Who is your customer…really?
That’s the question that Nielsen’s PRIZM poses to us, and we’ll pass it along to you like a hot potato. Do you really know them or how to reach them? That’s what Nielsen is here to solve.
PRIZM sort of sounds like a weapon of mass destruction from a James Bond film, and that’s basically what it is for your marketing: A game-changing tool of mass- effectiveness. It calls itself “the leading lifestyle segmentation system” and that term “lifestyle” is key because beyond knowing the basics about where your customers live, it gathers the other hidden consumer data that usually goes unnoticed, like lifestyle preferences.
Let’s take for example two demographically identical mothers. Both live in two-bedroom homes in the same neighborhoods with the exact same income. One could possess a love of soap operas and romance novels while the other could be enthralled with WW2 military history. You should market to them differently, we don’t need big data to tell you that, but how do you figure out those preferences so that you can do so?
Big data solves big problems
That’s where Nielsen’s PRIZM becomes the answer. After all, every postcard that you send that is personalized for the Days of Our Lives-loving mother is completely wasted upon the fan of historian EB Sledge, and vice versa. This is the reason that your cost-per-lead-acquisitions are so high and you can watch postcards going out but no responses coming back in. Nielsen’s PRISM solves this by collecting psychographic data which includes beliefs, interests, dislikes, and lifestyles, and sharpens your list up to a very fine point.
Okay that’s pretty powerful, but is it easy to use?
Not only do you have nearly perfectly targeted data, but they make it incredibly easy to use it in your targeted postcard campaigns. Through ProspectsPLUS’s web-to-print postcard marketing system you can use Nielsen PRIZM to select from 66 demographically and behaviorally distinct types of consumers, including factors like:
- Socioeconomic rank (Are they bohemian or big sky families?)
- Sports (Do they prefer skiing or golf?)
- Media (Do they prefer museums over fantasy football?)
- Shopping (Are they more likely to buy from Nordstrom or Amazon?)
- Apparel choices (Do they buy from Rag and Bone or K-mart?)
- Plus, Income, Product usage, Education, Occupation,Home value, Leisure time preferences, Life stage …
And the list goes on.
There’s an infinite amount of data, and we’re only just getting started.
Based on your business goals, Nielsen and ProspectsPLUS! can help you answer these questions:
- Who are my best customers?
- What are my best customers like?
- Where can I find them?
- How should I reach them?
If it all seems too good to be true, we’re right there with you. Before we were business partners with Nielsen PRIZM we were just customers, but it seemed like an invaluable service to extend to our clients. We want you to get highly personalized too because it’s such a critical element of successful modern marketing.
This ability to get hyper-targeted is increasingly key to winning sales. As technology advances in the digital world and websites personalize themselves to the user, 73% of people have already been trained to prefer doing business with brands that can address them by name and understand their interests. They also look for the same personalization in offline direct-mail marketing, where we help you keep pace by getting laser-targeted on specific customers within specific households and addressing them all by name, beliefs, and behaviors.
So, we’ll repeat the question we started with: Who is your customer, really?
Nielsen’s PRISM knows. And you can use it in one of your postcard marketing campaigns today. They take just fifteen minutes to set up using one our best-practice designs and we have a full staff ready to answer your questions if you pick up the phone and just give us a call at 1-877-222-6010!
Need a hand in putting it all together?
Marketing isn’t everyone’s forte, but we’re here to make it as easy as counting to three. Opportunity Knocks is a full service agency who can get all of your ProspectsPLUS! postcard campaigns set up quickly and help you with your overall strategy. Give them a call at 866-319-7109 today!