Dan Harlacher

But the older generation, again, that 50, 55 plus, 60 plus crowd, they either have cash ready to go or they're credit worthy and they're good to go.

So

I think it's really important to know who's going to be my high potential conversion versus my low or no potential.

And then dialing in the right marketing dollars and mix using our data analysis is one way to manage through that.

What's one misconception about direct mail that drives you absolute bonkers?

Yeah, great question.

Again, nobody opens it or looks.

If you're co-op mail or shared mail, nobody opens it up and looks at it.

So it's always a great conversation to have.

But, you know, here's what we know.

We have a very high open look through rate.

And the reason we have a high open look through rate is for the most part nationwide, when mom or mom and dad or parents are sitting down in these economic times, when you open up the envelope,

you're going to see 20 to 30 different categories represented in there.

So the variety of categories of local, regional and national brands gets me excited about going to the mailbox, opening it up and looking through it.

And so we know that in our low ticket, high transaction businesses, pizzas, food, dining, things like that, we knock it out of the park with number of orders and great guest check and great response.

When we move up the food chain on home services, home improvement, right?

It's a higher ticket, lower transaction count, but we are drawing engagement and attention of that consumer to take action.

Again, whether that's go online, call you direct off of a call tracking number or QR code scanning to your site.

We know that activity is there and we know because of the diversity of all the content, it creates a high engagement of open and look through.

What have you learned about local business growth that most owners overlook?