Discovering the Markets for Direct Marketing

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  • Tie back to pen game Tell the grass cutting story
  • ( Includes culture, sub-culture, social class, peer group, reference individuals) How? -Memberships-Subscriptions-Online affiliations-Referral
  • ( Includes lifestyle, habits, attitudes, beliefs, values) *Account for wildly varying buying traits Difficult to define but produce the best lists
  • ( Grouping consumer based on past actions ie:-5W’s of purchases)
  • Naics, sic’s
  • Discovering the Markets for Direct Marketing

    1. 1. Discovering the Markets for Direct Marketing Presented by Lindsey Fair
    2. 2. differentiation
    3. 3. positioning
    4. 4. how does “everyone” (MASS) become a segment, or a smaller piece of the pie ? 21/02/11
    5. 5. What lists are you on?
    6. 6. 21/02/11 geographic
    7. 7. demographic
    8. 8. 21/02/11 socialgraphic
    9. 9. 21/02/11 psychological
    10. 10. 21/02/11 behavioural
    11. 11. 21/02/11 industrial
    12. 12. what are the characteristics of a 24 yr old female?

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