When you receive a piece of bulk mail in your mailbox, how do you normally react? Well, if you are like me, you interpret this as junk mail. As if the company attempting to get your attention, and by extension, your business, is saying “hey, can you please throw this in the trash for us!?”
All kidding aside, I think it’s fair to say that when most of us receive this type of mailer, it is a common reaction to toss it in the recycling bin. I mean, how else should we react to a lukewarm attempt at our getting our attention?
Chances are, your neighbors are likely to be seen at their own single-stream recycling bin doing the very same thing. But, what if you received a piece of mail like this with your name on it, a photograph of a local business within walking or uber distance, and a coupon for a product you are actually interested in?
How about if the company went so far as to show a map with directions from your house to their physical location? From this perspective, you can tell the company took the time to craft a piece of content just for you, as an individual with specific interests.
For example, if your local Italian restaurant sent you a 15% off coupon for your favorite chicken parmesan dinner addressed to you personally with a photo of the actual meal, how much more likely are you bite on the offer (pun intended)?
Now that I have your attention, consider how this might be used to entice your own customers to purchase products from you because they actually wanted to reply to the mail you sent them?
I know, I know, it sounds too good to be true! But this is the new reality offered by geo-mapping. Through this cutting-edge technology, these highly personalized pieces of mail can be sent out with the ease of a bulk mailer, but with the personal touch that each customer craves.
In this article, we will explain how the magic of geo-mapping works and how it has been proven to get customers to not only open your mail but become fans of your business.
What is Geo-Mapping?
Geo-Mapping allows you to repurpose data and transform it into what is known as a geo map. By viewing location-based data in this format, you are able to instantly understand client info that may have taken days to sort and import into bulk mailing software. There are various kinds of geo maps, all of which have unique purposes and applications.
By using hyper-focused geo-mapping software that enhances your mailing list with your supplied customer locations, a direct mailer can now aggregate the closest locations with pictures, your customer's information, operating hours, and a customized map with directions to your business. By calculating distances with geo-mapping, you can incorporate highly engaging personalized maps designed specifically for each of your individual customers.
Variable Data: The Magic of Geo-Mapping
Variable data uses information to create individual consumer experiences via direct mailers and often ensures increased response rates and interactions with consumers.
By implementing the targeted individual's full name and physical location in the customized mailer, you can increase the probability of customer interactions while simultaneously enhancing their experience with your direct mail applications.
This brings personalized direct mail to a whole new level of engagement. The use of variable data is made possible by Geocoding.
Geocoding is the process of converting an address into coordinates and is done by incorporating data such as driving distance and driving time from the client’s location to your business’s location.
Potential Applications for Geo-Mapping
From local dining establishments to mechanics and almost any other type of business, geo-mapping offers the additional benefits of customer experiences which give you the ability to provide highly personalized bulk mailers. This will increase the likelihood of customers engaging with your mailed content.
These technological advancements allow you to design and implement direct mailers that are far more interesting to your customer base. This will result in higher interactions with your business and provide a customer experience that is more enchanting to your end-users.
Geo-mapping gives you the ability to manage your territories while leveraging the power of variable data. These technologies provide the opportunity to bring more customers directly to your front door. Often times, this will result in an improvement in the acquisition of new business and increase the chances of word of mouth advertising from happy clients.
This technology can be leveraged for brick and mortar locations as well as one-time events such as conferences, classes, workshops, festivals and pretty much any other type of event.
The sky is not the limit! These amazing technological advancements may be supplemented by introducing other forms of customer data, giving you an endless array of possibilities when it comes to implementing your own geo-mapping projects.
You may be able to collect and use other forms of data yourself, or if you prefer, you can allow us to build these customizable direct mailer experiences for you. Either way, geo-mapping services will provide you with the opportunity to stand out among competitors, delight your customers, and attract new prospects.
How to Implement Geo-Mapping Services
The possibilities are limited only by your own imagination. With our geo-mapping capabilities, you may be able to transform your customers into a dedicated fan base of happy clients who by extension, will provide further business referrals to others. These efforts should result in a growing database of new business opportunities.
If you are unsure where to begin this journey, consider reaching out to one of our geo-mapping specialists. They will be able to provide you with useful information about the process and help you to formulate a plan for implementing geo-mapping in your marketing and sales endeavors.
We are your premier source for all things geo-mapping and can provide consulting services as well as full design and implementation of customized geo-mapping applications.
If you would like more information about the deeper aspects and possibilities for a successful geo-mapping campaign, you can find more information here. There you will find everything you need to figure out if geo-mapping is in fact right for you and your business.
If on the other hand, you would like one of our in-house experts to take the reins on this project, you may want to reach out to us directly and speak with one of our consultants.