Episode
Improve Your Targeted Marketing Strategy. It All Starts with Your Customer’s Postal Codes with Sarah Hillifer (DW373)
- Podcast
- Dynamic Women®
- Published
- Jul 14, 2026
- Duration seconds
- 1380
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Summary
Have you ever thought about getting better-targeted marketing and a strategy that can actually move your business forward without a massive budget? Listen as Diane sits down with Sarah, founder of Neon Compliant, who discovered the surprising secret hiding in something most business owners completely overlook. Our host, Diane Rolston, met Sarah at Web Summit after cheering on her pitch and brought her on to share how small businesses and nonprofits can finally access the kind of data that was previously only available to big companies. Listen to learn these key takeaways: The frustration that sparked Neon Compliant: why the people who needed data the most kept being told it was too expensive and out of reach How something as simple as a postal code can paint a vivid picture of exactly who your customer is and what their neighbourhood vibe is like The 33 proprietary personas: how they connect to your existing orders and why they make your ideal customer unforgettable rather than forgettable Why direct mail isn't dead and the statistic about nonprofits that will completely change how you think about it The coupon campaign story: how one test reduced the number of pieces sent by 90% while still achieving 25% of the return (and what that means for ROI) Why Sarah hired comedy writers instead of data analysts to write her personas and the East Vancouver Tesla story that explains everything The "boring version for your board" and why making marketing memorable actually changes whether people use the data or let it get buried in their downloads folder The 12-week founder program that completely transformed what Neon Compliant is and what it could do, and why Sarah says she'd be in a totally different spot without it The autism diagnosis that came through her son, and how under…