Media - Mapping
Wheeler Interactive offers clients digital mapping services that provide support for the following market planning activities:
- Media Acquisition – mapping demographic and lifestyle data for a clients’ market area by zip code, cable zone or low level geography (census tract, block group or zip+4) allows dealers and media buyers to study the market and (1) cross check statistics provided by media outlets thus keeping them honest, (2) chart dealer sales by new, used or service and (3) view the relationship between various market factors. Viewing sales and “Ups” on digital maps helps dealers better understand the profile of their customers, know exactly where they live and what that means to their buying habits, and plan media buys accordingly.
- Market Segmentation – mapping ‘garage predictor’ type modeling data allows clients to strategically place media according to demand by genre (van, SUV, sport, sedan, truck) for the targeted geographic areas ‘where they live’. This also allows specific messages to be developed for specific models to consumers having a higher propensity to be making those types of purchase. Then these specific messages are delivered to the inbox, mail box and paid search screen.
- Archiving these maps from year to year provides a benchmark as to what’s working for various models in specific portions of your primary, secondary and tertiary market areas.