Transax Merchant Services

Data Solutions Case Study

Transax Merchant Services is a well-known brand name that has been providing payment services since 1986.  They fully understand how critical data is to the success of their marketing activity and therefore their sales opportunities.  In their partnership with Market Location their requirements were fully understood and met.


Transax Merchant Services Case Study

Background

‘TRANSAX Merchant Services’ help businesses to sell more by making it easier for their customers to pay with a wide range of secure payment acceptance services and by reducing their concerns about risk. TRANSAX process over 1.6 million payments every day on behalf of their customers with a combined annual value of over £30 billion with the service being used by more than 16,000 merchants throughout Europe in over 80,000 locations.’

The Challenge

Transax needed a monthly feed of business data that would be used for telemarketing, direct mail and email marketing campaigns.  They had used other data providers in the past but were looking for a data partner who would provide quality data, support and flexibility. When Transax first spoke to Market Location they had quite stringent requirements, for example, the data needed to be stored in such a way that it was available online and accessible in-house so that at every stage Transax had complete control.  They also wanted complete visibility of what data extract was being used and when.  Plus the ability to timetable activity which was crucial to their sales and marketing campaigns.  In addition to these essential requirements, there was also the obvious need for: High Quality Data – it needed to be as fresh and clean as possible.  Previous experience of data suppliers had not been positive with gone away rates as high as 14%. Volume of Data – Transax try to keep to a 6 month marketing cycle, only contacting their target markets twice a year as a maximum.  However they found that with previous suppliers the dwindling volume of data available meant they were actually marketing to them far more frequently.  There were also discrepancies in the data counts provided and what was delivered, making planning and execution of campaigns very difficult. Accessibility/control of the data – Transax wanted online access to the data so they could run instant (and accurate) data counts and be in control of the data extraction. With their previous supplier they could be waiting up to 5 days for an order to be processed and returned.  Each order then had to be checked to make sure the correct data had been returned as requested.  They often found there were differences in the amount of data ordered compared with what was received.  The timescales would also be very frustrating in emergency situations where a supply of data was needed the same day but could not be met.

The Solution

By working closely together with the client, Market Location were able to provide Transax with a solution that not only met but exceeded their expectations.  The prospect universe provided by Market Location fully met the brief – the right targets, the right contact details and a high standard of accuracy.  The software solution Market Location provided in the form of the ‘Bizi’ data download system gave Transax exactly what they needed – all at the click of a button. “The Market Location team even went above and beyond to ensure Bizi worked for us. They spent a lot of time with us, getting to know our business and data criteria plus the reasons behind why the criteria was so stringent, and came back with solutions and ideas to help improve and streamline our data processes.  Also setting up templates so the data is extracted in the exact order/format we need for use in the business.” 

The Results

The connectivity rate in the Transax telemarketing team increased significantly compared to previous results using competitor data solutions.  Contacting the right businesses and the appropriate decision maker first time resulted in a decrease in mail gone-aways from 14% to less than 2%.  Campaign planning and execution was improved significantly because of the access to the Bizi system that provided accurate, live data counts and downloads available instantly. “The breadth of coverage and quality of the data combined with the service and expertise we received from Market Location is a vast improvement on other data providers we’ve tried.  To reduce our gone-away rate by such a significant rate (from 14% to less than 2%), combined with exceptionally high connectivity rates using the Market Location telephone data, puts them way ahead of the competition.”

County Business Sales

County Business Sales (Essex) Ltd Brentwood Essex CM144LQ Reg 7470140
Dear Angela, I would like to thank you for a very successful email campaign we recently commissioned through you. Your friendly and professional approach to managing our campaign made it a pleasure to deal with you. As Business Transfer Agents we look for owners interested in selling their business. With you and your design team’s help an email creative was designed targeting business owners in the Hair and Beauty sectors. Our campaign was sent three times to our target market, and each time we received incoming enquiries from potential vendors. The tracking data that was supplied after each campaign showed us which business owners had clicked through to our website, and this was very useful for follow up. As a result of this campaign we made a healthy return on our investment of £500 and we are happy to continue to commit to further campaigns with you in 2014. Kind Regards Darren Cooper (Director)

Omnicom Media Group

Omnicom Media Group London NW1 5QT
We have worked with e-location since 2013 on our Citroen Vans Lead Gen campaigns and their performance has always been exceptional. The team at e-location have been doing their best to deliver the agreed lead volumes in the right time frame and through constant feedback and communication we have developed procedures to ensure delivery of high quality leads. It has been great pleasure working with e-location, one of our valued and high performing Lead Gen partners, as they are always willing to assist and do their best to ensure the successful completion of our campaigns. Yiota Papathoma (Affiliates & Digital Partnerships Planner)

10 Top Tips for Business Database Cleansing

Use our Top Tips to improve the return you generate from your database.

Keeping your prospect and customer database as up to date as possible is key to establishing and maintaining good relationships with your contacts, and maximising the return from any direct marketing activity you undertake. Here are 10 Top Tips that will help you keep your database clean and accurate.


Business Database Cleansing

Tip 1.  Get a Free Data Audit

Assess the quality of your database regularly by engaging a specialist data cleansing provider to conduct a database audit for you for free. Their conclusions will help you determine how much work is needed to improve your data.

Tip 2.  Make sure your data cleansing supplier understands your requirements

When choosing a data cleansing supplier make sure you are confident they understand your requirements. If you are new to data cleansing you will need them to guide you on what you need. For example, it may be preferable to conduct different levels of matching when de-duplicating, or you may decide you want different levels of suppression based on their recommendation.

Tip 3.  Take action on your data ‘issues’

There are a range of outcomes that can be highlighted from a data audit, including profiles of your key customers and also data issues such as duplicate and incorrect records. Make sure that your data cleansing supplier can provide an ‘over-reaching’ solution, involving correcting records and appending information in addition to removing records where necessary.

Tip 4.  Ensure you allow enough time

If you want to conduct a marketing campaign to your database, don’t leave the data to the last minute as you will need to give your data cleansing supplier sufficient notice to schedule and carry out the work.

Tip 5.  Ensure each record has a Unique Reference Number (URN)

Adding a URN to each data record will help you keep track any changes made and merge clean records back into your database correctly.

Tip 6.  Clearly date your records

In this way you can see for each record when an activity occurred, and so identify which records may need more attention than others, and which contacts haven’t been contacted within a given time period.

Tip 7.  Standardise data entry

Ensure all staff that input data into the database are properly trained and know the standard expected. Make particular fields mandatory for completion, such as company name, title, full name, address details and contact information.

Tip 8.  Check to ensure your database can accept clean data back in

Some CRM software programmes do not allow you to bulk import updated records and flags. Make sure that you explore this with your data cleansing provider at the start of the process, as a reputable supplier will be able to offer guidance.

Tip 9.  Protect your data

Your business data is one of your most valuable assets, so don’t hand it over to a data cleansing provider without both parties signing a non disclosure agreement (NDA). A good supplier will be able to provide one and it will ensure your data is protected.

Tip 10.  Regular cleaning works best

If you are regularly contacting your database you should aim to regularly clean it aswell, rather than doing it just once a year. You will be able to better budget your data cleansing costs, and your database will be more accurate and therefore more responsive.
Following each of these tips will help you significantly improve the quality of your business database, and ultimately your sales and return on investment from marketing activity.  Contact us using the form opposite to speak to a Data Solutions expert today.

Class Act Personal Tutors

Class Act Personal Tutors Gillingham, Kent, ME7 4DE
To whome it may concern, I would like to take this opprtunity to thank you for the oustanding service I have recevied. From the very begining, my Account Manager was extremely kind, friendly and approachable, which I very much appreciated. The products and services provided by Market Location are extremely worthwhile and i would recommend them to anyone. Not only do customers get a wonderfully talented Account Manager, but you know where you stand with real-time data, statistics and more. As an email marketing client I have been able to benefit from a fantastic response rate that I could only have achieved with Market Location, because i was able to work with them to make the content as professional, effective and personal as possible. Leaflets would never have been so effective! I am pleased to say that the support and marketing facilities provided by Market Location have surpassed all expectations and i am still receiving business calls from the first e-mail message. Please feel free to use this testimonail as you wish. Let’s face it, other businesses NEED to know how WONDERFUL you are! Yours sincerely, Jeremy Allison (Managing Director)

Harrogate Homeless Project – Business Data Testimonial

Harrogate Homeless Project Harrogate, HG1 5BQ
Harrogate Homeless Project worked with Market Location to implement a promotional campaign to raise the profile of Harrogate Homeless Project, the No Second Night Out scheme as well as raise awareness of homelessness in general across the Harrogate district. Through the development of the No Second Night Out scheme; strong links were established with local frontline agencies that were referring rough sleepers/potential rough sleepers into the scheme to be supported by Harrogate Homeless Project. However, the scheme’s funders wanted the general public as well as local businesses and agencies to become aware of homelessness in their district and to also refer clients for support. In October 2013, following on from a previous press release; a promotion campaign was launched to coincide with the first year’s statistics of No Second Night Out and Harrogate Homeless Project’s impact on homelessness within the district. Harrogate Homeless Project worked in conjunction with Market Location to produce a letter which was distributed to local businesses and agencies explaining the work being done by Harrogate Homeless Project, the issue of homelessness within the district and how businesses and agencies can assist and support the work being done. Promotional material was produced through Market Location’s recommendation to provide to the businesses and agencies contacted through the letter. Window stickers and trolley keys giving the instruction to refer rough sleepers to Harrogate Homeless Project’s No Second Night Out scheme were distributed to local businesses, agencies and services to give to their customers. Following this promotional campaign Harrogate Homeless Project were inundated with finan cial donations and requests to distribute and display our merchandise. As a result; strong links with local businesses and agencies continue through food, clothing, financial and furniture donations as well as employment opportunities for our clients through local hotels and restaurants. As a result of the promotional campaign during October 2013; rough sleepers/potential rough sleepers who self-referred into the No Second Night Out scheme increased by 20% (taken from statistics from 24th October 2013, when the campaign was launched through to 31st March 2014). Out of the 122 referrals received between 1st October 2013 – 31st March 2014; 14 clients were referred into No Second Night Out by the general public; where they were provided with emergency shelter and an offer of suitable, permanent accommodation. During the same period 55 clients self-referred into No Second Night Out as a result of public awareness of the scheme. The work Market Location have assisted us with has increased awareness of homelessness within the Harrogate district, raised the profile of the work being done by Harrogate Homeless Project and as the above results demonstrate; encouraged the general public to become involved in the referral process. Harrogate Homeless Project would strongly recommend Market Location to any organisation looking to embark on a promotional marketing campaign in the future. Manager (Manager)

The Continuing Strength of Direct Mail

Continuing Strength of Direct Mail Direct mail allows small businesses to communicate with potential clients in a unique and personalised way. Here, Paul Cross, Head of Product and Marketing at Market Location, explains how. The election has dominated the news in recent weeks, and while the UK’s political parties have attempted to use tweets and Facebook campaigns to prove they are firmly in-tune with the ‘digital age’, there has been an unmistakable reliance on a more traditional form of marketing – direct mail. For a small company seeking to secure new business rather than votes, the tangible benefits of the channel are very much the same. “Although online advertising continues to grow in popularity, small businesses should not ignore the many advantages of direct mail,” says Paul Cross, product and marketing manager at Market Location. “Being able to put a personalised physical presence of your brand and product in your customers’ hands is something that online marketing can’t offer.” Indeed, while online messages can easily be ignored, deleted or switched off, a physical direct mail promotion will sit in a clients’ office and demand attention. That can only be a good thing for a small business seeking to make a name for itself and achieve new sales. “Direct mail can be used effectively for lead generation, which is usually a key priority for small businesses that are trying to grow,” confirms Mr Cross. “And its measurability enables small businesses to see just how much return on investment their direct mail campaign has generated for them.”
Companies looking to get the most from their marketing spend should also be reassured by the wide scope for creativity and innovation that direct mail offers. As Mr Cross notes, businesses can stand out from the competition by altering the size and shape of their mailings and by experimenting with different designs and paper types. “Direct mail is an extremely versatile marketing channel and it can be used to achieve many different marketing aims,” he says. “For example, sending out a brochure of your products or services is an excellent way to convey the depth and quality of your product range to prospects. A postcard might be better if you are promoting a competition.”
Market Location offers a fully managed direct mail service to cater for these bespoke needs. By investing in such a service, small and medium-sized enterprises gain assurance that their direct mail campaigns will be effectively managed and monitored. “They won’t have to source a reliable printer, understand print terminology and liaise directly with them,” says Mr Cross. “Our pricing model is also highly competitive due to our buying power.” Of course, attractive direct mail promotions mean very little if they are not also targeted at the right prospects. By using up-to-date business mailing lists and by carefully considering a given client base, marketers can boost their returns and reduce complaints about unwanted direct mail. “If you aren’t sure who your ideal prospects are, all you have to do is look at who your most profitable existing customers are,” suggests Mr Cross. “Look at their key characteristics to identify other similar businesses you should be targeting.” Savvy businesses are also increasingly aware of the need to be environmentally-friendly in their marketing.  Recent figures showed that 76.5 per cent of the UK’s direct marketing material is now recycled. This exceeds the recycling target agreed between the government and the Direct Marketing Association for 55 per cent in 2009 and even beats the 2013 target of 70 per cent. Mr Cross believes such a pro-active effort is down to marketers meeting green standards wherever possible. “Accurate targeting of direct mail campaigns ensures that less mailings end up in the bin as rubbish,” he says. “Some companies are even asking customers to recycle their direct mail after reading it by printing a message on their marketing collateral.  Any waste left over from the printing process can also be easily recycled by the printer.” So while the online world offers a growing number of opportunities to ambitious businesses, the more established channel of direct mail is continuing to hold its own as a popular, creative and efficient form of marketing. As Mr Cross observes: “It’s personal, targeted and measurable.”

Online Marketing Advice

Advice to help you navigate the ever expanding digital marketing landscape


Online Marketing Advice The financial benefits of creating a marketing campaign that goes viral can be huge, but getting large numbers of people to share your content can be tricky. There are a few well-defined routes you can travel down to ensure your marketing strategy gets picked up by all and sundry. However, one thing to bear in mind is that while viral campaigns are seen as the ‘holy grail’ by many marketing professionals, their benefits need to be assessed in a far wider context. Watching your business to business promotion lead to millions of hits on YouTube is all well and good, but you need to build on this success rapidly or it will quickly become a blip that is forever talked about by your marketing team. Going viral, in many ways, should be seen as a bonus that further boosts an already-consistent and engaging marketing strategy. It should never be the end product or the goal that is pursued whatever the cost. It should never undermine the principles of integrated marketing and brand development, and you should never bank on a follow-up campaign going viral as well.

Defining the ‘virality’ of a marketing campaign

There are a huge number of reasons why campaigns go viral and there are an equally large number of ways in which marketing is engaged with and shared. Some of the most common types of so-called ‘virality’ include:
  • Inherent virality
  • Incentivised virality
  • Social virality
  • Word of mouth
Some of these – there are many more – are easier to achieve than others and for many businesses to business campaigns, things such as inherent virality are impossible. However, it is good to know how marketing can be shared amongst contacts and the ways in which it would be easiest for your firm to encourage this dissemination of marketing material. Inherent virality applies to services that only work effectively if they are shared – this includes things like inviting business contacts onto social media sites. Incentivised virality is obvious. Giving people a reason to share – such as reduced subscription fees or other perks – can be hugely effective. It will also ensure that your contact will target people who they think will benefit, boosting the reach of your campaign. The incentives can apply to both the sender and the recipient. Social virality often means taking your marketing material out of context and exposing new audiences to it. This can have pros and cons, but you will inevitably lose a certain amount of control as a result. This form of virality can be tricky to measure and maintain. Word of mouth will see your brand and its defining features become common parlance. This kind of virality will boost other marketing stats, such as the number of people landing on your website or talking about you on Twitter.

Content should be at the heart of viral marketing

While it will open up your business to a huge new audience, successful viral marketing campaigns will be of little use if they do not relate to your brand and are not relevant to a core of people who are likely to be interested in what you have to offer. The old ‘dog on a skateboard’ approach is of little use. It is better to get trusted contacts to share your marketing material with their peers and colleagues, which means you need to be targeting the right people in the first place – before working on a potentially-viral strategy. Start with a solid business list, an engaging business to business email newsletter and an array of relevant social media and blog posts. Keep your contacts interested and then offer them the opportunity – possibly with an incentive – to share. The odds are undoubtedly stacked against you – 44 per cent of respondents to a recent Econsultancy survey noted that they would not discuss brands on social media that their peers had ‘liked’ (Econsultancy, State of Social Report 2011). So getting a campaign to snowball is going to be tricky. Having said that, the principles of engaging content have been around for some time now. Bill Gates predicted way back in 1996 that people will expect to be “rewarded with deep and extremely up-to-date information that they can explore at will” as online communities develop. Sharing is a huge part of this.