Database List owners' prespective
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![Page 1: Database List owners' prespective](https://reader031.fdocuments.in/reader031/viewer/2022020105/545bbe8eaf795998788b6027/html5/thumbnails/1.jpg)
ByYogesh Aggarwal
Global Business Director
Yellow Umbrella Group
The Direct Mail Era
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Critical success factors
• Realistic Expectations• Relevant Communication • Correct Timing• Correct Mail size• Correct Test Size • Correct Evaluation of Results • Understanding of Profile
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Direct Mail Response
A List owner’s Perspective
1. Responds to a factor of your knowledge on Chosen segment
2. HNI Syndrome3. Database options and cuts available 4. Living with list owners
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Responds to a factor of your knowledge on Chosen segment
• Major Flaws – Individual / Corporate misunderstanding on what Works / Worked or Doesn’t..
• Zero Profile knowledge… a Failure in doing Homework before running campaign.
• Segment knowledge: Study Product / Market / Target Segment
• Target those who require / would respond and not to all…
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HNI Syndrome
A little bit of TOO MUCH• A segment over-done.• Everyone wants a bit of HNI– 100% database queries are for HNI– 100% companies wants to target HNI
Is HNI so Important ??Small Test…… Define it…..
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Basic Questions to answer yourselfbefore Targeting HNI
• Why HNI?• How Do you connect to HNI?• Is HNI your Target segment?• What is your expectation from HNI?
HNI… HNI… HNI…
HNI SyndromeContinued…
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HNI SyndromeContinued…
Purchase Behavior• It’s not the money that responds but the
profile and lifestyle of a person which does.• Target the group by Profile, Educational
balance….. So how would you select the Data??
Largely a Psychographic study of the TA?Continued..
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What is Database????
– a key component in Direct Marketing
You Buy Customers and not the Mailing Lists
Options & Cuts Available
Databases are available by deep segmentation on Psychographic & Demographic classification
Spending Patterns
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Critical factors – Data selection
• What is your current donor profile? – By Location– By Age– By Occupation–By Availability of Data with List owners
Now Lets understand
Psychographic study of the Target Audience…
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Psychographic Analysis
• It is a Technique of Geographic & Demographic study on psychological measurement, which includes the measurement of knowledge, value, abilities, attitudes, buying motives and personality traits.
• Gender, Age, income, occupation, Location & even Religion play vital role in any purchase behavior.
• Psychographic data can be purchased from direct marketers or market profiles for general marketers
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Database options and surrogates
Segment Surrogate
By Occupation CEO/MD
General Manager +
Business Heads
By Ownership Car Owners
Mutual fund owners of High value
By Business Directors , Proprietors
By Credit Credit Limit 1.5 Lakh +
By Residence Residents to Premium localities
By Age High Networth + Age > 40
By Ability to spend High value shoppers High value donors
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Living with list owners
List owner is like your doctor. • Share the objective• Share the communication• Share the expectations–What ROI ?Do not look for immediate R.O.I (return on
investment).Building a good relationship with the
customer is possible only by winning loyalty.
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Living with list ownersContinued…
–What Media?To maximize your R.O.I, It is vitally important to test your
campaigns.
– What Budget? & What size of campaign?Start small campaigns and test various things to find what
works(Vivid Segments / Different Creative / Different Offerings)
Then, just scale it up, your profit will scale up along.
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Living with list ownersContinued…
–Method to measure?A homework on what works and what doesn’t is very
eminent before running a large scale campaign / or to derive a conclusion
–What Time?Streamline your offers & campaigns with the current
situation / Market Trends
Communicate well- Your segment- Your interpretation of HNI
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Last but not the Least…
It’s a War..Direct mail vis-à-vis Email/SMS/Tele calling