How to use census data to focus your letterbox advertising…

- Keith Brown

Letterbox distribution is a mass medium and therefore the more material you distribute the better the chance of reachingyour prospective customer. This is great for supermarkets but for specialist and particularly for smaller business this can be a deterrent.

As in all things it is better to work smarter rather than harder and with letterbox distribution through Bromley Direct now you can. Distribution areas of 400-500 households have been merged with census data so that you can select or reject areas according to socio/economic profiles. As an example of how this is beneficial consider the following example:

A real estate agent soliciting sale listings is only interested in home owners. A selection of householdsiscarried out in the postcode areas of interest and the census data relevant to home owners matched against that selection. This then provides information reflecting the percentage of home owners relative to each individual area. The areas with the highest percentage of home owners are selected or alternatively areas with the lowest percentage are rejected. The advertiser now has a much better chance of achieving the required objective by promoting only in those areas with a high percentage of home owners.

This same selection logic can be used for many advertisers; retirement villages are interested in people above a certain age, fitness centres in a younger profile, toy shops & theme parks families with children and so on. Why not consider the ideal profile of your customer. Could you take advantage of this selection process?

For further information on all your letterboxdistribution requirementscontact Bromley Direct on (02) 4367 0058 or email [email protected]

....It just makes common CENSUS!

Who are your potential customers and where to find them?

- Keith Brown

If you want to generate new prospects where do you start? Ask yourself the question, “Who are my potential customers?” Are they senior citizens or teenagers, or somewhere in between? Maybe your prospect is the grocery shopper, the fitness fanatic, cyclists or mothers with babies. Perhaps you are involved in supplying goods or services to business, doctors, accountants, plumbers, photocopier users, stationary consumers, restaurants and so on. If you know who your potential customers are then you are halfway to knowing where you can find them.

Knowing who your market is then begs the question “Where and how do I communicate with prospective customers?” This question is relatively simple for the local butcher who provides for households in the immediate area. They can advertise in the local paper or organise a suburban leaflet distribution to generate interest. But it is not always that simple.

The best strategy is to use common sense. Choose the medium that best suits. Are you a mass marketer or a niche marketer? Mass market media includes newspapers, magazines, radio, television and letterbox distribution. A motor vehicle dealership would generally advertise in the specialist section of the local paper where we all know they can be found. Swimming pools and spas are best advertised on television as the visual effect of waving palm trees, sunshine etc. is important. Hardware stores use catalogues via letterbox delivery, with lots of illustrations and price specials. If you are marketing to businesses then the Australia Post Unaddressed Mail Service delivers material to businesses via street or PO Box in selected areas.

On the other hand if you are into niche marketing maybe Yellow Pages is a source of the appropriate type of business or perhaps renting a suitable business list from a reputable list broker. And of course there are many magazines relevant to specialist markets.

Looking for new prospects and converting them to customers is an ongoing requirement as your current customer base is always eroding. It may be the competition offering a better deal, a change of address or new management. Whatever the reason your client base, if not continually topped up, will diminish and as a result so will your sales.

In your search for new customers don’t forget to stay in touch with your current customers..we all love to feel wanted! Touch base at least every three months. eNews are currently popular, snail mail is very effective and the occasional phone call never goes amiss. The proven theory is that it is many times more effective to generates additional sales from your current customers than it is to prospect for new ones. So if you don’t have a client list build one and communicate with it regularly. You will be surprised at the success of this strategy.