Using demographic analysis and market segmentation intelligently LESLEY FOSTER Hello Media
SOLUTIONS FOR ENGAGING RESPONSE
PROFILING THE AREA Copyright
POSTCODE ANALYSIS Servicedata Utilisation (analyse) Classification (groups) Segmentation (predict) NAME ADDRESS POSTCODE M. Thomas xxxx NW13 1PX P. King xxxx NW11 9JS R. Scott xxxx NN1 5KO J. Polly xxxx NW60 LP1
MOSAIC PROFILING Segmentation LIFESTYLE INSIGHTS Classification (groups) Segmentation (predict) NAME ADDRESS POSTCODE M. Thomas xxxx NW13 1PX P. King xxxx NW11 9JS L. Foster xxxx NN1 5KO J. Polly xxxx NW60 LP1
19 SPORTS SEGMENTS
The SPORT ENGLAND Segments Copyright
The SE sporting segments provide a wealth of
knowledge on how to communicate
effectively with our target participants.
This includes information on the mediums
they are most likely to respond to, the type
of message and how participants make
The segment data at postcode level can be
used to identify addresses for a direct
EMPTY NEST CAREER LADIES PROGRAMME GUIDES WORK ELAINE Treat yourself to some culture !
SOMETHING A BIT DIFFERENT Cycled on 5+ days (last 4-wks) Team games Football Sports he likes include Rugby, squash, windsurfing, tennis, cricket, hockey and skiing BEN – Competitive Male Urbanite Age 18-25 Single Graduate professional Messages Get your physical edge back / Party hard, play harder Friendship and fun Hang out with friends here Your space @ our place Inspire your friends
ALISON (Stay at home Mums) ‘TIME FOR ME’ … TARGETTED MESSAGES ! She makes her purchases by phone, mobile or over the internet
Sports she likes the
and body pump.
Age 18-25 Likely to have children Student/part-time vocational SPARK SOME NEW IDEAS
Messages that work
Empathy around difficulties of looking after self when got children.
2. Club and crèche.
3. Women only sessions.
4. Get back into something you’ve played before.
Cost as a secondary message.
Cheaper (VFM to include toddlers) admission
PRACTICE - Choose a project
Define your target audience.
Choose segments to focus on.
(Can use Experian to do analysis of your Member data)
Supportive Singles Empty nest career Ladies Fitness Class Friends Stretched Single Mum CHLOE LEANNE PAULA ELAINE