We recently distributed leaflets for a company who specialise in selling novelty items to the consumer market. As part of our consultation process we always discuss what our clients are trying to achieve with their distribution and help them to target the most appropriate areas. During this consultation, it transpired that the client had records of over 11,000 customers who had bought from them. We decided to make use of this valuable information to help to identify the ideal distribution areas for them.
To do this, they gave us a file containing the post codes of their customers (this meant that there was no issues with data protection as we did not have any name or address information). Using this data, we were able to map where those people live. In addition, we were able to run a demographic analysis which calculated the percentage of each demographic type within the data.
Using this information, we identified the types that made up the top 50% of their customers and then used our systems to find where people who matched those types live. These were plotted on the map along with their existing customers.
This was extremely useful to our client because it enabled them to easily identify the area into which they wanted us to distribute their leaflet. 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 are very keen to use this information in a future campaign to specifically target the areas where potential new customers live.
