Media agency selects BD Prospex mapping software

Beacon Dodsworth (BD) has revealed that independent media agency Zeffa has selected Prospex mapping software to help it effectively propose media campaigns to clients and prospects.

Prospex is used in a variety of media campaign plans, from drive-time mapping using P2 People and Places people classification to pinpoint exactly where client's customers are (and are not - which is often just as important), to outdoor site plotting and radio and press coverage.

Using Prospex with P2 and Jicreg data, Zeffa can now explain to a client the potential wastage of one media over another and enable better graphical visualisation of campaigns.

One example of how Prospex and P2 have been implemented to achieve real results for Zeffa and its clients can be seen in the recent extension and re-launch of St David's Shopping Centre in Cardiff.

By using Prospex and P2 to plan its marketing and communications campaign, the centre was able to target individual markets and reposition the shopping centre as the 'fashion destination for Wales'.

Through targeting across a variety of media, the campaign changed consumer perceptions (demonstrated by a shift in customer profile measured in post-opening consumer exit polls) across several key demographics, including ABC1s, 'designer junkies', and 'aspiring spenders'.

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