2017-04

Mapping your flyer distribution area: What you need to consider

by The Salmat Team
 | 
18 April 2017
Mapping your flyer distribution area: What you need to consider
You know exactly who your targer audience is and now you're ready to pinpoint your campaign distribution area. But where do you start?

Knowing exactly who makes up your target audience will help improve the way you communicate with customers and build profitable relationships. The process of creating customer personas is well worth the time and we explain exactly how to do it in this article. 

Armed with your customer personas, the next step is to map out exactly where they are, so you can make sure you are sending flyers to the right letterboxes. This will ensure you get a better return on your marketing investment, as you’re not wasting time and money reaching the wrong people. 

In this article, we talk you through how to map your next letterbox distribution so you can laser target your campaign and engage more customers. 


What is mapping?


Not long ago, locating your distribution area involved a highlighter and a map. Things have come a long way since then.

Now we use sophisticated tools to create maps that segment and pinpoint the exact location of your target audience – maps can show catchment areas, places of interest, waves, radius boundaries and more. 

At Salmat, we typically use two types of maps:
 
Heat Maps
Heat maps are a visual representation of where your target customers are. They show the high to low population density of your chosen demographic, so you can target only those areas that include lots of your ideal customers. 

Overlay Maps
Overlay maps may show radius boundaries, landmarks, catchment areas, households within a certain drive time to your store, and more. 

How to map your distribution area

map your area

So, which areas should you target and how? That’s where LDN comes in. We use demographic targeting information to identify which areas have the highest density of your target audience, and create a distribution map that ticks your criteria. 

The more detail you can give us, the more exact we can be. So, before we get started, answer these questions:

Which suburbs and states do you want to target?
List your chosen suburbs and states (remember, some states have the same town names!).

How far away from your store do you want to target? 
Maybe you only want to focus on customers within a 10-minute driving or walking distance of your business. 

Are there are any areas you don’t want to target? 
This could include whole suburbs or just parts of a suburb where the demographic is very different from your target audience.  

What if there is a high number of apartments or units within your chosen areas? 
You may only want to target families, and they are less likely to live in apartments. 

Do you want to target areas next door to each other?
LDN can help you create multiple maps. 

Conclusion

Congratulations! You have defined your target market and mapped out your campaign areas. Now you can be confident that your letterbox flyers will reach the right people. Next, you need to get your flyers designed and printed before pressing GO on your campaign. Salmat can help with design, print and distribution of your flyers – contact our team today.

Did you miss our article on how to identify your target audience? Don’t worry – you can read it here
About the author
The Salmat Team

Salmat is a leading Australian marketing services provider. We help clients connect with their customers, week-in, week-out. Salmat's unique combination of targeted letterbox and online marketing channels enables clients to Reach, Convert and Serve their customers. We also provide a wide range of back office solutions, through our Philippines-based Managed Services business.

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