The smartest tool in direct marketing now better than ever
31 March 2009
New Zealand companies both big and small will know exactly where to target their direct marketing – creating an effective campaign that will also save them money.
Although already a business tool used by many New Zealand companies, PMP Micromarketing is re-launching its updated Mosaic data segmentation tool in early July. The tool gives companies the ability to work out exactly which households, in which streets they should target.
Mosaic analyses each of New Zealand’s 1.5 million residential homes based on the latest data from Quotable Value New Zealand, 2006 New Zealand Census Information and Roy Morgan market research.
Mark Thompson, General Manager PMP Marketing Services, says Mosaic is the most comprehensive data tool on the market and is essential in the current economic climate.
“In today’s environment, companies need to be more targeted about their direct mail campaigns as marketing budgets are under pressure. Whether it’s about approaching groups of customers or chasing a diminishing retail wallet, businesses have to be focused on being as smart as possible.
“Mosaic allows companies to identify and target promotions solely to households that are likely to be interested in or can afford the products or services being marketed,” he says.
Mosaic describes each individual New Zealand home in terms of property type, size, value, owner status, income, occupation, education and likely attitudes and shopping habits.
All of New Zealand’s 1.5 million homes have then been classified into 42 different classifications. These include groups like the, “invested suburbia”, “suits and gumboots”, “multi-ethnic metro”, and “rural simplicity”.
“There’s no point in advertising luxury cars to people on low incomes, or the latest computer to those sceptical of technology. Mosaic takes away a lot of the guess work involved in planning and execution of targeted marketing.”
Along with direct marketing uses, Mr Thompson says Mosaic is also the application of choice for the retail sector when choosing new stores or service centre locations, for selecting relevant media to advertise with and as a general aid for strategic planning and new product development.
For small and medium companies the benefits can be more acute, according to Mr Thompson.
“Small and medium companies usually don’t have the budget to do a massive direct marketing campaign, or advertise in every paper in the country. They have to use their marketing budget wisely.
“Having a basis from which you can get the ‘best bang for your buck’ is exactly what Mosaic services deliver.”
In addition to saving companies money, Mr Thompson says there are also environmental benefits to Mosaic.
Companies know who they want to send printed material to and exactly who they don’t want to send it to. This type of micromarketing really empowers businesses and allows them the opportunity to fine tune the scale of marketing campaigns from an environmental perspective,” he says.
The latest version of Mosaic was developed by PMP Micromarketing in consultation with Experian, a leading global provider of consumer segmentation information.
“The integrity of the data for the New Zealand market place is second to none and is available via license or by consultancy,” Mr Thompson says.
Companies wanting more information about Mosaic can call 0508 667 242 (0508 MOSAIC).
For more information contact [email protected]