Bringing Marketing Efficiency to an Inefficient Economy
Acquiring new customers in a down economy is certainly a tough battle. Modern Postcard has jumped into the fray by teaming up with some of the country’s top data compilers to provide our customers with tools and resources specifically designed to identify households that have the financial means to afford your product or service.
While your competition cuts back on their marketing spend, just waiting for the economy to turn itself around, you can use this time to your advantage. It’s time to get out there and make significant strides in acquiring additional market share with direct mail advertising. THE SECRET is identifying your best prospects with confidence and getting your piece into the right mailboxes.
Modern Postcard has recently introduced two, new and very unique consumer-based data products designed solely for that type of strategy, Discretionary Income Data & Recession Sensitivity Ranking:
DISCRETIONARY INCOME (DI)
Household level income data is nothing new; it’s been offered by all consumer data compilers for years and has been the traditional measure of consumer affluence. The challenge with relying purely on income is this: although you can find someone who makes $100,000+ per year, you may not know if that same household is in over their heads financially.
Discretionary Income Data bridges the gap between consumer earning and spending by looking at what money is left over after the bills are paid. The results provide an effective way to identify households that have the financial capacity to make a purchase.
The process involves the measurement of equity to debt, while considering other key factors influencing spending behavior, such as:
- Age and Life Stage
- Home Value and Equity
- Presence and Age of Children
- Education Expenses
- Transportation Expenses
- Local Tax Rates
- Projected Savings
- Regional Cost of Living
RECESSION SENSITIVITY RANKING (RSR)
With businesses cutting back or closing, financial service organizations under pressure, and the rate of foreclosures through the roof, there are an increasing number of households that are more susceptible to increased financial pressure – or already experiencing it. The RSR score provides early guidance to marketers for either targeting those households or steering clear of them.
RSR data relies on monthly information from the US Department of Labor & Statistics, as well as County Level public records to identify households that are under increased financial pressure.
The classic example would be Detroit, Michigan – the “auto capital” of the US and an industry that is no stranger to the downside of the current economy. Through RSR, you can identify employees, assembly line workers to executives that are directly or indirectly employed by the auto industry, representing households where their financial future may be a bit uncertain.
Additionally on the mortgage side, RSR scours through public documentation on the foreclosure, pre-foreclosure and auctions to identify households that are on the verge of defaulting on their home loan.
Combining DI Data with RSR is a great way to develop a prospect list of households who not only have discretionary income, but also are the least affected by the current economy. These prospects represent a blue ocean of opportunity to find new customers NOW while your competition sits and waits.
While DI & RSR data is not available through Modern’s online application, you can still put it to work for you today by calling a Direct Marketing Specialist at 800.959.8365, or emailing firstname.lastname@example.org to learn more.