Compusearch Micromarketing Data & Systems

Must ask the right questionsGetting the message across about your new product Body Guard to existing and potential clients cost-efficiently begins with asking the right questions:- Who are your existing clients?- What types of people travel to Florida as Snowbirds?- How...

Must ask the right questions

Getting the message across about your new product Body Guard to existing and potential clients cost-efficiently begins with asking the right questions:

- Who are your existing clients?

- What types of people travel to Florida as Snowbirds?

- How many Canadian Snowbirds are there?

- Which of your existing clients match a typical Snowbird profile? and

- How do you reach your existing and prospective clients with the Body Guard promo?

Who are your existing clients?

The first step in this process is to determine the types of people that comprise your client base.

Using Compusearch’s proprietary Lifestyles geodemographic segmentation system, we can paint a picture of who makes up your client base.

Lifestyles classifies all 46,000 neighborhoods in Canada into one of 70 Lifestyles under broad headings such as Affluent, Middle Class, Empty Nesters and Young Singles.

Further, every six-digit postal code in each neighborhood is classified with a Lifestyles cluster.

As a result, with just the six-digit postal codes of your clients, we can identify the Lifestyles clusters of the neighborhoods of the persons holding your insurance products.

Our experience suggests your client base will have a distinctive neighborhood profile.

What types of people travel to Florida as Snowbirds?

Using PMB Print Measurement Bureau national survey data that have been coded by Lifestyles, we will produce a report summarizing which Lifestyles generate the most frequent travellers to Florida.

Each year, pmb polls a large, nationally representative sample of households asking about consumer spending habits, magazine and newspaper readership, financial behavior and travel patterns.

The Lifestyles profile of households travelling frequently to Florida will be a close approximation for Snowbirds.

For example, the Lifestyles cluster A3 described as ‘older, well-educated professional couples/widows in new apartments and condos’ ranks high on the list of Lifestyles who frequently travel to Florida.

Alternatively, or, in addition, Compusearch can approach major insurance carriers which specialize in providing travel insurance packages and create a composite Lifestyles Profile using the six-digit postal codes of all clients who bought Snowbird travel insurance packages.

The benefit of using just six-digit postal codes of clients is that client confidentiality is maintained and the value of the information generated is universal to all companies targetting Snowbirds.

Which of your existing clients match a typical Snowbird profile?

With the Lifestyles profiles of your clients and the Snowbirds, it is straightforward to correlate the two profiles and determine which Lifestyles have a high relative score on Snowbirds and your clients.

We can then score each name on your policyholder file using only the postal code as evidence of their living in neighborhoods with high potential to be interested in Body Guard.

How do you reach your existing and prospective clients with the Body Guard promo?

For delivering the message of Body Guard, cost-efficient target marketing is the name of the game.

To reach existing clients who are high potential purchasers of Body Guard, Compusearch will provide a Lifestyles licence tape so that you can attach a Lifestyles cluster code to each client on your database.

Using the Snowbird Lifestyles Profile as a guide, you can then cherry-pick just those clients that have the Lifestyles that correspond to Snowbirds and high potential Body Guard purchasers.

To further refine the targetting, we can make use of policyholder age and any other variables you have on file, even if the data are not complete.

Historically, identifying high potential new acquisition prospects within a large market area such as the Windsor, Ont.-to-Montreal corridor has been a formidable task without the use of targetting tools.

But, today, you have the flexibility to not only identify your target market and quantify the number of potential prospects by small postal areas (neighborhoods) and market areas (towns, cities, regions), but also reach them via the media they read and respond to.

For example, using the Lifestyles-coded responses on the pmb survey (and other surveys) relating to readership, we can create a report that identifies which newspapers and magazines Snowbirds tend to read.

With Lifestyles and pmb data, you also have the advantage of matching your Lifestyles target profile against the cardholder profile of national department stores.

It makes sense that those cardholder profiles that match your Lifestyles target profile are prime candidates for a co-op advertising campaign, either as fsis in newspapers or as cardholder statement stuffers.

Further, we can report on the total potential number of households in each Forward Sortation Area (referring to the first three digits in a postal code) in Canada (more than 1,300) that fit the Body Guard target market.

Co-op mail drops can be executed to homes in key fsas with high concentrations of target households. These same fsas also identify the best locations for outdoor advertising opportunities that provide exposure to potential buyers of Body Guard.

David Lovelock is director of finance at Toronto-based Compusearch Micromarketing Data & Systems.