Target Marketing
Overview
SPA offers target marketing support and analysis services in six areas:
Targeting Consumers – for mailing, leaflets & surveys, or for geographically targeted activity
Retail Targeting – choosing retail outlets for targeted sales, or promotions, or as distributors
B2B Targeting – selecting businesses for direct marketing, workplace promotions, & sampling
Drivetimes – in combination with pretty well any other selection you like
Clever Stuff – for targeting built around bespoke analysis of all kinds
Mission Impossible – difficult and “oddball” targeting requirements
Targeting Consumers
Some clients know exactly who they want to target. Others haven’t got the foggiest! Either way, SPA can help – whether you want a mailing list, a door-drop, a ranked town list, or targeted sampling:
If you can give us a precise brief, we’ll use MOSAIC, Census data, and a range of other sources to select the kinds of people you want. For more details, see Customer Analysis.
If you’re not sure, we’ll gladly analyse your existing sales and/or discuss targeting options with you – whatever it takes to pick the punters right for you and your products & services.
Whether you want to talk through every step of the analysis, or to dump it on us and wait for the magic wand, call us on 01926 334978, Contact us, or Email info@spamarketing.co.uk.
Retail Targeting
If you know what kinds of people you want to target, we can pick the retail outlets to match. If you’re not sure, we can figure out what would work best – and then pick the outlets right for you.
Selecting from your own branches those best suited to a given promotion or POS material
Selecting outlets for a new service or “add-on” product offering
Selecting outlets for rebranding or repositioning
Finding potential new retail branches, stockists or distributors
Identifying possible joint promotion collaborators or acquisition targets
We have direct access to specialist retail databases and can select what you need almost whatever it is! We can classify retail outlets in countless ways – young, older, old, weekday or weekend, daytime or evening, families or singles, upmarket or “community” – see Segmentz for more on classifying outlets. Then there are different types of location: city, suburban, rural; outlets near railway stations or ferry terminals; outlets in shopping centres; outlets in hospitals, universities or colleges; outlets near major sports venues or tourist attractions ... and so the list goes on.
Of course it may not be obvious which outlets you should target. Give us something to go on – sales data, a targeting plan or just ideas – and we’ll use analysis to deliver the answers you need.
To discuss your requirements with SPA, please call us on 01926 334978; Contact us by filling in our Enquiry Form, or Email us at info@spamarketing.co.uk.
B2B Targeting – Business Hits
Many B2B clients can’t tell us exactly what kinds of businesses they want to target. This doesn’t mean they don’t know their own business inside out. Perhaps they haven’t memorised the Standard Industrial Classification, and can’t list their best SIC codes. Perhaps other factors – size, age of business, or location – have an effect, so there’s no simple answer. Perhaps things change over time and with the economic cycle, making it hard to be sure. Perhaps all of the above! So, to find out which are the best prospects for B2B clients, SPA recommends starting with profile analysis.
We match business customers to Market Location’s business universe and pull off data for each:
SIC code – industry sector (for small customer numbers we combine some codes)
Size band – number employed with bands 1-5 up to 1000+
Site status – solus, head office, branch
Postcode type – PO Box, Large User, Non-Residential, Mixed and Residential
Next we produce profiles – showing the propensity to become a customer by SIC code, Size band etc. Then we score each UK business on its potential value to you as a possible customer taking into account SIC and Size Band together – tricky since sample sizes are too small to be robust at that level without special treatment. When we’ve done, we can use the results to pull off whatever you need – a mailing list of the 100,000 best prospect businesses who’re not already customers, model estimates of the business potential in different parts of the country, or whatever.
So if you want to do a targeted mailing, roll out a new B2B franchise, set up a new warehouse in the South West, or just to work out which businesses to target for workplace marketing, call SPA on 01926 334978, Contact us by filling in our Enquiry Form, or Email us at info@spamarketing.co.uk.
Don’t Forget Drivetimes!
It’s worth remembering that you can combine two or more forms of targeting. Simple extra selectors like drivetime (or even distance) can be particularly valuable. Consumers matching your target profile are of scant relevance if they live two hours drive away. But select by drivetime from the nearest branch of your stores, and we turn a pile of punters from interesting MOSAIC types into your target market.
Even then, it’s unlikely to be cost-effective to target the more marginal MOSAICs on the far edges of your secondary catchment. But give them points based on how close they are, and combine this with their MOSAIC customer potential score, and you can work out which ones really are worth the cost of a mailshot, leaflet or local promotion.
Clever Stuff
Today, with no warning, your creatives may want to build a promotion around smarty-pants analytics. We all know creatives! But if they’re up for it, you’ll find SPA very keen to help. Give us a tricky problem and we’ll try to solve it for you. Three examples will get you thinking:
ShortBreak Hotel – a quality personalised mailing for weekend breaks. The covering letter featured just 4 of the available hotels, each carefully chosen for the recipient’s address. We used area attractiveness scores and drivetimes to select hotels neither too near nor too far away for a weekend break – aiming to avoid offering two hotels within 20 miles of each other.
Montagues & Capulets – a door-drop campaign with one offer made via two contrasted leaflets. We used geodemographic segmentation to decide which leaflet each Postal Sector should get, raising take-up by 32% compared with a control based on only one leaflet design.
Magic Money Mailing – a 250,000 mailing of magic money redeemable at the local florists, restaurant or car dealer. A personalised mailing piece featured the names & addresses of the nearest florist, restaurant and Jaguar dealer – selected from the recipient’s Postcode.
Mission Impossible?
At SPA we love a challenge! Nothing can beat targeting markets that others won’t even try to reach. Often, for products needing micro-targeting, “where you are is what you are”. It can be crucial to control which outlets sell the product – particularly at launch, before its image and positioning are fixed in the public mind. Here are a few of our tougher assignments:
Fashion Movers & Shakers – a product launch aimed at young leaders of fashion and taste. Targeting was multi-layered. For one layer we combined UCAS information on degree-level courses with detailed data on unis & colleges to identify departments which run courses in art, design, fashion and the visual or performing arts – plus relevant halls of residence! This layer was used to select many of the key launch retailers.
The Ones that Got Away – a media relaunch in part to win back readers who’d defected to a competing title. We analysed sales trends by outlet to identify the outlets with the biggest sales losses, and then profiled their demographics. Results we used to target the relaunch – co-ordinating POS, outlet promotions, and more general marketing activity.
Retail Style & Flair – launching a new soft drinks range. We identified all independent retailers in the right sectors and extracted their geodems. Next, each outlet was scored. Extra points went to outlets in young, stylish/upscale areas (for residents and separately for those working locally), proximity to unis/colleges, and for trading names suggesting any flair. Areas with concentrations of high scores were then visited in the field. Unacceptable outlets were weeded out, and others were offered the new product.
Where you have the will, we’ll find a way!
Easy or impossible, if there’s a market that you need to reach, call us on 01926 334978. Or email info@spamarketing.co.uk. We’re SPA – and we’re waiting to hear from you.