2. Zoom in Precision Do you…
provide niche products and services?
have strictly defined customer characteristics?
have multiple offerings to different target markets?
want to find new ways of reducing your carbon
footprint?
find the cost of direct mail increasingly
expensive?
newsquestdirect.com 2
3. Zoom in Precision Introducing
a targeting tool that is up to 10 times more powerful
than conventional postcode sector targeting which…
….identifies and profile clusters of
approximately 200 households within a postcode sector using
our ‘zoominology technology’ and is…
…available across the Newsquest
distribution network and can therefore be applied to millions of
households
newsquestdirect.com 3
4. What is it?
ZiP is a means of targeting campaigns at each individual distributors
Zoom in Precision round level of approximately 150to 200 households giving you
over 10 times the targeting power than an average postal sector
targeted campaign
Round No: 23A22
Publication: CONGLETON GUARDIAN
Postcode Sector: ST 7 2
Postcode Street Range Del Points Do Not Deliver
ST 7 2LN ASHMOORS LANE 1-49, 2-4 24
ST 7 2LT SANDBACH ROAD SOUTH 7-37, 4-46 18
1-69, 2-60, PLEASE PUT PAPER FOR
NO.34 IN THE BOX UNER THE
ST 7 2NA FIELDS ROAD POSTBOX 62 No.42
ST 7 2NB GREENFIELDS DRIVE 1-7 4
ST 7 2ND FIELDS CLOSE 1-19, 2-24 22 No.2
ST 7 2NE FIELD WAY 1-13, 2-14 14 No.4
ST 7 2NF LEA WAY 1-7, 2-6 7
Total 151
newsquestdirect.com 4
5. Zoom in Precision How does it work?
A Mosaic Group or Type is assigned to each
postcode within a round allowing a profile of
each round to be produced
A round ranking of the target within the chosen
geography will be produced which will show
each of the rounds along with the
penetration and index of their chosen target
newsquestdirect.com 5
7. Round Ranking Report
NQD Cheshire Centre Rounds Ranked by an Index of Mosaic Types A1 to A5, C15, E28-32, J52-53
Zoom in Precision Round
Number PC Sector
Del Points that are
Chosen Mosaic
Round
Total Penetration
UK
Penetration Index
18908 L 35 0 124 124 100% 17.86% 560
17A13 WA14 2 269 269 100% 17.86% 560
17D34 M 33 3 145 145 100% 17.86% 560
17C34 WA15 9 137 137 100% 17.86% 560
17A24 WA14 3 134 134 100% 17.86% 560
17D30 M 33 3 134 134 100% 17.86% 560
17C32 WA15 9 132 132 100% 17.86% 560
17A38 WA14 4 130 130 100% 17.86% 560
23A09 ST 7 2 126 126 100% 17.86% 560
21B11 WA 4 5 149 149 100% 17.86% 560
18959 L 34 2 125 125 100% 17.86% 560
23A33 ST 7 2 152 152 100% 17.86% 560
17D04 M 33 2 122 122 100% 17.86% 560
21C33 WA 4 2 121 121 100% 17.86% 560
23C25 ST 8 7 118 118 100% 17.86% 560
17C01 WA15 0 115 115 100% 17.86% 560
17A39 WA14 4 111 111 100% 17.86% 560
17C33 WA15 9 111 111 100% 17.86% 560
17C28 WA15 9 108 108 100% 17.86% 560
newsquestdirect.com 7
8. Zoom in Precision What are the benefits?
So we know what it is, but what are the real
benefits?
Target real prospects
Minimise wastage
Reduce volumes and campaign costs
Delivery to households that may not have
otherwise been targeted
Increase the relevance of your message by
versioning your leaflet according to the
characteristics of each round in a postal
sector.
newsquestdirect.com 8
9. Zoom in Precision And all this means…
Increased return on investment
Improved carbon footprint
newsquestdirect.com 9
10. Zoom in Precision An example
Targeting by postcode sector provides an overall index for each of the sectors.
The diagram below shows that sectors v and z have a high index (denoted by the
colour red) where as sectors w, x and y have a lower index. Therefore, sectors v
and z would be selected for distribution, a total of around 4,031 households,
whilst sectors w, x and y would be omitted from the schedule.
newsquestdirect.com 10
12. Zoom in Precision PC Sector Ranking
Postcode Sectors Ranked by an Index of Mosaic Types A1 to A5, C15, E28-32, J52-53
Postcode
Sector Target Base Penetration UK Penetration Index
V 612 2,709 22.59% 18.04% 125
Z 243 1,322 18.38% 18.04% 102
X 626 3,578 17.50% 18.04% 97
W 124 1,352 9.17% 18.04% 51
Y 171 3,414 5.01% 18.04% 28
Total 1,776 12,375 72.65% 18.04% 403
newsquestdirect.com 12
13. And now with
Zoom in Precision Now, take the same target group but target by using ZiP. The diagram below
illustrates the same sectors but this time they have various colours representing the
index of each round within each of the sectors.
So a total of 10 rounds will be selected in sectors v and z, a total of 2,098
households. This is approx 1,900 less than the volume required for postcode sector
targeting. More interestingly, a total of 9 rounds, 1,991 households would be
selected in sectors w, x and y which would not have been included at all by
targeting at postcode sector level.
This example is based only on five postcode sectors. Imagine the benefits when
utilising the entire Newsquest Direct universe of 5.5 million homes.
newsquestdirect.com 13
15. Delivery Round Ranking
Rounds within Sectors Ranked by an Index of Mosaic Types A1 to A5, C15, E28-32, J52-53
Zoom-In Precision
Zoom in Precision Del Points that
Round are Chosen Round UK
Number PC Sector Mosaic Round Total Penetration Penetration Index
CHEL23B40 X 145 216 67.13% 18.04% 372
CHEL23C15 Y 157 249 63.05% 18.04% 350
CHEL23B37 X 82 133 61.65% 18.04% 342
CHEL23A06 Z 94 154 61.04% 18.04% 338
CHEL23B33 X 95 186 51.08% 18.04% 283
CHEL23A03 Z 34 159 21.38% 18.04% 119
CHEL23B01 W 61 309 19.74% 18.04% 109
CHEL23B19 V 37 200 18.50% 18.04% 103
CHEL23B18 V 47 267 17.60% 18.04% 98
CHEL23B12 V 26 174 14.94% 18.04% 83
CHEL23B05 W 0 174 0.00% 18.04% -
CHEL23B07 W 0 159 0.00% 18.04% -
CHEL23B03 W 0 150 0.00% 18.04% -
CHEL23B04 W 0 150 0.00% 18.04% -
newsquestdirect.com 15
16. Zoom in Precision Summary
If you worked to an Index above 100 for this
example you would have the following results
Target
No. sectors Target HH Total HH Index
Penetration
Sector Level 2 855 4,031 21.21% 118
ZiP 5 1,612 4,089 39.42% 219
Universe 5 1,776 12,375 14.35% 80
For a similar number of deliveries:
• ZiP visits more postcode sectors
• ZiP reaches 89% more target households
• ZiP returns a higher penetration & therefore a higher index
in the profiled area (91% of target households vs 48% at
sector level)
newsquestdirect.com 16
17. Zoom in Precision Contact Details
Why not put a little into your campaign
Newsquest Direct
St Johns House, St Johns Road,
Stourbridge, West Midlands DY8 1EH
01384 444944
nqdmidlands@nqd.co.uk
newsquestdirectmidlands.co.uk
newsquestdirect.com 17
