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Dear Reader,
Just so we don't lose sight of where we are I want to remind
you. Presently we are involved in the initial "Media
Roll-Out" Phase of this case-study product and marketing
process. I continually refer to the product as "your"
product, because this newsletter is written from YOUR point of
view.
The knowledge and information we are using is based on years
of our experience, hundreds of millions invested by clients,
PLUS our current projects which are in various phases of
development-all of this adds up to a description of how this
marketing process works and the ways you can benefit from it.
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this issue |
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| Geocoding:
Geography Lessons That Pay Dividends |
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Each
ACORN is further broken down into Neighborhood Types.
There are approximately five neighborhood types per each
ACORN. In order to determine which ACORNS and within
that ACORN which Neighborhood Types are your dominate
customers, you need to take your customer list
(including addresses plus zipcode) and have this
information GEOCODED.
The first step in profiling your customers is to have
your customer file geocoded which assigns geographic
latitudes and longitudes to your customer's address.
With these geographic links, your customer is merged
with demographic data or an ACORN.
Each U.S. household is in one of over 220,000 census
block groups and each block group is 400 households.
Once the geographic location of your customer is known
then your customer falls within a certain block group
and that block group has an ACORN associated with it.
Depending on where your customer lives so follows
hundreds of facts about their demographic and
psychographic profiles. The beauty of this approach is
we are using profiles of customers WHO BUY FROM YOU,
real and live people who support your business and will
spend money for your product. This is not a marketing
guessing game.
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| Nichecasting
Dreams and Media Clarity |
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The
ACORN is further broken down according to geographic
location into Neighborhood Types. For instance: The
ACORN called Up and Coming Singles has two neighborhood
types-High Rise Renters and Enterprising Young Singles.
Each Neighborhood type is distinctly different from the
other group and represent a set of profiles important to
you the marketer.
A High Rise Renter (Neighborhood Type in the ACORN-
Up and Coming Singles) is single with a medium age of 37
years. Half are between 20 and 44 years of age. 50% of
these households are 14% single-person or shared. These
people are affluent. Medium income of $48,900,
well-educated, and gainfully employed. 50% of them have
a college degree and work in professional or managerial
positions.
They are urban, mobile, apartment dwellers in densely
populated central city areas, and in large Metro cities.
For instance-more than 30% of the neighborhoods in D.C.
are High Rise Renters. Former President Clinton's
downfall has been attributed to a High Rise Renter
called-Monica. One of the benefits in identifying your
customers is locating which media is most effective to
target your customers, and where they are geographically
located in any city, region, state. This is Nichecasting
at it's finest, locating 1 customer for every 1,000
potential prospects.
This is Nichecasting at it's finest, locating 1
customer for every 1,000 potential prospects. If you
understand all of the crucial facts about your customer,
then you have the advantage of taking that information
and choosing the media which will best suit your selling
interests. Next week we will look at how we find
potential buyers based on REAL information.
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| Keys
To The Kingdom-Acorns That grow into Mighty MONEY TREES |
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there is nothing that you take from any of the numerous
subjects we discuss in our newsletters- PLEASE remember
this little paragraph, because this is the one aspect
that 99.9% of all marketing people ignore and it is so
crucial to understanding your success it is laughable
were it not tragic. Tragic because this marketing tool
is seldom if ever used by small business or the
entrepreneur, yet it holds the secret to guiding
his/hers success.
ACORN: Is the nut of an oak. Certainly this
information contains the seeds that will build a strong,
substantial, and mighty MONEY TREE if only planted and
harvested carefully. There are nine ACORN divisions: 18%
of U.S. households make up Acorn 1 called Affluent
families. 15% of U.S. households make up Acorn 2-Upscale
Households. 5% Acorn 3-The Up & Coming Singles.
Acorn 4-9% Retirement Styles. Acorn 5-4% Young and
Mobile Adults. Acorn 6-15% City Dwellers. Acorn 7-27%
Factory & Farm Communities. Acorn 8-7% Downtown
Residents. Acorn 9-Less than 1% Non-Residential
Neighborhoods.
The
Mother of ALL Research-Find Out What ACORN you belong
to. Look at the upper LEFT section of this website.
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