Category Archives: Natimark News

Periscope: How Can It Work for Your Business?

Have you heard of the new application, Periscope, making waves across social media?  At Natimark, we make it a priority to stay apprised on all of the latest technology.  We are really excited to share with you some of the details around what the application is and how it can help your business.

Twitter is responsible for creating Periscope which is described as a “live video streaming platform”, essentially allowing you to broadcast a live recording of yourself to your Periscope and of course, Twitter followers.  Unlike its counterparts Instagram and Vine, this platform is non-restrictive in terms of content length.  Periscope allows you to push video content out simply, efficiently and on the go.

Initially skeptics said “so how does this differ from Skype or Google Hangouts”?  Well, the creators have answers. Periscope allows you to develop a network with whom you are able to live stream content – at any time.  The application is available on both Apple and Android operating systems and you can also log in from a laptop or personal computer.  Periscope has made a quick surge in the social media space as a way to communicate with your audience.

So how can you use it to build your digital brand?  Natimark supports our clients by helping you optimize your client databases and engaging them with relevant and interesting content.  Periscope provides you the opportunity to engage your clients and prospects in a meaningful and relevant way.

Interested in sending an impactful message?  Consider this new platform.  Need help figuring out who to send it to?  Contact us!

We can help you build a new database or optimize an existing one!

Maximizing Your Holiday Marketing

How did it get to be October so quickly?  As the leaves turn colors and the temperatures cool down, there’s one thing on every retailers mind – the holiday season.  Companies are hiring employees, people are saving for gifts and everyone is getting excited for the release of new products.

So, how do you maximize the opportunity to sell your product or service during this ultra-competitive time?  We have devised a three step process to ensure that you have success this season!

Step 1:  Assess your customer databases.  When was your last update?  Have you seen a lot of traction from your recent campaigns?  Consider leveraging our data analytics services to help you determine where the gaps are in your current lists.

Step 2:  Beef up your database.  We offer a wide range of data lists that can be segmented by demographic information that match your buying profiles.  It’s important to get your message out to as many people as possible in your target market during this highly competitive time of year.  We have the most up to date and accurate lists in the industry, all at an incredibly affordable price.

Step 3:  Make your message matter.  The information overload that we experience today as consumers is great – so making sure that your message is something people want to consume is important.  We recently wrote a post about how to do that – check it out here!

Are you ready for the holiday season? Not sure?  Contact us today to find out how we can help you capitalize on the busiest time of year!

 

Market Penetration: Penetration Rate

Market Penetration is a phrase that we hear quite often in the direct marketing world.  So what exactly does it mean and how do you measure it?

Let’s start by discussing what market penetration is the depth with which you have penetrated the market.  Analyzing your market penetration affords you the knowledge of where you stand relative to your competitors as it relates market dominance and market share.

Of course there are various levels of penetration as you might imagine – aware, engaged, consumer, etc.  So how do you measure that?  What is the process for understanding these metrics?

Market penetration analysis is extremely complex and relies on many factors to be able to come up with a true value.  Through an analysis of varying demographics, zip codes and other identifying factors, we can come up with your penetration numbers and segment them by groups and other demographic criteria.

At Natimark, we have developed a process that allows us to pull in all of these data points and create a market penetration report for you.  These reports help you understand where and how you can effectively target your ideal consumers.  We help you understand the various ranges of consumers and your ability to target based on selected criteria.

Let us help you win more market share through market penetration analysis!  Contact us today to find out how!

The Importance of Marketing to Hispanic Consumers

Earlier this year we posted about the importance of truly knowing your customer base and the ROI on spending the time to understand who you are looking to target.  Since then we have done numerous posts on various market segmentations and why and how to enter into these areas.

Today we will be discussing the importance of marketing directly to Hispanic consumers.  This is a unique group because of the bilingual nature of the demographic as well as the recent increase in their consumption of goods and services.  For instance, in Q1 of 2014, Hispanic consumers’ new vehicle sales growth was up 13% which is more than 3 times the total growth of the market.

According to Forbes, the purchasing power of the Hispanic market is estimated to reach 1.5 trillion dollars by 2015.  So how are businesses addressing this market?  Carefully but conscientiously.  Businesses are identifying ways to market to and address the needs of the Hispanic consumers by considering their cultural desires and needs.  It is being referred to as “cultural intelligence”.

Understanding how to adapt products, marketing efforts and sales strategies to be culturally relevant is the latest trend.  No longer is a translation enough – businesses need to take it one step further to market directly to the Hispanic consumer.

So how do you identify and connect to these consumers?  Reach out directly – Natimark has a database of over 12.5 million Hispanic Households.  Of this, 9 million identify Spanish as their first language.  Contact us today to find out how you get engaged with this important demographic.

What is the DNC List?

The DNC or “Do Not Call” list was created in an effort to empower consumers to block telemarketing phone calls.  This registry is a government initiative backed by the Federal Trade Commission (FTC) and the Federal Communications Commission (FCC).  Consumers are required to register their numbers and within 31 days of registration they will be put on the list and telemarketers are no longer allowed to call them.
This list has posed great challenges for businesses that leverage telemarketing – not only does it limit the opportunities in that particular channel but it also requires that companies maintain regulatory compliance.  You, as a business, are responsible for managing your lists so that you do not violate compliance of the DNC.  This can be an extremely tedious and daunting task – which is why Natimark has developed a process that can handle this for you!

We maintain and update the three key lists that are used as part of the DNC registry – the National FTC Do-Not-Call File, the DMA Telephone Preference Service (TPS) and the DMA Pander File.  Upon engaging Natimark for this service, the records will be automatically suppressed to ensure that you are in compliance with government mandates and federal guidelines.

Interested in bringing your lists up to compliance standards?  Want to avoid litigation and angry phone calls?  Contact us today to find out more about our services!

What is a Reverse Append?

Do you have a list of contacts with phone numbers but no names?  Here’s some great news: you aren’t in a hopeless situation; you can consider updating your database using a reverse append!

Essentially, a reverse append is used to add names and addresses to existing phone numbers.  Natimark can link your consumer or prospect list with accurate, updated address information so you can leverage the full channel.

Truly penetrating your customer base requires a multi-channel marketing effort.  In order to do this you need to make sure you have appropriate contact details to support a multi-channel effort.  We find reverse appends to be particularly helpful in this area.  Did you purchase a list that simply contains phone numbers?  We all know that in the digital age most people screen their calls and have a low tolerance for telemarketing.

In completing a reverse append, you open up the channels in which you can communicate with your clients.  Direct mail is a great way to stand out as an organization – as the world relies predominantly on digital services, receiving a piece of mail that isn’t a bill has become quite rare.

Contact Natimark today to find out how we can help you update your list!

Newsletters – More Than Just Information

Did you know that the industry has seen a major uptick in the delivery, and more importantly the consumption, of newsletters?  With the high volume of information we consume on a daily basis it may seem odd that a newsletter would become so popular, but newsletters conveniently provide a central repository for information relevant to a particular industry, business or topic – this streamlines the level of effort on the part of the consumer and increases their likelihood of information consumption!

Newsletters are a great way to share information about your business without it seeming like a sales pitch.  Spotlighting a new product or service and the impact it has in a factual sense versus the typical “salesified” content can actually help drive higher rates of consumption because the end user/consumer feels that they are seeking out the product or service.

Capitalizing on this trend is critical – newsletters allow both the marketer and consumer to be in charge.  Not only are you providing content to someone who wants to receive it but you are also able to control how you communicate with those individuals based on customer data.

Perhaps it is this sense of power for the consumer that results in the increased brand loyalty.  TechCrunch suggests that while it is harder to acquire emails, doing so is significantly more valuable than acquiring social media followers. The consumers who subscribed are almost twice as likely to convert to customers and almost three times as likely to become repeat customers.

Natimark can help you overcome the hurdle of obtaining email addresses for your prospects – contact us today to find out how we can help you find the right people right now!

Failure to Plan is a Plan to Fail

Most businesses are entering the planning season for the 2015 year – are you?  As you develop your marketing strategy for the year to come, there are a few considerations we recommend that you make.  As a leader in the direct marketing space, we have insights into not only the trends for 2014 but also how getting back to basics can help drive lead generation from your marketing efforts.

Recommendation #1 – Evaluate Your Market Penetration

It is always beneficial to take a step back and do some research and analysis prior to developing your strategy.  We suggest obtaining a market penetration report which will show you how effectively you are tapping into your designated markets.  This will show you customers vs non-customers.  Understanding your reach and who is in the prospect market will allow you to better strategize how to tap into those demographics.

Recommendation #2 – Understand Your Customers

As businesses grow and evolve so do their customers.  Developing customer profiles will help you create plans to engage, upsell and retain these individuals.  Through identifying customer profiles, you can develop segments which will guide your direct marketing efforts.

Recommendation #3 – Manage Your Communications

As consumers, we are inundated with information, particularly targeted sales and advertisements.  Being strategic in the way you communicate with your prospects and customers can have a more successful outcome than drowning them in information!

Contact us today to find out how we can help you leverage these three strategies to make 2015 your best year yet!

Appends – How do they work?

Appends are commonly overlooked as a great way to clean up your data and augment what you already have.  There are several types of appends that can be performed depending on your needs and working with your existing lists allows you to maintain your original data set but address gaps. Whether it’s phone numbers or names that are missing, appends fill in the blanks!

Want to learn more? Read on!

Phone Appends:  This process adds phone numbers to an existing mailing list enhancing the depth of your prospect information.  Adding a phone number is important because having this information allows you to follow up via telephone after a mailer campaign, adding a second communication channel to your repertoire.

Reverse Append:  A reverse append adds names and addresses to phone numbers.  Natimark can link your consumer or prospect list with accurate, updated address information so you can leverage the direct mail channel.

Data Append:  We frequently find that our clients have access to names and numbers but not to the expanded profiles for their prospective clients.  Natimark is able to provide you with over 500 demographic, psychographic and lifestyle elements allowing you to be more specific in your targeted marketing.

Why are appends important?  They result in more qualified leads by addressing the information gaps.  Having more qualified leads will result in a higher ROI on your marketing efforts. Additionally, leveraging appends results in the ability to begin multi-channel marketing.  Whether you are supplementing your mailers with phone calls or vice versa, hitting your prospects at multiple angles generally results more successful campaigns.

Contact Natimark today for a consultation and to determine if you can benefit from appends!  Our Consumer In-Sight database is one of the most complete and robust in the country!

Hello Holidays!

Labor Day has come and gone and here is the season of holidays.  From Halloween to New Year’s we are embarking on a four month rush of good tidings and cheer.  As a retailer, are you prepared for the rush?  Have you considered your marketing plans?  Determined what campaigns you will be running?

This time of year consumers are inundated with advertisements, marketing materials and sales pitches – how will you make sure that you stand out?  Ensuring campaign success depends on both timing and execution.  While we are sure that you have the timing down – executing a solid campaign requires that you’re hitting the right people with the right information.

Did you know that Natimark maintains one of the most robust and accurate consumer databases on the market? Our lists are constantly updated and contain not only the names, addresses and phone numbers of over 200 million consumers but also demographic and lifestyle details as well.

The ability to slice and dice this data will allow you to develop more targeted campaigns – as a professional in the marketing space you know that being able to pinpoint direct needs and align marketing content to age and income demographics results in more successful marketing efforts.

Interested but worried about the investment?  At Natimark, it is our mission to arm you with the best data available at a competitive cost.  Our national consumer lists are affordable, accurate and available today!  Contact us to find out how you can make the most of the holiday season!

The Importance of “Human Data” on Customer Experience

We see it everywhere – from targeted Facebook ads to commercials on your Pandora.  The science of data has come leaps and bounds in the last 5-10 years.  What used to be a best guess effort for targeted marketing is now a complex science riddled with algorithms and mined data from your online behavior.  Even Instagram suggests photos for you to like based on other things that you’ve liked on their application.

The implications of this are vast – one in particular that interests us is the shift that is being caused in consumer expectations.  Fifteen years ago we did not expect to go online to purchase an item and to have other suggested items, we understood that when we received a mailer that it probably went to everyone and anyone and we knew that telemarketers had little beyond a phone number and a first name.  In this day and age, we no longer hold such low standards for marketers.  We expect to be sent only things that are relevant to us as a consumer.  We ask questions like: “Why would AARP be calling me? I’m 25.”

The access to the “human data” that is mined during every internet query, page visit and phone call is all stored and available to marketers.  Customer Relationship Management systems track every interaction you have with your end users.  As a result of this “intelligence”, consumers now hold the expectation that you won’t send a mailer about a Hyundai buy-back event to the owner of a Ford Fusion.

How do you as a marketer manage this expectation?  You adapt your processes to leverage the consumer data that is so readily available in today’s market.  Natimark has access to the best data available – segmented by both demographic and psychographic elements.  We can help you adapt to the trend of “human data”.

Contact us today to find out how!