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Prime Prospects Agency BrochureTRANSCRIPT
Prime Prospects is a division of Sample Answers Ltd,
Bridge House, 74c Broad Street, Teddington, TW11 8QT
Registered in England No. 3046957
Data and Services Guide
Page 1 of 16
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 Strategies
Getting the most from prospect data
4
The Prime Prospects Database
How the data is collected and what volumes are available Consumer and Business database information
5
Other Databases
How we can fulfil your other data needs
6
Example Campaigns
Education Sports General Automotive Example Map Business to Business
11
Database Health Checks
More information about how to get your free data health check
12
Service Standards
What to do next
What Can I expect from the
data
Simple, Targeted, Planning and Fully Supported
13
Summary of Services
Prime Prospects compliments your existing marketing by targeting 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
Page 2 of 16
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
Data For Research
Data Supply
Pure Prospects Multi Use Guaranted Delivery Rates
Deduped Profiles Drive Time and Penetration Maps
Single Stacked Book of Counts X-Tab
Counts
Quick Simple
Geography
Drive Time Towns Distance Standardised
Postal Email Telephone Fax
Consumer Data Business Data Data Cleaning
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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 your own data
A free data health report from Prime Prospects will highlight any 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 efficiently with existing
customers
Your own database is vital for your campaigns to run effectively, incorrectly addressed records waste money in production and mailing costs. We can clean your files to improve your communications.
Communicate with potential customers
Targeting will allow you to reach people who are like your existing 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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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 collected
Consumer Data is collected from Product Registration Cards, 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, year of registration
Number of cars in a household
Sports and social 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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Other Databases A selection of our most commonly requested databases from our partners include:
High net wealth individuals
There are a number of ways of targeting the very wealthiest individuals, for example through house value, income, share ownership and lifestyle.
Motabilty for car dealerships
Approx 300K prospects UK wide. 60% of the data is voice 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 data
Over 2m records UK wide split by month. Collected through 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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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
DistrictsParents of 15 year
olds and £50K+
All adults interested
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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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
March SeptGU6 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
Birthday Month:Interested in Golf
Interested in
Gourmet FoodDistricts
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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
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
Districts All VWCompetitor Cars - All Ages
Total
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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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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
1 to 2 3 to 5 6 to 9 10 to 19 20 to 49 50 to 99 100+ UnknownGU6 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
DistrictFleet Size
District
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.
<£50k £50k - £100k £100k - £250k £250k - £500k £500k - £1M £1M - £5M £5M - £10M £10M - £20M £20M - £50M £50M+ UnknownGU6 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
DistrictTurnover
Total
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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
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%
Prime Prospects - Home Address Data Cleaning Report
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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Service Standards
What do I need to tell you?
i. Tell us the type of prospect you are after or data clean 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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Summary of Services
Leading UK Databases
The Prime Prospects database is a pool of three of the UK’s leading 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 health check
Data Clean and Keeper Change reports on your data for free.
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: [email protected]
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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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.
High
Low
Household level segmentation
systems such as M osaic
Levels of Targeting - Volume AvailableResponse Rate - Volume
Customer data modelled with generic
data sets
Lapsed customers
Customers
Electoral Roll data
Geo-demographics
M odelled lifestyle data with other
data overlays
Client response data
Individual level data(Prime Prospects)
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Appendix 2 – Common Database Selections Date of Load When the record was first captured and its source Gender Male / Female Marital Status Married Single Divorced Household Income By bands Age By year of birth Occupation Sector employed in You and your partner Owner Director Professional Executive Manual work Student Retired Unemployed Health Information requested Treatments undertaken Health clubs
Children Number of children Age of children Interests and Activities Art and antiques Books read Computer and internet Cultural pursuits DIY Drinks Alcohol, tea or coffee Eating out Environmental interest Exercise Film interest Gambling Golf Home and garden Music Newspapers read Popular, mid-market or Quality National Trust Pets Recycling interest Shopping High street or, online Sports Theatre Travel Foreign, UK TV Weddings
Home Ownership Length of residence Status Owner or renter Type of house Detached, semi-detached Terrace or flat Charity Causes donated to Payment method Personal Finance Credit and debit cards Insurances Investment Mortgage Pension Stocks and shares Will Automotive Age of car Bought new Have a car Make and Model owned Motorcycle SMMT band Geography Pre-selected areas Drive Time Distance Regions
More selections are available on request...
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Appendix 3 – FAQ
How do I use the data?
Data is rented for a number of uses as required. Anyone who responds – whether to purchase or enquire – is then yours to market to in the future.
What kind of response rate can I
expect?
The essential components for any direct mail are the creative, offer, timing & the list. All these factors can affect your response 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 any returned mail?
We will refund any gone aways in the unlikely event they go over 5%. Typically you can expect 2-3% of mail to be returned - in line with industry standards.
How do we handle complaints?
Any complaints can be forwarded onto Prime Prospects and we will respond and investigate fully.
How much does the data cost?
We have a low minimum order for postal records, but please contact us for a personalised quote according to your needs.
What happens next?
Our consumer and business databases are held in house to provide quick counts and any changes can be made easily until you have the count you want.
Where does the data come from
Consumer Data is collected from consumer surveys and product 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 collected?
New data is being collected continuously as well as regular checks against the Electoral Roll. If required we can add a recency to the selection.
What can you supply?
Business or Consumer data with a mixture of postal, telephone, fax and email data.
What if I already have a database?
Prime Prospects can dedupe the prospect list against your own customer list to provide you with new prospects only.