Consumer data is collected everywhere: in customer databases, CRM-systems, and even in the logistic process. Together with customer data collected by other organizations, a complete profile of the customer can be generated. In this article we will guide you on how to create a targeted campaign.
- Data – make sure your database is updated and contains the right information. In case you have different product groups you should try to separate those groups in the database as well. By having people answering a questionnaire consisting of questions about the composition of the household, brand preference, interests, spending limit etcetera, you can collect valuable information. If an organization sends such a questionnaire on a yearly basis, it will create a database that will help others understand your customers.
- Analysis – You could compare the customer database of your organization with all the households in the United States . In this way you can see what households are overrepresented, or compare on the basis of household type, stage in life, education, and number and age of children in the household.
- Profile – Based on the available customer data and data gathered by third parties you can make a profile, or hire someone to do this for you. You can make a profile by comparing, combine data of multiple respondents and extrapolate it to a postcode area for example. You could discover that people living in a certain postcode area have a stronger brand preference for Audi than for Mercedes.
- Customer life cycle – Identify the product groups and their order. Find out if you can connect those product groups to certain events in the life of the consumer. Many organizations have different product groups that coexist. Although they may appear to be competing with each other, a clear order can be discovered. A consumer often begins with an entry model of a certain product and then grows with the products until the purchase of the successor of the product.The different stages in life influence the purchase of a product, let’s say a photo camera. Cameras are regularly given by parents to their children on birthdays. When those children get older, they might buy a more professional camera to record the first steps of their own children. As soon as they retire they might want to buy a more compact camera to take along travelling for example.
- Message – Create a relevant message for each product group, connected to the stage in life in which the consumer resides or in which it will reside in the short run. The gathered and analyzed information can be very useful for your organization. By combining all the above mentioned elements (consumer profiles, customer profiles, customer life cycle, and local marketing) you can create a relevant message for the most interesting target groups and send them this message in the right stage in their life.
After having gone through these steps, you can create the targeted campaign or hire someone to help you. Choose a product you want to carry out a campaign for. Choose the life cycle of the customer and the customer profile you want to focus on. Find the postcode areas where these consumers live, choose the relevant message and send it out.