Geographic Targeting

Using Micromarketer (GIS) software, we can evaluate the coverage and performance of individual sales territories/store catchments.
Within this, we can:

• Calculate the distance between where your customers and your outlets are located to assess the attractiveness/potential performance of a site
• Define catchment areas by drivetime or radius
• Identify areas of overlap between complementary and competing outlets
• Identify suitable locations for new stores, based on understanding where concentrations of your target audience lie
• Model the behaviour of customers at a local level to quantify market potential for spend and product consumption

We can also establish the size and location of audiences in relation to the local media; it's possible to:

• Map the concentration and penetration of target audiences for leaflet distributions for example
• Quantify the coverage of local media in relation to sales territories
• Identify the best locations for door to door canvassing, field sales, distribution of POS material and direct marketing

All of the above help to inform media planning and selection, but they can also be used as key tools to inform your own business strategy.