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PROFILING AND MAPPING

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How satisfied are your customers?

Knowing your customers helps you grow your business and Prime Prospects provide you with the tools to map where they live to understand your distribution needs.

 

Mapping

A priority for any marketing campaign is to decide what area you wish to cover for the campaign, and for local direct marketing it is helpful to establish a radius centred on the business location that best represents the potential business opportunity. It is important to decide whether to use a 5 mile radius, 10 miles, 25 miles or any other radius that determines a sensible catchment area, depending upon the nature of the business and the location of competitors.

For any business with a trading history, a sensible way to determine the radius to use is to map their existing clients. To illustrate the outcome of this process please see an example of a 10-mile radius map below of the available 1,346 email addresses of cinema and/or theatre goers centred on RH1 1NN. For some businesses it can also be sensible to overlay a map of any local competitors.

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Evidently, to map the Harlequin client list we would require a copy of their customer list; although it is not necessary to have the full customer details, the post codes of the customers can be sufficient for the mapping. It is, however, preferable to have the full name and address on the client list to de-dupe the list against the marketing list to distinguish between customers and prospects.

 

Profiling

Profiling existing customers is an alternative process for identifying potential customers, whenever there is no suitable interest available to assist with a direct marketing campaign. To achieve the profiling, we compare the client’s customer file with our marketing list database and then analyse the details of those customers that can be matched, to yield the customer profile(s) unique to the client’s business. The characteristics that identify the customer profiles can then be used to draw up a prospective marketing list, by selecting from our files those persons with similar characteristics to the existing customers.

 

Customer engagement

Prime Prospect also offers CX research which can serve as an alternative to profiling the customer list. In this case we ask customers to complete a short survey to tell us more about themselves and we can then use the resultant information to create a profile to identify similar persons from our database to provide a prospect marketing list. If necessary, we can arrange that such research will be conducted by telephone or face to face contact with customers, but more normally nowadays it is conducted through an online survey whenever customer emails are available.

More conventionally, Prime Prospects can set up a system for regular reporting customer satisfaction. This can be particularly valuable and cost effective for a company such as Harlequin. A QR code placed on the ticket can provide access to a short questionnaire to assess the satisfaction with the recent visit. Results of this feedback can then be provided weekly, fortnightly, or monthly to monitor any changes in satisfaction with the service or other items and to identifying any specific areas of dissatisfaction that may need to be addressed. The questions asked can be amended at any time if required to address any specific concern.

 

Understanding

Research your market. Understand what motivates action.

 

Everyone has a customer list – if only as accounts records and your customer list is a treasure trove that can help you to reduce your costs, identify opportunities and expand your sales.

 

Prospect file: Every business should maintain a prospect file for their marketing and as a minimum this file should always include present and past customers. Prime Prospects can help you maintain this file by adding new prospects and checking / updating contact information through our data cleaning service.

 

Note on usage of the prospect file for direct marketing:  Be sure to always maintain and use the file within the GDPR regulations. If you are using telephone or email contact be sure that you have informed consent. Otherwise, when using postal contact, be sure that you have considered any risk associated with your legitimate interest in contacting people.

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Risk-E

Don’t take risks with your customers… take Risk-E.

Use the Prime Prospects Risk-Evaluation service to:

• Profile your customers
• Extract insights
• Identify key targets
• Plan your marketing campaign

Customer profiling is a key technique for major companies to develop marketing and sales plans. However, the costs are frequently beyond the budget of smaller companies. That’s why we developed Risk-E. We use predictive analytics to:

• Provide a cost-efficient analysis of your customer base
• Identify key attributes to target prospective customers
• Develop appropriate sales and marketing materials

 

How does it work?

You provide us a copy of the postcodes from your customer database. That’s all – no names or other information. We select the people living in the postcodes where your customers live and identify individuals with similar profiles to your customers. These become your prime prospects!

 

Profile variables available include:

• Gender
• Age
• Marital status
• Local Authority
• House information, including: value, type, year built, ownership, insurance, council tax band
• Household/individual income
• Region
• Family composition
• Household/individual shareholdings
• Parents of children/ number of children
• Director
• Company information
• Vehicle make and model, including: year of purchase, insurance, registration· Employment status
• Occupation
• Millionaires
• Gambler
• Landlord
• SEG (Socio-Economic Group)
• People on the electoral roll
• And many more

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