Dollars For Shopping and Marketeer (DFS/Marketeer) is Northern New Jersey’s largest circulation shopper publication, reaching over 350,000 households every issue. With thirty zoned editions averaging circulations of 12,000 each, their 100% saturation-mailed publications are loaded with opportunities for local sales, services and coupons that connect residents with merchants in their communities.
Clients Want Sub-ZIP Code Targeting
DFS/Marketeer offers local and regional advertisers the ability to target their marketing efforts with customized mailing programs using high impact free-standing inserts and solo-mail pieces. President Jerry Mallach explains, “Our clients want to pick and choose where their ads get delivered. As a result, these special programs may not always saturate every carrier route in a ZIP Code.”
Ideally, DFS/Marketeer wanted to provide very detailed maps to allow advertisers to choose where they want their piece to appear. But getting maps from the USPS proved futile and researching every address range on every street in the postal databases simply was not an effective use of time.
Mapping Service Bureau Provides Best Overall Value
“I was toying with the idea of getting a mapping software package, but frankly we are a busy advertising and publishing company,” adds Mallach. “I don’t want my office wasting time learning and using a mapping program.”
Fortunately for Mallach, an associate recommended him to Maponics, a mapping and geographic targeting service bureau. “Maponics’ solution is simple. I give them the ZIP Code(s) for each market, and they give me a detailed color map in PDF format with all carrier route boundaries. We can easily email these to clients and discuss marketing details on the phone. This saves a huge amount of time.”
Result: More Satisfied Clients and More Time Generating Revenue
With faster market definition, Mallach’s team can spend more time selling ads. That translates into more revenue for their business while giving their clients more control over their advertising.
Of Maponics, Mallach says “I am really satisfied with the service. The price is right and the information is exactly what I need. Any organization that utilizes saturation mail can benefit from the Maponics service.”
About the Author:
The author, Zephyr Sherwin, works with Maponics, which focuses on ZIP Code maps, carrier route maps, and other map products for businesses. You can find out more at www.maponics.com |
Added: Wed Sep 24, 2008 12:55 am GMT 