What is event or trigger marketing and how does it work?

The only constant in life is change – a fact that marketers would do well to remember when planning direct marketing campaigns. Strategy director at Occam Direct Marketing Scott Logie explains how marketers can make the most of a significant event or trigger in a person’s life such as the birth of a baby or a house move.

By tailoring and timing direct mail to arrive exactly when consumers are at their most receptive, companies will get better uptake, better response, increased campaign returns and less wastage.

The starting point should always be ‘The customer requires something what do I have to offer?’, and mining detailed transactional data helps marketers detect an event and match the offer to the customer. Logie outlines the advantage of such right time communications, how event/trigger marketing works and gives examples of brands that have used it with impressive results.