In recent months a number of clients have been very focused on how identifying target markets has really helped the head office provide support to the franchisee network. This often starts with something as simple as being able to identify where a franchisee should be targeting their leaflet drops. Often, leaflet drops are used as a mass communications tool to reach an audience within a territory. Unfortunately there is a large amount of waste associated with this marketing communication; this is often caused by leaflets being sent out to the wrong households.
If your franchisees use leaflet dropping as part of their marketing plan it is likely the first question they ask themselves or you is, “Where do I send them?” Mapping can provide a visual and statistical solution to this problem by highlighting the Postcodes with high levels of target market and how much opportunity in this area. The thought process to follow her is, “is it better to send out 10,000 leaflets once, or send out 2,000 leaflets to the same households 5 times?” The answer is clearly to be more targeted and maximise the impact of your marketing material to the right people.
This is just one way in which mapping can provide the means to improve your marketing ROI and in turn help your franchisees grow their business more effectively.
Our next blog post will provide you some insight into where the term ‘ABC1’ was derived from and how you can actually determine what social class your customers actually are and where to find more of them. Read it here.