The Role of GIS Mapping in Direct Mail Marketing
Demographic and lifestyle database analysis is useful in understanding the purchasing characteristics of different market segments. While demographics can be collected and analyzed without the use of geographic information systems (GIS), GIS often aids and enhances the analysis.
Demographic data for a trade area are often reported as single values for each category. For example, the trade area income is reported as one value, even though income can vary across the trade area. GIS, however, can display demographic values in finer detail by geographic unit (zip code, census block group, etc.). Mapping these variations may reveal valuable, visual information that can be used to show the attractiveness of a specific area for targeting your consumer mailing list campaign.
The Power of Demographic Mapping
Effective demographic mapping requires an understanding of some basic cartographic concepts. Perhaps the most important concept is understanding the problems associated with demographic densities. By nature, downtown population density is usually higher than a similar-sized area on a community’s fringe. Many business owners view the large concentration of customers as a competitive advantage over a non-downtown location. However, a map showing the number of people in each geographic unit (e.g., census block group) does not always show this relationship accurately.
Addressing Mapping Challenges
One major problem with this type of mapping is that the sizes of census block groups differ. While the U.S. Census Bureau tries to control the number of households in each block group, it is not always possible to make the units the same size. Geographic barriers (rivers, mountains, etc.), population distribution (sparse or concentrated), and household size can cause wide variations in geographic sizes and population numbers in census block groups.
As a result, census block groups covering large geographic areas tend to dominate the viewer’s eye on a map. Additionally, there may be many more block groups with smaller populations located in a smaller area. However, their small size and population values can become obscured on a map. Consequently, the larger number and grouping of these smaller block groups need to be addressed. GIS can tackle this problem by creating a map that accurately depicts population density.
Using GIS for Effective Direct Mail Campaigns
GIS mapping allows marketers to visualize demographic data more accurately, helping them target their direct mail campaigns more effectively. For example, using GIS to map an automotive owner mailing list can reveal clusters of potential customers who might be interested in car-related products or services. This precision targeting helps ensure that your mail piece reaches the most relevant audience.
Conclusion
As we close out our “Mail Smarter” series, we encourage marketers to contact our data experts with any questions about your consumer mailing list selection. Each business caters to a unique audience, and through specific demographic, lifestyle, and GIS mapping technologies, our data team can help you reach your ideal target audience, no matter their makeup.
Contact BB Direct at (866) 501-6273 to learn how GIS mapping and targeted mailing lists can enhance your next direct mail campaign. Our data experts are ready to assist you in making smarter, more informed decisions to maximize your marketing efforts.