Geo-targeting relies on latitude and longitude coordinates. All addresses are capable of having a latitude and longitude added with a computer program. This enables addresses within a specific radius to be accumulated.
For example, if you own a hardware store and want to send direct mail to homes nearby, you would attach your store’s latitude and longitude to addresses of homes in the vicinity and have the computer compile a list of the 200, 500 or 1,000 (whatever number you choose) homes that are closest to your store. That becomes the mailing list for your direct mail piece. It is like sticking a pin in a map, drawing a circle around it and targeting everything within the circle.
Let’s say you are a real estate agent and you listed or sold a house for the Brown family, who live in a neighborhood near downtown Lexington. You realize others in the neighborhood might want to sell their homes or might have friends who need to buy or sell a home in the same area. When they see that you worked successfully with one of their neighbors, they might be moved to call you.
Geo-targeting has many uses. If you have a service-oriented business, like a lawn service, a cleaning business or home repair business, it makes sense to pursue customers in areas where you are doing work or already have a loyal following. People turn to their neighbors for referrals. We think, “If is good enough for my neighbor, it is good enough for me.”
Also, there are times when people who are neighbors share similar challenges and problems. For example, if your neighbor has a radon problem or a sewer issue at their house, odds are you might have one too. So it makes sense for service companies to advertise, via direct mail, to you and your neighbors.
Check out our resource “Five Strengths Of Direct Mail” to learn more about how direct mail can work for you..
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