Companies that frequently
advertise must allocate their budgets with great
care. The key is to focus advertising and marketing
campaigns in those areas where the greatest concentrations
of the relevant target groups reside.
Tech4T help companies
uncover more areas of potential and target their
marketing campaigns more effectively, providing
answers to the following media-planning questions...
-
Who should be targeted by a specific marketing
campaign?
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Where are the most promising areas in which
to concentrate marketing efforts - i.e. where
do individuals contained within the key target
groups live?
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Does the chosen advertising medium suit the
company’s sales structure?
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Was the marketing campaign a success?
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How can future campaigns be made more effective
based on an analysis of regional responses?
Using a customised approach that focuses on specific
target groups, agencies, marketing divisions and
publishers can exploit areas of untapped potential
in their markets through region-specific advertising.
Region-focused advertising boosts response rates
In
order to optimise a large advertising campaign,
customer distribution can be shown on digital maps.
Customer characteristics such as sales volume and
information from online order forms are associated
with each point on the map. The next step is to
associate regional characteristics with the customer
data – this includes target group factors such as
GfK Purchasing Power, income levels, household profiles,
etc.
Afterwards, the typical
customer profile for each of a company’s active
regions becomes clear. This yields significant insight.
For example, this process might reveal that turnover
is highest in regions with mid-level incomes, a
high percentage of older residents and a majority
of apartment blocks housing 5 or more families.
This profile can then be used to find other areas
in the country that share these characteristics.
By targeting marketing
and advertising campaigns in these areas, companies
can use their budget to maximum benefit while generating
the highest number of positive responses.
Companies must decide for themselves which advertising
approach to take, whether this be printed materials,
outdoor advertising, radio spots, online or cross-media.
However, one can assume that different target groups
respond to different types of advertising media.
By overlaying varying datasets on a map, Tech4T
can identify where specific target groups live and
then select advertising approaches for these areas
that are most likely to generate a response.
To summarise, a mapping approach provides benefits
for media planning and marketing divisions across
a wide spectrum of activities, from the preparation
of a strategic marketing campaign to the measuring
and analysis of customer responses.
