{"id":73290,"date":"2023-01-27T15:09:00","date_gmt":"2023-01-27T15:09:00","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=73290"},"modified":"2023-07-27T21:49:38","modified_gmt":"2023-07-27T20:49:38","slug":"farnham-chiropractic-wellness-a-door-drop-campaign-pt-2","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/es\/customer-stories\/farnham-chiropractic-wellness-a-door-drop-campaign-pt-2\/","title":{"rendered":"Farnham Chiropractic Wellness: una campa\u00f1a de puerta en puerta Pt 2"},"content":{"rendered":"
<\/div>

En parte 1 de nuestra serie sobre esta campa\u00f1a de entrega a domicilio<\/a>presentamos Farnham Chiropractic Wellness y sus Servicio de ITV de media vida<\/a>. Descubrimos c\u00f3mo Grant Pretorius, quiropr\u00e1ctico y propietario de un negocio, se dio cuenta de que una campa\u00f1a de buzoneo pod\u00eda ayudarle a llegar a un p\u00fablico nuevo. Tambi\u00e9n vimos en detalle c\u00f3mo llegamos a un dise\u00f1o de folleto optimizado espec\u00edficamente para su distribuci\u00f3n por correo directo.<\/span><\/p>\n

\"\"<\/a><\/p>\n

Una vez cargado el material gr\u00e1fico listo para imprimir, era el momento de analizar los pasos siguientes para configurar una campa\u00f1a de correo directo o DM exitosa. Utilizando el servicio de distribuci\u00f3n de folletos puerta a puerta de Solopress, esto significaba familiarizarse con el Constructor de Campa\u00f1as. Esta herramienta es accesible durante el proceso de pedido y le permite seleccionar su audiencia en funci\u00f3n de la zona geogr\u00e1fica, la edad, el tipo de hogar y el nivel de ingresos.<\/span><\/p>\n

Constructor de campa\u00f1as<\/b><\/h2>\n

A la hora de seleccionar las direcciones adecuadas para su buzoneo, Grant tuvo que centrarse en el p\u00fablico adecuado utilizando factores como la zona geogr\u00e1fica, la edad, el tipo de hogar y los ingresos. La eficiencia es clave para mantener bajos los costes, y los folletos se desperdician si se entregan en una direcci\u00f3n en la que los residentes est\u00e1n demasiado lejos, no tienen la edad adecuada para beneficiarse de la ITV de mediana edad o carecen de recursos para pagar el servicio.<\/span><\/p>\n

\"\"<\/a><\/p>\n

Geogr\u00e1fico<\/b><\/h2>\n

Como su nombre indica, Farnham Chiropractic Wellness tiene su sede en la ciudad de Farnham, en Surrey. Esta pr\u00f3spera ciudad mercado georgiano tiene una poblaci\u00f3n de 28k y sirve como un centro social y comercial para una serie de pueblos de los alrededores.<\/span><\/p>\n

Grant quer\u00eda ampliar su base de clientes locales, as\u00ed que decidi\u00f3 centrarse en los hogares cercanos. Para ello, eligi\u00f3 un radio de 16 km desde la direcci\u00f3n de la cl\u00ednica. Esta zona inclu\u00eda los c\u00f3digos postales GU9 7**, GU9 8**, GU9 9**, GU9 0**, GU10 1**, GU10 2**, GU10 3**, GU10 4** y GU10 5**.<\/span><\/p>\n

\"\"<\/a><\/p>\n

Campaign Builder le permite seleccionar m\u00faltiples \u00e1reas, incluso si esos c\u00f3digos postales no son contiguos, es decir, est\u00e1n dispersos en lugar de formar una gran \u00e1rea. Por ejemplo, si su p\u00fablico est\u00e1 en el centro de las ciudades, puede seleccionar c\u00f3digos postales del centro de Glasgow, Birmingham y Manchester como parte de la misma campa\u00f1a.<\/span><\/p>\n

Ampliaci\u00f3n<\/b><\/h2>\n

Uno de los aspectos m\u00e1s vers\u00e1tiles de utilizar el <\/span>Servicio de distribuci\u00f3n de folletos puerta a puerta<\/span><\/a> es que la escala y el alcance de su campa\u00f1a est\u00e1n completamente bajo su control. Siempre que el n\u00famero de direcciones sea superior al m\u00ednimo de 7.500 e inferior al m\u00e1ximo de 1.000.000, puede adaptar su campa\u00f1a para incluir tantos hogares como desee a trav\u00e9s del Constructor de campa\u00f1as.\u00a0<\/span><\/p>\n

Para campa\u00f1as con audiencias superiores a 1.000.000 de personas, puede ponerse en contacto con nosotros en customerservices@solopress.com o en el 01702 460047 y podremos prestarle la atenci\u00f3n especial que merece una campa\u00f1a de esta envergadura.<\/span><\/p>\n

\"\"<\/a><\/p>\n

Para la campa\u00f1a de Farnham Chiropractic Wellness, Grant se decidi\u00f3 por un total de 24.000 hogares, lo que permit\u00eda una cobertura razonable dentro de su presupuesto.<\/span><\/p>\n

Con el objetivo de agradar<\/b><\/h2>\n

Uno de los elementos clave de la segmentaci\u00f3n de cualquier campa\u00f1a de marketing es la demograf\u00eda, es decir, centrarse en el tipo de personas que tienen m\u00e1s probabilidades de convertirse en clientes.\u00a0<\/span><\/p>\n

Campaign Builder permite la segmentaci\u00f3n a trav\u00e9s de estos filtros clave:<\/span><\/p>\n

Familias<\/b><\/h3>\n

Si marca esta casilla, los vendedores podr\u00e1n llegar a todas las familias de la zona especificada. Puede desglosar a\u00fan m\u00e1s para especificar: Padres de hotel, Padres de escuela primaria, Padres de escuela secundaria o Padres de guarder\u00eda.<\/span><\/p>\n

Vida temprana<\/b><\/h3>\n

Al seleccionar este grupo se llega a los j\u00f3venes de la zona destinataria. Puede centrarse m\u00e1s en Fledglings, Nest Builders y Flown The Nest.<\/span><\/p>\n

Mitad de la vida<\/b><\/h3>\n

La ruta hacia ese lucrativo mercado de personas de mediana edad. Entre los subgrupos a los que puede dirigirse figuran las familias no est\u00e1ndar, las parejas sin restricciones y los independientes de mediana edad.<\/span><\/p>\n

Vida posterior<\/b><\/h3>\n

Cuando se centran en el mercado de la tercera edad, los profesionales del marketing pueden elegir entre nidos vac\u00edos o personas mayores con poder de decisi\u00f3n.<\/span><\/p>\n

Nivel de ingresos
\n<\/b><\/h3>\n

El Campaign Builder le permite dirigirse a hogares con ingresos altos, medios o bajos.<\/span><\/p>\n

La perspectiva perfecta<\/b><\/h2>\n

En el caso de la ITV para la mediana edad, el p\u00fablico al que va dirigida est\u00e1 pr\u00e1cticamente escrito en el t\u00edtulo: cualquier persona de entre 40 y 60 a\u00f1os. La mediana edad es uno de los tramos de edad utilizados en el Campaign Builder, lo que permite a Grant dirigirse a este p\u00fablico espec\u00edfico con exclusi\u00f3n de todos los dem\u00e1s.<\/span><\/p>\n

\"\"<\/a><\/p>\n

Otro factor importante a la hora de cualificar a los clientes potenciales para este servicio concreto fueron los ingresos. <\/span>El car\u00e1cter exhaustivo de la evaluaci\u00f3n hace que su precio sea m\u00e1s elevado que el de otros chequeos y tratamientos ofrecidos por la cl\u00ednica. Los costes de laboratorio de los an\u00e1lisis de sangre, por ejemplo, son un factor determinante del precio. Sin embargo, la contrataci\u00f3n de estas pruebas a trav\u00e9s del sector privado ofrece grandes ventajas en t\u00e9rminos de rapidez y servicio.<\/span><\/p>\n

Grant imagina que la persona a la que va dirigida la ITV para la mediana edad es un profesional que ha hecho ciertos sacrificios de salud a cambio de conseguir riqueza y una carrera. La ITV de la mediana edad permite a esas personas utilizar parte de esa riqueza para invertirla de nuevo en su salud. Con esto en mente, Grant pudo utilizar el Constructor de Campa\u00f1as para desglosar los hogares con ingresos medios y altos.<\/span><\/p>\n

Cumplir el presupuesto<\/b><\/h2>\n

Otra funci\u00f3n \u00fatil del Constructor de campa\u00f1as es la posibilidad de ajustar las \u00e1reas de c\u00f3digo postal, las cantidades y los datos demogr\u00e1ficos antes de comprometerse a realizar el pedido. Esto significa que puede fijar su presupuesto y ajustar el alcance a sus necesidades, o planificar la campa\u00f1a de sus sue\u00f1os y calcular el coste.<\/span><\/p>\n

Sea como sea, Distribuci\u00f3n de folletos puerta a puerta<\/a> de Solopress es una forma c\u00f3moda de planificar, comprar, imprimir y enviar su material de marketing directo de una sola vez a un proveedor de confianza.\u00a0<\/span><\/p>","protected":false},"excerpt":{"rendered":"

In part 1 of our series on this door drop campaign, we introduced Farnham Chiropractic Wellness and their Mid-life MOT service. We learned how chiropractor and business owner Grant Pretorius had identified that a door drop campaign could help him to reach a new audience. We also took a detailed look at how we arrived […]<\/p>\n","protected":false},"author":134,"featured_media":73344,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547,557,544],"tags":[],"class_list":{"0":"post-73290","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing","8":"category-customer-stories","9":"category-print-inspiration"},"acf":[],"yoast_head":"\nA Door Drop Campaign: Pt 2 - Solopress UK<\/title>\n<meta name=\"description\" content=\"Door drop campaigns are a great way to target the just right people for your business, as Farnham Chiropractic Wellness found out.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.solopress.com\/blog\/es\/historias-de-clientes\/farnham-chiropractic-wellness-a-door-drop-campaign-pt-2\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Door Drop Campaign: Pt 2 - Solopress UK\" \/>\n<meta property=\"og:description\" content=\"Door drop campaigns are a great way to target the just right people for your business, as Farnham Chiropractic Wellness found out.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.solopress.com\/blog\/es\/historias-de-clientes\/farnham-chiropractic-wellness-a-door-drop-campaign-pt-2\/\" \/>\n<meta property=\"og:site_name\" content=\"The Latest Print and Design News | Solopress\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Solopress\" \/>\n<meta property=\"article:published_time\" content=\"2023-01-27T15:09:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-27T20:49:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2023\/01\/Farnham-blog-header-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"900\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Danny Powell\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@solopress\" \/>\n<meta name=\"twitter:site\" content=\"@solopress\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Danny Powell\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/customer-stories\\\/farnham-chiropractic-wellness-a-door-drop-campaign-pt-2\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/customer-stories\\\/farnham-chiropractic-wellness-a-door-drop-campaign-pt-2\\\/\"},\"author\":{\"name\":\"Danny Powell\",\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/#\\\/schema\\\/person\\\/0937555a256c22f94400f4b7e2329c09\"},\"headline\":\"Farnham Chiropractic Wellness: a door drop campaign Pt 2\",\"datePublished\":\"2023-01-27T15:09:00+00:00\",\"dateModified\":\"2023-07-27T20:49:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/customer-stories\\\/farnham-chiropractic-wellness-a-door-drop-campaign-pt-2\\\/\"},\"wordCount\":895,\"publisher\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/customer-stories\\\/farnham-chiropractic-wellness-a-door-drop-campaign-pt-2\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/01\\\/Farnham-blog-header-2.jpg\",\"articleSection\":[\"Business & Marketing\",\"Customer Stories\",\"Print Inspiration\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/customer-stories\\\/farnham-chiropractic-wellness-a-door-drop-campaign-pt-2\\\/\",\"url\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/customer-stories\\\/farnham-chiropractic-wellness-a-door-drop-campaign-pt-2\\\/\",\"name\":\"A Door Drop Campaign: Pt 2 - 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