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April 06, 2006

Bull's Eye Targeting With Promotional Products

"Consumer-requested marketing: we really see it as the way things are moving," Matt Moog, CEO of Q Interactive told a Chicago Direct Marketing Expo audience recently.

He claimed that it is critical to segment your database of customers in order to target appropriate offers to the right consumer at the right life stage, citing as one case study Best Buy Co.'s use of customer profiles to remodel its 660 stores nationwide and boost per-store sales as customers felt more comfortable shopping there.

The same theory holds true for the products used as promotionals: the more relevant to the recipient, the more successful you'll be in terms of ROI and long-term loyalty.

If your school is represented at a writer's convention, for example, have standard trade show badge pouch notebooks ready for booth visitors. Each features a large back pocket, and opens up to a full size wallet with a notepad, a pen holder, a clear vinyl window and two small pockets and cord. It's a handy item for anyone at any type of conference, and will be referred to at home for business cards of interest and for information jotted down on the fly. Because the targeted recipients in this example are writers and/or academics—people who tend to keep writing material always close at hand—the TSBP notebook will likely be used for quite some time after the event.

Posted by farfromboring at April 6, 2006 11:36 AM

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