Campaigns
|
| |
|
Background
Since 1998, LinkDirect's directory division has delivered residential and business directories in the UK for companies like Yell, BT, Thomson, Trinity Mirror, and Euredit SA (Europages). Directories have ranged from extremely heavy items over 1kg to small "localised" directories aimed at specific target communities. David Case, Publishing Contracts Manager for Yell, says: “LinkDirect are a highly professional and innovative company that have proven themselves to be highly dependable, flexible and successful."
Objective
To create a targeted directory delivery aimed at specific customer types, thereby achieving print savings and also maximising advertiser revenue.
Method
Using LinkDirect's proprietary SMART round creation software, in conjunction with customer profiles of directory usage, we were able to create delivery rounds of on average 700 houses, clustered to ensure that all relevant target market prospects received a copy.
Results
SMART ensured that the print run was reduced by 20%, resulting in significant cost savings, reduced wastage and a more environmentally friendly approach - without losing the ability to cover all advertisers' key target audiences.
|
|
|
