The Lifestyle of Direct Response:
The What Factor
I love gardening, gourmet foods, beautiful music,
gift giving, computing, decorating . . .
but I have a passion for fashion!
Educational background, behavior and attitudes, previous experiences, hobbies, activities related to the home and/or the office, memberships in associations, clubs and church all affect how you think and what you will do.
What you own, such as the number of telephones in your home, the number of homes you own, the art you collect, your yacht, how many and what type of cars, the number and type of credit cards, whether or not you are a stockholder or own real estate, if you travel around the world or nowhere, your social, political, religious lifeall impact you on the consumer level when you are requested to take some action.
On the business front, your lifestyle is affected by such things as your profession and its image to the general publicif you have an executive bathroom key, a corner office and a personal parking space, a corporate gold credit card, how many phones are on your desk, the plaques on your wall, whether or not you have a personal computer (it has nothing to do with whether you use it or notjust if you have one).
The associations in which you are active, including being on the board of directors, the charities you donate to, the clubs to which you belong all influence what you will do when urged to make a buying decision.
Psychographics is that "extra" dimension which allows for better audience identification and selection. It is especially helpful on the consumer side, because all buying decisions are made by people for people; and much of the "personal" data can be recorded. Database companies collect this information and make it available to consumer marketers.
On the business side it is much more difficult to obtain true psychographics. People still make decisions; however, they make them with and for other people . . . and companies.
You can build your own database of information in the business category by talking with your customers and "listening" very carefully. Your telemarketers, your phone order desk, your outside sales representatives can all feed information that will help. Once you have it, it may be difficult to match to outside lists when prospecting for new business, because so little of that type of data is available from the business list community.
But it can be very helpful in providing that extra detail of service or attention. Show a level of caring with your current customers.