This case study looks at how we are able to work with a clients to help them ‘paint a picture’ of what their ideal customers ‘look like’
Developing an understanding your customers allows you to improve your leaflet distribution campaigns. Knowing what your customers ‘look like’ (i.e. age, sex, income, etc) allows us to use our targeted leaflet distribution to ensure that their leaflets are distributed into areas where people who are most likely to buy their products or services live.
We recently distributed leaflets for a small business who specialises in selling novelty items to the consumer market both via retail outlets and their web site. As part of our consultation process, we discussed the general area where they wanted to distribute their leaflets and also what sort of people they were trying to target.
It quickly became clear that they were not sure what type of demographic profile best described their ideal customers. In addition they did no have any information relating to their existing customers so we could not use their customer data to identify our what sort of people were buying their products (see our case study “Using Customer Data For Targeted leaflet Distribution“).
We used our specialised demographic profiling software to work with our client to help them to ‘paint a portrait’ of what their ideal client looks like. During this process we discussed many identifying features including things like age, income and even occupation. The results of this discussion were fed into our specialised software which then generated a list of demographic types that best matched the criteria that we entered.
The results were then discussed with our client and after some fine tuning we were confident that we had created an accurate picture of what their ideal clients looked like. We used this information to plot the areas where their ideal customers lived on a map using out mapping software to given them possible areas for their targeted leaflet distribution.
This was extremely useful to our client and we were able to select the best areas for their leaflet distribution.
Our client was very pleased with the response they got from this distribution and we have since worked with them on a number of occasions, targeting new and similar areas that match the profile of their ideal customers.
In addition to helping them to identify their ideal customers we also worked with them on their business processes and procedures to ensure that they captured and stored relevant information on everyone who bought from them. Once they have collected sufficient information we will use it to create a demographic profile using our Customer and Market Analysis service.
