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This case study explains how we can use our client’s customer data to help identify the best areas to distribute their leaflets.
Careful targeting can improve response rates as well as reducing costs and wastage.
Our customer analysis systems enable us help our clients to identify the best areas to distributed their leaflets. These areas are those where people who are most like their existing customers live. This will be where people who are most receptive to their service and/or product offering live.
Case Study
We completed a job for a business who provided education services to children from age 3 to 18. This job was interesting from the perspective that the client was keen to distribute 25,000 leaflets into a specific geographic areas based on their ‘gut feel’ as well as some local knowledge.
Having been in situations before where we have distributed leaflets bases on clients ‘gut feel’. As a result, we were concerned that this is often not the best way to identify the areas where their ideal customers live.
To do this, they gave us a file containing the post codes of their customers. This meant that there were no issues with data protection since we did not have any name or address information.
Using this data, we were able to create a map showing where their customers live. This was useful because it enabled them to see where their existing customers were coming from (see example map).
In addition, we were able to run a demographic analysis which calculated the percentage of each demographic type within the data. This information enabled us to identify the demographic types that made up the top 50% of their customers. We then used our systems to find where people who matched those types live.
These ‘targets’ were plotted on the map along with their existing customers, as shown in the example map. This proved to be very useful because it enabled them to easily identify the best areas t0 distribute their leaflets to.
It also enabled them to see areas that they had never targeted before but which clearly matched the demographic type of their existing customers. They were very keen to use this information in their leaflet distribution campaigns to specifically target the areas where potential new customers live.
Using this demographic analysis not only enabled us provide our client with a highly targeted leaflet distribution, it also saved them money. This was because we were able to use a combination of our our specialist software to calculate the number of leaflets that they needed for the areas they were interested in. This showed that they need 20,000 leaflets (rather than 25,000) to cover the areas they were interested in. Consequently, we saved them the cost of printing and distributing 5,000 leaflets.
Our client was very pleased with the response they got from this targeted leaflet distribution and we have since worked with them on a number of occasions, targeting new and similar areas that match the profile of their existing customers.
