Unleash the Power of Digital Printing with Personalised Maps
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This document discusses how geomarketing uses location and geodata for targeted marketing campaigns. It provides examples of how geodata from postal addresses can be used to deliver location-based content, select audiences based on proximity, and create personalised maps for mailings. The document outlines a case study where a retailer saw a 63% increase in response rates and a 14% uplift in year-over-year sales when they included personalised maps showing the location of stores on direct mail postcards sent to lapsed customers. It encourages readers to try an A/B test experiment using personalised maps for their own clients to see if it can increase response rates.
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Unleash the Power of Digital Printing with Personalised Maps
- 1. © locr GmbH 2018 Unleash the Power of Digital Printing with Personalised Maps
- 2. Tony Hodgson Head of Marketing © locr GmbH 2018
- 3. Geomarketing © locr GmbH 2018
- 4. Geomarketing Using location and geodata for marketing Enhance mailing lists Improve targeting Create visual impact Relevant personalisation Increase response rates © locr GmbH 2018
- 5. Postal addresses contain geodata © locr GmbH 2018
- 6. Use geodata in addresses to © locr GmbH 2018 Deliver content based on a person’s location Link consumers to brands based on their locations Profile a geographical area to gain insight Select a target audience based on proximity Display location-based information using maps
- 7. Take an address… © locr GmbH 2018
- 8. Take an address… © locr GmbH 2018 Geocode: 50.725381, -2.027542
- 9. Put it on a map… © locr GmbH 2018
- 10. Take a business location… © locr GmbH 2018
- 11. Show the quickest route… © locr GmbH 2018
- 12. Create personalised maps… © locr GmbH 2018
- 13. Even add a brand logo… © locr GmbH 2018
- 14. With distance and time… © locr GmbH 2018 Use as variable text Add to brand logo on map
- 15. Use in a marketing campaign © locr GmbH 2018
- 16. Use geomarketing when… The recipient needs to go somewhere to Buy something in a shop Attend an event Get healthcare treatment Visit a museum Eat at a restaurant © locr GmbH 2018
- 17. © locr GmbH 2018 Benefits of personalised maps More than simple personalisation Visual impact Relevance Usefulness Higher response
- 18. © locr GmbH 2018 How much higher response? De Bradelei Stores – a case study
- 19. Win back lapsed customers © locr GmbH 2018 3 stores in Belper, Dover & Nottingham 10,000 lapsed customers selected Offer of in-store discount and prize draw Direct mail A5 postcard Autumn 2016 season sales
- 20. A/B tested for geomarketing © locr GmbH 2018 50% received postcards with maps 50% saw a static fashion image Randomly selected Voucher to track response Redeemable in-store
- 21. With and without personalised maps © locr GmbH 2018
- 22. With and without personalised maps © locr GmbH 2018
- 23. © locr GmbH 2018 63% higher response by people who received cards with maps
- 24. Business results for client © locr GmbH 2018 14% uplift in year-on-year sales About 18 pence each 5,000 personalised maps and geodata cost: £930
- 25. © locr GmbH 2018 Will it work for your client? Try an experiment to find out Choose a suitable client and direct mail campaign Plan an A/B test Design two versions Agree how and when to measure the results Seek approval to publish the results
- 26. © locr GmbH 2018 locr will supply personalised maps for free! Any reasonable quantity We will write up the case study too!
- 27. Summary © locr GmbH 2018 Applications and benefits of geomarketing How to use geodata in postal addresses Geomarketing in a retail case study Opportunity to experiment yourself Visit our stand to find out more