Michel to speak about consumer databases
By Fran Marshall -- Furniture Today, April 15, 2005
At the Market — Years ago, Janet Michel had her own advertising business and used the services of ADVO to target the advertising for her clients. She liked the work ADVO did so much that she went to work for them. Today, she leads the team that serves the home furnishings industry.
In addition to Michel, the team includes a former director of advertising, a former business analyst and a former marketing analyst, among others.
"We truly act as the consumer to retailers so they can determine the best way to go to market," she said. "We're the S.W.A.T. team at ADVO that consults to the home furnishings industry."
Among ADVO's chief aims is to show clients the importance of a consumer database to the retailers and their advertising dollars.
"They have tremendous sales potential in their consumer databases," said Michel, "but they don't know how to tap into it."
The information, she said, goes well beyond name, address and sales information, which is where most retailers stop.
Mining the information further, a retailer can compare how much consumers buy with their demographics to ascertain the best way to market to them. For instance, it doesn't much make sense to do a targeted advertising campaign to everyone in a certain geographical area if only 1% of your sales have come from there.
A consumer database also can help reveal what's likely to happen to directmail advertising, Michel said. She noted that women typically are the "CEOs of mail. Women are usually the collectors of mail, the distributors of mail and the ones who toss out the mail. She is a highly selective consumer and the retailer needs to know how to reach her."
During market, Michel will speak at 4 p.m. Sunday, April 17, in the National Home Furnishings Assn.'s Retailer Resource Center in the International Home Furnishings Center, M-1210. Her topic is, "Drive Sales by Unleashing the Power of Your Consumer Database."
The ADVO home furnishings team will be on hand to assist and answer questions.
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