Business Mailing Lists & Consumer Demographics

Augmenting traditional business mailing list demographics (SIC code, employees, revenue, etc) with consumer demographics (age, income, neighborhood, etc) can enhance the business list response rate. The driving premise is that socioeconomics and consumer demographics of a geographic area can impact business activity. For example, two “plumbers” may have different buying behavior based on the socio-economics of their location. One located in a very affluent suburb … the other in a low income suburb.

Per below “Business Neighborhood Profile” report, Clothing store-A is located in Neighborhood 04 … a very affluent – urban collegiate neighborhood. Clothing store-B is in Neighborhood 05 … a small rural area.

NEIGHBORHOOD
TYPE
BUSINESS
CUSTOMER QNTY
BUSINESS
CUSTOMER %
% OF POPULATION
IN NEIGHBORHOOD
PERFORMANCE
SCORE
ACTION
01 14 0.20% 0.78% 25 don’t mail
02 58 0.83% 2.08% 40 don’t mail
03 18 0.26% 1.75% 15 don’t mail
04 233 3.32% 1.88% 177 mail 2X
05 157 2.24% 3.53% 63 don’t mail
06 58 0.83% 0.47% 177 mail 2X
07 58 0.83% 1.10% 75 don’t mail
08 98 1.40% 1.22% 115 mail 1X

Why is the clothing store in neighborhood 04 responding significantly better than the clothing store in neighborhood 05? Not always but it’s possible that the owners of these two stores have different mindsets … a psyche influenced by the neighborhood in which they reside. This mindset may affect how they perceive your offer. It’s also likely that the neighborhood location affects operational needs. One may have a stronger interest in maximizing speed – store efficiency … while the other has a focus on product line and display.

Bottom-line … the neighborhood type can affect the decision making process for a wide range of offers: insurance, alarm/security services, investment advice, mail order receptivity, and computer automation (software), etc.

WHICH NEIGHBORHOODS WILL PERFORM BEST FOR YOU?
Based on studies with our other B-T-B clients, it’s likely that the 80/20 rule applies … that is 80% of your business customers fall within 20% of the neighborhood types.

HOW ARE THE NEIGHBORHOODS DEVELOPED / DEFINED?
By using an array of consumer demographics (age, income, education, marital status, occupation, housing, etc) and lifestyles (country club, tennis, auto type, etc), every street in America has been classified into distinct business neighborhood clusters.

APPLICATION
By appending “Neighborhood” codes to your business mailing list you can begin to adjust marketing strategy (mail frequency, mail quantity, offer type, communication style, etc) relative to Neighborhood performance … thus maximizing response rates and ROI.

HOW TO GET STARTED
The first step is to call/email us with your business mailing list selections / qualifiers. Upon receiving your request we’ll email you the quantity of business names available … along with the process for receiving your “Business Neighborhood Profile.”