If you're having trouble locating prospects and customers, try Geographic Information Systems (GIS). A GIS takes geographical data from satellites and matches against relevant business data.
The director of marketing for Archadeck of Richmond, Virginia, put their backyard deck projects into a GIS database. They drew a circle within a fifth of a mile radius of each project, and asked GeoWizard, a GIS Prospect Finder produced by GeoDem X Corporation, to pull out the names and addresses of surrounding homeowners. Before the construction of a project, these homeowners were sent a postcard that read: "We are adding a new deck to 1000 Chestnut St., a couple doors down. Why not come over and take a look?"
Since adapting the GIS, Archadeck's direct mail postcard return rate has tripled and the system paid for itself in just a few years. For a 50,000 address mailing, Archadeck asked the GeoWizard for names matching the demographic profile and the landscape the company was targeting based upon its own market research. The program turned up 45,000 likely prospects, saving Archadeck $4000 in just mailing costs.
Making a business decision is just common-sense, when you have the facts!
Next: The secret of writing banner ads...
We have just completed a website that lists all the $100 Ideas by category. Every week, we will be adding to the list. Go to 100DollarBizTips.com. If you know of someone who can use our practical information, have them register at the website.
Edward King, MBA CPA
Former Director of Wayne State University's Small Business Services
Telephone: 586-771-3618
Fax: 888-756-2761 (toll-free)
E-mail: EdwKing@aol.com
Websites: TheSmallBusinessDigest.com, 100DollarBizTips.com, SmallBizKing.com (students only)
The director of marketing for Archadeck of Richmond, Virginia, put their backyard deck projects into a GIS database. They drew a circle within a fifth of a mile radius of each project, and asked GeoWizard, a GIS Prospect Finder produced by GeoDem X Corporation, to pull out the names and addresses of surrounding homeowners. Before the construction of a project, these homeowners were sent a postcard that read: "We are adding a new deck to 1000 Chestnut St., a couple doors down. Why not come over and take a look?"
Since adapting the GIS, Archadeck's direct mail postcard return rate has tripled and the system paid for itself in just a few years. For a 50,000 address mailing, Archadeck asked the GeoWizard for names matching the demographic profile and the landscape the company was targeting based upon its own market research. The program turned up 45,000 likely prospects, saving Archadeck $4000 in just mailing costs.
Making a business decision is just common-sense, when you have the facts!
Next: The secret of writing banner ads...
We have just completed a website that lists all the $100 Ideas by category. Every week, we will be adding to the list. Go to 100DollarBizTips.com. If you know of someone who can use our practical information, have them register at the website.
Edward King, MBA CPA
Former Director of Wayne State University's Small Business Services
Telephone: 586-771-3618
Fax: 888-756-2761 (toll-free)
E-mail: EdwKing@aol.com
Websites: TheSmallBusinessDigest.com, 100DollarBizTips.com, SmallBizKing.com (students only)
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