New SMS service pinpoints recipients based on driving time

The methodology draws on a host of data, with its distinguishing feature being the ability to do so, based on the average driving time to a location.

"This is significantly more accurate, relevant and powerful than radius targeting, which looks purely at location," says Warren Moss, Demographica CEO and founder. "We've taken a few steps beyond simple geo-targeting to develop a tool that allows us to accurately target consumers, based on average drive time and traffic pattern data."

"This information is then merged with data from the latest census and AMPS to provide more accurate profiling that produces more relevant targeting through this exclusive service."

For instance, if a retail store has excess or end-of-life stock, a store manager can send out a message to consumers who are known, or have a propensity, to buy that product and who need travel no more than a defined time to take advantage of the special.

Similarly, a car dealership can use the service to attract potential buyers to its showroom or a shopping mall can draw feet through its doors.

More time-sensitive deals such as end-of-life stock can therefore be targeted at people likely to drive 5-10 minutes, whereas in the second example, potential buyers may be prepared to drive an hour to check out a deal.

"Although retailers have been dabbling in more targeted messaging, such as using loyalty schemes to identify buying behaviours, our methodology reaches both these and new customers by using different triggers to get them in-store."

The potential to produce a positive action from consumers in this way provides a crucial link in building successful campaigns that embrace the concept of shopper marketing.

Pilot well received

Marketing manager, Dani Hadassin, says the reception from clients involved in the pilot phase of the launch has been positive. "For brands that want to be innovators, this is where it starts and those who have been privy to our soft-launch presentations recognise that this tool that can elevate them above their competitors.

"I believe that marketers are going to be a lot more specific about who they market to and that future campaigns will be focused on smaller, highly targeted groups that deliver far higher success rates."

The service is especially relevant in the retail and FMCG spaces, such as forecourt or convenience stores, mobile networks or hospitality and restaurant brands. "The market response thus far and the potential we see for this service give us the confidence that it will cement our position as an innovative leader in the direct marketing industry," concludes Moss.