We recently worked with a client who had been using another distribution company to distribute their marketing materials but were unhappy with he response rates that they had been obtaining. After discussing this with them it quickly became clear that the other company had been distributing their leaflets into all residences within an entire post code area.
This case study will show how demographic profiling will not only help to improve response rates but can also reduce wastage and save money in the long run.
Our client was promoting their paved paths, driveways and patios. This meant that the demographic profile of their target market (their ideal customer) was:
2) the house had to have it’s own ground (e.g. no flats).
The fact that the other distribution company had blanket covered the area meant that they were delivering to properties that would never use the services provided by our client (e.g. flats and houses that were not privately owned).
Having analyses the demographic makeup of the area that the first company distributed their leaflets to, we found that only 40% of the area was made up of privately owned houses. Of those 40%, 20% were flats, which means that 68% of their materials were being delivered to people who would have absolutely no interest in or use for their service!
To ensure that their leaflets were delivered to the correct people, we used our unique customer and market analysis system to identify the best geographic areas into which to distributed their leaflets. In addition, we instructed our leaflet distributors to deliver to houses with front doors only and not to deliver to flats.
Consequently, using our demographic profiling system meant that were not only able to identify areas which were closely matched to the demographic profile of their ideal customer, but were also able to reduce their printing and distribution costs by reducing the number of houses delivered to. In addition, we helped to improve their response rate because their leaflets were delivered to people who were more likely to use their services.
At 2112 Leaflet Distribution we always use our demographic analysis systems to help our clients ensure that their leaflets are being distributed to the best areas for them.
Company: 2112 Direct Marketing T/A 2112 Leaflet Distribution, 29 Meikle Crescent. Hamilton ML3 7AQ
Registration No: SC352956
VAT Registration No: 971 0992 00