How does Pumpt get our clients better results in the letterbox?
Many times we are asked how we are different. Well, there are multiple reasons, but one is the way we look at what the client is trying to do (the Outcomes) rather than just suggest some media options. It is important when doing any form of advertising to first understand your target audience. So Pumpt uses Helix Personas to plan many of our catalogue deliveries, both to increase reach and reduce wastage.
Helix Personas is unique software that performs psychographic & behavioural segmentation of New Zealand households. Psychographic segmentation involves dividing your market into segments based upon different personality traits, values, attitudes, interests, and lifestyles of consumers. This segmentation is advantageous because it allows you to engage in product/service design and marketing in a focused manner.
Pumpt uses this sophisticated psychographic & behavioural data from Roy Morgan & third party data sources to classify the New Zealand population into 51 Personas & 7 communities
This differs from Demographic segmentation in that Census data is appended to attitudinal data as opposed to the reverse – attitudinal data appended to Census data. Don’t worry of this is hard to grasp, the good news is that we know how to utilize this fantastic tool to get your business the maximum effect from mailers, flyers, brochures and catalogues.