AUD-02Audience Targeting
Audience targeting: who gets the piece, and why they should care
The list decides more of a campaign's result than the design does. A good card sent to the wrong street still fails. Targeting is the work of narrowing a mailing to the households and businesses that could plausibly respond, and then being honest about why.
Here we cover geographic targeting with ZIP codes and carrier routes, radius mapping around a store or office, customer segments built from your own records, and how Every Door Direct Mail compares with addressed lists. We also cover the lines you shouldn't cross: targeting that relies on sensitive personal data, or that excludes people in ways that break fair-lending, fair-housing or anti-discrimination rules.
Our first brief in this section looks at how local law firms can build brand awareness by owning a small, clearly defined map.
Filed in Audience Targeting
- AUD-02Audience Targeting
Direct Mail for Law Firms: How Local Attorneys Can Build Geographic Brand Awareness
Local attorneys don't need more mail. They need the right few towns, a plain message about place, and a way to count the calls.
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