How Call Mapping Improves Geographic Segmentation

Dialect map of U.S.
Image courtesy of Business Insider.
According to a recent article by Business Insider, "Tiny lobsters are tearing this country apart."

Need a little background information? We did too.

North Carolina State University released a series of dialect maps from its linguistic study, showing the variety of ways Americans pronounce words such as "caramel," "been," "crayon," "mayonnaise" and, of course, "crawfish." Sorry, we mean crayfish, or is it crawdad?

Either way, discovering these dialect differences was not only entertaining, it touched on how many subcultures there are across America. It also reminded us of the importance of geographic segmentation. If you're not familiar with the term, here's a quick rundown of what geographic segmentation is and what call mapping can do to help.

What's Geographic Segmentation?

Marketers use geographic segmentation to tailor marketing strategies to specific geographical markets by taking a region's culture, climate, etc. into account. That's a pretty vague definition, so let's look at some examples.

I'm Proud to Be a Burger
Though Dairy Queen has locations throughout the U.S., it runs television ads specifically in Texas featuring the slogan "DQ. That's what I like about Texas," encouraging viewers to check out the DQ Texas website. By focusing on the theme of state pride, Dairy Queen is able to successfully target this geographic area.

Scanning for BBQ
Another prime example of the use of geographic segmentation comes from Reckitt Benckiser. Its easy-off BBQ cleaner is only available in a handful of Walmart stores across the nation. Reckitt doesn't want to market its product to people who don't shop at their local Walmart, so it uses geographic segmentation and real-time data to target its ads to residents within a five-mile radius of Walmart stores carrying its product.

Taking it a step further, Reckitt only runs its product ads on days near weekends when a targeted area was expecting sunny weather, because it finds these conditions increase the likelihood that people will barbecue. This gives a whole new meaning to the marketing adage "Convey the right message to the right people in the right place at the right time."

Call Mapping map of Houston area How Do Marketers Know Which Regions to Target?

Geographic segmentation is no easy feat. Marketers must have an analytics tool to help them assess where they should focus their efforts, or else the results will be all over the map (pun intended).

A good first step is to determine which channels generate the most high-quality leads for your business and then drill down  to see which regions are generating the most leads.

For example, if your best leads come in via the phone, our Call Mapping feature displays a map that indicates exactly where the people calling in response to your ads are located. You can then target your ads to a specific geographic market.

As with any marketing campaign, you'll have to do some experimentation to gauge how particular regions respond to each campaigns.