Secret Sauce of Targeting

Marketing Secret SauceAs direct marketing experts, we use a mixture of various medias to develop compelling messaging for our clients. A significant part of campaign development is identifying and defining the target audience. This is often based on an understanding of current clients, and their preferences and behaviors.
A recent campaign reminded me of the complexity, and dynamic nature of targeting. As part of the project, we conducted outbound calls to confirm their understanding of the program. Throughout the calls, we asked questions and listened to responses. We also discussed our calls with each other, and identified similar behaviors and characteristics.
This led to more questions, so we analyzed outreach, clustering, and response characteristic across fifteen demographic attributes. From the results, we developed marketing personas, and a market penetration index (MPI) for each demographic criterion, which would be incorporated into messaging, targeting and micro-segment efforts.
Here are a few secrets to our targeting:

  • Develop marketing personas: Define in-depth, lifelike characteristic traits, to help develop content and marketing.
  • Analyze response: Dig deep and look at a multitude of characteristics and preferences of respondents, include demographic and psychographic behaviors.
  • Understand market penetration: Develop an understanding of how your respondents relate to the target market, and weight your targeting accordingly.
  • Develop micro-segments: Create micro-campaigns based on MPI that speak personally to your recipients trigger points.
  • On-going Analysis: Develop an on-going practice of analyzing campaign responses, messaging and targeting.

If you’re interested in learning about your targeting opportunities, feel free to contact me for a no-obligation conversation.

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Janet Osterdock is ZOOM Media’s President and CEO where she focuses on campaign development and implementation. Janet founded ZOOM Cross-Media in 2009 with a team of highly skilled industry specialists. She has a heart for service and works side-by-side with clients to deliver integrated high-impact campaigns. In Janet’s words “implementation is everything and it can make the difference between average performance and outstanding performance.” In her spare time, Janet volunteers in pet therapy at Shriner’s Hospital for Children.

Adam Osterdock is ZOOM Media’s Director of Business Development where he focuses on the integration of social, digital, and print media implementation in marketing campaigns. He rejoined Zoom directly after graduating from the Haas School of Business at UC Berkeley, where he earned the Cal Alumni Leadership Award and represented UC Berkeley at multiple international business competitions. In his spare time, he volunteers by teaching workshops at the local community college on small business development and business-case analysis.

Zoom Media

Zoom Media