This document discusses the importance of targeted marketing and how to develop an effective targeted marketing strategy. It emphasizes building a strong database by defining goals, collecting demographic and behavioral data, and segmenting lists. It also provides examples of targeted marketing tactics across different channels, from email and direct mail to social media and websites. The key takeaway is to utilize individualized strategies and tactics that are as relevant and personalized as possible based on thorough knowledge of different target markets.

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Hit the bull's-eye with targeted marketing!
Kimberly Hardcastle-Geddes, CEM
Marketing Design Group

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Why is targeted marketing so
important right now?

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Mass marketing’s days are
numbered

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How does targeted marketing
differ?

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The single most important element
in your campaign

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Database development
 Define your marketing goals, first
 Think beyond name, rank and serial number
 Incorporate behavioral data
 Keep your data clean
 Measure list and campaign results

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List segmentation
 Prospective attendees vs. past attendees

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List segmentation
 Prospective attendees vs. past attendees
 Demographics and psychographics

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List segmentation
 Prospective attendees vs. past attendees
 Demographics and psychographics
 Behavioral data
 Recent subscribers
 Inactive prospects
 Preference surveys
 Loyal participants

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Brilliant targeted marketing tools

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Email

16. Dynamic
Content

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Targeted Emails

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Text-only

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Direct Mail

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Variable Data Printing

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Mail Panel Personalization
Hi Kimberly,
You might be interested in
the new Producer
Seminars (p. 6) and the
Women in Concrete
luncheon (p. 2).
Kimberly Hardcastle
Marketing Design Group
420 Walnut Ave
CB1109 San Diego, CA 92103

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Targeted Direct Mail

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Print Advertising

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Niche Advertising

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Public
Relations

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Contributed Articles

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Public Relations

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Social Media

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SOCIAL MEDIA LISTENING
STRATEGY

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Web site

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Microsites

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Targeted Video

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Telemarketing

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What to remember if you forget
everything else you heard today
 Utilize strategies and tactics that address the individual wants
and needs of your target markets.
 The most critical element in your targeted marketing campaign
is your database.
 Whether using traditional or new media channels, execute in a
way that is as relevant and personalized as possible.

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Questions

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Hit the bull's-eye with targeted marketing!
Kimberly Hardcastle-Geddes, CEM
Marketing Design Group