Niche Market + Personalized Messaging = Success

A great success story right here in the Inland Northwest.

These folks are driving four Indigo machines with a dramatic growth curve north.


http://www.spokanejournal.com/spokane_id=article&sub=2935

Audience Segmentation

Recently many media outlets estimated the campaign cost of this year's national election at approximately $2.6 billion dollars. Certainly astronomical numbers. In an era of intensely partison political campaigning, the media deployed to draw undecided voters is an interesting exercise in marketing effectiveness.

In a recent article by Tom Curry of MSNBC, he states that "Each side is now pinpointing its most desirable voters using demographic, attitudeinal and consumer data. The process is called 'micro-targeting' and involves feeding defined voter groups specailly tailored messages . . . "

He quotes a Democratic strategist "The more you know about anyone, the better you can target them." He cites an example of Michigan Republicans targeting snow mobilers as the current govenor, a Democrat, vetoed funds to complete and 2,000 mile snowmobile trail in the state.

As a digital print provider with extensive variable print campaign experience, we can attest to the power of this kind of marketing. The political arena which is perhaps the best model for micro targeting will continue to develop this and we predict many affiliated marketers will follow.

Despite the huge sums dedicated to winning elections, the return on that investment will be carefully scrutinized for future investments. Few examples are more timely, acccurate and real than election returns. In many races around the U.S. this season, a swing of 2-3 points could change the outcome. Audience segmentation and other "pull" marketing concepts could win the day for the smart candidate.