Posted by Brian Berg Google+
Selecting a consumer mailing list for residents of New York can seem like an ample task for even seasoned direct mail marketers. The Big Apple is a virtual melting pot of cultures, races, religions, ages and lifestyles and making sure that your marketing piece ends up in the hands of your ideal target can be a crapshoot. Our continuing blog series takes a look at the people and neighborhoods that make up the five boroughs of New York City and gives marketers an in-depth understanding of the complex demographic scenarios that can occur when selecting a consumer mailing list of New Yorkers..
New Yorkers, especially those living in Manhattan, work hard, but play harder. Once 5:00 on Friday evening hits, offices empty and the hardworking New Yorkers hit the streets for a weekend full of fun, adventures and relaxation throughout the main borough of the city while the elite and wealthy head out of town for beach fun!
The elite of Manhattan are well known for “skipping” town for the weekend in the summer and heading out to the ever popular Hamptons. The Hamptons are often referred to as “the end” as in the end of Long Island. Located a mere 105 miles from midtown Manhattan and only a 3 hour drive, The Hamptons epitomize a beach lifestyle for the rich and famous complete with immaculate beach mansions. But if you plan to purchase a home in the Hamptons, be prepared to bring your checkbook. The Hamptons are awash with ritzy addresses, but perhaps no street boasts more billionaires than Southampton’s Meadow Lane. The 5-mile-long road sports a private helipad that can rush residents to Manhattan in 20 minutes, but conveniences like that cost serious cash: The median sale price for a home here last year was $18 million. Too rich for your blood? Forty bucks will buy you a parking spot, at least for the day, and access to the beach is free.
For those that prefer to stay in Manhattan, the city is awash with fun summer activities for singles, couples, families and the elderly. One of the most popular summer events in Manhattan is Summer Streets which is hosted by the City of New York. Summer Streets is an annual celebration of New York City’s most valuable public space, their streets. On three consecutive Saturdays in August, nearly seven miles of NYC's streets are opened for people to play, run, walk and bike. Summer Streets provides space for healthy recreation and encourages New Yorkers to use more sustainable forms of transportation. In 2013, more than 300,000 people took advantage of the open streets. The event is part bike tour, part walking tour, part block party and a great time for exercise, people watching, or just enjoying summer mornings. Passersby are welcome to participate in arts and crafts workshops, listen to musical performances, learn to salsa dance, eat healthy snacks, climb a 25' climbing wall, soar through the sky on a 16 foot zip line and explore a 179 year old voice tunnel.
Perhaps, you are a New Yorker that likes a bit of a slower pace on a summer weekend? It is not known to many in the city, but the waters throughout and surrounding Manhattan are great fishing waters. Some of the most popular areas are Central Park (Try Central Park Lake, Central Park Lake and Harlem Meers for some of the best fishing in the park), Battery Park and East 96th Street which apparently has a great little rip and some amazing fishing. For the younger anglers, check out the Macy’s Fishing Clinic at Prospect Park. This exciting, free program offers kids quality fishing instruction and an introduction to aquatic ecology. Children 15 and under, accompanied by parent or guardian, will learn about recreational fishing, fishing safety, and fish-friendly techniques Saturdays in July and August.
All New Yorkers know, food in the summer is king! Manhattan offers many special food festivals throughout the summer. The most popular are the Feast of San Gennaro in Little Italy, The Big Apple BBQ Block Park in Madison Park and The Egg Roll and Egg Cream Festival in Chinatown. Manhattan is also home to a wide variety of Farmers Markets offering fresh vegetables, fruits, eggs, cheeses and breads throughout the island. Farmers Markets are so popular in Manhattan that one is held nearly every day of the summer! For a list of Farmers Markets check out the handy GreenMarket Search on GrowNYC.com (http://www.grownyc.org/greenmarket/search).
Central Park is another popular spot for New Yorkers looking to kick back and relax in the summer sun! The Park Department of New York City offers up many special programs including a summer concert series and Shakespeare in the Park. For those looking for a bit more of an active trip to the park, miles of walking trails, numerous handball and basketball courts and more await your active lifestyle. Sheep Meadow is a great place to meet friends for a picnic lunch and an afternoon of soaking up the hot Manhattan sun.
After a long day of playing in the City, New Yorkers love to relax with friends and grab drink and bite to eat at one of Manhattan’s many rooftop bars! Many of the rooftop bars offer up live music, specialty drinks and dinners that wow, but many New Yorkers enjoy the view of their gorgeous city the most. Some of the most popular rooftop bars in Manhattan include The Empire Hotel, Gallow Green, The Rooftop at The Standard Highline and The Press Lounge at Ink 48.
Of course there are many of unique and diverse neighborhoods throughout New York City, but one things remains the same, the island is filled with many vibrant communities made up of many different residents. Understanding each neighborhood and its variety of residents when choosing a consumer mailing list can be an arduous task. With so many different demographics, who do you target? Our BB Direct Data Team understands marketers targeting dilemmas and are experts at locating a consumer mailing list that produces results!