Now you have the ability to geographically target your audience at a micro-level, but you have to figure out where they are first.
If you advertise in markets or areas where there’s a low penetration of potential customers, it can harm your campaign and quickly waste your advertising budget. That’s why determining the regions, local markets or trade area to promote a retailer, product or service is key to efficiently reaching the greatest number of your target consumers. Scarborough offers the capability of ranking regions or local markets against your target consumer group. Then we can illustrate the penetration of the market for the product or service and how the market compares to the U.S. population. You can also create trade areas at the local market level to quickly pinpoint the greatest opportunity.
An Atlanta advertising agency was working with a local dealership to secure incremental advertising dollars from a regional dealer association. They needed to prove that the Atlanta market had a greater number of potential car buyers than the surrounding markets. Within the advertising campaign, they also wanted to focus much of the advertising budget on the specific trade area that would provide the highest percentage of their target consumers.
The ability to prove Atlanta was the top regional market for potential car buyers enabled them to secure incremental advertising dollars from the regional car association. And geo-targeting within the trade area allowed the agency to effectively spend the advertising dollars on targeted campaigns that reached their core potential buyers.