Inside Track Appoints EuroDirect To Optimise Customer Recruitment And Are Already Reaping Rewards
Inside Track, the UK's leading provider of property
education for private investors, has chosen EuroDirect as its
primary supplier to help identify new seminar locations, drive
direct mail activity and maximise attendee rates.
Over the last two years Inside Track has introduced a range of
unique courses run by industry specialists to educate private
property investors on how they can enter the lucrative property
market whilst minimising risk and maximising capital returns.
Inside Track runs 21 free workshops across the UK each week with
over 50,000 people having attended to date.
To assist it with its expansion, Inside Track approached EuroDirect
to develop a recruitment model that can be accessed around the
clock by their marketing team to segment and extract prospects for
future workshop and seminar mailings.
EuroDirect has taken Inside Track's existing customer data and
profiled it against the wide array of individual, household and
postcode level variables in the Data Exchange consumer universe to
identify the key characteristics of a typical seminar attendee. A
bespoke model has been built, scoring individuals across the UK
consumer universe (Data Exchange) according to their propensity to
match the profile of current attendees. Additional fields such as
the frequency and recency of mailings received, response activity
and seminars attended have also been built into the prospect
database and will be updated on a monthly basis to allow Inside
Track to analyse responses and plan future campaigns.
The recruitment model has been uploaded into EuroDirect's online
data interrogation and campaign planning tool Intelligence Creation
which will enable Inside Track to create mailing lists from the
model instantaneously, 24 hours a day, 365 days a year.
MICROVISION, EuroDirect's market analysis and strategic planning
tool is also being used in-house by Inside Track to identify new
locations for future workshops and seminars. Drivetime catchments
for potential venues are profiled against EuroDirect's suite of
CAMEO Classifications and then ranked according to how well they
match Inside Track's customer profile.
John Pickles, Sales & Marketing Director, Inside Track
comments:
"Inside Track's workshops and seminars have proved very successful
to date, but EuroDirect's customer recruitment solution will help
us to improve further on our customer acquisition potential. After
only two months, we have seen a massive improvement in response
rates of 35 per cent and we expect additional revenues to be
generated of over £200,000 from this activity alone."
John Dobson, Managing Director, EuroDirect comments:
"Inside Track's commitment to direct mail emphasises how powerful
this channel can be when building awareness, generating interest
and indeed encouraging a response. By combining our software tools
and extensive prospect data assets with our vast targeting
expertise, Inside Track should continue to reap the rewards for
some time to come."