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Taster Session: How to write an effective marketing plan
Please accept our complimentary Taster Session on How to write an effective marketing plan next Friday 10 Sep at 3-5 pm at International Coaching Academy, Liverpool.
This is to celebrate our launch of two accredited marketing courses (see brochure) as a Pathway To Growth. You may want to book on those, or know someone who would benefit.
A small business can spend hundreds of thousands of pounds on marketing over time, so spending a tiny fraction on learning how to spend it wisely to get a return is critical to being successful.
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Royal Mail set to delete counties from addresses
According to recent reports in the media, Royal Mail are currently considering the removal of counties from the Postal Address File – PAF .
http://www.bbc.co.uk/news/uk-10825499
This is not particularly news to anyone in the industry, counties for some time have been disliked by Royal Mail. They are unnecessary for the delivery of mail; an address’s locality is identified by its main postal town making the county at best a piece of superfluous information and at worst a piece of conflicting vanity information. County borders have moved over time and are not clearly marked – this allows for consumers the scope to use vanity counties – “I think you’ll find it’s in Surrey, darling!”.
The situation is confused by the fact that there are 3 different types of county in PAF: Traditional, Administrative and Postal. So, according to the Royal Mail, an address could have several different counties. Additionally, some traditional county names, such as North Humberside and Dyfed, no longer exist in any administrative fashion. Driffield is either in Yorkshire (Traditional), North Humberside (Former Postal) or East Riding of Yorkshire (Administrative).
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The importance of Postcodes
Postcodes are an integral tool for profiling a direct marketing list, every building, anywhere in the UK has a postcode, these postcodes can and often are used to identify a consumers income, age, even the age of there children. Each postcode comprises of 5 to 7 letters and numbers for its primary purpose of sorting and directing mail. All of the postcode data is stored, maintained and updated in the Royal Mail Postcode Address File (PAF) database.
The postcode has become a source of data in its own right, and is used in applications for targeted marketing, credit referencing and calculations for insurance and banking.
It has become common for call centers to identity their customers by asking for the house number and postcode. Typing this into their postcode software brings up the correct record and decreases keystrokes by up to 90% thus saving time and ensuring accuracy is not an issue.