Geomarketing in Media Planning
Geomarketing always aims to deliver the right product to the right place at the right time under the right conditions to the right Target Group. Geomarketing complements the classic marketing mix (Product, Pricing, Placement, and Promotion) with the spatial component and should be applied in every good media planning.
Geomarketing – Considerations in Media Planning
Imagine you offer custom-built wardrobes that can only be afforded by a target group with high purchasing power. To increase foot traffic to the Cologne store, various regional advertising measures such as billboards, roadside screens, Postwurfspezial, Display Ads and HELLO! flyers are planned.
Before the budget is sensibly allocated to the media, the media planner faces typical questions from geomarketing:
- Where (in which regions, districts) is the affinity for premium segment furniture most likely?
- Where do people likely live in single-family homes? (Renters generally avoid high expenditures, as they rarely take a built-in wardrobe to the next apartment)
- Where are billboard locations in high purchasing power areas?
- In which districts is my door hanger best placed?
- Where are residential areas that most closely match the target group definition?
- Where (in which media) is my target group online?
Geomarketing thus aims to identify potential areas and optimize the media mix. This helps reduce wastage and use advertising budgets more efficiently.
Division into Postal Code Areas
The division of the known postal code areas PLZ5 into the PLZ8 division is an important geographic basis for geomarketing. The smaller the geometries, the more homogeneous target group can be found. Typically, small-scale geometries contain information on income, age, purchasing power, and household size. This enables regional media to be precisely targeted and planned with minimal wastage. A PLZ8 represents a subdivision of the five-digit postal code areas and municipalities. The boundaries are compatible with the boundaries of municipalities and postal code areas. There are about 8,200 PLZ areas, with approximately 80,000 PLZ8 areas.
Geomarketing – Advantages of Planning with Small-Scale Geometries:
- Unlike a PLZ5, this is a homogeneous area unit.
- On average, there are no more than 500 households per area in the small geometry.
- Advertising materials can be distributed more sharply and with finer granularity.
- Wastage is significantly reduced by planning smaller distribution areas.
- The advertising budget is used more efficiently.
The Small-Scale Areas Are Ideal for Targeting:
- Direct household distributions
- Geo-optimized leaflet planning (especially for ad papers)
- Planning billboard locations and digital screens in outdoor areas
- Planning promotional actions (ambient measures such as HELLO! flyers, door hangers, etc.)
Your Contact Person:
If you are a regional retailer or chain store operating in the market or responsible for branch structures and want to know where you should advertise best or what online and offline opportunities are available to you regionally, it is best to speak with Heike Oeckinghaus (oeckinghaus@trebbau.com, Tel.: 0221 / 376 46 – 391). She will gladly advise you on where and how to optimally place your partially or unaddressed advertising measures.