TasCSM is ACTON Marketing’s proprietary computer model that uses 250
characteristics from 25 years of exclusive checking account marketing data to
choose homes where your financial institution’s message will be most welcome.
The TasC Model has proven itself every time. As your own mail program results
are added to your TasC-selected mailing lists, it becomes even more accurate.
Branch Footprint
The geographic affinity “footprint” of an individual branch, unique
to each location, isn’t a circle or a zip code. You need to mail into areas
most likely to bring you new checking account business.
Shotgun Approach
The shotgun approach tries to reach everywhere and hopes it hits someone who’s
interested. A radio or TV message, a newspaper ad — and unfortunately, some
direct mail — use the shotgun approach.
For a financial institution’s direct marketing program, the shotgun approach
simply drops as much mail as possible in a radius around your branches.
TasC Targeted Approach
Targeting is based on a number of factors. It’s more difficult than shotgun
marketing, but the results are far more rewarding. Best of all, ACTON Marketing
does the targeting work for you.
Hitting the sweet spot
That’s the statistical area where you get the best results. Originally a sports
term, the “sweet spot” is the place on a bat, club or racket that produces
the best results when it meets the ball. We’re doing the same with your mail.
We find the spot where you get the most checking accounts opened for a certain quantity
of mail before the results level out. It’s another method we use to save your
marketing dollars and improve your ROI. It’s also another reason targeted
mail works better than shotgun marketing.