|Birds of A Feather Flock Together (continued)
|They spray an untargeted group of consumers with enormous amounts of
promotional material and hope that some of it brings in traffic. If they hit a
Bullseye at all, it is often by luck, and this hit or miss approach is costly!
After fifteen years of research, a new cutting edge system of Targeted
Market Analysis has been developed that enables a dealership to
accurately identify who its best prospects are and how to reach those
specific future customers who have the greatest likelihood of becoming
future buyers. How?
backgrounds, means, age and interests. This Market Analysis employs a
sophisticated computer modeling of the dealership's customers and then
finds the households within the same neighborhood that match the best
|Phase 1- Customer Analysis
Market Analysts use the dealerships current customer list and using a credit bureau's MOSAIC classification
system, they identify which of 62 lifestyles those current customers fall into. Classification into a lifestyle is done
by looking at 72 demographic factors of each customer (age, income, ethnicity, marital status, home type, credit
score, etc.) The next step is using a credit bureau's vast database of information to find the exact households
which match the dealerships best customers. These households are found in the neighborhoods where current
customers live. The dealership is provided a list of the "clones" of their best customers in the areas where they
already have customers. Direct mail is then done on a consistent basis to draw these "Birds of a feather" into the
store and converted to buying customers.
Phase 2- Media Analysis
Drawing from thousands of surveys done in the dealership's market area, the analysts
select only the surveys of consumers that fit a "clone" profile established in Phase 1.
The surveys ask the dealership's future customers about newspaper reading habits,
radio listening habits, TV watching habits, internet usage, yellow page usage. The
surveys from likely future buyers are collated, compiled and summarized to answer the
Market Analysis media plans are unlike any other you've seen before. For example, the media plan shows exactly
which form of advertising should be used to be most cost efficient and exactly where to place the advertising
(which station, what time, which day of the week, what section of the newspaper)
Stop wasting and stop spraying your money out there every month, hoping to hit the target buyers!
President / Zahr & Associates
|SUPERIOR DEALER SOLUTIONSsm