What is a Marketing Plan with a ZIP Code Profile?

Affordable and Accessible Business Mapping Can Help

Business mapping software makes it easy to plot customer and sales location-data against an accurate map for business analysis. Armed with this data digital maps will display where your company does business well or does it poorly. By analyzing those areas where you do business, a sales or marketing map user will discover what works, what doesn’t work, and will next consider why a particular area works better than another.

Concentrated sales activity will show up on the business map either as densely populated customer location points (density maps), or as a bright color intensity layer, often referred to as a heat map. These dense areas show where sales transactions happen. The background map may be altered to underlay ZIP codes, counties, or city limit layers which can be color-coded or labeled to display Census demographic information associated with each jurisdiction. It is that demographic data that suggests the reasons why products or services do well in some areas and not in others.

A very basic assessment is one that views Census population estimates per ZIP code. Obviously, a ZIP code that carries one hundred thousand people will generate sales for more products or services than a ZIP code that carries one hundred people – unless your selling bags of refuse, in which case the results will be similar.

Add to your analysis more definitive statistics such as:
• The number of Hispanic adults per ZIP code
• The number of females per ZIP code
• The number of people ages sixty-five through ninety per ZIP code
• Households with income greater than $100,000
• 2016 Consumer Expenditures related to hair products

If your selling products like hot sauce, hair nets, or pain medications, these statistics will have merit within your business analysis. The available options for demographic analysis within Map Business Online are many and growing. In some cases, we may be able to supplement your analysis with demographic categories not provided. Just ask and we’ll explore possible solutions.

Build a ZIP Code Profile
Once an area such as a group of ZIP codes within a region, has been identified as a lucrative source of sales for a product or service, the sales organization will have established several key pieces of sales intelligence:

• Products that sell well within ZIP codes that carry distinct demographic characteristics
• The optimum demographic categories returning the best sales results
• The customer target industry types returning the best sales results
• Possible sales channels and paths to market that work

Business mapping software will yield such Sales intelligence by simply importing address-based spreadsheets of customer and prospect activity and viewing demographically prepared business maps. Enlightened by these sales results sales and marketing professionals can conduct a map-based search for similar areas. It’s a filtering process really designed to expose those ZIP codes that reflect the optimum demographic make-up. Show me all the ZIP codes with these three criteria:

• Greater than (>) 20,000 Hispanic residents
• Greater than (>) 18,000 Females
• ZIP codes with the highest ration of Household Income/Households

The resulting ZIP codes are color shaded to make it obvious where the market regions with the most potential are located. Decisions will be made around which regions make the most sense to try next. Perhaps all of them, but it will depend on sales and marketing resources in the area. It is likely that test campaigns will be applied.

Let ZIP Codes Teach You About Your Surroundings

Find Sales Leads
The next step is to define specific business prospecting targets in your targeted regions. These will be selected by ZIP code and by Industry Type. In Map Business Online, you could select just a few or dig deep across all new regions.

By testing customers and prospect accounts across multiple regions you will gain sales intelligence:
• Are the areas with similar demographic make-up performing as expected?
• How are customers reacting to the products or services offered?
• What new regional patterns are developing?

It’s possible that product colors that sell well in New England do not sell as well in Florida or California – where the beautiful people live. I’m being facetious but geographic and demographic patterns will emerge.

Business mapping software is an affordable and accessible platform for identifying well-performing markets and then replicating that success in other areas.  Don’t get left behind.

Win a $20 Gift Card! Refer a business associate to Map Business Online in exchange for a $20 Amazon Gift Card!

Find out why over 25,000 business users log into www.MapBusinessOnline.com for their business mapping software and advanced sales territory mapping solution. The best replacement for Microsoft MapPoint happens to be the most affordable.

Contact: Geoffrey Ives geoffives@spatialteq.com or Jason Henderson jhenderson@spatialteq.com

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