Customer Profiling
There is no doubt that times are getting more competitive for businesses during the recession with a shrinking consumer purse. Marketers are being asked to do more with less.
Marketing has evolved rapidly over the past decade and businesses can now react differently to how marketers might have done in any previous downturn.
Businesses that develop their product offerings, design compelling marketing messages and communicate directly with their target markets are much more likely to weather the storm.
The Power of the Postcode to Better Understand your Customers
- Imagine knowing exactly who your customers are, what they like, where they shop, and how to best reach them.
- Imagine designing your marketing messaging to match the likes and dislikes of these customer types as well as designing synergistic value added products and services.
- And imagine having the ability to precisely target new customers who match your current and target markets.
All of this is now possible by linking the information that postcodes provide to a business's customer database. Cumbria Tourism's customer profiling service uses the Mosaic classification, developed by Experian, to classify a list of customer postcodes into Mosaic's 67 consumer types.
Only communicate with those in your target market
To communicate product offerings more effectively and with the customers who are more likely to buy marketers need to shift away from casting a wide net over a vast crowd to selling to individual customers. Not only will this provide more opportunity for really engaging customers with what you have to offer but save the cost of not having to communicate to those customers who have their junk filters on standby.
Once the target customer types are known it is possible to identify where more of the same potential customers are. The customer mapping features of Cumbria Tourism's profiling service can pinpoint specific areas and pull out direct mail contacts for businesses to use in specific marketing campaigns. Using the customer type profiles, their communication preferences and holiday habits will help plan, design and deliver closely targeted campaigns.
What does it cost?
Our rates are very competitive and members of Cumbria Tourism receive a 20% discount. Prices start at just £160 (£128 for CT members) for 1,000 names and addresses of new leads. Customer profiling starts at £300 (£240 for CT members). If you would like the full price list please view our Customer Profiling order form
Next Steps: speak to Cumbria Tourism's research department who will be happy to discuss your individual requirements.
Call Nick Truch on 01539 825002 or email ntruch@cumbriatourism.org to arrange a site visit and one-to-one consultation.
"We should all have a pretty good idea of whom our customers are but with Nick's help, using Mosaic, we were able to analyse our guest data in detail, providing me with statistically accurate information, which I can now use for all my marketing plans. It has given me clear objectives whilst the process was very easy and took no more than a few days"
Barney Cunliffe of Gilpin Lodge (Small Hotel of the Year 2008)
Who are my customers?
Profile all of your customers, just those who visit midweek or just at the weekend. All you need is a list of postcodes
Which customers should I target?
The profile information of your main customer types helps you better understand who you're currently attracting and who you want to target
What do I target them with?
Develop your product offerings and marketing messages to specifically appeal to your target market
How do I target them?
Customer mapping lets you see exactly where your customers are coming from and identify new target areas for marketing campaigns. Once you know who and where you want to target, the names and postal addresses of specific customer types can be extracted
Marketing the right message
Identify and develop what differentiates you from your competition. Build a compelling marketing message. Communicate only to those potential customers more likely to buy
