to make. Taylor says it does all the leg work in terms of breaking down demographic information and creating targeted lists.
Basically, Targeted Mailings offers CE pros two types of campaigns:
New Homeowner Mailer Program: This group probably gets CE pros the most bang for their buck, according to Taylor, because new homeowners “are opening their checkbooks anyways.” It’s true that there are fewer new homeowners these days than in recent years, but a well-scaled campaign toward them can offer excellent return on investment (ROI), he says.
Saturation Mailer Program: This is what Taylor recommends for CE pros looking for retrofit clients. It targets specific geographic areas or demographic groups of existing homeowners.
There’s no doubt that Taylor is right about CE pros wanting to find more retrofit clients, but they’re also probably looking for their marketing budgets. He says Targeted Mailings offers “a very low-cost way of expanding their network” and that it can come up with a cost-effective solution for any marketing budget.
Typically, CE pros pay about $1.10 or $1.15 per prospective client reached, Taylor says. Targeted Mailings figures out an appropriate mailing list based on the amount of money the CE pro wants to spend. Generally, he finds that companies can get good ROI on direct mail campaigns for “a few hundred dollars a month.”
In order for any direct mail campaign to work, the messaging has to be effective. To make sure that the creative synchs with the companies it represents, Taylor says Targeted Mailings gets a lot of information from its CE pro clients “on the front end” before taking over the brunt of the work. He also points out that he and co-founder Ron Rawson have worked in the custom electronics industry for years — as an integration company, a consultant and marketing provider.
The direct mail company invites CE pros to swing by its CEDIA Expo booth (No. 6633) to generate a list of prospective clients in their area based on demographic criteria they choose. Targeted Mailings will get them a list in real time, says Greg Taylor, co-founder.
“They can ask us for a list of people that recently bought $1 million homes in their area, for instance,” Taylor says. “If they find out that there are 50 of them, they’ll be pretty excited.”
In general, Taylor feels that it’s a good time for his company, which launched in early 2008, to make its CEDIA Expo debut. Marketing, he points out, had been an afterthought for many CE pros when construction was booming and clients were plentiful. “Business was so easy to get before because everybody was building houses. Now you have to find existing home clients and through direct mail is a good way to do that.”
The company seems to pride itself on minimizing the amount of effort its client companies need to make. Taylor says it does all the leg work in terms of breaking down demographic information and creating targeted lists.
Basically, Targeted Mailings offers CE pros two types of campaigns:
New Homeowner Mailer Program: This group probably gets CE pros the most bang for their buck, according to Taylor, because new homeowners “are opening their checkbooks anyways.” It’s true that there are fewer new homeowners these days than in recent years, but a well-scaled campaign toward them can offer excellent return on investment (ROI), he says.
Saturation Mailer Program: This is what Taylor recommends for CE pros looking for retrofit clients. It targets specific geographic areas or demographic groups of existing homeowners.
There’s no doubt that Taylor is right about CE pros wanting to find more retrofit clients, but they’re also probably looking for their marketing budgets. He says Targeted Mailings offers “a very low-cost way of expanding their network” and that it can come up with a cost-effective solution for any marketing budget.
Typically, CE pros pay about $1.10 or $1.15 per prospective client reached, Taylor says. Targeted Mailings figures out an appropriate mailing list based on the amount of money the CE pro wants to spend. Generally, he finds that companies can get good ROI on direct mail campaigns for “a few hundred dollars a month.”
In order for any direct mail campaign to work, the messaging has to be effective. To make sure that the creative synchs with the companies it represents, Taylor says Targeted Mailings gets a lot of information from its CE pro clients “on the front end” before taking over the brunt of the work. He also points out that he and co-founder Ron Rawson have worked in the custom electronics industry for years — as an integration company, a consultant and marketing provider.
4 CEDIA Exhibitors You May Not Know About
 | Targeted Mailings: Generating Lists of Prospective Clients Targeted Mailings (Booth No. 6633) will help CE pros generate lists of prospective clients based on specific demographic criteria. SmX Cinema Solutions: Screens for CinemaScope Setups Smx Cinema Solutions (Booth No. 6235) boasts highest recorded weaved screen gain (1.16) in the custom industry. SonarGuard: Integrated Pool Control That Makes Sense SonarGuard (Booth No. 5643) is "the only swimming pool security system in the world that can integrate with home automation." Yodle: Web Marketing Services Yodle (Booth No. 6645) advances a dealer's company name high up on Web search engines. | |
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About the Author
Tom LeBlanc, Senior Writer/Technology Editor, CE Pro
Tom has been covering consumer electronics for six years. Before that, he wrote for the sports department of the Boston Herald. Migrating to magazines, he was a staff editor for a golf publication and an outdoor sports publication. Now, as senior writer/technology editor of CE Pro magazine since 2003, he dabbles in all departments and offers expertise in marketing.
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