Godfred Otuteye, Money Mailer
Even the way we save money has changed in the 21st century. Here's how Money Mailer is implementing new technology.
In today's economy, "you're growing, if you stay flat." That may be Godfred Otuteye's observation, but the president/CEO of Money Mailer doesn't believe in flatlining, just to stay safe. To move his company forward, he's taken advantage of the in-vogue technology to deliver savings to franchisees' customers.
After all, mailing coupons is so yesterday. Postage rates have skyrocketed and the U.S. Post Office is considering a five-day-a-week delivery schedule. Plus, today's thrifty spenders want deals delivered over the Internet, to their cell phones or targeted to their specific interests. No one has time to flip through a stack of coupons they'll never use. And younger generations communicate through their cell phones, so they won't be packing paper coupons when they're out and about.
What they do want, Otuteye said, is to receive text messages letting them know their hair salon has an opening at noon, or that their favorite restaurant has a special deal that day or an available reservation on Friday at 6 p.m.
But before a business can text-message a potential customer, the recipient needs to opt in, which is where Money Mailer comes into the equation.
What seems like a simple business mailing offers to residents is actually a measured science, Otuteye said. To be effective, an offer has to reach the right person at the right time. Which is why Money Mailer employs a Ph.D. in statistics, who at one time studied epidemics for the Orange County health department.
Clients, of course, want an epidemic response to their offers and in order to make the results from a campaign worth the cost of mailing out postcards or coupons, the campaign has to be scientific.
Data in our electronic age isn't hard to come by, so Otuteye and staff have access to both demographic information, as well as our hobbies, interests and lifestyle. Much of it comes from our buying patterns and even the magazines we subscribe to (note: Franchise Times does not sell its subscription list).
This is not "spying," Otuteye contended. It's targeted marketing.
"Junk mail is mail you're not interested in," Otuteye said, "but if you're interested, then it's not junk."