Geo-Targeting With Retail Locations With Trade Areas or Radius

Map locations, coverages, radius and competing dealers  

• The agency for Mazda needed detailed information to plan a campaign by analyzing publications circulating to within 10kms of their 4 Edmonton area locations. 
  
• The agency provided retail locations as addresses for both the dealer of relevance and competitors.
• The agency was able to assess all the variables that could impact the success of a campaign.  They were surprised to learn that a significant chunk of the St. Albert Gazette's coverage area fell within the target radius.
  
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Mapping 10km and 20km radii coverage area around multiple retail locations and circulation areas.

• The Agency needed to evaluate newspapers based on coverage within targeted distances of specific retail locations.
• Using GIS, AdCanada Media created a series of maps to illustrate the coverage options for 10km and 20km radii around key retail locations including those in Lethbridge and Pincher Creek, AB.
  
• The fact that multiple coverage areas originating from other communities intersect the target radius would not have been obvious had planning been done with only a Rate Card.
• A spreadsheet of underlying data for circulation, population and demographic profiles for areas of intersection accompanied the map.
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Note labeling of store location with corporate ID for easy reference.

Single Retail Location, Coverage Areas and target radii as concentric circles

• An agency planning for a retail client in Port Perry, ON was being directed by the local store manager to consider publications originating out of cities beyond Port Perry.
• With the planner being unfamiliar with the geography of the area, GIS maps using concentric circles to illustrate various radii were prepared for the agency to present to their client.
  
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A suburban retail location with trade area stretching into Edmonton 

• The Agency's significant retail client was opening a new location at a major intersection in Sherwood Park, AB and felt an appropriate trade area for the business would be up to 15km and include parts of Edmonton.
  
• The agency needed to understand which community newspapers in Edmonton should be considered for planning.
  
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An urban retail location with trade areas stretching into the surburbs

• Similar to previous example the agency's major retail client was opening a new location in Winnipeg's Kildonan Place. 
  
• A map incorporating both a 5km and 10km radius brought perspective to various community newspaper options originating from outside of Winnipeg.
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 Understanding trade areas

• The agency for a retail client was primarily concerned with determining whether or not their target radius made sense.  They'd been led to believe the target radius around each store encompassed rural areas outside the city.
• Clearly the target radius was in fact, wholly contained within the city which changed the planning strategy.
• Maps with concentric circles can be used to learn many things about target geography and don't always need to include coverage areas.
  
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