 
|
 |
| |
|
|
| |
What is a consumer?
Strange, but there are many companies out there marketing their products who don't actually know what a consumer is. There are many sources of Consumer data available, not just the Electoral Roll or the Census 2001. Companies are often misled into thinking that they should target these kinds of databases when there are more accurate and better quality alternatives often for cheaper prices!
What is the Census 2001? Periodically, the Government conducts a survey of all the households in the UK. The data produced is very useful for many marketing campaigns; we all know that it is. The problem is that it is often generalised. You might be a highly successful individual living in a Council area and if you were a luxury car manufacture you might be led into thinking that the Council estate is not your ideal market, wrong! That is where databases compiled from other sources can often offer you a better understanding of the consumer.
It doesn't stop there! The Census 2001 is updated periodically and kept clean by a number of suppression lists like the Bereavement Register, Change of Address file issued by the Royal Mail and so on, however, specialist databases are often updated quarterly or even monthly with regular contact direct to the consumer via mailings, magazines, newsletters or email broadcasting.
Therefore, a list of football supporters or cricket supporters is much more than that, they are CONSUMERS! and your potential target market!
Another benefit of speciality databases is that they can give you an in road into the consumer by creating enhanced value into your product e.g. "As a valued supporter of Basingstoke FC we can offer you cut-price internet access at £8.99 per month for your first year against the normal £11.99 per month!"
The Census 2001 and the Electoral Roll are great for mass marketing, because some marketeers struggle to get access to one unified source of specialist data to fulfil their needs, but mailings up to 400,000 can normally be catered for adequately from the better quality, more accurate and more targeted consumer databases.
Halo Data Limited holds a Consumer Credit Licence issued by the Office of Fair Trading under the powers of the Consumer Credit Act 1974. Licence number: 579318
|
|
|
