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In the movie “Minority Report”, starring Tom Cruise, movie-goers were treated to a vision of future advertising, where posters recognize individual consumers by name, yelling the marketer’s message at the rushing consumer using personally relevant data to gain impact.
At Endo, we don’t believe advertising this intrusive would ever be tolerated by consumers in general. However, the concept of using individual consumer data to communicate a relevant marketer’s message to an appropriate consumer in an appropriate place, at an appropriate time is an idea that’s time has come.
How many times have you opened your mailbox and looked at your masses of junkmail, or been watching a TV commercial, and just wondered to yourself “Why don’t marketers spend more money targeting the right prospects for their message, and stop this shotgun approach?” Wouldn’t it be better for the consumer and the marketer – market vehicles to consumers actually buying a new car? Market beer to consumers who like beer? Less waste, more value, better results?
To enable this level of individualization in marketing, it is necessary for the consumer to agree to provide enough individual data for the marketer to even be able to individualize their marketing. And, the marketer must be committed to use the data responsibly.
Typically, this type of individualization has existed in forms of direct marketing like telemarketing and direct mail, or in online marketing – limited by the capability of the technology to enable individualization of the interaction. However, because neither of these forms of marketing are as consumer engaging and impactful as one-on-one, face-to-face brand to consumer interactions, even a very low response rate (sub 2%) can be considered a success.
Place-based Relationship Marketing™ offers a significant improvement in results by combining the power of an individualized communication (direct marketing) with consumer engagement and the impact of one-on-one, face-to-face brand to consumer interactions in a physical place (place-based marketing).
To create a successful Place-based Relationship Marketing™ program, Endo harnesses powerful consumer engaging methodologies to ensure high numbers of consumer interactions, with consumers in a receptive state of mind. To ensure that each consumer is engaged in a highly relevant manner, Endo makes extensive use of event technology such as touchscreens, handheld computers and ruggedized database servers, integrated with extensive web-based systems.
How is Place-based Relationship Marketing™ different:
