Will the REAL Trent Dilfer please stand up?


For many years, a common nickname for me during football season has been “Dilfer”.  This began when Trent Dilfer burst onto the NFL scene in the early nineties with the Tampa Bay Bucs, and continues today as he is seemingly on ESPN 24×7 talking football.  True Story – in my mid-twenties, I made my way through a night club red rope or 2 in the Tampa area as a result of this resemblance.  “Welcome Mr. Dilfer, right this way…” 

Not all look-a-likes are created equal

When it comes to acquiring new customers, I often advise my clients to build RFM analytic models that examine their existing clients across many dimensions, resulting in a segmentation that quickly identifies their “best” customers.  From this point, the statistical factors that define the top performing customers can be applied to databases of consumers (or businesses), looking for prospects that most resemble the best customers.

While this provides great results and should be part of any serious marketer’s arsenal of approaches, the ongoing explosion of data worldwide is changing the game a bit.

MJD vs. Dilfer - Tale of the Tape

It’s the differences, dummy

Data points related to sentiment and intent are harder to identify, but are proving that the differences in our customers are sometimes more important than the similarities.

Do you agree?  Let’s discuss at #DMA2011 in Boston next week – DMA 2011

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Yeah Dad, But They’re From Akron…


In my adolescent years, a fan favorite amongst my friends was the series of “Vacation” movies with Chevy Chase for all of the subtle , sophomoric one-liners, laced with double-entendre. Being from the Akron area made the European Vacation movie especially fun – if you can write to me and tell me about the scene I quote in the title above, I have a special prize (HINT: the prize is an invite that starts with a “G” and ends in “+”).

What does Where we are from, say about Who we are?

For centuries, the difference between friend and foe was often as simple as geographic boundaries. There was no thought given to the trials and tribulations, aspirations and dreams, or the wants and desires of “the others” only the belief that they must be conquered. Sad to say, many of today’s leading consumer brands still feel this way. These brands have been extremely succesful at conquering the U.S. and maybe a few other “mature” markets, but when it comes to global expansion, they are learning that a one-size fits all approach will not work.

Will “What plays in Peoria“, play in Singapore?

The motivations and aspirations of the consumer sector vary greatly from region to region, and again from country to country, and yet again when comparing urban and rural consumers within a single country. We all know this is true and inherently understand it by being a part of it – in the U.S. that means red states, blue states, and even “green” states, but diving deeper exposes distinct groups even within the states, counties, cities, and even neighborhoods. So how do you know how various population groups will respond to your call-to-action? It seems obvious to most of us the differences between New Jersey, Manhattan, and Long Island – but given the close geographic proximity to each other this could be difficult for a non-American (or non-East Coaster) to understand that the three groups of consumers in these areas couldn’t be more different. The same could be said for a wider geography – say we compared the attitudes and aspirations of consumers in the major metropolitan areas of New York City, Philadelphia, and Boston – talk about three different worlds; and this doesn’t account for the Bible Belt, the Rust Belt, or much less anyone not in the hustle bustle of the northeast. A product launch in NYC will (and should) look very different than one in Cleveland, Dallas, Denver, or L.A. And what about the population segments in the suburbs of those cities – surely you can see how complex and challenging it is to identify the right consumer audience in a country where you’ve never lived.

Don’t forget – I have Google+ invites for those that tell me about the scene I quote in the title above…

DMA webinar: Swing for the fences – 8/10


Go global with your marketing – I am speaking at this FREE DMA webinar on 8/10 http://t.co/nXHUEoK

Anyone out there suffer from Marketing Withdrawal?


It has been said that on a daily basis, American exposure rates to advertising and marketing messages in ranges from as low (low?) of 500 to several thousand and beyond depending on the source.  Most Americans have tuned out buzz and as a result most marketing messages are wasted.  However, in my case, as Marketer I pride myself on trying to be exposed to even more than the average bear so I can continue to build my body of knowledge and understanding of what is working and what is not.  I quickly, but carefully, look at each email, direct mail piece and banner ad presented to me.  I’m the kind of nerd that  likes sorting and taking inventory of my direct mail mail at home; this enables me to create an index or barometer of sorts in my mind about the state of marketing and more specifically consumer targeting and relevance in my small part of the world and for my “peeps” who share my demographic category – we typically receive multiple pieces for each category below in either CRM or prospecting efforts on a weekly basis:

  • financial services
  • automotive dealers and manufacturers
  • insurance companies
  • credit card offers
  • cable and satellite TV
  • real estate
  • travel
  • education and seminars
  • pool cleaners, landscapers
  • local restaurants and shops
  • home improvement mag-a-logs
  • mail order catalogs

You name it, we get it; the volume of mail ebbs and flows to a cadence I quickly would recognize.  I gleefully open and devour each one, thinking about the relevance, the creative and the offer presented.   Now that I have moved to a new house, our mailbox is very empty these days.   Since much of this mail is not sent First Class, it is not forwarded by the post office, and the mailer will have to wait until they process their file through the NCOA process to discover that I have moved.  The fact is, moving in to a new house costs money and advertisers are missing a key behavioral cue – when you move you need things and you are eager to spend on building the nest.  We also need to know who delivers take-out food here, where is the closest grocery, and where I will get my dry cleaning done.

You may have read on this blog the on-going saga related to my recent residential move and the customer service challenges we have faced with the various service providers for [Satellite TV] [DSL Internet] – the DSL situation was never resolved and I have since cancelled the service.  In trying to place an order for Cable Internet service there seems to be some complications there as well – more to come.  I thought we were becoming a service economy?  If so what happened to service? 

Anyway, as a result of no direct mail and no internet access at home (for nearly a month now) I must say that I am suffering from Marketing Withdrawal.  As a Marketer, I feed on marketing and rely on it to spark new ideas and thoughts.  Has anyone else suffered this condition?

With the sprouting of gray hairs…


With the sprouting of gray hairs comes the realization that life is changing. First it was the reading glasses and now the gray hairs in my beard. This got me thinking about how my life today is different from a year ago not to mention 5, 10, or 15 years ago, and how much it will continue to change in the future. Fast forward through the sentimental and philosophical and you end up with the simple notion that:

“People need stuff and that stuff changes depending on their Lifestage”.

It Doesn’t Take a Genius
Marketers have known this for years and I take no credit for pointing this out. Many have gone to great lengths to create tools and methodologies to capture new clients whose journey through life is punctuated with events that ultimately define their needs (“needs” are very subjective and a whole ‘nother story). Life events include things like getting married, buying a home, having children, getting divorced (for more than 50% of U.S. society), becoming an empty-nester, and finally becoming a senior whose only interest seems to be spoiling the grandchildren and driving with a turn signal on. Let’s just say that my neighbor and I are both buying diapers but for different reasons – talk about cradle to grave, right?

Successfully reaching these consumers and getting them to buy your product or service depends on your ability to deliver a relevant, timely and compelling message in the appropriate and desired channel, which might include direct mail, email, mobile, social, search, or display.

Lifestage + Channel
This is a topic with increasing interest as of late – just this past week I read a MediaPost article that talks specifically about marketing to new parents in the mobile space. Apparently new parents are the group most likely to be responsive to mobile marketing. Some could guess that the lifestyle of those with young children is chaotic and thus making this group more receptive to “marketing on the go” since they are no longer spending a lot of time surfing the web, sifting through their inbox, social network, or even their direct mail as diligently as they did before children. When it comes to proximity or geo-location type of mobile marketing, again, the segment of those with children under 6 was most positive about the idea, as opposed to the “gotta have the new technology young male” as many would assume.

Since mobile marketing is still relatively new and untapped, only later will we later find out if mobile marketing receptiveness is less about the lifestage (having children under 6) and more about the generation of those who presently have children under 6? Only time (and science) will tell.

Image compliments of webcomic XKCD - http://xkcd.com/


Science is Fun!
There’s that word science again. The science behind marketing doesn’t have to be complicated. As a matter of fact, there are many solutions in the marketplace today that let you benefit from the science of others. Examples of this from Acxiom include things like “Life Event Triggers” which enable one to choose a prospect list based specifically on a recent life event like graduation, marriage, or child-birth. If your product or service is specifically relevant to people experiencing these events you can simply “subscribe” to receive lists of prospects in your area that recently “triggered” an event. Combine that with some technology and you can automate direct mail programs to effectively go “door-to-door” for you.

If your product or service does not have a clear tie to a specific life event, this is when you might use a Lifestage Segmentation system to uncover commonality in your current customer base to target new customers. Acxiom has a Lifestage Segmentation solution called PersonicX – if you follow the link you can see an interactive introduction to PersonicX. This solution segments U.S. households into 30 Lifestages that are then assigned to one of 70 Clusters. The Lifestages have cool names like “GenX Parents”, “Boomer Barons” and “Active Elders”, while the Clusters are sub-categories like “Cartoons and Carpools” or “Apple Pie Families”. Each Lifestage and Cluster is defined by a specific set of demographic variables combined with geographic and behavioral factors and represent a modern take on “birds of feather flock together”. Consumers move from one Lifestage/Cluster to another over time.

Using these types of solutions can be a very beneficial and simple way to inject some “science” into your marketing. With a simple list of your current customers you can identify the Lifestage of each with PersonicX, and chances are you will see the old 80/20 rule highlighted in a previous post come to life. There will likely be a concentration of your best customers in only a handful of Lifestages & Clusters. Based on this insight, you would be ahead of the curve if you were to then obtain a list of prospects in your trade area that are in the same Lifestages and Clusters as your best customers.

I look forward to your thoughts and feedback on using Lifestages to improve your targeting and increase response…

Vampires, Werewolves, and Targeting Consumers


No, I’m not that obvious. I can hear you thinking now, “Duh – Everyone knows that Vampires and Werewolves have been pursing people (read: target consumers) for centuries!” While true, that is not where I was going. I am referring more to the phenomenonal resurgence of these monster movie legends in pop culture today. Not only is it mainstream in the form of the Twilight saga, but with TrueBlood and scores of similiar shows. This is way bigger than Buffy the Vampire Slayer, Boris Karloff, or Tom Cruise could have ever imagined!

Then this past year, Werewolves were suddenly in the mix. Seemed like a “twist” to me, but for those that follow the ways of these creatures, apparently they often coexist and crosss paths; huh, who’da thunk it? All it took was one of the current reigning Vampire franchises to take the lead and everyone followed. So now you're asking yourself "So what?" and "What does this have to do with marketing and targeting consumers?”. The fact is that all of the movie companies, book publishers, toy manufacturers, you-name-it suppliers of whatever recognized a behavior and interest trend in the marketplace and are now riding the wave made up simply of like minded consumers. Just yesterday I was flipping though my 3 ba-zillion channels (and nothing is on) and ran across that movie from 1991 called “Silver Bullet” with Corey Haim and Gary Busey (it was a much better life for those 2 back then!) – it’s about a wheelchair bound kid who confronts the town Werewolf. Even old “products” get a boost when you have identifed the right audience.

So am I saying you should try to recognize the next cattle herd moment for marketing success? No – I am suggesting that you closely examine the behaviors and characteristics of your current clients. That could mean using Google Analytics on your website to capture browsing habits and click-through patterns. Or as previously discussed, it could mean looking at your clents purchase history and habits with you in terms of RFM (Recency Frequency Monetary) or even by enhancing your customer data with demographics or proprietary lifestage and lifestyle segmentation systems.

I look forward to your comments. If you would like to discuss any of these methods and how they can improve your marketing performance please contact me directly.

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