August 9, 2010
PRINCE FREDERICK, Md.-- DirectMail.com (www.DirectMail.com),
a leading provider of integrated direct marketing solutions, today announced the licensing of its
GeoSelector™ technology to Holmdel, N.J.-based Lawn Doctor, Inc. The lawn service provider,
which has 500 locations in 40 states and Puerto Rico, will use the patented technology to validate
new franchise territories, build them out and perform market research.
GeoSelector marries Google mapping technology with a high-end geo-coding
program and then links this output to over 200 million consumer records.
Users can input Zip code information and use demographic selects to immediately
see that area's business potential in terms of their ideal prospect. GeoSelector
also allows enhanced profiling of current customers by uploading client databases.
GeoSelector output visually presents customer data, allowing ready identification
of key characteristics, clusters, segments, trends and underserved areas.
Paul Mumm, Director of Marketing, Lawn Doctor, says, "GeoSelector is a
compelling technology that will enable us to assist franchises in implementing
their business plan. On the front end, we can independently confirm the business
potential within an area before classifying it as a viable franchise territory
for our consumer profile. On the back end, it will allow us to monitor how well
an individual owner is doing in terms of customer capture and territory penetration.
And, its mosaic profiling and demographic descriptor capabilities will provide a
mechanism for continually updating our customer profile, which will significantly
increase our close rate."
Mumm continues, "GeoSelector will allow us to use our marketing dollars
more effectively, too. We can focus marketing on the specific neighborhoods where
clusters of our ideal customers reside, which will maximize ROI. Plus, this
approach will translate to later savings in service delivery, as routing is more
efficient when many customers live in the same area."
Price Anderson, Vice President Sales and Marketing, DirectMail.com, says,
"To be profitable, businesses need to understand precisely who their best customer
is. National averages simply cannot capture the subtle local differences that
impact purchasing decisions and thus franchise success. In this case, Lawn Doctor
customers in suburban New York are far different from those in Chicago, Dallas
and San Diego. The drivers behind consumer decisions vary as well. GeoSelector
provides a much-needed tool to establish local differences, site stores or
franchises, use marketing dollars effectively and convert leads to sales."
"What makes GeoSelector even more impressive," says Anderson, "is that its
applications transcend retail business purposes. Associations, nonprofits and
more can derive immediate benefit-more members, increased donations and higher
marketing ROI-from the profiles GeoSelector delivers."
About DirectMail.com:
DirectMail.com, headquartered in Prince Frederick, Md., is a leading provider of integrated
direct marketing solutions. For over 40 years, DirectMail.com's unique Identify...Target...Contact...
Acquire...Engage...Retain approach has maximized ROI for nonprofits and businesses nationwide.
GeoSelector, a patented data analysis and market intelligence product, promotes intelligent connections
with prospects and customers across multiple channels for increased response. DirectMail.com's
full range of services includes state-of-the-art in-house production capabilities with capacity
for up to 3 million pieces per day by a staff of over 250 direct marketing professionals. For more
information about DirectMail.com, please visit our Web site at
www.DirectMail.com or call 1-888-690-2252.
Press Contact:
DPR Group, Inc.
Jeanne Zepp, 240-686-1000
JZepp@dprgroup.com
or
Company Contact:
DirectMail.com
Shawn R. Salta, 443-295-1088
SSalta@directmail.com
