Volunteering to help unemployed marketers find work — Jordan Crawford // Scout

Quotes

• “Any good marketing channel is like an ebb and flow. The more people think that the channel is not right, the better chance you have of standing out and so it’s this counter-intuitive thing that works really well for us.” -Jordan“You mentioned a couple of things. Direct mail is expensive. You have paper and printing costs, you have to create your collateral and then the big one, you have to pay for the stamp.” -Jordan “With addresses, if you are targeting services outof home, you can be 100% certain that you can reach 100% of your audience. One of the ways that I might go about this is, we have a service that can actually target devices that are in a physical location and find their addresses.” -Jordan“I could geo-fence, let’s say a laundromat that is maybe far away from a dense urban area, and ask, ‘how many people are coming to this laundromat?’ and target them or I can say, ‘let’s pull a list of all the different laundromats in New York and find just the addresses that are at least a half a mile away from their local laundromat. You could dive into this further and further.” -Jordan“This is kind of a spiral that you can dive down under to really make direct mail efficient not by reducing the cost but really making the targeting super specific.” -Jordan“One of the highest converting reasons that people buy solar is that someone you know is with solar, or one of your neighbors went solar. So what we are doing right now, for every solar install you have, we are going to find the six nearest addresses to that customer and write them a message. So now I can use this type of targeting that is really based on a social trigger that has a high likelihood of conversion.” -Jordan“Location is really an important part of this. Another example is, we worked for a company called Incredible HQ, they are basically like Hired.com for nurses. What they do is, they will help basically have hospitals compete for nurses.” -Jordan“What we did is we looked at all of the hospitals that were participating and then we looked at all of these nurses and say, ‘how can we find nurses that are very, very close to at least three of these hospitals within half a mile.’ We were able to send a postcard that was really hyper-relevant to them and with hospitals they already knew, saying, ‘Hey, these hospitals are willing to compete for you.” -Jordan“I think underlying here is the ability to include variables in print. That’s something that I’m not sure every marketer who isn’t familiar with direct mail really thinks about.” -Ben “The way that you think about this is, what’s your LTV? If you got a super high lifetime value, you can basically afford what is called EDDM (Every Door Direct Mail) which is just blanket an area. Even if the conversion rates are super low, you don’t have to be crazy personalized and that converts well.” -Jordan“This is the kind of need that we found in the market. Most people because they are working with traditional printers focus on costs. We think about that problem in the opposite way.” -Jordan“I think the thing that is most interesting is really our unique QR codes which are backed by those unique QRLs and I hear a lot of people QR codes are really confusing. But you can use any Android or iPhone camera right out of the box and just plant it back to QR code, instantly scan it and we’re able to send you to a hyper-personalized page.” -Jordan“One thing we are exploring for solar right now is you will be ableto point your camera to a card and get data about your roof from space.” -Jordan “This is the lost art of direct mail marketing. We moved over to Facebook and everyone forgot the killer data that is being and has been compiled about consumer behavior and information about houses, etcetera.” -Jordan “Direct mail is incredibly powerful when you’re trying to reach people when they are at home. Get to the people where they are having pain.” -Jordan