Targeting

The simplest form of targeting is geographical, and the following are examples of available set catchments:-

• TV region
• Radio Transmission Area
• County boundary
• Drivetime/radius e.g. from a retail store and Postcode area, district and sector

Consumers may also be categorized according to characteristics such as income, social grade or lifestyle. Sophisticated targeting systems utilizing factors such as census data, age, sex, socio-economic status and occupation together with other personal and financial data can be used to identify postcode sectors with a high penetration of a customer profile and these sectors can be targeted precisely.

 

House Types and Lifestyle Groups

According to what you want to send through the letterbox you may need to establish what kind of people would be interested in what you are selling. One way of doing this is to consider various different types of housing.

A. Shops and Commercial properties do not always have people living there and therefore not many free newspapers and leaflets

B. Modern housing, professional people with high earning properties that may be on the outskirts of town or in villages. Very high percentage of car ownership and areas with young children.

C. Families in Inter War Semis that are owner occupied. Intermediate professional jobs with high percentage of car ownership. These houses are mainly towards the outer suburbs of town.

D. Middle income, skilled labourers, owner occupied terraced housing. Nearer the centre of town these houses may have car ownership. These houses are known for first time buyers but may be of any age.

E. Owner occupied council houses. These are the best council houses. These people have lower income and may be semi and unskilled manual workers.

F. Council housing. Low income tenants with manual labour or unemployment with financial difficulties. Low car ownership, may have children.

J. Older Couples in leafy suburbs and high status families that may be in any area of town.