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We know where you live - mashing up direct mail

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Eliot runs his own consulting business. Prior to his current day job, he worked as a marketing manager for Fuji Xerox Australia. Eliot holds a couple of degrees in printing and enjoys spending far too much time exploring the world of variable-data publishing. In his copious free time Eliot enjoys kayaking, writing, blogging, eating and sleeping.

Website: www.eliot.com.au

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X marks the spot - mapping in DM

Following this campaign, many other print providers have lifted the concept and integrated with local mapping service providers to create similar campaigns for a host of different audiences and markets, including casino, retail, marine and auto stores among others.

While such use of mashup in digital printing deserves kudos for innovation in leveraging customer data, it does beg the question “why bother?” Sears is a very large and familiar department store chain across the US, the reality is that most locals know where their local Sears store is, and how to get there. Or a nearby casino for that matter—surely, both would be significant landmarks. Also, you’d have to strum the privacy guitar, as it may seem rather intrusive to receive a mailer with your house flagged on a map. What next, an aerial photo?

Home sweet home ... wherever you are

OK, perhaps a more relevant application would be in the rental/housing market—particularly in Australia—where the population continues to grow at a considerable rate (of 315,700 last year, 56% of which were overseas migrants, source: ABS), and that’s not even including existing residents who relocate to new suburbs and states. With this continuing boom in migration and relocation, surely there are host of retail services that would benefit from this type of DM application. Think about the opportunity for neighbouring furniture and hardware stores, bank branches and much more.

Or look at tourism. If you’re targeting would-be holiday makers, why not target them with a personalised map, indicating local restaurants, attractions and activities near their prospective hotel? This could take away their pre-trip homework headache and wrap in some added value in the process.

I’m sure personalised maps have their place in DM, and can be effective without being intrusive.

We just need to start using them. Properly.

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