What GIS Mapping Shows You

Planning to launch a new product on the market? Or to re-launch an existing one? Whether a product or a service, you naturally want to direct your marketing effort where it will do you the most good. But identifying your best market is not always easy and is too often a hit or miss affair.

This is where GIS Mapping is indispensable to success. Rather than defining your target with simple demographics such as age, sex and income, GIS Mapping directly links product usage with sophisticated mapping techniques. GIS Mapping provides invaluable and elsewhere unavailable information to help you spot the areas where you are most likely - or least likely - to succeed.

What's more, with further analysis, GIS Mapping can also provide you with a pictorial insight into other relevant market factors to ensure your effort is both successful and cost-effective.

For Example

RED areas show where "Product X" has or is likely to have a high success rate or a high potential for success,

YELLOW areas show where it is likely to have a medium to high success rate or a medium to high potential for success,

GREEN areas show where it has or is likely to have a medium to low success rate or a medium to low potential for success

BLUE areas show where it has or is likely to have a low success rate or a low potential for success.

Australia's most comprehensive quality database

GIS Mapping is supported by the huge Roy Morgan Database - the most comprehensive quality information database collection facility in Australia.

Every year, over 50,000 people are interviewed in all cities and states on everything from the products they drink to the TV programmes they watch, from the newspapers and magazines they read to the financial institutions where they hold accounts.

And, of course, Roy Morgan Research is unrivalled for the extensive demographic and lifestyle data it collects.

This huge bank of information enables GIS Mapping to produce maps that accurately pinpoint your best prospects according to several different criteria. For example, by age, sex, newspaper/magazine readership, or even by another product or service. Which means that you can discover in which areas 25-34 year old people who have purchased your product (or a competitors') in the past six months are likely to live.

Only Roy Morgan Research has the in-depth resources necessary to generate maps with flexibility, insight and accuracy. GIS Mapping ensures you market to the right people in the right area.

We know the "Values" of Australia

The Roy Morgan Values Segments*^TM are a marketing tool used more and more throughout the world. They allow you to really get to know the people you're targeting - how they think, their aspirations, self-images, behaviour and more.

People are classified into one of the ten different Roy Morgan Values Segments*^TM, such as "Visible Achievement©", "Socially Aware©", "Traditional Family Life©", and "Young Optimism©". Most products have their core market in just two or three different Values Segments.

By integrating Roy Morgan Values Segments*^TM with GIS Mapping you can gain a greater understanding of your market, and target your marketing activities more effectively to your core market using language and promotions it understands and will respond to.

Values and GIS Mapping enable you to make sound marketing decisions and achieve full value for your promotional dollar.

How we make up the maps

The maps are based on the known demographic characteristics of every Census District (CD). But with over 30,000 CDs in Australia, Roy Morgan Research has developed a sophisticated system of clustering (or grouping) demographically similar CDs, reducing the number to 120 different clusters covering the entire country.

By comparing these clusters, we can quickly and accurately infer, for example that usage of a product in a particular area of Perth has the potential to be similar to its usage in similar areas of Sydney or Melbourne. This information is then plotted on the map down to CD level using the most advanced computer systems available.

But it's not much help having a target map without the correct interpretation of what it shows. And in this, a close working relationship with each of our clients is vital. Only through a combination of our expert knowledge of the Roy Morgan Database and Values Segments - together with your own expert knowledge of your product - can confident interpretations, recommendations and marketing solutions be made.

How GIS Mapping will benefit you

With thousands of products clamouring for your notice, it takes more than just a sound marketing strategy to succeed. It takes a thorough knowledge and understanding of your best market areas and customers. This is where you'll find GIS Mapping an indispensable planning tool. GIS Mapping will...

• Geographically depict the areas of strength and weakness of your product or service - as well as those of your competitors,
• Point you in the right direction in the launch of a new product,
• Show where to best place your advertising media or site your billboards to ensure maximum exposure to your best prospects,
• Disclose where your reps should be concentrating their efforts,
• Reveal how branch or store managers should be doing,
• Improve the accuracy of your marketing effort, especially in direct mail or telemarketing effort, especially in direct mail or telemarketing - you can reduce consumer resentment to unsolicited mail and time wasted by better return on your investment.

GIS Mapping can also combine data from your own customer database to further enhance your map.

In these days of rising costs, choosy consumers and speedy competitors, can you afford not to use GIS Mapping in planning your marketing and communications strategies?

What you can do about GIS Mapping...

The first step is to get all the facts about GIS Mapping by Contacting your state office listed in the Contact Us Page.We'll then arrange to visit you in your office to fully explain how GIS Mapping can help you hit the right spot, whatever your product or service. Still not convinced? read our case studies.