Life Event Marketing: Customer Acquisition at All Stages
We’ve all heard the saying, “Target the right person, at the right time, and with the right message.”
Although this has always been the golden rule of marketing, gathering data to deliver on this targeted approach is easier said than done. Consumer data spans across multiple channels and platforms which makes it difficult for marketers to aggregate every data point.
To engage with a consumer at the right time, life event targeting has been a tried and true tactic to reach consumers during a big life change.
What is a Life Event?
A life event is a specific milestone that affects a consumer’s needs resulting in a change in purchase behaviors. These life events can also be known as “trigger data” as they typically signal a change in consumer buying.
These life events are used in marketing to fuel targeted messaging in various campaigns.
Types of Trigger Data
New Movers: These consumers have just moved and in need of home furnishings, home services, and more.
Brides-to-Be: Newly engaged couples in search of services and products for their big day.
Newlyweds: These freshly married couples are ready to utilize their new combined spending power.
Moms-to-Be (Prenatal): Expectant parents are in the market for products for the incoming child.
Recently Divorced: These individuals are moving into a new chapter of their lives after a divorce.
Why do Marketers Use Life Event Trigger Data?
The core of a successful marketing strategy is one that seeks to relate to one’s audience. The more personal the outreach, the more customers feel seen and appreciated.
Because every consumer encounters a multitude of life events, it’s important that marketers stay abreast to these changes and adjust to accommodate new purchase patterns.
Whether you append life event data to existing clients or find new ones to aid in acquisition, Life Event Trigger Data will help attract and retain your customers.
“77% of email marketing ROI comes from segmented, targeted campaigns.” -Passle
How is Life Event Data Used Best?
Life event data (or trigger data) is best used when paired with relevant, strong messaging catered to each group.
Common successful channels include:
Direct Mail: Reaching a consumer through their mailbox often garners more trust than online ads. Use your logo and brand colors so consumers for consistent brand recognition.
A company selling primarily baby products could target new parents with a postcard for baby gear and supplies.
Email Marketing: Know as the highest ROI channel, email marketing will allow you to repeatedly reach your prospects in a cost-effective way.
A company that sells home security systems might target new homeowners with email messages highlighting the importance of protecting their investment.
Customer Profiles: Enhance your data with life event tags to improve personalized marketing initiatives and new campaigns.
For example, residential mailing lists of new movers can fuel your direct mail campaigns to reach consumers who are prime for new products and services. Targeted mailing lists such as these will allow for an increase in your ROI.
Start Leveraging Life Event Data with AWI
Andrews Wharton specializes in delivering multi-sourced life stage data for clients to reach out during crucial life events to strengthen customer relationships.
With demanding audience and data-driven project requirements, Andrews Wharton is a proven direct-response solutions provider. We have a long-standing reputation for solving the toughest marketing challenges.
Success. Delivered.
These data sets and more are also available on Snowflake: here.
