Geomarketing enables companies and businesses to get to know their audiences better through a location mapping.
In the 70s, in most of the companies sales offices there was a huge map of the city in turn, where managers divided with colored markers the sales areas that they assigned to the salesmen.
Regardless of the size of the companies or businesses, the salespeople would go to the assigned area and spend all their time prospecting, basically door by door. The practice of sales by phone was almost non-existent and only a few companies were trying to grow their business with the support of phone calls.
Five decades later, the way of selling has changed radically. The number of businesses has grown, and elements such as competitiveness and insecurity left behind that model of wandering the streets in search of sales.
With the advance of technology —faxes, email, contact centers, databases— a clearer vision of the market and less personal contact, but much more efficient and faster, was achieved.
Some characteristics of consumer behavior are closely related to where they live, their climate, location and culture.
Thanks to the emergence of smart maps, it was possible to virtually discover the routines and needs of potential clients and in a much more economical and accurate way using geomarketing information.
Geomarketing is useful to study the competitive environment of a certain area. We can say that it is a discipline that focuses on generating competitive strategies based on the characteristics of society and its relationship with the geography where it is located.
The quality of information and the possibility of locating your prospects geographically allows a much more precise, deep and intelligent prospecting by sales managers.
For example, companies whose markets are dry cleaners, pharmacies or schools, not only identify which ones and where they are located in a specific area, but also the type of market that these businesses serve can be inferred by having demographic information about the area.
If a company already has a database, but wants to enrich it with demographic information by area, it can easily be done through specialized information services.
Small businesses may create efficient actions while spending little
Today, any small, medium and even independent entrepreneurs can access almost the same information that corporations or large commercial chains use to profile their clients or carry out their commercial and market feasibility studies.
Visual Mind, developed by TELNORM, is a low-cost and easy-to-use solution for conducting Geomarketing studies like large companies. It is the leading application in Mexico for Geomarketing in the cloud with the most up-to-date specialized information. Through Visual Mind it is possible to carry out market studies, territorial planning activities and growth creating layers of information of valuable content for advertising, commerce and expansion.
In addition, Visual Mind provides consultation and reporting tools that allow market evaluations, decide the best location to open a new branch, franchise or service center, measure the impact of advertising campaigns, manage resources and assets by areas, as well as average commercial service and distribution territories.
For more information, contact us.
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