Prime Prospects provides data services and marketing solutions to support local campaigns. They have large consumer and business databases that can be targeted based on various criteria to identify relevant prospects. Example campaigns and counts are provided to show how the data can be used for education, sports, automotive, and business to business prospects. Targeting options allow prospects to be identified based on location, interests, demographics and other factors.

1. Data and Services
Guide
Prime Prospects is a division of Sample Answers Ltd,
Bridge House, 74c Broad Street, Teddington, TW11 8QT
Registered in England No. 3046957

2. Contents
2 Introduction Prime Prospects provides simple and bespoke solutions to your
local area marketing
Our Services Supporting your needs
3 Data Services Our Consumer, Business and Data Cleaning services
Targeting Getting the most from prospect data
Strategies
4 The Prime How the data is collected and what volumes are available
Prospects Consumer and Business database information
Database
5 Other How we can fulfil your other data needs
Databases
6 Example Education
Campaigns Sports
General
Automotive
Example Map
Business to Business
11 Database Health More information about how to get your free data health check
Checks
12 Service What to do next
Standards
What Can I Simple, Targeted, Planning and Fully Supported
expect from the
data
13 Summary of Prime Prospects compliments your existing marketing by targeting
Services the right kind of prospects
Contact Details
14 Appendix 1 Targeting Options and Response Rates
15 Appendix 2 Common Database Selections
16 Appendix 3 Frequently Asked Questions
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3. Introduction
Prime Prospects provides bespoke data solutions for your direct marketing campaigns.
Quick We hold our databases in house allowing for quick turnaround for
counts and orders.
Simple Simply tell us what you want and we do the hard work for you by
searching either our in house or partner data sources for the data
you need.
Comprehensive Our in house databases cover both consumer and business data
with a mixture of postal, telephone and email data available.
You will have access to one of the UK’s largest consumer data pools with over 18 million
individuals with 11.5 million car records. These actual prospects have responded to surveys
and product registration cards and given permission for you to contact them.
Our two business databases hold over 1.8 million company records with 5 million individuals
who are contacted on a regular basis to ensure the data is kept up to date.
Prime Prospects has supplied leads for national, regional and local companies for over 16
years. These leads have been used in campaigns to raise brand awareness and generate
enquires, leading to increased sales.
Our Services
Consumer Data Business Data Data Cleaning
Postal Email Telephone Fax
Geography
Drive Time Towns Distance Standardised
Counts
Quick Simple
Single Stacked Book of Counts X-Tab
Deduped Profiles Drive Time and Penetration Maps
Data Supply
Pure Prospects Multi Use Guaranted Delivery Rates
Data For Research
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4. Data Services
Consumer Data Our databases of over 18 million actual (as opposed to modelled)
records providing us with great insight into the individuals in the
areas around your business.
Even at a local level this gives us great market penetration, all
from one source and at one price for single or multiple uses.
Business Data Our two databases allow us to search a variety of selections
including SIC code, fleet size, turnover or job title.
We can supply you with postal addresses, telephone numbers and
emails of prospects either for single or multiple uses.
Data health check for A free data health report from Prime Prospects will highlight any
your own data cleaning or enhancements we can provide to your data. The
report will highlight if there are any gone aways, movers,
deceased records and so on. For car companies we can run a
keeper change report to examine the owner ship of the car on
your database.
Targeting Strategies
If you are looking to expand your marketing area or a competitor is closing down or if
you’re opening a new site we can provide the prospects you want to talk to.
Communicate more Your own database is vital for your campaigns to run effectively,
efficiently with existing incorrectly addressed records waste money in production and
customers mailing costs. We can clean your files to improve your
communications.
Communicate with Targeting will allow you to reach people who are like your existing
potential customers customers and would be interested in your product. Alternatively
if you’re looking to move into a different market our databases
will help you reach new customers.
Raise awareness Multiple uses of your selection will help you communicate over a
longer period to promote you, your products and services. These
prospects may not be ready to buy just yet, but regular
communication will help stimulate their interest when they are
ready to buy.
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5. The Prime Prospects Database
Our databases can provide you with a range of data services including competitor car
drivers, wealthy prospects, parents, local businesses to more specialist data such as
insurance renewal dates and Motabilty prospects. Appendix 1 shows how response rates
differ from your own data to Prime Prospects and onto modelled data.
How is the data Consumer Data is collected from Product Registration Cards,
collected Consumer Surveys and from websites. These people have given
permission for their data to be used for marketing purposes,
making them more responsive to other direct mail campaigns.
Business Data is sourced from Companies House and telephone
qualified on a rolling basis to keep clean and up to date.
Consumer
People all over the UK have volunteered information about their circumstances and lifestyle
and allowed it to be used for marketing purposes. By mailing actual as opposed to
modelled data this will improve the response rate of you campaign.
Postal Records 18 million individuals across the UK.
Telephone Records Approximately 15% of our data will have a telephone number that
has been screened against the Telephone Preference Service.
Emails Our two partners have access to over 5 million email addresses.
Car make, model, Number of cars in a Sports and social
year of registration household interests
Income Charity donations Holiday destination
Age Marital status Occupation
Number of children Age of children Financial status
Full details can be found in Appendix 2
Business
Over 5m contacts from 1.8m businesses with 70+ search criteria, almost all records will have
a telephone number and approximately 25% will have an email.
Selections include turnover, fleet size, contact names and email addresses based on the
LBM and Experian National Business Database.
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6. Other Databases
A selection of our most commonly requested databases from our partners include:
High net wealth There are a number of ways of targeting the very wealthiest
individuals individuals, for example through house value, income, share
ownership and lifestyle.
Motabilty for car Approx 300K prospects UK wide. 60% of the data is voice
dealerships collected with the rest coming from surveys. Selection is based on
prospects where their Motabilty contract is coming to an end.
30% of records with a TPS’d telephone number.
Insurance Renewal Over 2m records UK wide split by month. Collected through
data online and telephone surveys with approx 10% telephone
numbers available.
Other Examples
Electoral roll data Directors at Home
Small Office / Home Office Motorbike Data
Very high wealth individuals Ethnicity
We can build a data pool of prospects in your area targeted as widely or specifically as you
need.
The following pages provide some examples of how the data can be used.
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7. Example Campaigns
Prime Prospects can support your local marketing campaign by providing targeted
prospects in your area.
Typical campaigns aim to raise awareness about you and your services usually directing
recipients to contact you either by telephone or to your website. It is easy to test and refine
your message and offer and this section provides some examples of the variety of ways in
which the data can be used.
Education
Prospecting for Public School candidates
Adult prospects for evening classes
Parents of 15 year All adults interested
Districts
olds and £50K+ in further education
GU6 23 207
RH6 39 493
RH10 72 1,035
RH11 29 925
RH12 59 657
RH13 55 576
RH14 22 170
RH16 48 531
RH17 38 251
RH20 37 350
Total 422 5,195
Sport offers (example campaigns for a local golf club)
Prime Prospects can target golf players by age for a promotion aimed at retired
people over 60.
We can also identify high net worth golfers for mailings targeted at affluent golfers.
We can identify golf orientated prospects with children aged 5-10 years old for a
promotion to encourage young golfers.
Finally, we can target golfers who drive particular makes and models of cars for any
special promotion for a local car dealership.
Similar promotions can be done for almost all other local sports and social clubs.
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8. Other example targets
Charitable criteria which can include age and income to help promote smaller, local
charities.
Hotels can use our year / month of birth criteria to target people with upcoming
birthday milestones.
Holiday offers can be targeted at people who like to go to different places, are at
different life stages (such as children or income) or at different times in the year.
Motorbike owners can be contacted for a variety of offers such as servicing, products
or motor biking holidays.
Example General Counts
Birthday Month: Interested in
Districts Interested in Golf
March Sept Gourmet Food
GU6 420 433 518 718
RH6 887 893 947 1,298
RH10 1,916 1,753 2,208 2,753
RH11 1,577 1,318 1,420 2,104
RH12 1,231 1,203 1,534 2,005
RH13 1,039 1,005 1,233 1,748
RH14 412 361 441 630
RH16 976 837 998 1,468
RH17 521 476 567 859
RH20 786 694 881 1,257
Total 9,765 8,973 10,747 14,840
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9. Automotive examples
Car dealerships and service centres can target owners of specific makes and models
and registration years, perhaps combining their promotion with the local golf club or
health club.
Spring / summer / autumn / winter ‘health’ checks to owners of specific makes and
models but geared precisely to the age of car.
Special ‘pensioner service’ mailings can be targeted at retired people for servicing
offers during quiet times in the work shop.
Example Car Counts
Competitor Cars - All Ages
Districts All VW Total
Polo Golf Passat Phaeton Eos Tiguan
GU6 137 247 226 241 9 16 42 918
RH6 210 583 548 488 16 33 94 1,972
RH10 394 1,271 1,053 1,081 29 83 117 4,028
RH11 261 993 842 750 18 44 64 2,972
RH12 366 797 762 740 27 64 85 2,841
RH13 268 581 585 593 29 53 101 2,210
RH14 87 197 221 202 10 17 44 778
RH16 267 557 472 505 11 23 75 1,910
RH17 126 314 247 241 18 23 63 1,032
RH20 186 369 430 423 23 46 87 1,564
Total 2,302 5,909 5,386 5,264 190 402 772 20,225
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10. Example Map
Our counts can also be mapped to give a more detailed picture of ‘hot’ and ‘cold’ spots
within your local area (or across the country):
Distribution map of all VW owners by post code district
Geography: GU6, RH6, 10-17 and 20
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11. Business to Business examples
Businesses can be targeted by a variety of selections and channels including job title,
turnover, SIC code or fleet size. Almost all of the records have a telephone number and
around 25% of the file has an email address.
Car dealerships can target fleet buyers in companies with different sized fleets
Fleet Size
District District
1 to 2 3 to 5 6 to 9 10 to 19 20 to 49 50 to 99 100+ Unknown
GU6 195 212 26 12 - - - 182 627
RH6 292 302 77 32 11 4 2 361 1,081
RH10 458 633 145 63 40 7 6 612 1,964
RH11 154 165 44 16 13 4 - 268 664
RH12 389 438 73 35 12 2 2 488 1,439
RH13 341 356 51 22 6 2 - 308 1,086
RH14 126 175 22 5 - 1 - 124 453
RH16 240 297 29 7 9 3 2 342 929
RH17 181 222 24 11 - - - 200 638
RH20 221 248 34 9 3 2 1 238 756
Total 2,597 3,049 525 212 94 25 13 3,123 9,638
Training companies can target by activity and by turnover. Different sized
companies can be contacted in different ways, for example small companies can
have an email sent to the owner with a follow up phone call and larger companies
can be called first and the direct mail posted to the correct job position for that
company.
Turnover
District Total
<£50k £50k - £100k £100k - £250k £250k - £500k £500k - £1M £1M - £5M £5M - £10M £10M - £20M £20M - £50M £50M+ Unknown
GU6 41 53 169 110 104 116 12 2 - - 22 629
RH6 61 87 280 175 175 199 28 15 11 4 26 1,061
RH10 106 135 452 311 335 421 67 40 25 9 79 1,980
RH11 55 48 162 99 102 124 22 8 9 2 33 664
RH12 91 119 371 232 263 249 31 11 11 3 64 1,445
RH13 86 75 292 192 160 190 29 9 1 1 52 1,087
RH14 38 28 122 73 91 68 9 - 1 1 23 454
RH16 52 72 254 162 173 155 17 4 11 3 30 933
RH17 43 61 171 117 97 94 11 4 - - 40 638
RH20 63 81 196 137 117 98 13 2 1 3 27 738
Total 636 759 2,469 1,608 1,618 1,714 239 95 70 26 425 9,659
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12. Database Health Checks
Maintaining contact with past customers can be a vital contribution to the success of your
business but properly maintaining the customer list is a time consuming effort. Data is
continually evolving and changing – people move, change cars, marry and so on – as a result
it is easy to lose track of older records on your database.
Data Check we can give your database a free check-up on the following
details:
• PAF verification – check that your addresses are correct to
Royal Mail standard.
• Goneaways – check for people who have moved house
• Movers – in some cases we may be able to search for their new
addresses
• Deceased – confirm that your database is up to date
• Duplicates – ensure you’re not sending multiple mailings to
one address.
Keeper Change How many of your customers still have the same car as on your
database – a free report could show where you’re wasting your
marketing budget.
An example of part of a Data Clean Report
Prime Prospects - Home Address Data Cleaning Report
Date: May 2010
Client: Example Client
File Description: 11x Branch Files for Cleaning
Selection Quantity % Cost Required? Rate
Data counts
The following is a summary of the submitted data.
Number of records 18,857
- Including number of companies 15
Number of Telephone Numbers: -
Addresses £ 84.86 Y £4.50 / '000
17552 (93.08% ) are correct to PAF Standard.
Number of addresses which were verified as correct: 17,055 90.4%
Number of addresses which were incorrect before cleansing: 1,802 9.6%
Number of addresses which INTACT updated: 497 2.6%
Number of addresses which are not PAF standard: 1,305 6.9%
By checking up on your database you can ensure that you are not wasting your marketing
budget on customer or businesses that are no longer there.
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13. Service Standards
What do I need to i. Tell us the type of prospect you are after or data clean
tell you? ii. Would you like us to dedupe against your data?
iii. What area do you want us to look in?
iv. Postal, telephone numbers or email?
v. We’ll provide you with a detailed count
vi. You decide whether to order
Counts supplied within 24 hours
Any changes to geography or criteria can be made as required
Data can be supplied within two hours after sign off
Full Terms and Conditions are supplied with the first order.
What can I expect from the data?
FAQ These can be found in Appendix 3
Simple We interrogate three consumer and two business databases for
you, saving you the hassle of going to them separately and sorting
through any database duplicates.
Targeted The resultant Prime Prospect data enables you to target your
marketing directly at customers that may be interested in your
goods or services.
Planning The free counts we provide can be used to plan your campaign
either for expansion, if a competitors has closed down or if you
have a lower than expected coverage in a certain area. By
creating bespoke profiles and geographic areas we can speed up
the time it takes to create and supply data to you.
Full Support We will provide a full bureau service, from start to finish,
identifying your needs to provide you with the best data possible,
leaving you more time for your own sales.
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14. Summary of Services
Leading UK The Prime Prospects database is a pool of three of the UK’s leading
Databases consumer databases. Our counts are deduped for you to provide a
single quote at a single rate, saving you time and money going to
multiple suppliers.
Free data counts Consumers or businesses according to your requirements.
Free data Data Clean and Keeper Change reports on your data for free.
health check
Quick Our in-house Consumer and Business databases allow for quick
turnaround of counts and orders.
Pricing Customised quotes provided according to your requirements
Prime Prospects complements your existing marketing by targeting your budget at the
prospects you’re looking for. Those prospects are compiled from actual responders to
surveys who have given permission to be contacted.
We hold three of the UK’s leading consumer databases in house and 2 of the leading
Business Databases ‘in house’ enabling us to give fast and accurate quotes and data supply.
These databases still give us a large spread of prospects even at the local level. We can also
dedupe our data against your own database to provide pure prospects for your campaign.
Our fully supported service with low minimum orders let you get on with growing your
business by finding more customers.
Contact Details
Simon Claydon, Dip IDM
Office: 020 8274 5000
Direct: 020 8274 5007
Email: simon@primeprospects.co.uk
Prime Prospects is a division of Sample Answers Ltd located at Bridge House, 74c Broad Street, Teddington,
Middlesex, TW11 8QT in the UK. Registered in England No: 3046957
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15. Appendix 1 – Targeting Options and Response Rates
The best response rates are from your own data sets of customers, lapsed customers and
enquiries, but this has the smallest volume available. Prime Prospects adds more data for
your marketing.
These prospects are individuals who match your existing customers. This data has been
compiled from consumer surveys and product registration cards to provide leads that are
receptive to direct mail and match your required targeting.
Response Rate - Volume Levels of Targeting - Volume Available
High
Custo mers
Lapsed custo mers
Client respo nse data
Individual level data
(Prime Prospects)
M o delled lifestyle data with o ther
data o verlays
Custo mer data mo delled with generic
data sets
Low
Ho useho ld level segmentatio n
systems such as M o saic
Geo -demo graphics
Electo ral Ro ll data
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16. Appendix 2 – Common Database Selections
Date of Load Children Home Ownership
When the record was first Number of children Length of residence
captured and its source Age of children Status
Owner or renter
Gender Interests and Activities Type of house
Male / Female Art and antiques Detached, semi-detached
Books read Terrace or flat
Marital Status Computer and internet
Married Cultural pursuits Charity
Single DIY Causes donated to
Divorced Drinks Payment method
Alcohol, tea or coffee
Household Income Eating out Personal Finance
By bands Environmental interest Credit and debit cards
Exercise Insurances
Age Film interest Investment
By year of birth Gambling Mortgage
Golf Pension
Occupation Home and garden Stocks and shares
Sector employed in Music Will
You and your partner Newspapers read
Owner Popular, mid-market or Automotive
Director Quality Age of car
Professional National Trust Bought new
Executive Pets Have a car
Manual work Recycling interest Make and Model owned
Student Shopping Motorcycle
Retired High street or, online SMMT band
Unemployed Sports
Theatre Geography
Health Travel Pre-selected areas
Information requested Foreign, UK Drive Time
Treatments undertaken TV Distance
Health clubs Weddings Regions
More selections are available on request...
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17. Appendix 3 – FAQ
How do I use the Data is rented for a number of uses as required. Anyone who
data? responds – whether to purchase or enquire – is then yours to
market to in the future.
What kind of The essential components for any direct mail are the creative,
response rate can I offer, timing & the list. All these factors can affect your response
expect? rate for your campaign. Prime Prospects cannot guarantee a
response rate, but our high level of repeat business shows how
direct mail is a cost effective part of the marketing mix.
What happens with We will refund any gone aways in the unlikely event they go over
any returned mail? 5%. Typically you can expect 2-3% of mail to be returned - in line
with industry standards.
How do we handle Any complaints can be forwarded onto Prime Prospects and we
complaints? will respond and investigate fully.
How much does the We have a low minimum order for postal records, but please
data cost? contact us for a personalised quote according to your needs.
What happens Our consumer and business databases are held in house to
next? provide quick counts and any changes can be made easily until
you have the count you want.
Where does the Consumer Data is collected from consumer surveys and product
data come from registration cards. This information is checked monthly for
suppressions (such as deceased or gone aways)
Business Data is collected from a variety of public sources and is
telephone checked on a rolling basis to ensure accuracy.
When was the data New data is being collected continuously as well as regular checks
collected? against the Electoral Roll. If required we can add a recency to the
selection.
What can you Business or Consumer data with a mixture of postal, telephone,
supply? fax and email data.
What if I already Prime Prospects can dedupe the prospect list against your own
have a database? customer list to provide you with new prospects only.
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