Develop an Integrated marketing communication program

1
Chapter 5
Developing an Integrated
Marketing Communication
Program
GIS Tutorial for Marketing
Marketing scenario
The Community Farm Alliance (CFA):
• An organization of Kentucky farmers seeking revenue
to replace lost tobacco sales
• Developed farmers markets in Lexington and
Louisville, Kentucky
• Wishes to develop an integrated marketing
communication program to increase consumption of
locally produced food products
• Initial focus on Lexington, Kentucky area
• Push strategy to convince selected grocery stores and
restaurants to sell locally produced foods
• Pull strategy to convince Lexington consumers to buy locally
produced foods in grocery stores and restaurants
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Learning objectives
To coordinate the components of an integrated
marketing communication program, you will learn
how to use ArcGIS to:
• Create map symbology to display population and
business characteristics
• Select businesses for the push component of the
campaign
• Define and select groups of consumers for customized
promotional messages
• Select appropriate media for target Community Tapestry
segments using Market Potential Indexes
• Design maps to communicate and support your
recommendations
Exercise 5.1: Explore Lexington’s food
outlets and demographics
In this exercise you will:
• Load and explore a basemap of Lexington, Kentucky,
that contains food outlets and demographic and
purchasing data
• Add more demographic data to the project and give it
meaningful symbology
• Create a map displaying bar graphs of educational
attainment by ZIP Code
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Educational attainment by ZIP Code
Exercise 5.2: Select grocery stores
for the push campaign
In this exercise you will:
• Display Lexington grocery stores by location and size
• Select the stores to be approached in CFA’s push
campaign
• Assess market coverage of selected stores in lowincome
ZIP Codes
• Create a map documenting these stores
4
Select grocery stores and assess coverage
in low-income ZIP Codes
Exercise 5.3: Select restaurants for
the push campaign
In this exercise you will:
• Display Lexington restaurants by location and size
• Select the restaurants to be approached in CFA’s push
campaign
• Assess market area coverage of selected restaurants
• Create a map displaying these restaurants
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Select restaurants and assess
market area coverage
Exercise 5.4: Select advertising media using
Community Tapestry data
In this exercise you will:
• Target specific groups of ZIP Codes for customized
promotional methods
• Identify the dominant Community Tapestry segments in
the targeted ZIP Codes and the lifestyle characteristics
of those segments
• Identify the advertising media most often used by the
Community Tapestry segments in the targeted ZIP
Codes
• Design a map that displays the targeted ZIP Codes
and media most appropriate for each group
6
Designate promotional emphasis by ZIP Code
Identify dominant Tapestry segments and
select appropriate media
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Exercise 5.5: Recommend a media
strategy
In this exercise you will :
• Design a map displaying the promotional emphases for
Lexington’s ZIP Codes
• Create a table listing the appropriate media for ZIP
Codes with a promotional emphasis on grocery stores
• Create a table listing the appropriate media for ZIP
Codes with a promotional emphasis on restaurants
Emphasis areas and selected media
Recommended Media for Grocery and
Restaurant Promotional Emphases
Promotional Emphasis
by ZIP Code
General
Grocery
Restaurant
0 2 4 8 Miles
μ
The recommended media
for the Grocery emphasis are:

  1. xxxxxxxxxxx
  2. xxxxxxxxxxxxx
  3. xxxxxxxxxxxxx
    Recommended Media for ZIPs with a Grocery Emphasis
    Recommended Media for ZIPs with a Restaurant Emphasis
    The recommended media
    for the Restaurant emphasis are:
  4. xxxxxxxxxxx
  5. xxxxxxxxxxxxx
  6. xxxxxxxxxxxxx
    Sources: ESRI Community Data, 2005
    MediaMark Research Inc, Doublebase 2004
    Submitted by: XXXX
    Date: XXXX
    MediaBehavior HH32 HH33 HH55
    Read any new spaper daily 114 103 84
    Radio format listen to: country 138 129 135
    Radio format listen to: rock 118 91 111
    MediaBehavior HH04 HH12 HH22
    Read new spaper: business/finance section 140 109 129
    Radio format listen to: rock 105 133 110
    Radio format listen to: alternative 181 121 121
    8
    Additional applications
    How to extend the capabilities of ArcGIS:
    • Business Analyst business and shopping center data
    for business market prospecting
    • Integration with CRM and ERP systems to identify and
    evaluate potential business customers
    • Extensive media MPI data for more specific media
    exposure information
    • Integration into clicks and mortar retail sites with pickup
    options and store locators (e.g., Best Buy)
    • GIS applications embedded into promotional Web sites
    such as Nature Valley’s “Where’s Yours?” site

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