On the Fast Track to Targeted Print Marketing...

Sports marketers continuously look for the most efficient means to spend their dollars. Print, radio, and television options have evolved to include outdoor, digital, mobile, and other new forms of marketing mediums. But how can we use these new technological means to become more efficient in targeting consumers?

The Interpublic Group recently revealed a new analytical tool that helps clients (and in this case, sports organizations) target consumers through a narrower geographic lens with print advertising. The tool lets advertisers focus more accurately on targeting individual neighborhoods to focus on higher-profile customers. Previously, one would have to pay a lump sum to market to a print publication's entire circulation. This new tool enables marketers to be more efficient; targeting consumers in select regions (by zip code) through a combination of newspaper inserts, direct mail pieces, and other publications.

How will this affect the newspaper industry? Well, only time will tell. This industry has benefited on the fact that marketers have spent large dollars to blanket regions with their messaging. As more marketer funds are shifted to the digital space, this may be a step that newspapers are forced to take. Some believe that this new tool could be a saving grace for newspaper outlets because it will enhance their role as an advertising medium.

For now, this tool is being utilized by big spenders (Home Depot, CVS, Sears, Bridgestone) on a national level. But it is only a matter of time before this technology is regionalized and we can begin to push our organization's messaging and ticket sales through more efficient print advertising. 

Source: Ad Age, 2.29.08    

Enclosure