This is great news for organizations using direct mail who are faced with rising postage and paper costs, and consumers who still get too many shotgun-style mass mailings.
"Our clients in both the commercial and nonprofit sectors are always looking for better ways to target their offers, reduce costs and improve results," said Bob Salta, who, with partner Kirk Swain, has been quick to implement the latest web and data technologies to make direct mail easier, "smarter" and less expensive for companies and nonprofits of all sizes.
That's exactly what they did with GeoSelector(TM), the new list-selection tool developed in-house by the company's IT chief, Brian Carroll. Carroll combined Google mapping technology with a high-end geo-coding program and then linked it to over 200 million consumer records in DirectMail.com's DirectChoice Consumer Masterfile.
With GeoSelector, users simply enter a street address or zip code to bring up a map or satellite view of the location. From there they can zoom in, zoom out, experiment with different radius overlays, or draw any shape target on the map and get both an instant count of the number of names and addresses within the target area, and a demographic report showing what the selected consumers look like in terms of their age, income, type of housing and a whole range of other characteristics.
Names can also be selected by these demographic characteristics as well to further narrow and fine-tune the mailing list.
"It's the most accurate and precise list-building tool on the market, right now," said Salta's partner Kirk Swain, noting that a patent is pending on it. "Plus it's extremely easy to use and fast, which goes with our goal of saving mailers' time and money. "
The GeoSelector "Pro" edition can also be used to upload a client's existing customer base or prospect file, plot their locations on the map and view the underlying demographics. This kind of visualization, in turn, can be used to generate lists of "look-alike" consumers or identify other meaningful geographical patterns.
"We believe that GeoSelector has the potential to dramatically change the direct mail landscape," stated Salta. "The system's broad mapping detail and layered demographic information has all sorts of applications."
With GeoSelector, Realtors, for example, can target specific neighborhoods or residents living next to or near certain geographical features, like waterfront properties. Home services providers can actually zoom in on a neighborhood and see which properties "look" like good prospects. And sales reps can pull prospect lists by pre-defined districts or territories.
GeoSelector is currently available to anyone who wants to use it at the company's website - www.directmail.com/geoselector. Click on "Consumer Lists" to access the GeoSelector system, and watch the short video tutorial to get started.
DirectMail.com is revolutionizing the direct marketing industry by providing global online access to affordable, customized direct mail lists, production and mailing services. With over 35 years of experience in the direct marketing industry, DirectMail.com provides a wide range of global organizations, franchises, nonprofits and small local businesses with a full line of strategic, creative, list, production, data and campaign management services.
Jerry Elprin, 410-707-6881