Do you get 80% of your leads from your top four markets? Is your franchise aligned to service only certain zip codes? Do you know what directories (if any) your customers are using? Successful local search campaigns are built through targeting specific local market areas and ensuring that your message reaches consumers in that area. That may sound easy but it’s not. Research data is often built around large geographic areas and ignores smaller communities and neighborhoods. It assumes that all consumers are alike and does not account for regional or local differences. That leaves local businesses at a loss.
DAC Does Local
In order to increase the effectiveness of local advertising, DAC has developed a proprietary market planning tool which leverages demographics, market geography down to a zip code level, and local market directory usage dynamics to help micro-target directory campaigns. The data within our usage model is derived from 15,000 phone interviews with results at a 95% confidence level. We can target geographies and directory usage against over 80 different demographics (i.e. income, gender, age, education, etc), over 60 different consumer expenditures (i.e. appliance repair, banking expense, health insurance, etc) and B2B data like businesses by industry or occupation.
Local markets and populations are distinct and they need to be examined in great detail. Cultural and community shifts can significantly impact your business. Since there have been huge fluctuations in terms of directory usage, we need to target those populations who continue to use the directory and determine what directories have the highest usage when there are multiple directories exist. When directory usage is low, other online, mobile or social media can be used to reach your local target. Knowing this information is critical and can determine the success or failure of your local marketing campaign. Our research has been able to attribute up to 90% of a target market for specific clients. The higher the reach—the more likely it is that you will increase the number of leads your business gets. It might seem like a small thing, but it can have a major impact on your bottom line.
The diagram below illustrates the depth of our information compared to local sales reps who will always tell you usage is high.
Amy Rybczynski, Marketing Research Analyst
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