This was the second job that we had done for Neil Gordon Dental, having first worked with them a few years ago.
In this instance, we were asked to design and print the leaflet, as well as printing and distributing it. We were given a clear brief for the leaflet design, which we followed to ensure that it me with our client’s expectations. Having agreed the design, we printed the leaflet on good quality paper stock before distributing it to selected areas in Hamilton.
In order to help us identify the most appropriate areas into which to distribute the leaflets we initially ran a demographic analysis using the postcodes of their patients. The fact that we only need postcodes means that we are GDPR compliant as we do not have any confidential information.
The results of the demographic analysis were inconclusive. The reason for this was that the nature of the services they provide are generic so there is no specific type of person that uses their services. This meant that the demographic analysis did not provide information relating to the best areas to target.
As a result of this, we decided to create an entirely new technique which we call ‘Customer Penetration Analysis‘. Here, we use the postcodes of the client’s customers to determine what percentage of each postcode they have. This allows is to identify the areas where our client has the greatest percentage of customers vs the number of houses in the area.
This was done with this analysis and we extended it to gain an understanding of the household customer penetration where we can estimate the percentage of the people in an area who are their customers.
We used this information to plot a map showing the areas where the majority of their patients live. Since the purpose of the leaflet was to attract new patients, there was no point in distributing leaflets into the areas where the majority of their patients lived. Consequently, we selected areas where the number of patients were relatively low.
The leaflets were distributed to cross-section of the relevant areas to ensure that we were not focusing on a specific demographic type.
Company: 2112 Direct Marketing T/A 2112 Leaflet Distribution, Ground Floor, 29 Meikle Crescent. Hamilton ML3 7AQ
Registration No: SC352956
VAT Registration No: 971 0992 00
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