The Targeting Process

Reaching new customers through direct mail

Successful direct mail marketing is as simple as 1, 2, 3. While each element plays an important role in creating customer response, success is achieved by executing on all three phases. With the introduction of Pinpoint Marketing, a best-customer model developed by Sunrise Marketing, directing your message has never been easier.

Targeting the right audience!

• Home Ownership – an important criterion
  for our garden center customers
• Income – our research will help you better understand your market.
• Age – best customer profile points to
  baby boomers aged 45-54
• Children – young families provide
  the next generation of customers

Let us help you analyze your market. You supply the selected zip code areas and we'll expand those areas to show individual carrier routes. Next we'll explore the specific demographics of that market area.

With the introduction of Pinpoint Marketing, a best-customer profile based on demographic studies of over 500,000 actual garden center customers, we’ve created a simple and effective system to help you prospect with focused accuracy right down to street level!

You simply supply the selected zip codes to research and we’ll provide you with an exploded view that explores each zip down to the carrier route level. This allows you to pinpoint specific areas such as new housing developments, high income neighborhoods, or new markets. We’ve cross referenced the carrier route selection process with data that includes percentage penetration of: homeowner, age, income, and children.

We’ve weighted this data to help you make market place selection easy and effective. The result is an overview that allows you to have complete control of the selection process; you can pick and choose individual carrier routes (neighborhoods), or opt for top profiles. The choice is up to you… we provide the data and the analysis, you provide the knowledge of your local marketplace.

Considered independently, Pinpoint Marketing from Sunrise Marketing is an important tool for market analysis; combined with our custom designed mailing pieces, it becomes a precision instrument for you to cultivate new customers at the lowest direct mail costs possible.

Pinpoint Marketing will provide you with a resident listing and saturates each selected carrier route. In our culling process we will identify and minimize business address and apartment listings. This best-customer-profile program features a low-cost list acquisition fee (good for up to 30 days – USPS updates records monthly) of just $25 per thousand carrier route resident list (5000 piece min.). Lists will then qualify for Enhanced Carrier Route (ECR) rates that can reduce bulk postage rates by up to 34%. Mailing through Sunrise Marketing with Pinpoint Marketing allows for on-demand program delivery. You select the mailing date and we produce to order. No cumbersome deadlines, expensive minimums, or wasted marketing dollars.

We encourage retailers to create a capture strategy that collects more specific information for follow up marketing that includes customer names, birthdates, and email addresses. Consider our Loyalty Card program to convert your prospects into loyal customers for years to come. While this program has minimum order requirements, we can develop your project by index, budget, or percentage of your targeted marketplace.