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DIRECT MAIL IDENTIFYING YOUR PRESENT CUSTOMERS Geodemographics: Neighbourhood Profiling A successful direct mail campaign is all about getting your message in to the hands of the "right" sort of customer for your products or services. The right sort of customer of course is someone who has a need, or perceived need for your product or service. Think about the type of people that are most likely to buy your products, or services. You know your products and services better than anyone, so you will have a good idea of the types of customers who currently purchase from you. What you need to do is locate more customers like your present ones and so expand your customer base and increase sales. Organising a direct mail campaign will involve some elementary research to find out about your present customers, in particular, about the neighbourhoods they live in. This research will enable you to identify the types of areas and lifestyles of your present customers. The process of collecting and analysing this data is called Profiling. Geodemographics is a field of study that involves the classification of consumers according to the type of neighbourhood in which they live. Marketing companies have classified all of the urban and rural areas of the UK into about sixty distinct neighbourhood types. Using geodemographics as a targeting tool in your direct mail campaign will produce a tightly targeted campaign concentrated on just those prospects who have the life-style characteristics of your best prospective customers. The point is, when you have built a good accurate customer profile you can use this profile as a blueprint to find similar types of neighbourhood and prospects to promote too. What you find out about past and present customers can point you in the right direction for future marketing campaigns. There is now a mass of geodemograhic information available on the Internet (much of it free) that can help you research and identify target groups within neighbourhoods. If you have an address database of past and present customers you can match it to one of the sixty or so profiles that have been developed by marketing companies. Our FREE e-book: "Neighbourhood Marketing Strategies" covers the topic in more detail. Download yourself a copy. If you want to reach individuals who have reached a particular stage in the life-cycle: affluent older, shareholder, executives and professionals, lists are available for these and many other categories. Website www.marketingfile2.com |
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