GRAPHIC ADVISOR ISSUE THIRTY-ONE. Should You Be Customer Profiling? Add A New Dimension To Direct Mail QR Code Use Trending Toward Women

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Hester Hancock
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1 GRAPHIC ADVISOR ISSUE THIRTY-ONE Should You B Cuomr Proflg? Add A Nw Dmo To Drc Ml QR Cod U Trdg Towrd Wom

2 SHOULD YOU BE CUSTOMER PROFILING?

3 I cul covro, h word proflg of h gv cooo, bu mrkg, drvg forc bhd ucc. Buldg cuomr profl hlp you udrd your cuomr ud, r d prfrc, d lor your mrkg o h d ohr fcor rlv o hr buyg bhvor. How do work? To cr rgd cmpg, mrkr ypclly do bc lc by om kd of rlv dmogrphc. A rvl gcy mgh lc coumr of rrm g, for xmpl, bcu hy d o hv mor lur m. Cuomr profl k h p furhr, lyrg o hom owrhp, md hom vlu d ohr fcor h provd gh o dpobl com. I mgh clud whhr or o hy hv purchd vco h p. How do you dvlop profl of your cuomr? Smllr mrkr of hv ll d o work wh, bu ool for gg roud h r xplodg. 1. You c purch d cu of crd dl. For fw mor dollr pr houd, you c purch mor rfd d lc h gl cu. I h rlr xmpl, h mgh b l of coumr gd 65 or oldr who ow hom worh l $150,000 d hv purchd l o vco h p 12 moh. Th rck o blc h crd co of h d wh h lklhood h wll brg grr rur. Th whr g bcom crcl. Th mor you, h mor you kow wh brg ddol vlu d wh do o. 2. You c ppd your xg l wh ddol d. If you hv xg cuomr l, you c do wh clld ppd, or purch ddol d o ho m cuomr h wll cr rlv cuomr profl. You c do h v f you hv ohg bu -ml l. I clld rvr ppd. 3. You c purch compl cuomr profl from l comp lk Accud, Nl d Du & Brdr. Th comp r crgly provdg pckgd oluo md hlpg mll d md-zd bu owr wh ovrll dmogrphc ovrvw of cuomr who pd h mo moy hr mrk. Th clud boh drd lc lk md houhold com d bu drd durl clfco (SIC), wll proprry cgor lk wlh cor d upr ch. Cuomr proflg oud lk cry word, bu v for mllr mrkr, do hv o b. Tlk o u bou crg cuomr profl d kg your rgd d prolzd mrkg o h x lvl. Udrd your cuomr ud, r d prfrc wh proflg d lor your mrkg o h d ohr fcor rlv o hr buyg bhvor. phoo drmm.com 2

Cuomr profl k h p furhr, lyrg o hom owrhp, md hom vlu d ohr fcor h provd gh o dpobl com. I mgh clud whhr or o hy hv purchd vco h p. How do you dvlop profl of your cuomr?

4 W E N A SION AIL D N M D A IME CT l E D IR m olor c D.C dr O f T, o lo h o g f r y c l l Th d r glo, g o pr o h lz p l pr rom r f oh ro p rk d ou o d g M v. ml h d r g c. o p h g g f d c o o r d v r o h g d u m g co rk m 20892_A.dd 3 4/12/12 11:44 AM

5 To h d, hr h b growg rd owrd dmol ml. Dmol ml lo kow by h mor dcrpv rm lumpy ml, dcg h h d o provd omhg b mor ubl or lumpr h fl pocrd or lr. Th lump lf h objc() cludd h pckg grl pr of h dg of h cmpg. Exmpl of lumpy ml c clud: vlop cog p or ohr uful m brg h cl logo pckg cog produc mpl cd or ohr r or gf ccompyg promool mrl phycl objc h o, prhp ymbolclly, h cmpg mrkg mg bclly, y objc h dgr d cl f o clud Th d h vryo lk rcvg omhg uqu pclly wh hr pplg gf h box d from omhg promool. Th cr h lklhood h h rcp wll o oly op h pckg bu lo rpod o h pckg mg. Th ur of h lump c hr b lrl ( produc mpl) or ymbolc (y, fom rubbr br, d o h promool mg, Workg wh u o-brr ). Obvouly, dmol cmpg wll co mor pr u o produc, mbl, d ml h rgulr drc ml cmpg, o mpor o rrow dow d rg h rcp mor crfully. Dmol mlg cmpg r b ud for ryg o gr l of omhg frly xpv log-rm coulg corc, urc polcy, rl rco, xpv pc of qupm, c. Aohr chllg, pclly h m of hghd cury, o o frgh rcp wh umrkd pckg, l b prcvd cog omhg dgrou. B ur h rcp r o bu (govrm, for xmpl) h mgh hv cocr wh myrou pckg. O wy roud h o gr h mrkg mg o h oud of h vlop or pckg. B ur o chck wh u f you hv y quo bou producg, mblg, or hppg lumpy ml cmpg. Hr r om grl gudl for dmol ml cmpg: B rlv. Th lump hould b prccl ( produc mpl) or rl drcly o h mrkg mg. Bwldrm o h or of o you w. Rrch produco d mlg co. Rur o vm crucl, d wh dvlopg dmol ml rgy, b rlc your xpco. C ud c provd gudc d offr d of h rpo r obd by h kd of cmpg you r codrg. Coul wh h Po Offc o ur h you r o volg rgulo or mlg omhg h USPS (or ohr crrr) would dm uhppbl, or h you r pyg mor o hp omhg h you hould. Your cmpg hould b polly coomcl. T your cmpg by mlg mpl o yourlf or o collgu o gug h mpc d codo of h pckg. Do g wdgd o mll mlbox d muld? Do urvv h ml rm ll? Trck d mur h rul. Eblh rlc bchmrk for ucc. B crv! phoo drmm.com Obvouly, dmol cmpg wll co mor pr u o produc, mbl, d ml h rgulr drc ml cmpg, o mpor o rrow dow d rg h rcp mor crfully. 4

clud Th d h vryo lk rcvg omhg uqu pclly wh hr pplg gf h box d from omhg promool. Th cr h lklhood h h rcp wll o oly op h pckg bu lo rpod o h pckg mg.

6 QR Cod U Trdg Towrd Wom O of h ho opc pr h dy h u of quck rpo (QR) cod. Wh cd wh mrpho, h cod k popl drcly o h Wb. Th gv mrpho ur mmd wy o rpod o your mrkg pc, v f hy r hom or h offc. I lo cr h rlvc of your pr mrl h lv of ody buy mobl coumr.

7 W r g QR cod mor d mor. W hm o por, POP dply, drc ml, d ohr pr mrkg. Ju look o h hlv of B Buy, Hom Dpo, or Low omm. Or o h door o h Po Offc, h drc ml o your kch cour, or h bl of your fvor rur. QR cod r vrywhr. Bu who cg h cod d why? Wh QR cod fr bg gg populry, hy wr prmrly bg cd by m. Tody, h ug hfg owrd wom. Th y omhg bou how h cod r bg ud. L look om d. A urvy coducd o bhlf of MGH, Mryld-bd d gcy, foud QR cod ur o b rly qully pl bw m d wom (49% wom, 51% m). ScBuy, whch offr plform for crg d rdg mobl brcod, foud ho cg mobl brcod o b prmrly m (57%). comscor ul Survy of h Amrc Coumr lo foud 60.5% of QR cod cr o b m. Mobo Idy Sym, mobl pym compy, howvr, foud h mjory of QR cr o b wom (64%). Wh do h d m? Sud coly how h o of h prmry movor for cg QR cod o g produc formo or o ob om kd of dl. Accordg o Mobo, 89% of ho cg QR cod Q dd o o mk formo rqu. I h MGH 2011 QR Cod Ir d Ug udy, 56% of ho cg QR cod dd o o ob om kd of dcou. QR cg hvly movd by hoppg bhvor, d who r h prmry hoppr for Amrc houhold? Wom! Alhough h prcg of popl cg QR cod currly wghd owrd m, mobl pym r crg. Accordg o w udy from Grr, mor h mllo popl wll u mobl pym rvc 2011, up 38.2% from o yr go. Co wh h d, h prcg of m cg QR cod fllg. I Q2 2011, ScBuy foud h 70% of ho cg mobl brcod wr m. By Q3 2011, h hd droppd o 57%. A Mobo, h mobl pym compy, rly wo-hrd (64%) of mobl brcod c r from wom. A QR cod bcom mor ccpd for hoppg d mhod for obg coupo, dcou, d dl, w hr u mog wom growg. So follow h rd. Wh you hk hoppg, hk QR cod. Igr hm o your rl mrkg, pckgg, d hlf pro. Add hm o POP, brochur, d drc ml. U hm o d your rg udc o produc rvw, produc compro, llo ruco, d coupo. Thk bou wh yp of formo popl mgh b lookg for o hlp wh purch dco, h gv hm wh hy r lookg for. I ll bou h hoppg... d h r of h dl. PERCENTAGE OF MEN VS. WOMEN USING QR CODES 51% 57% 30.5% 36% 49% 43% 60.5% 64% phoo drmm.com SOURCE: MGH SOURCE: SCANBUY SOURCE: COMSCORE SOURCE: MOBIO IDENTITY SYSTEMS 6

A urvy coducd o bhlf of MGH, Mryld-bd d gcy, foud QR cod ur o b rly qully pl bw m d wom (49% wom, 51% m). ScBuy, whch offr plform for crg d rdg mobl brcod, foud ho cg mobl brcod o b prmrly m (57%).

8 Why Rlvc Rul Dgl Mrkg (S how o g your FREE Rlvcy Am blow) I would b udrm o y h brd hv mbrcd co cro mrkg rgy. I fc, h ypcl Amrc coumr bombrdd wh rly 600 mrkg mg vrg dy. Mor lwy br. Wh w d rlvc, o ju cuomzo. W w o mk ur h our co rch h rgh coumr h mo rlv d mgful wy. Ul you prcc rlvc cro ll of your mrkg cmpg, your mg wll g lo h wh o of mrkg ovrlod. Tmg h D B o Drv Rlvc d Rul! A coc formo dcy h r of 2% pr moh, mrkr 2012 could b g o pl of corrc d ggrgd ovr m. Comp of hv mulpl ourc of d, ch hvg dffr d lm. All of h d d o b combd d cld o rgulr b. I ddo, h d d o b profld (lyzd) by bg mchd g ol db ordr o provd up-o-d coc, dmogrphc, ocl d frmogrphc formo for cuomr d propc. Rdclly Br Trgg d Sgmo! Th 2012 mrkr wll d br rgg ool. Th w d wll rvl gh h f-u propcg for much grr cmpg prformc. Th ovrll gol o hv h bly o m d for rlvc courd, d h h crr for bhvorl gm bd o rlv d gog forwrd. Th wll hlp you wh lfcycl mgm by dg ppropr mg bd o h g of your rlohp wh h rcp. Th Prco Mrkg Proc How Rlv Ar You? Coumr w prco mrkg. Th buldg proc ovr m you grow your db of formo. I c r by vlug d lvrgg h d d cmpg currly plc. To fcl h, w r offrg FREE Rlvcy Am. To k dvg of h offr, you c h proc by dog o of h followg: Go o your Prolzd wb Hry3.com/JohSmh Sc h QR Cod o h rgh wh your mrpho Eml Bll Nm wm@hry.com Cll Bll Nm , x. 131 Smpl Bll h b lyzg d mg d for ovr 30 yr. H rdy o hlp you mov dow h rod o mor rlv mrkg. 25 Jm Sr P.O. Box 324 Nw Hv, CT Pho: (203) Fx: (203) Flly, d-drv prg d drc ml rvc from c do popl who mch your of urgcy d gur your pc of md. Abou h u Prd o our HP Idgo 7000 dgl color pr o 100 lb. Choru Ar Dgl Slk Tx v u : w w w. h r y. c o m

A coc formo dcy h r of 2% pr moh, mrkr 2012 could b g o pl of corrc d ggrgd ovr m. Comp of hv mulpl ourc of d, ch hvg dffr d lm. All of h d d o b combd d cld o rgulr b.

EXECUTIVE SUMMARY. Survey Objective. How to Use This Report. Methodology

EXECUTIVE SUMMARY. Survey Objective. How to Use This Report. Methodology O M N NA ONAL AL N N MA K NG C OMP ANYW B C M OF WA AL O GAN Z A ON D C AL F O C NON D C AL F O C D B U O 2 0 1 2 l dm k g P c c u y F d g f d p h u yp d gp MM d m mb w hc mp h d l dm k g g z l u c u d