How Generic Demographic Information can be used to help Improve Leaflet Distribution Response Rates
Identify the best areas (places where people who are most like your existing customers live) to target with your leaflet distribution is an important element in the success of your leaflet distribution campaign.
Using information about your customers (we only need their postcode so there are no data protection issues) to run a Customer Analysis, will produces more accurate information about the type of people who at buying your products and/or services. This is, however, not always possible if, for example, you do have not gathered information about your customers or the information that you have is incomplete or inaccurate.
In these circumstances, we can use what we refer to as ‘Generic Demographics’ to help identify the most appropriate areas to distribute the leaflets.
Generic Demographic information is basically sets of demographic information that we have created based on the most common leaflet distribution criteria that we are asked to identify over the years by our clients, using the information obtained from our Mosaic socio-demographic system. For example, this includes areas where the following types of people are likely to live: middle/upper classes, families, students, high unemployment, deprivation, home owners, and much more.
To help you identify the most appropriate areas in which to distribute your leaflets, we have created a map for each of the generic demographic categories. This allows us to quickly and easily locate areas that match the types of people you want to target and allows you to choose which best suits your particular requirements.
The generic data can contain some anomalies. For example, areas where families are likely to live will contain other categories, such as more and less affluent people. Similarly, areas where home owners are likely to live will not be constrained to people who fall into the ‘middle’ and ‘upper’ classes as many ex-council houses are also included in this classification.
In summary, the generic demographics that we use are useful in circumstances where clients do not have accurate and/or up to date customer data on which to build a customer profile and/or where we want to sit down with a client and quickly identify the most appropriate areas in which to distribute their leaflets.
