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Click & connect - part 2 of 1 2 3

Published 02/02/2015

In the past, Charlie outlines that all of its data were address only, via competitor Bounty, and photographers were only allowed to make contact twice - once when they got the data and then again two months later. "Of course such direct mail is a thing of the past," the Click Group's MD observes. "We have a couple of other targeted lead sources too that we put into our pot. All of the data then gets sent to photographers once a month on a postcode subscription basis.

"Now we've got access to some of the Emma's Diary data, it will form an additional offering. We're not going to replace what we've already got, because the crossover is only likely to be about 5-6% and more than one photographer may select different data streams in the same postcode. So photographers can join us, our Bump 2 Baby, 1st Birthday and 2nd Birthday schemes, for three separate sets of data, and/or take our Emma's Diary data as well." Again, subscription is per postcode.

The Click Group ran a data match with what was available with Emma's Diary and what it currently had subscribed with its own members; the upshot being that there's over 700 available postcodes that it is going to be offering its members first. On an on-going basis, Click is now a point of contact for anyone wanting to join Emma's Diary. "It's just a different type of lead," Charlie reiterates. Cost per lead is £1.95 +VAT for 28 weeks pregnant to 0-48 weeks and this is fixed whoever you buy it from, butcan be used as many times as you like throughout the year.

"Once the customer responds to any part of your contact they are then your customer and you can contact them as many times as you want forever. We feel it's a very solid data source and are certain our members will see much higher conversion figures than our previous offering. We're about new things all the time; this company is one that doesn't want to stand still."

As a further bonus, membership of the Bump 2 Baby programme comes with its own Photographer of the Year award courtesy of The Click Group. Sarah Tate has won the past two years, a professional acknowledgement that comes with a prize fund of over £4,500, courtesy of sponsors as big as the SWPP and Canon, with some major photographers also involved. Put simply, the way that Bump 2 Baby works is that photographers buy a local postcode and within that area receive all of the available sets of data on a monthly basis. You can then contact potential clients with offers that The Click Group will help you devise, along with template scripts, e-blasts, HTML and more.

"When photographers ring us up to join or meet us at one of the trade shows that we regularly visit, we'll have a list of all the available postcodes from Emma's Diary with a rolling average of how much data is expected per postcode per month. For example, if someone wants to join in Bolton they're not likely to want just BL1, they'll cherry pick the postcodes they want - they might want BL1, 3, 8 and 9 - but at £1.95 they always want an inkling of what that is going to cost them. No one's going to go in blind and say 'I want 1,000 leads a month' - we always give them an opportunity to cut back or increase."

The whole deal can therefore be tailored to fit perfectly with your own business plan. "And if it doesn't work out, they give us three months' notice and they leave." There is also a national conference which is free to attend for all members of Bump 2 Baby exclusively, the next one being Tuesday 19 May 2015, which is also when The Photographer of the Year awards are held. "We had high-profile speakers including John Denton and Mark Cleghorn last year, and for this one we have Kenny Martin and Elli Cassidy confirmed already - people really do appreciate these days we put on for them."

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1st Published 02/02/2015
last update 09/12/2022 14:52:31

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