Tampa, FL, August 22, 2008 --(PR.com
)-- It is often said that the best source for new business is your current customer base. Gary Cottingham and Duane Royer, with a combined 50+ years direct marketing and retail expertise, whole-heartily agree… but with a twist. In fact, it is the main reason why they launched – and named – their firm Intelligent Targeting.
According to Cottingham, too often, marketers fail to acquire new customers because they don’t have a defined view or understanding on what makes their best customers the very best. Without in-depth information on their behaviors, attitudes, likes and dislikes, the common, and expensive, shotgun approach to marketing makes it nearly impossible to find and retain more customers like the ideal ones needed to improve sales in a flat or underachieving market.
The key to customer acquisition is targeting them intelligently. That’s the premise behind Intelligent Targeting.
A full-service direct marketing and interactive firm, Intelligent Targeting is designed to provide sales and marketing executives with a unique quantitative approach to identifying their best customers, retaining the right ones and finding more like them who shop more frequently and spend more per capita than the average consumer.
“In challenging times, small and mid-sized companies require their advertising and marketing to be accountable while recording an acceptable Return On Marketing Investment (ROMI),” states Royer. “Through intelligent targeting, we can deliver both by removing the guesswork of customer acquisition by providing unique direct marketing expertise usually reserved for very large companies with big budgets.”
Through its analytical process, Intelligent Targeting begins with a review of current customers to identify the key attributes that define and differentiate the best customers from the general buying population. Identifying these core attributes enables marketers to increase their ROMI by defining who is the best and why while providing a model to guide acquisition of more like-minded customers locally, regionally or nationally.
“Statistics and data points are just numbers if not used correctly,” states Cottingham. “Through our experience in analyzing thousands of data points on a single cluster, we let the data tell the story of who the best customers are and how the group defines itself demo- and psycho-graphically. Only with this information – a composite face of our best customer -- can overall success be achieved.”
With a clear and differentiating profile, the company utilizes its proprietary mathematical formulas to overlay the profile with national resources and databases to find common interactions relating to predictive buying behaviors of the ideal customer. Using their expertise in list acquisition, management and development, the company ratchets down the information from 215 million individual consumer records and 55 million e-Postal records, among others, to produce a true targeted prospect list.
“Finally,” states Cottingham, “with definitive understanding of who a customer is, what they like, where they live and what they respond to, we leverage these insights with our creative and delivery services to develop a cost-effective direct marketing campaign to the people with the highest probability of buying a client’s product or service.”
The end result? More ideal customers with greater purchasing power, higher response rates, better ROMI and new opportunities for growth, up-sell and cross-sell.
With more than 30 years of luxury retail marketing experience, Royer knows from firsthand experience the benefits and ROMI of direct marketing. So much so that he turned from a client of Cottingham utilizing it to partner with him offering their combined expertise to others. He notes that he first started using direct marketing in 1977 and became a true believer after seeing his return on marketing investment grow six percent in a tough market.
A 25-year career spanning positions with L.M. Berry and Company, Young and Rubicam, Saatchi & Saatchi and Vertis, Cottingham teamed with Royer, who owns The Music Gallery in Clearwater, to create the company and offer its full services – analytics to creative service to postal mailing and e-mail deployment – or with individual components as they need them.
Some of the components include:
develop hard-to-find, unique or extensive consumer mailing lists
targeted e-mail lists and deployment
data enhancement or hygiene services
direct marketing creative, graphic services and printing
multi-channel marketing consultation
Search Engine Optimization
Local Search Marketing
States Royer, “We can help any small and mid-size company target the right customers, acquire or retain them with the right recommendation orchestrated by the right person that leads to, ultimately, more business.”
Intelligent Targeting’s new office is located at 6105 Memorial Hwy Ste C, Tampa. They can be found on the Web at www.intelligenttargeting.com and be reached at 813-868-7800.