Marketing News: Why Businesses Need Not Put Themselves at the Mercy of the Postal Strikers

News Release from: MarketingUK
29/10/2009
Round Level Targeting,LinkDirect, Chris Roxburgh ,promotional material ,distribution of leaflets

Postal strikes are bad news for businesses. Not only do they involve days when the entire system grinds to a halt, but they also create a backlog that takes weeks or even months to clear.

And while the prospect of no post is an annoyance for householders, it can be very serious if you're a small business. Your carefully-timed promotional material isn't going to win you more business if it's sat on the mailroom floor.

But given the size and coverage of the Royal Mail's Door to Door service, do businesses simply have to sit and suffer?

The answer, thankfully, is no. Now there is a genuine alternative, called Round Level Targeting, which has the added bonus of providing a more targeted and cost-effective solution. Plus there's no chance of it deciding to go on strike.

Round Level Targeting is the distribution of leaflets, quite literally, at free newspaper round level to your potential customers only.

Postal strikes are bad news for businesses. Not only do they involve days when the entire system grinds to a halt, but they also create a backlog that takes weeks or even months to clear.

And while the prospect of no post is an annoyance for householders, it can be very serious if you’re a small business. Your carefully-timed promotional material isn’t going to win you more business if it’s sat on the mailroom floor.

But given the size and coverage of the Royal Mail’s Door to Door service, do businesses simply have to sit and suffer?

The answer, thankfully, is no. Now there is a genuine alternative, called Round Level Targeting, which has the added bonus of providing a more targeted and cost-effective solution. Plus there’s no chance of it deciding to go on strike.

Round Level Targeting is the distribution of leaflets, quite literally, at free newspaper round level to your potential customers only. Once a business faced only one choice: whether to book entire postcode sectors of a free newspaper distribution and put up with wastage, or whether to not. There was no in between.

Thankfully, leaflet distributions have got a lot cleverer and more targeted since then, to the point that we are now able to put together a campaign based purely on the demographic profile of the people who live at the houses on a round. Such profiling, which is done at postcode level, enables Round Level Targeting.

And it’s the extent to which certain tools enable profiling and targeting that makes Round Level Targeting such a genuine advance. We use geo-demographic applications to build up customer profiles on behalf of a client, before cross-referencing these with lifestyle classifications provided by Mosaic and Acorn.

To get back to the original point, the postal strike could actually provide an opportunity for businesses to discover that they don’t need put their operation at the mercy of the Royal Mail and the unions. What a service like Round Level Targeting demonstrates is that there are alternative solutions out there that are more targeted, accurate and ultimately cheaper.

LinkDirect Limited
LinkDirect House
Priory Mews
Monks Ferry
Birkenhead
CH41 5AZ

Tel: 0151 647 5535
Fax: 0151 647 2826

Chris Roxburgh
(Managing Director)
Kaye Smith
(Sales Director)
Peter Rand
(Operations Director)
Kate Prior
(Sales Manager)
Jay Gaskell
(Sales & Marketing Executive)
Helen Reeves
(Sales & Marketing Executive