3 Steps to Finding Your Best Target Customers

Database Analysis can tell you more than you know! Any HVAC business owner will tell you that their target is something like 40 plus in age, owns a home, and has money. Brilliant! That’s the exact same target that everyone else is going after. To be really dynamic and frugal with marketing dollars, you need to know more than that.

Step 1. Analyze your current customer database. Give us your customer list (yes, we practice 100% confidentiality) and we can append demographic information to it. You’ll be surprised at what the data can tell you. You might find that your customers are slightly younger or older than the norm and possibly have less money than you think.

Database marketing uses many theories.  My favorite is that your company has a personality and brand all its own. You attract a certain type of person based on how you do business, your pricing, your technicians, your advertising, etc.  So it breaks the idea that all targets are the same for a specific industry. I’ve done this for years and I can personally tell you that no two companies are the same.

Step 2. Get a target prospect direct mail list. After receiving a report and having us analyze the data with you, you can determine and narrow down your “target” audience. That way, you spend fewer dollars on direct mail and other marketing by eliminating the waste. Then, you will want to have us find out how many available “prospect” homes there are that meet the age, income, home value, marital status, with or without children, etc. within each zip code. This is your target to measure against and your REAL prospects.

Step 3. Request a “Zip Code Penetration Report”. Be specific on this. You want to see how many customers you have in each service area zip code compared to how many of the above target, prospective homes are available in that zip code. The equation is your customers divided by the total target homes. This will give you your “Target-Zip Code Penetration”. Now you not only have your best targets, but you can find out what zip codes offer you the most opportunity for  HVAC direct mail, guerilla marketing, etc. And in reverse, you can see which zip codes not to waste your money in. Don’t be fooled, the outcome is usually not what you would expect!

To wrap this up, I always tell HVAC owners to plan your marketing and implement that plan. A proper database analysis will help you succeed in any direct marketing efforts, increase ROI, eliminate wasted money and generate revenue!!!

Please call HVAC Promotions if you would like to discuss analyzing your database 855-765-4500.