Direct Mail Agency

Direct Mail Agency

Direct Mail Agency Helps Independent Financial Advisers Get High Value Clients


Get Your FREE REPORT from Direct Mail Agency of High Value Clients in Your Area!

You are busy, sometimes too busy with your clients and running your business to put time into marketing or effective direct mail campaigns for your independent financial adviser colleagues. Your practice is doing well, but you need new clients, to expand and to replace those who have moved on. You know that asking your existing clients for referrals, in the way you do now, isn’t getting the required number of new clients for your IFA practice.


Introducing Direct Mail Agency

That’s where Direct Mail Agency can help you. We already help one of the leading IFA Networks produce literally thousands of leads every year. Leads that turn into high value clients. 

We target exactly the type of clients you want. Affluent and high net worth individuals.


Financial Adviser Seminars or Financial Adviser Appointments

You may have thought about doing seminars. This is an excellent way to meet new clients. A great way for you to show off your expertise in financial advice. Whether you speak or you get a guest speaker, the conversions we see through financial advisor seminars are impressive.

Some IFAs prefer to skip the seminar route. They focus on inviting people for appointments. We help here too. One of our Partner clients just experienced one of the lowest cost per new client costs ever by using our specially designed lead generation direct mail campaign.

Speaking to Independent Financial Advisers, we know that you are very impressive in front of prospective clients. You genuinely care about their financial wellbeing.  But, its the getting you in front of new high value clients that is the sticking point. You just do not have a regular flow.

Imagine if you did have a marketing system that operated for you, using the very best data, tried and tested campaigns and at a cost you would cheerfully pay. Of course, you could just try buy clients from someone in your IFA Network. That alternative usually has a very scary cost attached. Which you do not need to pay.

Independent Financial Advisers can get a marketing to the affluent system from Direct Mail Agency. A system that produces high quality IFA leads which you can enjoy converting into your new clients. Clients that will become some of your best clients too. Clients that will recommend you to others.

Direct Mail Agency uses tried and tested mailings, that work. At a very competitive price.

Here are 3 ways you can start the conversation with us:

  1. Discover how many high value clients you can target nearby for FREE. Understand how much each one of these clients would be worth to you and your Return on Investment. To get this FREE REPORT click here.
  2. Download the FREE REPORT “The IFA Guide to Attracting New High Value Clients Using Direct Mail”

  3. Call Graham Arrowsmith, founder, on 01535 654930.







Transformational Consumer

Transformational Consumer


Is Your Consumer Marketing Transformational?

What the Consumer Marketing Manager Should do Next

Even if you live in a world of Consumer Marketing, you may not have heard of Tara-Nicholle Nelson. You should put that right straight away. Her book, The Transformational Consumer, has levelled up the thinking in the world of marketing. It is the must read book for Consumer Marketing Managers in 2017.

The Transformational Consumer Book

She has used her knowledge of transformational consumers to help counter the biggest problem we all face when consumer marketing.


Consumers are faced with way to wall advertising and the filter it out. Some of it easily, because it is generally of the kind that is me, myself and I advertising. Aren’t we good advertising.

Consumers miss more than half of all messages simply by turning their heads. Imagine that. Your self-serving, we’re great aren’t we ad has fat chance of engaging consumers. For some, the answer t all this disengagement, is for them to bombard their target audiences with more, not less, emails. Tara points out that human disengagement is a human problem, so the consumer marketing solution will not be something from the digital world, but with be a human solution.

Consumers need help living the lives they want from themselves, they need help achieving their aims in life. They want to transform themselves. Few of us say to themselves or anyone that may want to listen that this time next year I want to be on the same amount of money, I want to weigh the same, be in the same position at work, or want to know just what I know now, nothing more. No, we want to be the best versions of ourselves for ourselves, our families, our work-colleagues and for the people we spend time with.

Transformational Consumers represent around one half of all consumers. Not a niche then.

Content Marketing West Yorkshire, Consumer Marketing West Yorkshire, Consumer Marketing, High Net Worth Individuals

Help Your Customers Become Healthier, Wealthier and Wiser

Consumer marketing managers should be the first within their respective companies to see the logic of Tara-Nicholle Nelson’s book. If you want engaged consumers you have to provide products that motivated people buy to live a healthier, wealthier and wiser life.The prize of attracting Transformational Consumers is their pursuit of living healthier, wealthier and wiser lives rubs off on their friends, colleagues and neighbours. They engage in a never ending series of personal disruption campaigns – I must fix this about myself, now how do I get that done? Their mindsets are about never-ending growth and taking action.

Personal disruption campaigns? East better (Healthy), exercise more (Healthy), lose weight (Healthy), save more money (Wealthy), invest more wisely (Wealthy), learn a new skill (Wise). Don’t allow yourself to be too narrow gauge on the definitions here. The whole world isn’t about technology and finance.

The Transformational Consumer is constantly looking for brands that will help them change their behaviour and lives. When they find brands that transform their healthy, wealthy and wise goals, magic happens. They fall for the brand. They fall in love.

About Them Consumer Marketing

The key to transforming your consumer marketing, is to do the opposite of what everyone has been telling you recently. Stop telling the stories of your brands or your company, start authentic, relatable, honest before and after stories about them! Then deliver products and content that helps them progress with their journeys – their personal disruption campaigns.

Your challenge as a marketing manager is to remove the resistance, difficulty, frictions and pain points from a Transformational Consumer’s journey. Rethink how you sell to your consumers. How do you currently market your services? All about you?

A good place to start is doing some consumer research. Visually map out and document what the real world journey that someone goes through that your brand or company helps solve. Then use that map of the journey to understand where your company can remove obstacles in the way of customers reaching their health, wealth and wiser goals.

Can you see a time when your company is seen by its consumers as a facilitator of change? If you can remove the ‘stuck moments’ in a person’s life, you can see why folk will really like, engage with and even love your brand. This facilitating knowledge part is where content marketing gets its day. Provide clarity and direction for what to do next, with content that is specific to where they are on their journey and the precise stuck-point they have arrived at. This is all about you as consumer marketing manager (aka entrepreneur, business owner, member of the team) seeing their journey and applying your thinking to how to unstick their journeys. Do that, and they’ll not need selling, they’ll be buying.

Tara-Nicholle Nelson says your company’s role is as mentor, aide, guide or tool to support your consumer’s journey. And if you’re like me, about this point in the book (and podcast) I started to think all this was just west coast of America liberal thinking. You know, a bit woolly. It isn’t of course. It just works. So if you are burning endless finances on me-first advertising, then wake up and smell the Starbucks. Your job is to place your brand at the cross-roads in a consumer’s journey. Kill the disengagement, kill the distrust. Offer them content about them, their problems and show them a way forward that is truly helpful to their journey.

Taking up this new consumer marketing mantle is your call to attention.

Problem First NOT Product First

2017 Consumer marketing is about transitioning from PRODUCT FIRST to PROBLEM FIRST. By answering the “what do we sell?” question in a new way, you’ll discover far more buyers to attract. Can you metophorically helicopter up and have a good look at the real lives of your customers. Are they buying your product’s features? Are they instead facing problems where the transformation your product brings is the answer – e.g. is Slack a group chat system or a way to make better decisions faster? Slack’s website headline is Where Work* Happens. The transformational meat is in the sub-head:

*Whatever work means for you, Slack brings all the pieces and
people you need together so you can actually get things done

So, how do you know whether you are product first or problem first?

  • the dictionary name of the product is in your company name.
  • your brand guidelines are rigid, despite evidence that brand messages aren’t effective.
  • your research programme consists of the CEO testing with a group of friends to confirm the rightness of a previously made decision.
  • you pride yourself being very good at making your product, you’re the best at making your particular product, your the oldest, most innovative, biggest, best whatever that makes your product.

The problem first marketing manager is fixated with solving a problem or a set of problems for their consumers. That’s what they lead with when ask what they do. This approach is un-limiting. A product fixation will limit how creative your product and marketing can ever be.

How to Become a Problem-First Company

Ask your consumer audience what specific behaviour change they want to make. Zoom out.

Use Story to rethink what you sell. Look up ‘story spine’ its a simple template for telling a story. Fill in the blanks…

  1. Once upon a time, there was ____(your customer)________
  2. Every day, ______(problem your customer is having)___________
  3. Until one day, ____(NOT your product’s attributes, but fill this with a progress or behaviour change trigger)____________
  4. And because of that, _____(a consequence of 3. was)_______
  5. And because of that, ____(a consequence of 4. was)________
  6. And because of that, ___(a consequence of 5. was)_________
  7. Until finally, ____(aspiration achieved)_________
  8. And ever since then, ___(in what way is the consumer making progress?)_______

This exercise will also help you get to your why, too. You’ll have heard of Simon Sinek, the TED star and author of Start with Why, who said: “People don’t buy what you sell; they buy why you sell it”.

You’ll also need to start thinking of consumer marketing and specifically your customers in a different way. Your customers are NOT just those people who have bought and reside in your customer database. Your customer is anyone and everyone trying to solve a personal disruption conundrum, like achieve a goal, engage in the healthy, wealthy or wise lifestyle that you help with or support.

Find out where your customer go to get unstuck now. These could be physical or digital locations. Tara-Nicholle Nelson calls them micro-moments. They can reveal valuable insights. Google has done lots of research into micro-moments. They broke them into 4 buckets:

  • I want-to-know moments
  • I want-to-go moments
  • I want-to-do moments
  • I want-to-buy moments

Mobile searches are evolving these. 90% of us use our mobiles to make progress toward a long terms goal on the fly (one-step-at-a-time moments).

You need ti understand these micro-moments so you can show up when they happen.

And when you do show up, then for Goodness Sake, USE NATURAL LANGUAGE in your consumer marketing. Your customers don’t use corporate language to search, or describe their problems, they use natural language. So if your site is populated with corporate gobbledegook, then good luck attracting your target audience!

Once you zoom out and YOU see the problem through the same lens as your customers, then you are equipped to get a deep understanding of how they are approaching and solving that problem. That is a lens in which you will see all sorts of opportunities for re-jigging your marketing, developing resources that they will click on and care about. Even developing product features that they actually care about.

Tara Talks About The Transformational Consumer

Tune into The Next 100 Days Podcast, Episode 64, The Transformational Consumer. There you will hear Tara explain the book’s premises and how your business can directly benefit from new thinking.

Content Marketing, The Transformational Consumer, Lead Generation, The Next 100 Days Podcast

Tara-Nicholle Nelson – The Transformation Consumer

Here’s what Tara said of The Next 100 Days Podcast…

Tara praises The Next 100 Days Podcast:

“Your podcast is a great example of transformational content. You have sifted and sorted through what the experience of an average leader or marketer or executive is, and you realise that people are scattered, people have a lot of stuff going on, very easy in the day to day lives of the people who listen to this podcast to get distracted, and focus on the things that are very urgent instead of things that are important. So, the idea of taking one thing and focusing deeply on it, for 100 days, is itself a content solution for a real transformational problem that your audience has. That is very different from a podcast that would position itself as say, hey, what we do is focus on a bunch of business stuff. The concept of your brand and your podcast is a perfect example of customer centric content”

The essence of Tara’s book is here. But, the best way to learn is it get a copy and read it.

You find much more actionable strategies there too, like how to engage your own staff, your to re-think WHO your competitors are,

Use this link to get a chance of getting a copy of Tara’s book:

If you want help locally, here in the North of England, with making marketing transformations, start a conversation. Call me on +44 1535 654930 or email


Is Direct Response Marketing a Foreign Language for Small Businesses?

Is Direct Response Marketing a Foreign Language for Small Businesses?

Is Direct Response Marketing a Foreign Language to Small Businesses?

One Prospect’s Direct Response Marketing Story.

Direct response marketing has rules. Is your business currently using letters or postcards to attract new customers? These rules apply to your campaigns then. I’m grateful to Dan Kennedy for him distilling these rules:

  1. There will always be an offer.
  2. There will be a reason to respond right now.
  3. You’ll give clear instructions.
  4. There will be tracking, measurement and accountability.
  5. Only no-cost brand building.
  6. There will be follow up.
  7. There will be strong copy.
  8. It will look like mail order advertising.
  9. Results rule. Period.
  10. You will be a tough disciplinarian and put your business on a strict direct marketing diet.

All the rules are important, but I’d like you to be thinking of the ones in bold especially when I relate the story of a prospect who entered my world a little while ago.

Removals & Storage Company

This prospect is a removals firm. They offer removals and storage. Their approach is to send a letter to people who have recently listed their property for sale. Their goal is to get an appointment with the vendor to sell their services. Their experience is that people call 3 removals firms for quotes and they hope to be one of them. Every month, they buy data for these potential new movers on labels, which they apply to an envelope containing a single A4 letter, colour layered, non personalised and single-sided.

First, let’s reflect on their successes. They get some appointments. They repeat the exercise monthly, which may tell you that the exercise is working, just. They have been in business for a number of years. They must be providing a good service when they do acquire new customers. The thing is the MD was looking for a new source of data and was dissatisfied with his current home move data supplier.

Finely Fettled provides data services including supplying data such as the UK High Net Worth database and home mover data. Home move data can be pre-move and post-move. The pre-move data is ideal for removals firms because, naturally, they want to help the vendor move. There is some debate with removals companies about when the best time is to communicate with people who list their properties. Our prospect wanted to target them as earlier as possible following their listing. The early bird catches the worm.

There were 3,500 such people in the month just gone that met this new listing requirement in the postcode areas served by the removals firm. This spooked the buyer, as for years they had not seen more than 1.500 such notifications. I asked to see the mailing they were sending.

Around the time I received it, my youngest son, Nathan, who works for Finely Fettled, and who also runs his own audio mastering business, was on his way to live in Brazil for the next 6 months. A whole other story. Suffice to say, Nathan met Luana in Manchester whilst at University, fell in love and has followed his heart. Thank goodness for Skype.

Finely Fettled, Direct Response Marketing, Direct Mail Campaign, West Yorkshire

Nathan & Luana in Brazil

Nathan will attend a local University to take a course in learning Portuguese.

As many Brits will attest, learning a foreign language can be a challenge. So, whilst awaiting a connecting flight to Brazil, in Lisbon, I forwarded the letter being used be the removals firm and asked him for his comments. He is 22, not formerly trained in direct response marketing, but he’s been around Finely Fettled and his father, for enough time. Without disclosing the firm, here are some of his observations, delivered as a pdf mark-up:

  • “If this is the print logo this can’t be good.”
  • “Starting with the “Hello, my name is… and my company is this…” It’s an instant turn off. It needs one of your winning headlines. “Moving house is up there as one of the most stressful things you can do, we help take that stress away…”
  • “This text is way too long and really not that interesting. It’s the same old ‘all about us and nothing about you’. They need to swap out some of this stuff for offers and examples of how they helped customers like the ones they are addressing.”

It started to dawn on me that communicating direct response marketing techniques was like learning a foreign language. In a similar way that I cam concerned Nathan learns Portuguese quickly and effectively, so he can properly communicate with Luana’s family and friends, without relying on their use of English, if the removals firm continue to communicate in this manner they will find it increasingly difficult to attract the attention of their ideal audience.

Back to those direct response marketing rules:

  • The removals firm just didn’t appear to understand that their letter was the ‘start of a conversation’. It’s sole purpose was to move the recipient to the next step. Which was to want to ask them to quote for moving them. Yet there was NO OFFER. The first and arguably one of the most important rules of direct response marketing, broken.
  • I provided them with an analysis of their direct mail piece. I advised them to take out an A5 sheet of paper, draw a line down the middle, on one side list as many problems the vendor faces when moving, and especially, when using a removals company to help them move. Then on the other side, list all the ways they solve these problems, ideally better than their competitors. In other words, provide evidence that they were worth seeing. But the ask was silent. There was no ask. They ignored the second rule of direct response marketing – give them a reason to respond now.
  • What the firm was hoping was the mail recipient would keep the letter UNTIL they were ready to choose 3 options for quotation. That’s barmy! Why would you (a) leave things to chance (they might get 6 letters, and the firm might not make the cut), and (b) the best time to act is now. If the firm had offered something of value – like a free consumer report “7 Questions You Must Ask Before You Choose a Removals Firm”, the reader would have a reason to act now, and in the process provide the firm with their email address, so they can extend the conversation with the people most likely to become their next customers.
  • The letter contained no proof points. No testimonials, despite the firm being in business for years. Years!
  • There was no clear instruction as to what the firm wanted the vendor to do. The ask was “I look forward to hearing from you should you wish to contact us”. Passive, leaving all the decision with the vendor. A mistake. People like to know what to do next.
  • The copy was far from strong. There was one 12 line paragraph then some prices about storage took up the same space.

This story will not end well for the removals firm unless it makes changes. The sorts of changes that only direct response marketing can offer. Yes, they are targeting an audience for whom they should be relevant. However, they are potentially missing 50% of movers simply by choosing a supplier who simply does not have access to as much data as can be found. Secondly, their mailing is not good. It is the opposite of good. It is passive, misleading, and it does not effectively start a conversation to move the vendor to want to make an appointment.

About that, why on earth would you want to play along with an industry norm that gives you such poor odds for success? That is a choice the firm is making. Their logic is a newly listed vendor will choose 3 removals firms for a quote and if we are one, then we can expect x% to convert. Alternatively, with a commitment to a new strategy based on direct response marketing principles, the firm can make itself attractive to far more people than ever before.

How? First by starting a conversation not a sales pitch. A conversation that recognises that the vendor is entering a stressful period, and wants to be in control and feel that when the time comes to move they have no unanswered questions and they are completely confident in their choice of removals and storage option. They are not just buying on price. Which is the inevitable consequence for this firm given their current approach.

Secondly, that conversation involves giving first. Allow them to connect with a report that explains this market. Shouldn’t be too hard should it? A consumer awareness report on removals. Probably not the first, but maybe it will be to the next batch of vendors coming to market in their area. The give, i.e. the free report, creates a sense of reciprocity with the vendor. Of authority too. So your firm starts to look like they actually know what they are doing.

By exchanging an email for the report, the removals firm then has a subscriber base to continue helping the vendor with a step by step reminder of the things they should be doing as they near the point of making a choice of vendor and of move itself. Maybe emails about storage with checklists they should use to successfully put another tick against their storage needs.

If doing this seems like too much work. Then do everyone a favour and exit the market. You’ll get found out by a competitor sooner or later who is willing to invest in serving their market. With direct response marketing strategies.

Here’s my promise to you. You’ll get increased profits for your business from direct response marketing before you can become fluent in Portuguese!

For more information on data, direct mail campaigns and direct response marketing strategies for removals companies, please call Graham Arrowsmith on 01535 654930 or visit the contact page.


The Audio Lead Magnet

The Audio Lead Magnet

The Audio Lead Magnet

The idea for The Audio Lead Magnet came about from a comment made about a podcast. My podcast. I co-host a business podcast called The Next 100 Days. Its focus is making those little changes across all aspects of running a business starting with the next 100 days. We’ve interviewed lots of very talented people, who are utterly passionate about the thing they do. Such as, customer services, small business branding, strategy, estate agency marketing, social media marketing, managing cash flow, health and fitness, PR, Twitter, ADHD and copywriting, managing confidence, business marketing and plenty more.

One of our listeners recently commented that the podcast was “Very down to earth. In fact the whole podcast series has been refreshingly down to earth…” We loved the comment, because it tells us that people we have never met are hearing the message in a way that they welcome. Not too high-brow, not dumbed down. Just right. With a little humour, in fun, without trying to sell them, but bringing value to them in a way that attracts them to us as listeners.

The Audio Lead Magnet is Powerfully Seductive

The Podcast is a form of seduction. The podcast is gently trying to create empathy with a specific small business audience. By addressing real problems we know they face, because we face them too. Then doing this over and over by regularly bringing them value, without cost. By showcasing other people’s businesses, but directing them to focus on what can bring value to our listeners. Which brings me back to the Audio Lead Magnet.

If you are looking to generate leads for your small business, then you might have come across, or even used a lead magnet. That’s something that you produce, like a free report, that answers a specific problem they have now, which your solution is an answer for. The Audio Lead Magnet is like a free recorded message. Or an audio sales letter. Or a sales letter podcast.

But first let’s think about what you should be thinking about when creating an audio lead magnet.

Emotions. You are helping someone fix or solve a problem they already have. This is important, people rarely search for a solution to prevent stuff happening. They react to what is live. They are driven by the conversation going on in their head, right now.

Your job is to enter that conversation, not with a gloriously loud shouty presentation of your products and services! We’ve got to establish you are worth listening to first. So don’t start by talking all about you. At this stage, it is NOT all about “you”. It starts with them. So think what problems your business solves for them specifically. Think of the words they use when they talk to you. Tape the conversations and listen back to them.

Now, take 3 minutes and jot down 10 questions that new prospects always ask you. What are their pain points? Write down the problems they face. Now translate these into emotions. How do your prospects feel? Unsolved, what real difficulties do these problems bring into their lives? These problems will create the interview questions for which you can talk to. With passion and conviction. Because, well that’s authentic for you isn’t it? Your voice will help the listener really hear that you empathise with them, that you understand their pain.

The Audio Lead Magnet – the Recording

Now imagine that you have one of these new prospects right infront of you. In a chair opposite you. You are going to be talking through the interviewer, straight to that person, wherever he or she is listening.

The first part of your Audio Lead Magnet will be a recording of you explaining their issues, so it defines the recording as something for them. 35 years ago, as a new salesman, I learnt that I needed an initial benefit statement at the beginning of a presentation. To capture interest and win some focus, which I could use to explain why what I had was a good match for their needs.

The initial benefit statement is really a headline. Something that precedes the interview that precisely talks to your target audience. This headline has ONE purpose. To get the prospect to listen to more or all of the recording.

Next. Why do they hurt? What does the absence of a solution mean to the person? In what ways are and will they suffer absent a solution? You must also agitate their problem. This way, it casts forward to an unbearable place, that the prospect would really not want to reach. It’s a bit like rubbing an eye which has a speck in it. Your eye gets redder and redder and hurts like hell. You just have to get rid of the suffering and quick. Quick means taking action.

Your Audio Lead Magnet will then explain what your solution is, how to get it and why it works. All this is being prompted by interview questions. A little like a documentary. Like a podcast interview. With pace and a caring direction.

The next part of the recrding deal with your proof points. Testimonials. Your results. This solution delivers their desired result.

Then remind the prospect WHY they want this desired result.

Then close. Urge them to act now so they can get the results. This is your Call to Action. This has to be clear. Really clear. Clearer than a clear sky. People are accustomed to being told what to do. That means you must explain in detail exactly what you want the person to do. Dont leave it to chance. Test this out with a friend. Did they completely understand your directions? If not, refine what you say until they absolutely, 100% do.

Landing Page and Call to Action

If you have directed people to your Audio Lead Magnet on your home page, then you can link them to a landing page where they can download the audio file, or listen right then and there. IN EXCHANGE FOR THEIR CONTACT DETAILS. You can also send them from a Facebook ad or post, a Google Adwords ad, a Tweet, a LinkedIn update, a postcard, a letter, a yellow pages ad, PR coverage, even a newspaper display ad – notorious for not having ANY direct response aspects to them. Make a start. Be different.

Your call to action will describe the next step you want them to make. Like ring this telephone number, enter their email and name for a pdf transcript of the recording, or add to cart. Tell them exactly how to buy your product or service.

However, don’t count on getting an immediate sale out of every listener. The Audio Lead Magnet is designed to be part of an automated sequence. A marketing asset for your business.

And because not everyone will be ready to buy now, your job is to continue to communicate with them. To give them more reasons why they should act. To ask them questions about their situation. To qualify them. So an email sequence makes sense, so does sending a thank you greeting card. A very powerful method of wishing them well. How many other vendors would do that? Absolutely, you are all about creating a competitor pool of one. Remember that old Brian Clough quote about his prowess as a football manager?

“I wouldn’t say I was the best manager in the business. But I was in the top one.”

How much more business would you attract if you were seen by your prospects as the only viable option. The one they knew, liked and trusted, even before they even met you?

The Audio Lead Magnet is an important part of an emotions-focused attraction sequence, that positions you as an authority. You are speaking, not some voice-over artist. Not some over-hyped big star, who is detached from their audience. You. You the authentic human being who serves people like them all the time.

But I accept, you are busy. You can’t do everything yourself. You might want some help doing this. And that’s where I come in. My business is all about creating leads for businesses, sourcing data and creating direct response campaigns, with bespoke landing pages and email sequence follow ups. We also have an audio mastering business called where you can get audio mastered by audio experts. Your Audio Lead Magnet can have a professional interview, a unique musical intro and outro and pdf transcript, to re-purpose the content.

So, take action now, get in touch and let’s get your Audio Lead Magnet up and running. Let’s create an appealing lead magnet based on a style of business podcast that is ‘down to earth’. The sort of approach that attracts real people. If you are interested in quickly developing your Audio Lead Magnet, please contact me, Graham Arrowsmith via email on or via telephone on +44 1535 654930

The CRIME Database

The CRIME Database

The CRIME Database is offered to businesses seeking to market products and services that help individuals avoid crime, or for organisations seeking to understand crime rates in England and Wales.


Is your business selling products designed to avoid crime? Would be helpful to you to know the crime rates for the areas you are marketing to? Or do you need to understand for academic reasons where crime exists and the rate of crime by postcode?

the crime database, crime statistics, crime statistics by postcode, postcode crime statistics, postcode level crime statistics, profiling by crime rate

The CRIME Database

The CRIME Database has been created by leading statistician and data modeller David Griffiths. He served his statistical apprenticeship in central government and then moved to the commercial sector where he has created some of the leading demographic profiling models in use today.

This database is much more than a simple lookup for local crime. Crime rates for every postcode ever created in England and Wales are included in the database. And as the data is allocated to postcodes, it makes it easy for businesses to use with their own customer data.


How was The CRIME Database created?


Each individual police authority publishes information about crimes in their area. At the most detailed level they publish information about the crime, when it occurred, but also most importantly, where it occurred.

They describe where it occurred by Ordnance Survey Grid References. The Crime Database was constructed by initially covering England and Wales in 50 metre square grids. Into each 50 metre grid, the crimes for that grid’s co-ordinates were allocated from all police authorities. The crimes have been grouped by the types of crime that were committed.

These are the crimes used in the database:

  1. Anti-Social Behaviour
  2. Bicycle Theft
  3. Burglary
  4. Criminal Damage & Arson
  5. Drugs
  6. Other Crime
  7. Other Theft
  8. Possession of Weapons
  9. Public Order
  10. Robbery
  11. Shoplifting
  12. Theft from Person
  13. Vehicle Crime
  14. Violence & Sexual Offences


The Crime Database calculates crime rates for each of the 50 metre grids. Those grids were then matched back to postcodes so clients can use the data easily.

This means you can identify areas where there is high crime rate as opposed to low crime rate.


So, who is The CRIME Database going to be useful for?

If your business or organisation needs to understand crime by geography, then The CRIME Database is for you. Is local crime a proxy for future sales?


If you live in an area in an area blighted by burglaries or car thefts, then this will have an impact on the insurance premiums you pay. Insurance companies can expand their understanding of crime rates with this powerful database. They do not need to be limited to their own knowledge of crimes reported by their customers, they would have a UK wide database to strengthen their algorithms. This is universal information about the 14 types of crime across England and Wales.


So that list of potential users?


Family Law Solicitors

Mortgage Provision

Security Companies

Fencing Companies


Double Glazing Companies



If you think this database may be of use to your organisation, get in touch with Graham Arrowsmith and arrange a FREE TRIAL of the data. Prove that it is useful to you before agreeing an annual licence.

How to Create Customer Segmentation

How to Create Customer Segmentation

Customer Segmentation

THE THING ABOUT Customer Segmentation is that all customers are not the same. They were acquired in different ways. They spend different amounts. They buy at different frequencies. They stay different lengths of time. They sometimes refer your business sometimes not. But, great customer or just good, you want more of them.

If your customers are individual consumers, then what can you do to create an effective customer segmentation based on your current set of customers?

What do you know about your customers?

Let’s say that your business has 1,000 consumer customers. Some are active customers, they are buying now and some have lapsed. Along with transactional information of their sales, you have information on where they live. Their name and address, including postcode. You keep this is your marketing database.

You may not know it, but this is customer segmentation gold-dust! It is your customer segmentation DNA. If you could find others with a similar DNA, then logic says you’d be in a good position to present your offer to them.

What two characteristics really define your customer segmentation?

There are TWO things that create a customer segmentation well. Both of them you may have a good idea about, but maybe no hard facts. They are simple and understandable. Those TWO things?

  • Life-stage
  • Affluence

All of your customers can be defined by their life-stage. Their stage of life.

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If your business attracts customers primarily from one of the life-stages, then presumably, you would want to understand how many more of that type of person, at that life-stage, would be interested in your business?
Everyone in the country has a life-stage. Without fail. So if you can match up people who mirror the types of people you are serving right now, then that will help you segment your customer list.

All of your customers can also be defined by their level of affluence.

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The world does not precisely divide into rich and poor. There are degrees of difference. Even with those described as rich or high net worth, there are differences. One person may have assets of £20 million, another may have assets of £1 million. In every group, there are differences of degree. But, it is simple and understandable to segment an audience by affluence.

If you run an upmarket golf club, or market investment opportunities, then obviously your customers would mostly congregate in the affluent group. The upmarket golf club’s most profitable customer segmentation activity will be to identify people who are first and foremost affluent!

What can Marketing Managers do with Life-stage and Affluence?

If you are a marketing manager, or have responsibility for marketing, then you will want to know more about these affluence and life-stage. Why? Because it is possible to identify your customers by life-stage and affluence and then compare them – accurately – to the rest of the population, to find matches most suitable to your business.

Affluence is highly predictive of response to your offers. The wealthy golf club looking for new members will not resonate with someone who is on a low fixed income. Therefore, why waste any budget communicating with an audience without the ability to become a new customer.

Introducing SONAR, a unique geo-demographic system

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SONAR is a system that classifies postcodes that look alike. It uses a wide variety of data sources to do that. You may have observed this yourself, but people who live in the same neighbourhood often have similar characteristics. Birds of a feather live together.

Areas are often quite stable in their characteristics too. An example of this is the Monopoly board. It was brought out in 1935. Park Lane and Mayfair were wealthy areas then and are wealthy areas now. It generally holds for the other end of the spectrum too, like the Old Kent Road!

Of course, new areas are always being developed. Such as the Docklands area of London and Salford Quays in Manchester for example.

SONAR uses advanced statistical techniques called CLUSTERING to put together areas that are alike according to a wide range of characteristics. SONAR is very clever in that accurately predicts and identifies areas by affluence and life-stage. SONAR is formed by using a lot of variables that are highly correlated with affluence.

What characteristics go into SONAR?

There is a wide range of characteristics associated with affluence, including:
• Occupation
• Social Class
• Detached Properties
• Properties that are Owned Outright
• Large Properties
• Educational Qualifications
• House Prices
• Council Tax Information

All these characteristics are associated with affluence, so when they are combined you get a better idea of what areas are affluent and what areas are struggling.

Equally, the other dimension that is important to the marketing manager, is life-stage. SONAR splits these life-stages into 6 groups ranging from the young to old. This is important to what you purchase and what you buy. Different generations buy different products and services.

To get the very best description of an area was the driving force behind how SONAR was built. A huge number of data manipulations were performed. Key variables were carefully examined to create the maximum discrimination in the clusters that are used to describe the population.

In the end SONAR settled on 80 SONAR Codes, which are organised into 6 life-stage groups and 4 affluence groups, split into quartiles.

How does SONAR work?

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Each of the 80 SONAR groups have a code. The first two characters identify the life-stage group and the wealth quartile (or 25%).
Example: SONAR Code A11 is Metropolitan Young Professionals
The A represents ‘Young Singles’ and the second digit is wealth quartile 1 the most affluent. The third digit is the wealth ranking of this cluster out of all other 80 clusters compared to the other clusters in the A1 grouping. So Metropolitan Young Professionals has a wealth ranking of 2, which makes it the top A1 ranking, therefore A11.

Here’s a quick description of A11 Metropolitan Young Professionals
These mainly city centre neighbourhoods are heavily concentrated in Inner London. They consist of young, hardworking, affluent, business oriented individuals whose career comes before family. The group contains a very high number of professionals working in banking and finance and it also contains significant numbers of self-employed. They are a highly educated, geographically mobile group who tend to live in city centre converted flats and apartments, they make the most of the city life and enjoy going to theatres, restaurants, art galleries and cinemas as well as to the health club.

Another example is F44, which is Elderly Struggling Council Tenants
F is the life-stage, the first 4 reflects these households are in the least affluent quartile. Their overall wealth ranking is 76 out of 80. Of the F4 grouping, this wealth rank is 4, hence F44. Many live in run down local authority owned small flats. These are many aged residents living along. Levels of health care need are very high.

A SONAR code exists for every postcode in the country. You may know that some postcodes are ‘retired’ by Royal Mail. So if you had an old address, with one of those postcodes, would SONAR still work for you? The answer is yes. Because, the codes are attached to EVERY POSTCODE THAT EVER EXISTED!
So however old the data you want to profile, you will be able to get a SONAR code to describe your existing customers.

How Can a Marketing Manager Use SONAR?

One obvious use is:
Step1: Overlay the SONAR codes onto your database
Step 2: Identify ‘lookalike’ audiences to target.

Actually, the list of marketing strategies that can be enhanced by using SONAR is long.

10 Ways to use SONAR for Customer Segmentation

– Profile and add depth to your understanding of your existing customers
– Customer segmenation by those who have purchased a particular product or service
– Finding high value customers, or high net worth or affluent customers
– Customer segmentation of lapsed customers
– Finding ideal new customers for marketing acquisition campaigns
– Analysing responders and non-responders to find areas with the highest response rates to reduce costs and maximise return on marketing activity
– Media analysis – to understand what kinds of customers are being acquired by channel
– Catchment area analysis, for retailers planning new sites
– Sales territory allocation based on presence of a customer segmentation with predominant characteristics
– Use SONAR to segment your customers to ensure they get RELEVANT messages and images in your communications.
The list is almost endless. If you can associate a postcode, past or present then you can successfully profile your customers against the rest of the population. Which means you can massively improve the results of your marketing campaigns going forward.

Just how powerful is SONAR?

Here’s some analysis we did with SONAR a few weeks ago. Using a property database consisting of houses sold for £600,000 or more in the last 10 years, SONAR was used to profile the occupants.
Remember that Metropolitan Young Professionals code A11? Compared to the national percentage that particular code had an index of 2774 for households sold over £600,000.
So, if you are looking for people residing in properties over £600,000, then using SONAR you can pinpoint exactly where they are.

Another way to show SONAR’s ability to identify households sold over £600,000 is through this Gains Chart, or as some call it a lift chart. The chart shows the uplift through using SONAR as compared to a random base. For example, nearly 80% of expensive properties are concentrated within 10% of the population in the SONAR Codes with the highest indices.

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How SONAR identifies expensive properties in the UK

As you can see, just 1% of the population accounts for near 23% of the properties over £600,000. So if you are seeking to identify high net worth individuals then SONAR could be a big part of your plans.

How much does SONAR cost?

SONAR is priced around half or one quarter that of other options. The annual licence for SONAR is typically £6,000 plus vat. For companies with small databases we can agree a lower fee. Please contact Graham Arrowsmith for more information.