Some thoughts on marketing to expectant and new parents……
If your target consumer includes expectant and new parents, you are probably already reaching them online and in targeted magazines - and possibly in controlled circulation marketing programs. You might even be using FSI’s, even though the coverage incidence is less than 5%.
We work with marketers who target this consumer and asked them what is really working, what is creating the impact they need for direct sales and retail sales.
The answer is timeless – consistent frequency of message aimed at consumers who will benefit most from the brand’s attributes.
That is not easy to accomplish. It is rare to find these consumers in one place at one time and get that important brand story to them.
We can help you reach this goal – getting your brand message into the hands of the core target consumer at the time when your brand and the imminent needs of the consumer it serves, are closest.
Our solution – Family Advantage targeted multi-brand direct mail, molded exactly to your household target, personalized with your most powerful brand message or retail association.
Lately as direct mail volume has receded and mailboxes are less cluttered, we are hearing back from marketers – “there is nothing like the impact of direct mail on our target consumer – nothing we do online makes this kind of measureable direct impact on our sales.”
So, we invite your inquiry. Review this direct mail program and ask how it can be created in the very best terms for you for impact, targeting, and cost. After all, we have been mailing this program for 22 years, over 100 million packages targeted to America’s expectant and new parents. We know how to create an impact for your brand with a direct mail program that consumers consistently report they like, want and look forward to receiving.
See this short Power Point presentation showing you Madison’s Family Advantage Direct Mail Programs. http://www.madisondm.com/lswr/documents/Overviewppt.pdf If you have some interest in a completely no-obligation proposal, just request your custom Family Advantage media plan with timing, targeting, and costs.
We will guarantee your results (ad impression recall, coupon redemption whatever your measure and goal). We can’t do more than that to assure you that we can contribute to your marketing goals.
Thanks for reading this far and we hope to hear back from you soon.
New movers are the economic winners in a down economy especially those wiring their homes with Verizon services.
While some consumers have retrenched and are staying there until they feel more secure to spend….new movers are spending and represent great marketing opportunity. Most move for good, positive reasons – new job, better house, a growing family!
They have more reasons to buy and they do so at far greater rates than the general population (non mover households) – a firm fact in our unsteady economic environment.
Yes, the numbers are down year-to-year due to all the macro-economic reasons we all know about, but the 4,000,000 identified by Idearc Media’s Direct Values program are movers with excellent credit – and they just might be some of the economic winners in this generally slow economic recovery we have right now.
All of these new movers installed Verizon communication line services in their new home – phone, internet and high tech television service. They are credit checked and approved for long term service contracts.
They are buyers that are going to buy more than any other large consumer segment over the next 12 months. You might remember the old marketing adage that buyers buy more if just out of habit. This is still true and new movers will buy your brand if your promotion is attractive and says “buy me now.”
Even better for you, the opportunity to reach them is inexpensive with options from simple to elaborate advertising insert formats.
As the national advertising manager for Direct Values to New Movers, Madison knows that these new movers respond higher from mailing daily to them for over five years. They buy alternative home entertainment, water delivery, change banks, buy the local newspaper, engage national retailers, change insurance providers, compare costs and make new decisions about their local grocer, buy personalized products, ask for quotes on a range of home services and start numerous home improvement projects.
Marketers in these categories win new customers continuously from this program.
The response statistics are great!
We invite you to advertise your brand to new movers in the Direct Values Program. You can test with little risk.
Just reply and we will send you a link to view the program.
Then tell us your geo/demographic targets and we will create a no obligation media plan – discover your opportunity!
New movers are buyers. They are the best segment to promote anytime in the business cycle.
Beat the recession, one penny at a time
Shoppers are turning to free grocery coupons and online codes to save money during the tough times.
NEW YORK (CNNMoney.com) -- With the economy slowing and unemployment soaring, consumers are looking for ways to pinch pennies anywhere they can. One way to fight the recession: coupons.
Coupon usage is on the rise, particularly among younger consumers, according to a recent study by ICOM, a marketing research company based in Ontario. Almost 60% of respondents under the age of 35 reported using more coupons in the past six months.
Mary Heather Hanley is one of them. After being laid off from the technology company she was working for and losing money on a real estate investment, the 31-year-old found herself in a personal financial crisis and needed to downsize her lifestyle."I needed to be an active participant in my financial recovery," Hanley said. "I was able to actively save money and make my life easier by couponing."She estimates that she and her boyfriend save around $70 per week on groceries and at restaurants, just by using coupons she finds in the paper and online.
"Essentially coupons are back on the radar of many consumers," said Matthew Tilley, Director of Marketing at Inmar, a company that manages and processes coupons."When times are tight, they realize that it's very possible to seek out the deals for themselves." previous purchases.
Wait for the right time. CouponMom.com's Stephanie Nelson says that one of the biggest pitfalls that new coupon users can fall prey to is redeeming their coupons too quickly."Your strategy should be to wait until things are on sale and then use them. Also find out if you can double your coupons," she says.
Nelson says stores like Wal-Mart never allow customers to use more than one coupon at a time, but a retailer like ShopRite does.Just don't wait too long - most coupons have an expiration date.
123 Print Hires Madison for Carousel of Values
May 18, 2009: 123 Print’s Carousel of Values (COV), formerly known as Artistic Direct’s COV, the multi-insert direct mail program reaching millions of direct response-sold buyers of personalized products from Current now owned by 123 Print, will be managed and produced by Madison Direct Marketing through Madison’s intelligent mail systems.
Insert advertisers are invited to select the mailing in many new ways and add personalization to their insert advertising strategy.
COV mails 3,800,000 direct response buyers of personalized printed products throughout the year and more heavily in early January each year. The schedule of mailings includes monthly mailings of approximately 500,000, and a first quarter mailing of 1,500,000.
COV can be selected with individual advertiser criteria such as proprietary response models and Zip rankings, any defined geographic select; demographics including presence of children, age of head of household, grandparents, direct response history including payment type, single or multi-product buyer history, and customer gender as examples.
COV can be selected just like a list. Advertisers can use their model, preferred list of zips, even suppress their current customers when they advertise in COV. “We expect not only to improve results for past advertisers, but believe new advertisers will be attracted based on their ability to direct their inserts to households they can predict are more responsive to them,” said Madison’s Chris Hulse.
Advertising using these new capabilities is easy. Madison provides an insert circulation report based on the advertiser’s selection. After the insert plan approval, the COV mailing database is coded for the advertiser’s selection and inserts are distributed only to selected households.
Madison’s intelligent mailing systems have packaged over a billion cooperative direct mail packages including over 20 billion inserts and product samples in hundreds of combinations. Beyond usages of household selectivity advertisers can use on-insert print personalization allowing offer variation, personalized greetings or more sophisticated messaging.
To find out more and get a full list of selections available, or to develop a custom media plan, contact Madison Direct Marketing, Chris Hulse, chulse@madisondm.com or call 203 653 3221.
10/28/08
Solutions Direct, Idearc Media’s 3 year old cooperative direct mail program reaching America’s most affluent households, plans to increase its 2009 circulation to over 30 Million and has hired Madison Direct Marketing (Stamford, CT) to manage the national direct response marketplace.
Idearc Media is the official publisher of Verizon print directories with approximately 700,000 business customers and operates independently of Verizon Communications.Solutions Direct is a fast growing targeted cooperative direct mail program with over 250 markets and an additional 100 markets planned in 2009. More than 13,000 local ads have appeared in Solutions Direct mailings, and the product is winning thousands of new local advertisers every quarter through Idearc’s powerful sales force of over 2,500 local representatives.
Solutions Direct advertisers are presented in full color, coated card stock to the most affluent households in the local market. Better restaurants, home and garden design services, furniture retailers, providers of media rooms, closets, and garages, and home services of all kinds are among the business categories continuing with Solutions Direct mailings.
National direct response advertisers can execute their Solutions Direct media plans through Madison Direct Marketing, Idearc’s program manager for national direct response marketers.
“Solutions Direct reaches the most affluent homeowners in their markets with local ads and invitations to experience a variety of high quality services and products. This is a great advertising environment for national advertisers that can fit into that lifestyle. This program will create thousands of new customers for national marketers at an affordable ride along advertising cost,” said Chris Hulse, Madison Direct Marketing.
For more information and custom media plans, contact Chris Hulse, Madison Direct Marketing, 60 Long Ridge Rd., Stamford CT 06902 203 652 3221, chulse@madisondm.com.
Solutions Direct Program Datacard
10/02/08
Madison Direct Marketing launched www.familyadvantage.com today to link consumers with today’s leading brands and services promotions for young families. The site emphasizes grocery coupons, discounts and deals on brands millions of families recognize and use every day, plus discounted services especially for young families.
FamilyAdvantage.com is part of the Family Advantage direct mail promotions published by Madison Direct Marketing for 22 years reaching expectant parents, new parents and young families.
“Young family marketers have always offered a terrific upfront value to get trial from young families but more and more young families are responding to direct response offers and downloading retail values online today.
FamilyAdvantage.com links consumers directly to web pages corresponding to their direct mail inserts so that direct mail and web marketing work together,” said Chris Hulse, president of Madison Direct Marketing.
FamilyAdvantage.com gives immediate value to young family households with weekly updated links to brand coupons, co registration for no risk, no obligation connection to direct response sold products and services, and links to marketers’ e commerce web pages supporting their offer on familyadvantage.com or in Family Advantage direct mail.
FamilyAdvantage.com uses talking characters to tell families more about Family Advantage and site sponsors; Johnson’s Baby, Diapers.com, JC Penney Portraits, Spa Finders, Smart Source, Hooked on Phonics, and Baby.com.
The site is supported with millions of personally addressed Family Advantage direct mail pieces mailed monthly, plus continual SEO, revolving paid search, e mail partnerships with family marketers and social networking. Site registrants can win additional value from Madison’s long client list and site sponsored Spa Certificates to any one of 3,000 spas nationwide.
Marketers can participate with a variety of site ads, co-registration, e mail sponsorships, and weekly e mail sales promotions. Go to http://www.familyadvantage.com/advertiser.php
for a media kit or contact Chris Hulse, Madison Direct Marketing, 203 653 3221, chulse@madisondm.com or more information.
Parents are taking a more active role in the lives of their children than they did 10 years ago, according to data released today by the U.S. Census Bureau. For example, in 2004, 47 percent of teenagers had restrictions on what they watched on television, when they watched, and for how long, up from 40 percent in 1994 (Table 11).
A Child’s Day: 2004 examines the well-being of children younger than 18 and provides an updated look into how they spend their days. This series of 30 tables published by the U.S. Census Bureau is based on the Survey of Income and Program Participation (SIPP) and addresses children’s living arrangements, family characteristics, time spent in child care, academic experience, extracurricular activities and more.
According to this latest look into the lives of children, about 68 percent of 3- to 5-year-olds had limits on their television viewing, an increase from 54 percent in 1994. More children 6 to 11 found they, too, were living with restrictions on television: 71 percent in 2004 compared with 60 percent 10 years earlier.
In 2004, 53 percent of children younger than 6 ate breakfast with their parents every day (Table 7). That compared with only 22 percent of teenagers who ate breakfast with their parents each morning. Those percentages increased at the dinner table, where 78 percent of children younger than 6 ate dinner nightly with their parents, compared with 57 percent of teenagers.
According to the current data, parents continued to exert a positive influence on their children in other ways. Seventy-four percent of kids younger than 6 were praised by their mother or father three or more times a day (Table 6). The same was true for 54 percent of children 6 to 11 and 40 percent of 12- to 17-year-olds.
Children 1 to 2 were read to an average of 7.8 times in the previous week of the survey (Table 9), while children 3 to 5 were read to an average of 6.8 times in the previous week.
Other highlights:
- About half of all children 1 to 5 are read to seven or more times a week; 53 percent for 1- to 2-year-olds, and 51 percent for 3- to 5-year olds.
- The percentage of children participating in lessons, such as music, dance, language, computers, or religion, went up for 6- to 11-year olds, from 24 percent in 1994 to 33 percent in 2004 (Table 13).
- From 1994 to 2004, the percentage of children who changed schools went down for 6- to 11-year-olds, from 30 percent to 26 percent. For 12- to 17-year-olds, the percentage of children who changed schools dropped from 52 percent to 42 percent (Table 17).
- From 1994 to 2004, the number of children 12 to 17 who repeated a grade declined from 16 percent to 11 percent. For children 6 to 11, the rate remained the same at 7 percent.
SIPP produces national-level estimates for the U.S. resident population and subgroups, and allows for the observation of trends over time, particularly of selected characteristics, such as income, eligibility for and participation in transfer programs, household and family composition, labor force behavior, and other associated events.
The percentage of households headed by single parents showed little variation from 1994 through 2006, at about 9 percent, up from 5 percent in 1970, according to the latest data on America’s families and households released today by the U.S. Census Bureau.
According to Families and Living Arrangements: 2006, there were 12.9 million one-parent families in 2006 — 10.4 million single-mother families and 2.5 million single-father families.
Just over two-thirds (67 percent) of the nation’s 73.7 million children younger than 18 lived with two married parents in 2006. Also in 2006, there were an estimated 5.8 million stay-at-home parents: 5.6 million mothers and 159,000 fathers.
Other highlights:
- Average household size in 2006 was 2.57 people, down from 3.14 in 1970.
- Slightly more than one in four households (26 percent) consisted of a person living alone in 2006, up from 17 percent in 1970.
- About 5.7 million children, or 8 percent of the total, lived in a household that included a grandparent in 2006. The majority of these children (3.7 million) lived in the grandparent’s home, and of these, about 60 percent had a parent present.
- Among the 13 million children 15 to 17, about 2.3 million were working, and of these, 2.2 million worked part time.
- In 2006, 33 percent of males and 26 percent of females 15 and older had never married, up from 28 and 22 percent in 1970.
- The majority of men and women in 2006 had been married by the time they were 30 to 34 (71 percent), and among men and women 65 and older, 96 percent had been married.
Data are from the 2006 Current Population Survey’s (CPS) Annual Social and Economic Supplement (ASEC), conducted in February, March and April at about 100,000 addresses nationwide.
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