Segmentation analysis

The effect of any recruitment and acquisition is considerably enhanced by applying segmentation analysis. In this process we code your customer's specific variables. These characteristics are then extrapolated to the total agricultural population with identical characteristics. This generates a group of prospects with the same characteristics as your customer. This technique supplies valuable insight into which prospects will be most interested in your services.

The segmentation analysis is based on characteristics of agriculturists collected by AgriDirect. Your customer database will be incorporated into the Agricultural Database, after which it will be thoroughly analysed. This enables us to trace the most likely segments in the agricultural market. This is approximately 25% of the most interesting agricultural companies. Targeting these specific prospects has a number of advantages:

Cost

Marketing campaign costs are considerably lower. You only have to target 25% of the total population.

Results

The response rate will be far higher. You can expect to achieve 80% of the normal response rate from around 25% of the usual volume of direct mailings.

Effectiveness

As the particulars of the targeted 25% of the population are already know, arguments can be precisely scripted for more a persuasive effect.