Target Buyer Definition: Precision to Drive Higher Response
How well do you know your audience?
Do you know them well enough to minimize cost while generating response in all your communications?
A financial services firm was attempting to define their target audience more clearly to improve ROI on their marketing communications. Specifically, they needed a target buyer definition for both business-to-business (B2B) and business-to-consumer (B2C) audiences.
NovaLex employed a proprietary database tool to determine not only the size of the target audience but also the:
- Demographic and lifestyle information
- Psychographic information (motivating attitudes using some 7,000 attitudinal measures)
- Exact media consumption.
Further, this target market research was accomplished on a segmented basis so different messaging could be deployed by segment, addressing each group’s motivation with an actionable goal of driving higher response and impact.