Geomarketing gives companies a tool to enhance the value of their direct mail by allowing them to precisely guide customers and prospects from their home to their business location.

Direct mail, like print, is alive and well as an important marketing medium. It has a high response rate when compared with digital channels, and it becomes even more successful in driving customer response when it leverages the value of location.

This kind of personalisation, when paired with a discount and directions, is a powerful, easy way to get prospects from wherever they are to the door of any business, as well as proximity to schools, jobs, shopping, recreation, nature, and so much more.

Geomarketing uses data – one of the most essential factors in direct mail success – to grab the attention of prospects and customers in the letterbox. A combination of finely-tailored lists and highly-customised maps helps marketers save money and time by focusing only on people who live within a specific distance of a business’s geographic location, and then, shows them the exact route to get there.

Companies that target certain audiences in a specific physical area, or put a personalised map on a mailpiece, stand out from their competition in the eyes and hands of their customers. With this method of variable data printing (VDP), companies are mailing campaigns that engage several senses at once and create a more lasting impression in the brain. And this change is supported by the explosive leaps forward in production inkjet printing. Mailers now have the ability to mail envelopes and small packaging that affordably use high-quality full color and data to be relevant to the recipient.

One of the leading providers of geomarketing technology is locr. Based in Germany, the company has offices in New York and London. The company takes high-quality data from geodata providers to create a detail-rich database to help you enhance the value of your mailing lists. From this information, you can create direct mail campaigns based on the exact address specifications of both the consumer and the business.

Because retail is undergoing a shift in how brands market themselves, the brick-and-mortar physical location is taking on new importance to shoppers. Geomarketing gives companies a tool to enhance the value of their direct mail by allowing them to precisely guide customers and prospects from their home to their business location. And for the generations who have grown up as digital natives, personalised location-based mail ties in nicely with their affinity for both print and experience marketing.

 

 

Source: Paul Bobnak