Episode 174

Webinar Audio: Marketing Segmentation

June 22, 2020

Episode Summary

This episode is the audio from a WordSouth webinar on May 14 titled Marketing Segmentation. To see other upcoming webinars visit wordsouth.com/webinar. The video version is available here: https://wordsouth.com/2020/05/missed-our-marketing-segmentation-webinar-heres-the-video/

Show Notes

Transcripts have been lightly edited for clarity and readability. 

 

Andy Johns: Well, hello, and thanks to everybody for joining us on this webinar. I’m Andy Johns, the marketing & business development director at WordSouth. I’m joined today by Carrie Huckabee, who is our director of strategy & training. She doesn’t like me introducing her as a telco marketing legend, so I’m not going to do that. But thanks for being on. Thanks for being on, everybody. And we hope to give you some ideas on how you can break up your market into segments in order to reach them with the right message. And we have plenty of examples to share with you to show what some of those messages look like.

Andy Johns: I wanted to also talk about a little side hustle that Carrie and I are working on. You may or may not know that Carrie and I both live here in Tennessee. We both like music, so we have developed a special Tennessee branded facemask made just for country singers. It’s specifically designed to allow them to “boot-scootin’ boogie” on stage, but not spread germs. Our first run that we’re working on here is going to be just male-size masks, and we’re going to come up with a lady version for the second batch. They’ll be coming out later this year. But at least at first, it’ll just be for male country singers. 

Andy Johns: Obviously, we want the world to know about our masks. We’re marketers, that’s what we do. We want to get the word out. We’ve done our research, and we feel like getting out information in front of people about our masks in order to get a purchase decision is going to cost about $100 per person for us to get that message out to them where they can make a decision. So we’re going to go out and aggressively market to everybody in the slide you see there — hopefully, you’re seeing it — is the everybody we’re going to market to. That would cost us $3,600. There are 36 people up there — $100 each in order to market it and to get them to make a purchase decision. We’ve got a marketing budget of $3,600 to spend on those folks.

Andy Johns: But the problem is that not everybody on that slide is going to want to buy one of our masks. We’re going to need to narrow that down a little bit and save a little bit of money instead of spending our $3,600. We need to narrow that down. First, since the masks have the little Tennessee tri-star logo on them — I don’t know how well you guys know Tennessee, but that little tri-star logo, the circle, the three stars stand for the three kingdoms of Tennessee: East Tennessee, Middle Tennessee, and West Tennessee. That’s your social studies lesson for today. But let’s go ahead and weed out everybody from the list who’s not strongly associated with Tennessee. Let’s put some geographic data into the situation here and eliminate Oklahoma folks, Georgia folks, and the California folks to try to cut our audience down. So we’ve dropped down just to folks associated with Tennessee. That cuts it down. We’re zeroing in, and we’re down to spend $2,200 to hit the folks on the screen that are associated with Tennessee. But we need to make sure that we’re cleaning up the data a little bit, a little data-hygiene. Let’s make sure that we run a query to only include living folks. We don’t need to sell this to anyone who has passed away. Sadly, we lose Davy Crockett, Johnny Cash, Roy Acuff, Aretha Franklin, and Andrew Jackson. They’re off the list, and our budget is down now to $1,800 that we’re spending. But remember, we’re marketing these just to country musicians, so let’s put some occupational data in there and eliminate folks who are not musicians associated with Tennessee. So by cutting it down, we lose Samuel Jackson, Peyton Manning, Morgan Freeman, Bill Belichick, and Al Gore. We’re down to about $1,300 that we’re spending to reach the folks on here. These are musicians associated with Tennessee.

Andy Johns: So we’ve cut it down to $1,300, and we haven’t lost anybody that we really consider a prime candidate to buy our masks. Let’s drop it down now with some preference data. So these are all kinds of musicians. Let’s drop it down to just country musicians. So we lose Miley, Tina, Justin Timberlake, and Usher. We’re down now to an $800 spend to reach those folks, down from $3,600. There are a couple of last things we need to do. We need to make sure these are actually real people. So a little bit more of a little data-hygiene. Let’s eliminate people who are not real. So that gets rid of Deacon from the country music TV show “Nashville.” So he’s off the list. We only want to market to real people. Lastly, we know that in batch one here, we’re only doing a men’s size mask. So, unfortunately, we’re going to have to lose Dolly and Kelsey Ballerini. So after we put all those layers of data on there and segment the market to get this one specific segment that we’re after, we’re down to five prospects: Craig Morgan, Kenny Chesney, Hank Williams III, Big Smo, and Rodney Atkins. Those are going to be our five best candidates that we think are most likely to buy men’s country music Tennessee masks. And we’re not spending the $3,600 that we talked about originally. We’re only spending $500, but we’re still getting it in front of the people that we really feel like are prime candidates to buy it.

Andy Johns: Who are our segments if we go back and look at that example? Tennesseans and non-Tennesseans are two different segments created to help differentiate there. We segmented into men and women. We segmented out the musicians, specifically country musicians, and then we broke off segments of people that were dead and people that were fictional — we only wanted the living segment of our market there.

Andy Johns: So this is, of course, fictional before any rumors get started. Carrie and I are not launching a facemask company, but I did like that example just to show you guys what the segments would be in that example. But Carrie is going to get us back on track with the segments that you guys have as an electric or a telco business.

Carrie Huckeby: Not that a Tennessee mask is not a great idea, and it looked pretty good, Andy. Maybe we should talk about it. Thanks, Andy, and good morning to everyone. As Andy showed, you can cast a really large net to speak to an audience, or you can just keep narrowing it down with a specific target and with a specific message. I can remember in the marketing world, hearing presentations and conversations about market segmentation, and I probably didn’t pay enough attention to it, as I should have been, because I thought, “oh, I don’t have the budget for that.” Or “it’s going to take more.” Or “I don’t have the right data to do it justice.” So I continued that spray-and-pray method of marketing for a long time. And our consumers have changed. Our environment is changing. Our consumers like a more personal message that [inaudible] better connection, so I think that even supports the need for market segmentation that you’re talking to specific people and have a specific message. Of course, there are always those messages that need to go to everyone in your community — all your consumers, all your members, and all your customers. You’re doing that through bill inserts, your newsletter, through the regional telco magazine. So there’s always that messaging that needs to be done to that whole audience. But I did figure out, as I went on and I think it’s true even today, that on a scale for market segmentation, you can have the scale of doing it on a very sophisticated level on this end of the scale, the much easier, less sophisticated method, or you can come out right in the middle, depending on what you have available to you.

Carrie Huckeby: And I think it’s also true that we can market and segment based on assumptions and best guesses because we do know a lot about the communities that we serve. We know a lot about the businesses. We know a lot about the people that live there. So there’s always that degree of knowledge that you can use along with these other methods. So when Andy and I talked about it in our industry, there were four areas that we talked about that we felt like everybody can use. They are most common in our industry.

  1. Geography — certain areas in your serving territory or where you’re trying to target.
  2. Household data — that you might be tracking in your billing system or you may be able to buy resources and Andy will talk about that.
  3. Billing system — your own packages and services, the things that you know about the customers you’ve already have or have left. 
  4. Network data.

Carrie Huckeby: So we’re going to show you samples in each one of these categories and talk a little bit about how they were used. And then during this, feel free to raise your hand, post a question, because, in the end, we’ll try to answer those if we can. So, Andy, I think you’re kicking it off with geographic data.

Andy Johns: Yes. Thanks, Carrie.

Carrie Huckeby: You’re welcome.

Andy Johns: So the first one. I guess I want to start off with a quote: “Marketing segmentation is a natural result of the vast differences among people.” We’re all very different people. Donald Norman is a researcher, professor, author, and director of the Design Lab at the University of California, San Diego. But just the people on this call, we are different geographically. We are different in our preferences and our ages. So, of course, your customers will be too.

Andy Johns: When we get into geographic segments, there are a bunch of different ways to slice and dice that. Obviously, the big ones that are drawn out on the map for us, you’ve got states, communities, and zip codes. All of that’s going to have slightly different variations among what the people are like there. I would urge you to think about how those communities are different. A lot of you all may have college towns or some of you may have college towns or university towns in your service area. I’ll show some examples there in a moment. You may have seasonal residents, whether it’s folks out by a lake or in the mountains if there are cabins. You may have snowbirds that are headed south or are coming back your way when it gets hot. There are a lot of different options there that can give you a clue geographically. The most interesting one I’ve heard lately is I know some folks do it like a seasonal package or something where they’ll offer just summertime if people come to mountain cabins. I don’t know if LeAnn is on or not, or somebody from Twin Lakes, but I think they had done a campaign with a segment for houseboat owners, which I thought was kind of interesting. That’s fun.

Andy Johns: Beyond that, I would say we can look geographically on a smaller level. You can look at new neighborhoods, and we’ve got a lot that we’re going to share about a neighborhood basis, how you can break things up. You can look at even school zones to give you a clue. If you know you’re going to be hitting in a new area, building out a network or something, where you’re right in the school zone, maybe that high school is a good opportunity for you to reach some folks there. And I would even say that things like TV markets play a difference or play a role. It’s easy to see when you drive from Tennessee into Kentucky. I know a couple of folks — NCTC, Highland, a few other folks like that — are right on that state line. And in Tennessee, everything’s all about football, and it’s orange. Then you cross that state line, everything is blue, and they talk about basketball. So there are some things there if your service area is broken up that you can do as well to segment just on thinking about how your area is different.

Andy Johns: One of the things we’ve done — we’ve got some examples. I mentioned that Karen, who’s on here, would recognize some of these things. This is something we did for WK&T. These were done with variable printing so that they came off the printer with just a green rectangle up there. And then the white was actually laid over based on the person’s address, so they’re getting something in the mail with their street name on it. The idea is to make them pay attention to the fact that the fiber-fast internet is right there on the street level. So that’s a way to break it down on a micro-level for a geographic segment.

Andy Johns: You can do communities as well. These were direct mail pieces. The street sign piece is also direct mail. This is a direct mail headed to folks in Bowling Green. This was one for NCTC trying to get the folks in Bowling Green to log on, check out the Crowd Fiber page, and log some of their information there. There’s also the possibility of reaching out. I know a lot of folks will reach out to real estate agents and have some kind of program. That’s always something that we’re big on — helping with folks to reach out to the real estate community. What I like about this one and the reason I wanted to highlight this letter — I don’t know how well it shows on the screen there — but if you look at where it says “fiber availability” it says “NCTC has active fiber customers in these locations” and it lists six places where fiber is available. Then it has projects planned or under construction in the future, and it lists five other neighborhoods so that the real estate agents can know that it’s coming. So that way they’re helping you do some of the work there to spread the word, but you’re letting them know what segments might be available.

Andy Johns: In addition to something like that, there are data agencies out there. We have used one called nFocus, and it’s just the letter “n” then the word “focus.” But you can get lists there. They can provide lists of new homeowners, new businesses, all sorts of other data I’ll talk about it later. And then they’ve even got a list there called Pre-Movers, which is folks who are getting ready to move. I’m not even sure how they find that, but that would obviously be a good segment there to reach out to those folks about switching service.

Andy Johns: We move on to the next way to segment. Like I talked about, school zones can be a good segment for you. If you are reaching out, a lot of folks do these. These were ads for the volleyball program back when high school sports were a thing — hopefully, it will be again. But there are ways if you’re going into a CLEC or if your network is expanding into a school zone, having the plastic footballs or something for the cheerleaders to throw in the stands with your name on it, those are all ways of reaching that segment of folks that you’re trying to target geographically. Of course, when we’re talking about anything, we’ve got to cover Facebook and Google as well. This was an ad that we had done for Loretto Telecom. You can focus on this based on zip code for Facebook or Google. There are other ways that you can get in with custom audiences by uploading an email list if you have that in your billing system. That can help if you can pinpoint things that way. But in most cases, you’re going to be limited on Facebook or Google to just zip codes in terms of geography. So still valuable, but you just have to look at how much, if you’re looking to market to a whole zip code or not. Sometimes that’s not quite granular enough.

Andy Johns: The next segment I want to talk about is household data, so that can include all sorts of things from income levels, credit scores, household size, property values, education levels, or the number of kids in the home. All of that is available in some shape, form, or fashion from data vendors. We’ve gotten information from nFocus before. They spoke at our StoryConnect conference that we did two years ago — back when conferences were a thing that we all did. And they talked about how if you’re doing direct mail, you can buy the list of contacts in the area and you can go ahead and eliminate folks either 75-80+ up, and you can eliminate the lowest income bracket. If you require credit checks for service and if you get the credit score on the list, you can go and drop off anybody who’s got a credit score that’s too low for you to be able to sign them up for service. So there’s a way, like with the country music example, where you can go ahead and drop off some of the folks who are less likely to buy your service or who don’t meet your requirements. I’m not sure about all billing vendors, but I know NISC had a partnership for a little while with Nielsen where there were all kinds of household data segments that you could pull from there. 

Andy Johns: I’m going to get into some of the examples here. So we have done Facebook ads to target college-age folks and obviously, with the messages that we’re using there — gaming, studying, and then back when people were allowed to sit that close together on a couch, seems like a long time ago. But those are all messages that we used Facebook to target people who fit the college-age bracket. So that was a segment there. With this one, I kind of hesitated to bring this one up, but we set this up on Google. This was for Troy Cable down in south Alabama. We set this up to run all over for everyone, but to particularly target folks with search terms or preferences related to video games, the gaming industry, Hollywood news, mobile phones, Internet service providers, and business services. Those were the terms that we had pointed this one towards. And with Troy, Alabama being home to Troy University, the tattoo, the bearded young guy seemed like a good fit. As a man who has grown a quarantine beard, I was happy to see that women responded well to this ad, but was surprised to see that the number one segment on this ad was women 65+, which was not exactly what we expected but go figure. So I guess it’s not always perfect, but I thought I’d bring that up.

Andy Johns: Some other household type data. This is one that we worked on with Wiregrass Electric in Alabama. So electrics, even if it’s not a broadband topic or a fiber build-out, there’s still some targeting to be done there. This was for a program they did about manufactured home rebates for when folks switched out of heat pumps to something more efficient. And so they had gotten together the information from folks of manufactured homes, and that was a segment based on that household data that they reached out to with this piece. It was a niche that I hadn’t really thought about, but an important one for them, especially with a program like that.

Andy Johns: Beyond the data that you can purchase, just about everybody on the call — I would assume — can identify some of those upscale neighborhoods in your community without having to pull data on where the incomes are higher. If you know your community as well as I’m sure you all do with your service area, you know that some neighborhoods are more upscale. And so this is a piece that we had done for NCTC. You can see the wording on there. This went out to the builders, I guess while the neighborhood was being built. But it talks about the premier choice for premier builders, and it says right there in that little thought bubble “for a more technologically advanced home.” So this is obviously one speaking to those higher-end consumers. That was a segment we broke out there with them.

Andy Johns: So those are the first two items. I think Carrie was going to talk about — a lot of those are external data, but there are some internal data that you guys have as well that you can use there. So let’s talk about segments for packages and services.

Carrie Huckeby: Thanks, Andy. Probably packages and services are where did the most marketing as far as segmenting the audience. We’re all using internal billing systems with C&C codes that separate packages, services, and what the customer subscribes to. I think the biggest thing with using your billing system is learning or figuring out how to corral all that information or how to bring it in some way that you can use it. I know some billing systems, like NISC, have a marketing campaign that you can use. And I’m sure other billing systems have some sort of the same thing that you can collect some of that marketing information. And if not, there are other ways or reason codes maybe or fields of information in that billing system that you can use. Of course, I know your billing system is only as good as the user, so sometimes it’s hard to get that information. But if you can and you’re documenting, there are markets or target audiences that you can go after. I love this campaign — this first one that Andy is going to pull up here — from WK&T. They were targeting customers that left their service, that disconnected. So that’s an audience there. Everyone loved this campaign. I loved the disco theme — not that I remember the 70s, but hey. I love this, and they were targeting disconnected customers, wanting them to come back to WK&T. So if you want to layer that — and I think it’s important, too, that when you have a campaign to think about, how do you continue to layer that or how do you continue to change that message to a specific audience if you can get that data or if you have it. So in this case — and I think Andy’s got some other examples of campaigns going after disconnected consumers — but you might think about that now some of our companies are offering broadband-only, and maybe the customer disconnected service because they had to have a phone. So now you’re offering broadband-only. You may want to go after those customers that said, “I’m leaving because I don’t want a phone. I want to cut the cord.” Or let’s say that another layer of customers would be that they left when you had DSL for another technology. And now you’ve built fiber to that area; you’ve got faster speeds, so you want to specifically say “hey you left. But now we’ve got this. Come back.”

Carrie Huckeby: Maybe you want to target an audience that has good credit. You may not want customers back that didn’t pay their bill, got disconnected a certain number of times, or their credit score was not where you like it. Then maybe you want to target customers that had specific services and bring them back. So even with a disconnected campaign, you can continue to layer that down to a specific message to that target audience. So I think that’s what Andy and I are talking about today, is that you can have these segments and you can have this target audience, but start thinking about how do you keep narrowing that down to have that specific message in that smaller target audience.

Carrie Huckeby: I think the next one here is a campaign that BLC did for managed IT. Right off the bat, managed IT is not for everyone. That’s a target market for your businesses. But, as you look at this, how do you keep layering that to hit a specific market? Maybe you want to send this to businesses that only have a certain number of employees. If they have too few employees, they can’t manage their own IT. Or they’ve got too many employees or a large corporation with lots of employees that they also need someone to manage their IT. Maybe it’s based on a target market that has a specific broadband package. Maybe it is based on — here’s a way to look too: what if the businesses are calling you into your technical support line every month or quite often and they’ve got a specific problem that they’re trying to fix. Maybe you take that list, and it may not be a direct mail. Maybe it’s a salesperson making a call. Maybe it’s a salesperson knocking on the door and going in and visiting this customer because they’ve been calling your technical support line. And then further, I think that you might want to look at this, that you bring that down even further and go market to medical facilities. What’s the message that the medical facility needs that’s different from the banking institutions or your car dealerships? I think as I said earlier, as our environment keeps changing, the consumer is looking for that connection and that customer experience, you keep narrowing that message down so that they know that you understand their pain point. You’re not just this one managed IT target, direct mail piece. But that you’re saying, “Hey, I understand what’s going on in financial and this is this may be a problem you’re having.” I also remember one time saying something that really resonated with me, that if you are sending this out to all your businesses and those businesses already have that service, be sure you pull that direct mail out and don’t send it to them, because sometimes that says, “Hey, they don’t realize I already have their service, so I don’t really know who I am.” So if you can, pay a little attention to those that already have that service so that you’re not marketing to them again. So again, as I said, the billing system is only as good as the information going in. Maybe you just start small by trying to figure out what you want to track, and then figure out if you can do that with your billing system or some other method. So sometimes it just starts with small things. So I think that’s the only example we have. Maybe we have another one from Ben Lomand, where they were also sending out direct mails for business phone solutions. Again, that’s a targeted market for businesses. And there are ways to start layering that as well, just like I said, with the managed IT. It’s the same target market: banking institutions, medical offices, and things like that. I think that’s the last sample we’ve got for products and services Andy, isn’t it?

Andy Johns: That’s right.

Carrie Huckeby: Cool. Thanks.

Andy Johns: Thank you, Carrie. I would add on to that there are probably some things that you can learn from your services that you’re offering. You can start to tell if somebody has one of your higher-speed packages, maybe they’ve got a gig service and they’ve got the premium TV options, that might be the kind of folks that you want to segment out and send something about security to. Or you know, that if you have somebody who’s buying a premium level of other services, then you might be able to push them up to premium on some of the other parts of the bundle as well.

Andy Johns: The last one I was going to talk about are the segments from network data, and that sounds like a big scary one where a lot of us marketers aren’t allowed in to see some of that. But I think that once you get into it, it is less scary than you may have thought and there are a lot of tools out there that make it easier. Chances are that however your network is configured or whoever your vendor is, there’s some level of network data that you can likely pull out to help you segment your market. WordSouth is a Calix Go To Market Partner, and so we’re most familiar with them and continue to be impressed with everything that the marketing cloud can do. I know that we’ve got a couple of Calix folks on the call, but just know that even if Gabe and Hanna weren’t on here, I would still be saying that because we’ve been impressed with the way it’s able to help marketing folks get in there and do that. What I like about the marketing cloud is how it’s basically set up to help you profile folks out and help you get the segments. There may be other ways to do that with other software as well, but it seems like the marketing cloud is really set up to do that. Right now, being able to target folks who are working from home by using network data to identify things like VPNs and who is using a lot of Zoom and that sort of stuff, that would be very important to be able to target at this point. If you can look and see that these households have all of a sudden started using a lot of the work from home type tools in the last month or so, then those are prime folks to reach out to try to get them to upgrade to make their experience better as they work from home. There are ways to identify gamers as well, and then ways to identify heavy streamers.

Andy Johns: These were online ads that we had done at WK&T. There are plenty of other ways to reach out as well to those folks with direct mail or other options there on how to communicate specifically with those folks. If you’re not using something like Marketing cloud, if you don’t want to get into the network data too heavily, you can do some of these same things by some survey questions, whether you send out a survey to everybody or whether you have that set up as part of your intake process or if you’ve got a set-up where whenever anybody calls in or interacts with you, you ask them two or three questions like what are the primary uses of your wi-fi network or how many devices do you have set up at home, that sort of thing. Those can give you good clues on how people are using your network. So those can be done through surveys as well if you don’t want to jump into the network side of the house. Another classic, I guess, it is becoming a classic way to use that network data. This is one that we have Mountain Telephone with, but it’s to do some kind of speed bump campaign. And NCTC, West Carolina Tel, several other folks have done those as well. But basically, you get in there — whether it’s with marketing cloud or something else — and you’re looking at the number of folks who are bumping up against the threshold of their package. So you’d look at somebody that has a 25 Mbps or has a 10 Mbps package, and they’re constantly redlining. That’s a good indication that they need a little bit better speed to be able to really enjoy it. They may be sitting there thinking that your Internet is terrible because the packages they have signed up for is not enough for them.

Andy Johns: The example that I like to use from outside of the telco world back 100 years ago when they were building highways. The Lincoln Highway was a road that was going to go from Washington to San Francisco all the way across the United States. And so when it got going, they went to all the Rockefellers, Carnegies, Vanderbilts, and all the big money folks around the country started raising money to build this highway. It was going to be the first paved highway all the way across the United States. When they started doing that, they also needed contributions from state and local governments, cities, counties, and states to be able to build the highway. The cities, counties, and states were resistant to contribute. They thought it was just a passing fad. They thought that the dirt roads they had were just fine. So, the folks in charge of building the Lincoln Highway did something I think was really smart. Instead of just building all of the mileage they could — you know, building 100 miles and then stopping — they went in between key communities and built 2-3 miles of nice paved road so that when the folks from those communities left to go to the next-door town, they would ride across that smooth asphalt and see what a difference that made. And all of a sudden they started demanding more and more paved roads across the place because they had experienced what it was like on the road. There was a better way to do it rather than the dirt roads they were on. And really, these speed bumps are the exact same, just doing it with broadband. Folks may be sitting there on a rudded-out dirt road thinking that’s the best there is out there. But if you’re able to segment the market is having the trouble and then bump them up to a higher speed, all of a sudden that’s showing them there’s a better way and really opening up a lot of potential to them.

Andy Johns: To kind of sum it up, Des MacHale is a professor of mathematics at University College Cork, Ireland. So when you read this quote in your mind, just read it in an Irish accent and it’s even better. I will not be reading it in an Irish accent. But Professor MacHale says “take some time to play around with segmentation. If you can pinpoint your best and worst customers, it’s well worth the time.” Hopefully, that’s some of what you’re taking away from this call, is that if you can segment the market to be able to look at who the folks you really want to target are and narrow down to them, or if you can use segmentation to pull out some of the folks that are less desirable customers and not spend a lot of time, money, and effort on them, then you’re coming out ahead and better off. We’re going to open it up to see if we have any questions. I’m going to have to close down this screen for the slides. But I did want to tell you, as I do that, that our next webinar is going to be on June 9th. Hopefully, you guys have enjoyed the examples and everything that we’ve shown here, but we’ll be showing quite a few of those with some back to school campaigns on June 9th. So we’re looking at ways that everybody can share some ideas for that.

Andy Johns: So let me pull up the screen to see if we have any questions here. I’m going to stop the screen share. A couple of comments about my beard, which are mostly appreciated, I guess. Are there any other more serious questions? I’ll take those. Let’s see, I’m reading this question here. Ok, somebody is asking for some samples. I’ll be happy to send those over, so I will do that. Any other questions from anybody?

Carrie Huckeby: Hey, Andy, did you say with the info avenue — I know we’ve used that source to buy data for some of our clients…

Andy Johns: nFocus?

Carrie Huckeby: Yeah, nFocus. What all can you get from nFocus?

Andy Johns: Sure. So they provide a whole lot of different options. We have worked primarily with income and credit score from them. It’s not 100% perfect, but they do a good job in the rural markets. When we’ve looked at other providers, it’s a lot of the big city, suburban areas, and part of what we like there is they do drill down into a lot of the specifics. But the fields that they have, they’ve got them listed on their site. But I know the main ones, we’ve used are income and credit scores. They do have the lists of building permits and the pre-mover list, some stuff like that. So real estate-related transactions, but some of their data also gets into the household size and some of the other information there as well.

Carrie Huckeby: So, it might have the number in the household or school children or what grade they are in maybe?

Andy Johns: Right some of that stuff is in there as well. I believe there’s also educational attainment, so like whether it’s a master’s degree, college degree, or high school degree, those sorts of things are also available. I think they say they cover 99.9% of addresses. There’s not every piece of information for every address, but it’s certainly a start, and it certainly gets you headed in the right direction.

Carrie Huckeby: Ok, I was curious about that, so I thought I’d ask that in case anybody else was too.

Andy Johns: Thanks. Well, I appreciate everybody joining. We’re going to go ahead and wrap up here. Wait, it looks like we may have a question. Yes. Jan, thank you. I meant to say that we will be turning this presentation into a podcast that will be audio-only. It will be available through our podcast channel on StoryConnect: The Podcast, wherever you get your podcasts. We’ll also have the video that we’ll put in the next newsletter that goes out for the StoryConnect newsletter that WordSouth sends out. So, a couple of different ways to see the presentation over again. And we’ll include the slides and a separate PDF on there as well. So I appreciate that. Thank you, Jan, for that question.

Andy Johns: As I said, I hope to see everybody on June 9th. Go to WordSouth.com/webinar to sign up for our future presentations. We’ve got one on back to school campaigns on June 29. On August 25, we have one entitled “Don’t let your fall events fall flat.” And then we’re going to be looking at the customer journey on the September 10th webinar. So we’ve got a few more scheduled. Hope you guys will join us for those. Thanks for being here.

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