Beacon Dodsworth understands that geography is fundamental to regional and local press planning. The impact generated from targeted localised press advertising is highly effective offering creative and cross-platform solutions that cannot be replicated in the national press or other channels.
The Challenge:
Trinity Mirror plc's regional newspaper division, the industry’s largest player and the publisher of over 240 regional papers chose Beacon Dodsworth to map the changing geographies of media catchments and the target markets of advertising clients.
The Solution:
As well as providing sophisticated mapping and analysis, the BD software also integrates various datasets including the P2 people classification, LCF (the government Living Cost and Food survey), TGI (Target Group Index - the world’s leading provider of marketing and media surveys) and DVLA (quarterly census of all vehicles) data allowing Trinity to build up a comprehensive view of not only readership penetration within an area but also a classification of readers attitudes, lifestyles and spending patterns.
The Benefits:
Knowing what newspapers a client’s target market reads, where they shop, what car they drive, their attitudes towards various media and their spending habits on products as varied as baked goods, menswear, home improvements and financial services enables the regional newspaper division to present their publications as the best fit for a client’s integrated marketing campaigns. This fosters a culture of trust and brand loyalty for the publisher’s advertisers and engages the local community in a two-way dialogue with Trinity Mirror plc's regional newspaper division.
Sally O’Donnell, Strategic Marketing Manager for Trinity praised the system stating: “the intuitive software system and bespoke data solutions provided by Beacon Dodsworth have become an integral part of Trinity Mirror’s marketing and ad sales strategy enabling us to match local press with our advertising client’s key demographics”. Sally continued: "Beacon Dodsworth offered us the right system and datasets combined with a level of service and value for money unrivalled in the marketplace".
For more information on the work we do with the media industry click here.
Living survey and household expenditure
Find out more about the Living Costs and Food Survey
Demographic Data: P²
How is P2 demographic data used...?
Broadly, it is used by organisations in the public and private sectors to:
- Find more customers
Target your direct marketing and advertising to the right people - Plan site locations
Understand the people in an area to identify the most profitable location for your sites - Assess health needs
Identify health inequalities and target through social marketing - Improve services
Tailor your services to the needs of the local population
