The Avala Marketing Group...Connecting Brands With Consumers

Clayton Homes, a national modular and manufactured housing company, wanted to maximize the effectiveness of its direct mail program by better identifying target customers.

Identify targeted consumer segments based on modeling of current customers using demographic, socioeconomic and lifestyle characteristics.

AVALA applied its PRIZM NE segmentation analysis and modeling to Clayton's 254 national market areas, highlighting the strong and weak clusters in each market and pinpointing the most profitable groups to target.

Dealers gained a better understanding of the characteristics of their customers. They were able to build strategic database marketing campaigns and developed more customized messages ideally delivered in a 1:1 environment.