Services Overview
Starting with the proposition that data drives better decision making, ITW-Marketing engages a range of data tools on behalf of our clients. Almost always, we end providing you with a custom mix of products and services designed to match your unique needs. ITW-Marketing can help with:
- Integrated Direct Marketing Strategy (email, web, phone and print): Orchestrate a channel mix of promotion efforts designed to bring ‘one message’ to customers as well as pull customers to desired order channels. Retention Programs: Build relationships with customers who provide the most revenue. With solid loyalty programs, customers will remain happy and increase their business with clients. Acquisition Programs: Find and acquire the right customers — customers who are profitable and loyal. ITW-Marketing develops marketing and supporting creative strategies that attract and convert the ‘right’ prospects.
- Segmentation Strategies: Determine who are profitable, loyal buyers and which customers are costing clients money. Once the customer base is accurately segmented, marketing strategies can be developed to target the appropriate segments to generate the desired response. Offer Analysis: Examine offers to determine ways of improving it and ways to enhance its appeal to prospects and customers. We look at industry and market trends unique to the clients industry as well as offers from outside the clients industry. Customer Profiling Analysis: Helps you answer the following: Who are our customers? What products do they have an affinity to? What are their demographics and lifestyles? How are customer profiles different across segments? The data helps to assure that all communication is targeted to the unique customer group and geared to build relationships. Lifetime Value Analysis and ROI analysis: Combine profitability and loyalty to determine the lifetime value of different customer groups. Once the lifetime value is determined, you can focus on customers with a higher lifetime value and attract prospects with a similar profile using campaigns that maximize ROI.
Carrier Route Reports & Selection
- Basic Report & Selection: Receive a spreadsheet that includes information for every carrier route within a specified radius, based either on mileage or drive time to a club. The carrier route information includes counts of: Single Family Homes, Apartments and Businesses. Other information includes: Median income, Median home value, Median age, Percentage of households with children, and Distance and/or drive time to club. You and ITW-Marketing use this information to select which carrier routes to mail.
- Standard Report & Selection: ITW-Marketing provides you with reports that include all of the information above, plus includes how many members you have in each carrier route and a penetration percentage. You and ITW-Marketing select the routes for mailing.
- Enhanced Report & Selection: You can provide ITW-Marketing with a set of business rules for carrier route selection. ITW-Marketing sends the Standard Report information as well as the carrier routes selected based on the business rules for your approval. The report also shows a promotion history of carrier routes that were mailed in previous months.
Membership Database Work
Send ITW-Marketing your Current and/or Former Member files to help reduce mailing costs, increase the number of former members you can contact, plus more.
- Address Standardization: ITW-Marketing can standardize all addresses to USPS standards, and create a regular report showing addresses that are incomplete. Most clubs are surprised to learn that an average of 8% of their member mailing go undelivered. ITW-Marketing corrects address, city name, zip and other inconsistencies. This ensures that all addresses are deliverable and that all member addresses can be suppressed from prospect mailings. ITW-Marketing can also add carrier route and zip+4 data to reduce mailing costs and improve deliverability.
- NCOA: ITW-Marketing sends your list through the National Change of Address database to identify who has moved, and updates you with their new mailing address.
- Geo-coding: ITW-Marketing geo-codes (applies latitude and longitude to addresses), so you know if a former or current member still lives in a club’s trade zone, if they have moved to a new club area, or if they are no longer a valid prospect for rejoining a club. Geo-Coding is required for mapping services.
Promotion History Database
ITW-Marketing retains every list it provides and all of your member data in a promotion history private database at ITW-Marketing. This enables us to provide you with many different levels of response analysis, including:
- Monthly New Member Report – Details which promotions the new members received, and when they received them.
- Quarterly New Member Report – Summation of monthly reports with charts and analysis of any trends on which channels or marketing pieces are most effective
- Annual New Member Report – Full response analysis of new members, including ROI.
- Current and Former Members – We will send a copy of your Member files to you after having applied all processes involved in Member File Work above for no additional fee. This enables you to keep current corrected files in your in-house database.
- Current Member or Former Member mail list preparation – You tell us the business rules and the number of pieces you would like to send, we then prepare the mailing list, including only those deliverable addresses that match the business rules. We also prepare the list using least mailing cost methods and then deliver the list and required CASS postal reports to your print/mailing house. We also flag members who receive these mailing in the Promotion History Database and then track the response in your New Member Reports.
- Customer Profile Report – ITW-Marketing starts this process by appending demographic and lifestyle data points to your member files (such as age, income, how many and what ages of children, do they participate in outdoor sports such as camping or skiing, etc). We analyze the data and provide a report of your customer’s demographics and lifestyle characteristics in aggregate. The profile report identifies and highlights key member characteristics, which are over or under represented against the norm of average national consumers. This custom profile enables you to identify best customer groups. You can then target prospects with those traits to find more of those best customers in your prospecting campaigns.
