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?
-
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?
-
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.
