Magazine 02 | 2009
Trade fairs
Meet us from June 24-25,
2009 at the “mailingtage“
trade fair in Nuremberg. You'll
find us in hall 4 A at stand 111.
Free map
This issue's free map illus-
trates the 2009 distribution of
point-of-sale retail turnover in
Germany (GfK POS Turnover
for the Retail Trade).
RegioGraph 2009
The premium software for marketing and
sales divisions in times of crisis

02 Editorial
Welcome to
GfK GeoMarketing Magazine!
Dear Readers,
Are you also weary of the current crisis? In times of uncer-
tainty, there is often a return to established behavioral
patters after an initial panic response. This is an all too
understandable reaction, but usually not the best one,
because problems don't just go away by resuming routines.
We are currently experiencing one of the most difficult
economic periods in decades – even the experts are not
sure how long this phase will continue or what will
happen next. In the meantime, we're all confronted with
the question of how to navigate the current situation.
How can we adapt to these new conditions and make
changes in our companies – the one area over which we
do have control – such that we minimize losses and lay the
groundwork for future success?
All efforts shoud be directed toward conserving resources
and tapping into unexploited potential. This is precisely
where we can help you most: Geomarketing gives you an
objective basis for making important decisions, increasing
efficiency and taking advantage of previously unaccessed
potential. Companies can't avoid difficult decisions in
these challenging times, but they can make these decisions
from a solid, objective foundation and ensure that they are
poised to take advantage of new market developments.
For example, our new geomarketing software solution
RegioGraph 2009 provides essential support for your
business decisions, from the micro to the macro level,
and from marketing and sales actions to expansion and
sales territory planning. We can also support you through
our expert knowledge, years of experience and objective
assessments of all aspects of location planning and
regional market analysis.
Yours,
Dr. Eberhard Stegner
Management Board, GfK GeoMarketing
GfK GeoMarketing Magazine 02|2009

Briefly noted:
Contents News & dates
Editorial | 02 You will have GfK Retail & Real Estate Get-Together
already noticed ... – some final spaces still available!
News | 03 Our customer magazine has a new Key players from the retail and real estate
News & dates look! Not only is the design new sectors will attend an exclusive get-to-
– our publication is now called gether in Hamburg on May 14. Take this
RegioGraph | 04 GfK GeoMarketing Magazine. We're opportunity to network with important
The premium software now placing a stronger emphasis figures from these sectors amidst the
for marketing and sales in on practice-oriented examples and relaxed atmosphere of a harbor boat tour.
times of crisis brief, clearly presented background Act soon while space is still available!
knowledge. We wish you an inspiring > www.gfk-geomarketing.com/
Market data | 08 read! – The editorial team get-together
What information is provided by
purchasing power data? Roper Consumer Styles 2009 – New 2009 CRESTA map
available in mid May now available
Tutorial | 11 The GfK Roper Consumer Styles dataset The CRESTA Map Edition illustrates the
Sneak preview: RegioGraph 2009's gives users the ability to visualize the worldwide natural disaster risk zones
new startup dialog consumer profiles and behaviors of as determined by the Catastrophe Risk
their target groups at the level of street Evaluation and Standardizing Target
Software training segments (for Germany). The dataset is Accumulations Organization (CRESTA).
course & consultancy | 12 packed with up-to-date, reliable infor- The insurance and re-insurance sectors
RegioGraph 2009 training course mation on target group profiles (e.g., rely heavily on this map edition, which
– Ideal for both beginners and "domestic" or "demanding"). This is a can be obtained in all standard map for-
experienced users highly valuable resource for enhancing mats. It's worth updating to the 2009
efficiency in marketing and sales activities edition, which contains around 21,600
User report |14 – a particularly important goal in times newly defined and highly detailed
Custom-tailored turnover planning of declining consumer confidence. CRESTA Zones – compared to only
for door provider BAWO with > www.gfk-geomarketing.com/ 5,316 in the 2006 edition.
RegioGraph and KapHoorn roper_styles > www.gfk-geomarketing.com/
cresta_zones
User report |16
Solar technology company ILIOTEC:
Bright prospects with RegioGraph Information an
Overview of training course dates www.gfk-geom
d registration
at:
arketing.com/tr
Event: Roadshow | 17 aining
Weekly training courses:
Meet GfK GeoMarketing Available for RegioGraph 2009 as of August 2009!
experts on tour!
Meet us in person:
Web news | 18
May 14-15, 2009, Hamburg May 16-28, 2009
GfK Retail & Real Estate GeoMarketing roadshow (p. 17)
Imprint | 18 Conference and Get-Together
June 25, 2009, 13:15
June 24-25, 2009 Presentation at mailingtage:
Competition | 19 mailingtage 2009, Hall 4 A / Stand 111, "Geomarketing in the retail sector:
Messe Nuremberg Reaching your target group"
RegioGraph 2009
Additional dates listed at > www.gfk-geomarketing.com/fairs.

04 RegioGraph
RegioGraph 2009 – the premium
software for marketing and sales
in times of crisis
Geomarketing allows companies to develop new, more efficient strategies
for working toward sustainable success in their markets. The release of the
new RegioGraph 2009* comes just at the right time, as the economic down-
turn continues to force companies to adapt to less active market conditions.
Companies are coping with a wide The implementation of a geomarket-
range of challenges in these difficult ing solution such as RegioGraph 2009
times, including reduced marketing gives companies the ability to extract
budgets and jeopardized expansion the most from their available resourc-
plans. The need to save money is es. Efficiency is key here: In times of
often paired with declining turnover. economic hardship, the best strategy
This makes it especially difficult to for success centers around increas-
adapt – after all, how can a company ing efficiency in all of a company's
boost turnover with reduced financial marketing and sales endeavors and
resources? tapping into unexploited potential.
RegioGraph lets you accomplish both
In order to respond successfully to of these tasks quickly and easily.
these challenges, it's essential to objec-
tively analyze the current situation, Analyzing the current state of things
remain open to changes and boldly often reveals areas of potential savings Work more
confront the most problematic aspects as well as the necessity for optimization. efficiently with
of the business. Goals also need to be Companies with external sales forces RegioGraph 2009
reassessed and adjusted accordingly. immediately profit from the objec-
Geomarketing supports companies tivity RegioGraph
throughout all of these steps, provid- provides:
ing objectivity and clarity for the pur- A sales net-
pose of making better, more informed work can be
decisions. visualized on
*Preorder your English version now! Scheduled release date: August 1, 2009.
Users of older versions stand to gain a lot from the new software:
 Discounted update
 Tele Atlas streetmaps for precision mapping (German version only)
 More detail in your analyses – down to the level of street segments
 Faster calculations and smaller project file sizes
 The latest maps and potential data such as the GfK Purchasing Power 2009 dataset
 Quick and easy zone calculation feature for creating catchment areas
 Improved map display: Automated labeling feature and layout optimization resembling Google Maps
 Special updated training course and new video tutorials for learning the new features
GfK GeoMarketing Magazine 02|2009

the maps included with the software in Additional analysis options in Regio- enter and keep track of company and
just a few mouse clicks. A first glance Graph allow you to visualize the market activities – e.g., the regional
at this map often reveals inequali- exact regional catchment areas for activities of rival companies.
ties in the sales territory structure or all company locations, calculate
distribution of turnover potential drive-time zones, gauge the accessi- Identify areas of new potential and
among the external sales force. The bility of all locations and determine better utilize reduced resources
exploitation of market potential can areas in which potential is not being Sound planning allows you to extract
be diminuished by a broad range of adequately exploited. Using the result- more from your financial resources.
factors, including long travel times, ing insights, heads of sales can then Essential here is concentrating efforts
geographic barriers, unfavorable determine the appropriate course of in the right place – e.g., on your key
territory boundaries and excessive action, whether this involves merging target groups. RegioGraph plays a
workloads among individual sales sales territories or channelling efforts vital role in this regard, helping you
representatives. Sometimes it also into taking advantage of untapped to precisely locate your target groups,
becomes apparent that certain sales potential. Times of economic crisis are channel your advertising campaigns
force members are significantly more opportunities for competing compa- accordingly and receive the maximum
successful than others, even when nies to stake new claims. To this end, possible return on your investment.
serving areas with equal potential. it's worth going against the grain by You can substantially increase the
RegioGraph thus makes it possible making strategic investments. What- success of your mailing distributions
in these cases to objectively evaluate ever the decision, RegioGraph gives using RegioGraph. The first step is to
sales force performance. This can be management a solid and objective define and locate your target groups.
done very easily using data on poten- foundation for planning and imple- With RegioGraph, it's easy to identify
tial such as up-to-date household or menting new company initiatives. regions with high purchasing power,
purchasing power figures. RegioGraph also allows you to easily as these figures are included with the
GfK Retail & Real Estate Get-Together
A networking get-together for the
retail & real estate branches
May 14, 2009 in Hamburg onboard the MS Hamburg
Information and
registration:
Tel. +49 (0)40 22
71120 or
www.gfk-geoma
rketing.com/get-t
ogether

06 RegioGraph
software. RegioGraph also allows you Test alternative scenarios make staff cuts, etc. With RegioGraph,
to evaluate the success of past mailing and their effects it's also easy to determine the ideal
campaigns by accessing the infor- Most companies have some kind of substitutes for sales representatives on
mation available in your customer crisis plan. Usually this is a blanket temporary or indefinite leave.
databank. RegioGraph 2009 gives you approach that involves budget reduc-
the further possibility of evaluating tions, staff cuts and/or the suspension In addition to providing an objective
your activities at the level of street of expansion efforts. Unfortunately basis for decision-making, RegioGraph
segments – a feature that has an espe- these strategies typically do not take facilitates better communication and
cially wide array of applications in into account the short-, mid- and transparency among customers, part-
marketing. long-term effects these measures will ners and investors, providing each
have on the company and its market party involved with clear, understand-
You can easily achieve greater effi- position. This is very risky, because able explanations and illustrations of
ciency in your advertising campaigns, some changes can drastically affect a the decided-upon courses of action.
reducing a 100,000-copy mailing company's standing and profitability.
distribution to 50,000 simply by dis- RegioGraph comes to the rescue here Implementing new measures
continuing mailings to areas with by giving companies the ability to test and evaluating performance
insufficient potential or chances for various scenarios and observe their In economically challenging times
success. In addition to saving money, respective effect on the company... characterized by rapid changes, the
this approach is more likely to gen- before actually putting them into loss of long-standing market players
erate a better response as a result of action. This is a tremendously valu- and major declines in turnover, it's
being more custom-tailored to your able feature of RegioGraph, which lets especially important to keep an eye on
target groups. This same principle can companies identify courses of action your markets. This is quick and easy
also be applied to all forms of media with undesirable repercussions – e.g., to do with RegioGraph. All existing
planning. This more targeted approach the realization that reducing external company and market information can
will generate better results – after sales force territories or representa- be updated and displayed on maps at
all, indiscriminate advertising is not tives will lower turnover, or that a any time. Current trends and shifts
appreciated by consumers. By incor- gap in the sales network will lead to a in turnover can be quickly identified,
porating a geomarketing approach significant loss of customers. With the allowing companies to take corrective
with the help of RegioGraph, you can help of this foresight, companies can action before it's too late. RegioGraph
channel your efforts where they are make much more informed decisions, lets companies keep a close eye on all
most likely to yield fruit. such as whether to stay the course, aspects of their business and market,
helping them to implement new strate-
gies in response to changing conditions.
Street-segment level analysis with RegioGraph 2009
RegioGraph is a vital resource for any
economic period – not just in times of
crisis. It's always desirable to exploit
untapped potential, increase market
share and make decisions on the basis
of hard facts rather than gut feelings.
Geomarketing is without doubt one of
the best investments that you can make.
The new RegioGraph 2009 will allow
you to increase efficiency and conserve
resources, making you well equipped
to successfully respond to the challeng-
es of the coming months. We're abso-
lutely confident that once you begin
using RegioGraph and a geomarketing
approach, you'll never want to stop!
> www.gfk-regiograph.com
GfK GeoMarketing Magazine 02|2009

Plan and execute your expansions with confidence
Worldwide market data and digital maps
for your analyses, expansions and planning!
Worldwide vector-based maps of municipalities, postcodes and other locations

Europe-wide data on potential and GfK purchasing power data for North America

Regular updates and perfectly fitting maps and data

Free map and purchasing power data samples at www.gfk-geomarketing.com
For more information, call + 49 (0)7251 9295200.

08 Market data
What information is provided by
purchasing power data?
It's well established that an essential component of geomarketing
involves using market data to gauge regional market potential. But
what are the various areas of application for these market datasets?
An article on the purchasing power datasets by Doris Hardt-Beischl,
GfK GeoMarketing's head of sales.
Recently I was confronted with a dif- purchases (travel, retail, etc.) and for
ficult decision – should I purchase a expenses related to rent, savings and
pair of sporty white shoes or an elegant pension fund contribu-
A detailed assessment: Purchasing power,
black pair? Naturally, I chose both. As tions. Purchasing power
a woman this decision is perhaps a bit figures are therefore an retail purchasing power, purchasing power
difficult to explain, but not from the objective measure of the for retail product lines
perspective of my position as head of economic potential of a
sales: I was simply in the mood to buy given region. Purchasing power data
because the product offerings and pre- is available for every European coun-
sentation spoke to me as an interested try as well as North America. This
consumer. gives internationally active companies
highly accurate and comparable infor-
Customers often don't realize the mation on the market potential of the GfK Purchasing Power
extent of the effort and planning various countries in which Germany 2009
behind the presentation of retail they have operations. The
goods, the visit of a sales representa- GfK Purchasing Power
tive or distributed mailings. Investing dataset constitutes a parti-
this effort and planning is essential cularly indispens-
to ensuring that sales and marketing able resource for
activities make an impact on the target companies plan-
groups in question. Regional, compre- ning to expand
hensive market data is an absolutely their sales net-
indispensable component of success- work into new
ful business planning. However, just regions.
as end consumers are often confused
by a large selection of products, new-
comers to geomarketing frequently
find themselves overwhelmed by the
immense array of market data options
from which they can choose.
The purchasing power datasets
GfK purchasing power is a measure of
the population's disposable income –
i.e., the total consumer potential of the
inhabitants of a given area. This dis-
posable income is used for consumer
GfK GeoMarketing Magazine 02|2009

Areas of saving and expenditure dataset reveals whether a given region baby food, chocolate, clothing, furni-
German consumers only devote attracts or loses purchasing power ture and auto accessories. Consumers'
around one-third of their purchasing based on a comparison of existing preferences for these and other prod-
power (approximately €5,602 per demand levels among the population ucts vary significantly according to
inhabitant in 2008) to retail expen- (GfK Retail Purchasing Power) with region, so it's vital to use an objective
ditures. This puts the Germans among retail turnover (GfK POS Turnover benchmark to measure local demand.
Europe's most frugal retail consumers. for the Retail Trade). The GfK retail- Purchasing power for beer differs
For example, Russian, Turkish and related purchasing power datasets dramatically according to region,
Bulgarian consumers devote around comprise the ideal resource for compa- reflecting the cultural differences bet-
50% of their retail purchasing power nies active in the retail sector. ween Germany's old and new federal
to retail expenditures (source: states. The regional differences can
GfK Retail Purchasing Power 2007, Beer or wine? also be partly explained by the fact
GfK GeoMarketing). Retail purchas- Retail purchasing power figures can that those living in western Germany
ing power does also be obtained for specific product traditionally tend to consume beer in
Purchasing power is calcula- not however lines. Thanks to the vast GfK data pubs and inns (and these purchases
ted based on consumers' reveal the pool, GfK GeoMarketing has access are not taken into account by the
actual places to continually updated data on and GfK Retail Purchasing Power dataset).
places of residence, while
where money analyses of consumer behavior. By contrast, eastern Germans tend to
POS turnover and centrality is spent – this GfK GeoMarketing provides retail purchase beer in retail venues and then
figures are calculated at the is the shown purchasing power figures for 64 food consume it at home among friends.
by the GfK and non-food product lines down to
places of purchase.
POS Turn- the level of street segments (for Ger- There are various interpretations for
over figures. The GfK Retail Centrality many). Examples include data on the results depicted by the map of
Achieving greater efficiency
Munich
Stuttgart
June 18, 2009 in sales and marketing
June 17, 2009
Frankfurt GfK GeoMarketing on tour
June 16, 2009
Cologne
May 28, 2009
Hamburg We'll show you how geomarketing can
May 27, 2009
Berlin boost your success!
May 26, 2009
 In which business areas does
geomarketing increase efficiency and therefore
the chance for success?
 What are the most important factors when
planning new territories?
 How can an analysis of customer responses lead
to greater marketing success?
Register now by calling +49 (0) 72 51 92 95 200.
Additional information and online registration at
www.gfk-geomarketing.com/geomarketing_roadshow

10 Market data
purchasing power for wine. While Retail purchasing power does not take gastronomy-related turnover figures
wine is viewed as a beverage for festive into account. In other words, the maps show only where high levels of retail
occasions in the eastern federal states, spending occur, not where high levels of consumption exist.
it's regarded as a source of daily enjoy-
ment in western regions. The map also
reveals that wine consumption is high GfK Purchasing Power
in the traditional wine production for Beer
areas, whereas in heavily populated
regions it tends to go along with
an urban lifestyle led by those with
upper-level incomes. This latter
phenomenon is observable in Bavaria,
for example, where the purchasing
power for wine is significantly higher
in mid- to large-sized cities than in
more rural areas.
Speaking of urban lifestyles: the
clever shoe store – a large chain in a
good city center location – likely used
the GfK Purchasing Power for Shoes
and Leather Goods to carry out its
product-line planning. This, in combi-
nation with good advice and intuition
with regard to the product offerings,
guarantees that customers feel indi-
vidually catered for, even if this isn't
a conscious realization. The store
achieved this so well that I'll definitely
return for another visit – of course, GfK Purchasing Power
just to look around out of a purely for Wine
professional interest!
GfK GeoMarketing can calculate data
on potential for every product line, tar-
get group and region throughout Europe
(e.g., purchasing power for sports shoes).
We also offer potential data on trading
and industrial sectors such as the GfK
Company Profiles and GfK Financial Ser-
vices Potential datasets. Additionally, we
provide consumer-related datasets such
as GfK Roper Consumer Styles. More
information on the areas of application
for these various datasets will be included
in coming editions of GfK GeoMarketing
Magazine. More information on market
data can be found at
> www.gfk-geomarketing.com/
marketdata
GfK GeoMarketing Magazine 02|2009

GfK market data
Europewide
regional mark
et data
Analyze target groups with... for internatio
nal compariso
ns of
GfK Demographics your market
potentials
GfK Age Ranges
GfK Roper Consumer Styles
GfK Financial Services Potential
Find sites for new locations
and branches with...
GfK POS Turnover for the Retail Trade
B2C Target group data Market potential
B2B
GfK Retail Purchasing Power
GfK Retail Centrality GfK Age Ranges GfK Demographics GfK Office Supplies GfK Company Profiles
GfK Demographics Potential
GfK Location Classifications
GfK Commuter Flows
Optimize your product
offerings with... GfK Roper GfK Financial Services GfK Company
GfK Purchasing Power for Retail Consumer Styles Potential Distributions
Product Lines
GfK Roper Consumer Styles
Manage sales controlling
efficiently with...
Purchasing power datasets Location-related data
GfK Office Supplies Potential
GfK POS Turnover for the Retail Trade
GfK Demographics
GfK Financial Services Potential
GfK Company Profiles
GfK Purchasing Power* GfK POS Turnover for GfK Retail Centrality
Plan marketing actions with... the Retail Trade
GfK Demographics
GfK Age Ranges GfK Retail Purchasing Power
GfK Roper Consumer Styles
GfK Purchasing Power
GfK Company Distributions GfK Purchasing Power for Retail GfK Commuter Flows GfK Location Classifi-
Product Lines cations
Additional information available at:
www.gfk-geomarketing.com/marketdata
or by calling +49 (0)7251 9295200 *GfK purchasing power figures are available for both Europe and North America
Retail

GfK POS Turnover
Germany 2009
GfK POS Turnover for
the Retail Trade
GfK POS Turnover for
the Retail Trade reveals
the regional distribution
of retail trade turnover.
In contrast to GfK Retail
Purchasing Power, which
is calculated at custom-
ers’ places of residence,
GfK POS Turnover for the
Retail Trade is calculated
at the locations at which
sales are made.
© GfK GeoMarketing | www.gfk-geomarketing.com | Map created with RegioGraph

Tutorial 11
Sneak preview:
RegioGraph 2009's new startup dialog
The new RegioGraph 2009 greets you with a startup dialog after launching the
application. This new feature allows you to achieve results more quickly.
After launching RegioGraph, you'll see a startup dialog that helps you to begin working with the software quickly
and efficiently. Particularly helpful are the four options for Creating a new project.
1. Select Create default map if you'd like to immedi-
ately begin working with a pre-formatted map. Zoom,
pan and perform searches just as you would in the case
of online cartographic sources. Naturally, you can insert
your own content into the map at any point.
2. Select Visualize customers or locations to display
your addresses as points on the map in three easy steps.
Step 1: Open the relevant address data
(e.g., an MS Excel file).
Step 2: Specify Street / house number, Postcode and
Place for the positioning of the address data Fig. 1: RegioGraph 2009's new startup dialog
columns (see fig. 3).
Step 3: Click Next. The locations will now be displayed
on the fully formatted map.
3. Select Analyze turnover or potential to calculate
and display these values (contained, for example, on a per
postcode basis in a data file). The wizard will guide you
through the subsequent steps.
4. Select Create empty project to construct your own
map, import data and perform analyses.
Fig. 2: New default maps with optimal layouts
The startup dialog is designed to get you more quickly where
you want to go. If you're a beginner, select Getting started
to receive an animated introduction to the software's key
features. More experienced users can select What's new or
Online resources for more detailed information (e.g., on
application add-ins).
These and other options in the startup dialog are ar-
ranged so that you can access them in a minimum number
of mouse clicks.
The English version of RegioGraph 2009 is available as
of August 2009. Fig. 3: Street-level visualization of locations

12 Software training course & consultancy
RegioGraph 2009 training course – Ideal
for both beginners and experienced users
The release of the new RegioGraph 2009 coincides with a new software
training course concept. Course participants save time in gaining famil-
iarity and master their daily tasks more quickly. Course instructor Nikolai
Licata explains how.
RegioGraph. Thanks to the many
practice-based examples offered by
the instructors, participants gain a full
overview of the wide variety of tasks
that can be carried out with the soft-
ware. Even experienced users profit
from the courses and learn ways of
working more quickly and efficiently
with the software.
Which topics are covered by the
software training courses?
Course participants learn the funda-
mentals of working with the software.
Key questions answered include: How
do I import my own data and visu-
RegioGraph What can be gained from a alize my customer addresses? How do
proficiency in RegioGraph training course? I analyze this data and then display the
just two days A training course is the quickest way results? How do I visualize my sales
for RegioGraph users to master the network on a map and adjust sales ter-
software and successfully implement a ritory boundaries? What kinds of pre-
geomarketing solution in their compa- sentations can I create using my maps?
nies. Participants are guided through
the program's key features through The second day of the RegioGraph
practice-oriented examples as well as Planning training course empha-
valuable tips and information on geo- sizes the planning and optimization
marketing. of sales territories. Our collection of
theme-driven practice exercises allow
Are training courses only for beginners? us to be flexible in terms of the course
Software training courses are ideal for content, particularly when delivering
customers who are new to the software the course at your place of business.
or are transitioning from an older ver- For example, we can tailor the course
sion. In just two days, you'll learn the focus based on your company's unique
fundamentals and will be able to carry needs and goals.
out common tasks, such as analyzing
and presenting data. What's new in the RegioGraph 2009
training course?
A software training course also makes We've adapted our training course
sense for those already familiar with to the new RegioGraph 2009. This
GfK GeoMarketing Magazine 02|2009

means that the software's new features stitutes and creating territories based day software training course in Bruch-
are discussed, including background on existing business locations. sal or, alternatively, at your place of
maps, PDF reports and various selec- business. Additional information on the
tion tools. The RegioGraph Planning Do you want to utilize the full capabili- course contents, new additions, dates
training course also covers the visu- ties of RegioGraph 2009? Are you a user and registration can be found at
alization of customer addresses at the of a previous version of RegioGraph or > www.gfk-geomarketing.com/training.
level of street segments as well as new DISTRICT and want to get to know the
territory planning functions such as new features of RegioGraph 2009? If
determining sales representative sub- yes, consider booking a place on a two-
Software training course contents
Participants in the RegioGraph Analysis training course learn the fundamentals of the software, ranging from creating
maps and importing company data and customer addresses to performing numerous analyses, calculations and data
searches and professionally presenting results.
In addition to the software's key features, the RegioGraph Planning* training course emphasizes sales territory planning
options, such as optimizing existing sales territories, planning new sales territories according to specific criteria such as
customer distribution and determining temporary substitutes for external sales force members.
*formerly called “DISTRICT“
GfK GeoMarketing
GfK Map Webshop
Large-format wall maps
Order now
online at the GfK Map Webshop
online!
 Wide assortment for all of Europe
 Print-quality editions in many formats
 GfK Purchasing Power maps, household density maps, etc.
Order now at:
> www.gfk.mapshop.info

14 User report
Custom-tailored turnover planning
for the door provider BAWO with
RegioGraph and KapHoorn
The door supplier BAWO has been unlocking new possibilities through
the implementation of RegioGraph in combination with the ERP solu-
tion "eEvolution" and the software "KapHoorn". The GfK GeoMarketing
partner EXSO. is responsible for linking these various software products
and adapting them to BAWO's specific needs.
"This is where we'll be sending our next high-quality products are regarded as
mailings," says Winfried Glaser, CEO successful combinations of traditional
of Germany-based BAWO Türelemente craftsmanship and modern produc-
GmbH, as he points to a newly printed tion techniques.
color map of a region between Pas-
sau and Hof. This area is more lightly Inventory management enhancement
shaded than others – an indicator that with RegioGraph
BAWO has a below-average level of In September 2008, BAWO decid-
turnover in the region. "I'm confident ed to implement a combination of
that there is demand for our cottage RegioGraph and the reporting tool
doors in this area," says Glaser. KapHoorn, produced by the Düssel-
dorf-based software provider EXSO.
As a major provider of wooden door- business solutions GmbH. The aim
related products, BAWO has long was to enhance the predictive capa-
been helping home and apartment bilities of the inventory management
owners customize the interior of their software eEvolution, which the com-
residences according to their specific pany had been using for several years.
tastes. BAWO's flexibility and custom- For any commercial entity, it's essential
er-oriented approach have made it to identify regional differences in its Winfried Glaser,
very successful: In 2006, the company active markets. Thanks to this software CEO of BAWO GmbH
acquired a new, significantly larger solution, BAWO has discovered that
building in the commercial district of preferences for specific door types vary
Remagen, Germany. The lower floor significantly according to region.
contains an exhibition space in which
BAWO's doors are on display. BAWO's As a first step, BAWO created a map
analyzing turnover according to post-
code areas (with each displayed area
EXSO. is currently working on a more seamless integra- colorcoded according to turnover
tion of RegioGraph with KapHoorn. The goal is to be able volume). and one analyzing customer
to generate a catalog of cartographic evaluations at the types according to the assigned sales
press of a button and then – as was the case with the representatives. The cartographic illus-
Excel files produced with the KapHoorn software – auto- trations reveal not only regional turn-
matically distribute this map catalog each month to rele- over, but also regions in which unmet
vant employees. demand likely exists as well as regions
that could benefit from more aggres-
GfK GeoMarketing Magazine 02|2009

sive sales and advertising campaigns. printed maps to assign sales territories
The insights gained from RegioGraph to sales representatives.
support not just BAWO, but also the
various commercial entities to which Sales territories are transferred to
it delivers its products. The knowledge RegioGraph and then further refined.
provided by the RegioGraph analy- Map extracts of sales territories are
ses helps these businesses position automatically created. Diagrams
BAWO's products more successfully depicting turnover levels for specific
among end consumers. products can then be added to the
individual sales representative terri-
Before: Wall map. – After: tories illustrated on the RegioGraph
Cartographic reports distributed maps – a feature BAWO plans to make
automatically by e-mail use of in the future.
The results are generated in two
steps: First, the values from the ERP Helmut Klöckner, BAWO's head of
solution eEvolution are created in an sales responsible for the implemen-
Excel spreadsheet. This is done via the tation of the software, is enthusiastic
reporting software KapHoorn, which about the solution: "The project was Exhibition of BAWO doors
can create values according to post- completed in a very short period of
code area, customer-representative time and then successfully implement-
assignments, customer group, pro- ed. We were helped by the fact that out thanks to the user-friendliness
duct group, etc. The next step entails EXSO. promptly delivered the most and flexibility of the RegioGraph-
importing the data into RegioGraph. important data results along with KapHoorn combination."
Thanks to the standardization of this some RegioGraph sample projects. In
process, these RegioGraph analyses working with RegioGraph on a daily Author: Margarethe Chabrzyk
can be produced each month in just a basis, we are becoming aware of ever EXSO. business solutions GmbH
few minutes. Previously, BAWO used more analyses that we can easily carry Project leader, m.chabrzyk@exso.de
We'll get you up and running
with RegioGraph
Software training course: Utilize the full capabilites of RegioGraph
Would you like to learn to work more quickly and efficiently with Course contents:
RegioGraph? Get to know the essential features of RegioGraph  Practical examples
Analysis and Planning via a two-day software training course!  Comprehensive supporting documents
Discover the most important functions, learn tips and tricks and  Practice exercises on CD-ROM
get the most from your data!  Small groups with a max. of 8 participants
To book a place, visit www.gfk-geomarketing.com/training
or call +49 (0)7251 9295200.

16 User report
Solar technology company ILIOTEC:
Bright prospects with RegioGraph
The solar technology pioneer based in Regensburg, Germany, has boost-
ed its sales success by geomarketing with RegioGraph. An interview
with Sonja Vogel, who works with RegioGraph in ILIOTEC's strategic
marketing division.
What is ILIOTEC's status at the poration and work area of new sales ate our marketing actions, such as
moment? What are you particularly representatives and restructure our the places of residence of visitors to
proud of? sales territories. We create sales ter- our in-house trade fairs. This data is
ILIOTEC is one of Germany's first ritory boundaries and representative already recorded in our CRM system,
TÜV-certified solar technology com- assignments on the basis of purchas- so all I have to do is import it into
panies and is a market leader in the ing power and household figures. RegioGraph. Insightful map analyses
provision of comprehensive solar RegioGraph also helps us fairly can then be produced in a very short
technology solutions including instal- divide advertising costs among our span of time.
lation, maintenance and insurance. locations: By geocoding the locations
Founded in 1998, the company now of customer inquiries following What's your favorite
has 220 employees and 7,000 custom- an advertising campaign, we can program function?
ers. We're particularly proud of the immediately determine the locations I most enjoy generating new sales
recognition we've received, including that especially profited from distri- territories, such as the one recent-
"Baveria's highest growth company" buted brochures. ly required for the construction of
and the "Grand Prize" award by the our new site in Augsburg, Germany.
Initiative Mittelstand. Who are your target groups? RegioGraph makes it possible to fairly
Our target groups range from end distribute and assign postcodes to our
consumers and farmers with private sales representatives: We can ensure
installations to companies and public that all created territories have equal
authorities. By the middle of this year, chances of success by using Regio-
we plan to incorporate additional GfK Graph to optimize them according to
market datasets to help us precisely purchasing power index per inhabi-
locate our various target groups using tant, total purchasing power in mil-
RegioGraph. The purchasing power lions of euros or households with a net
data included with RegioGraph con- monthly income greater than €2,000.
vinced us of the value of making deci- We can then carry out more targeted
sions based on objective information marketing campaigns on the basis of
rather than best guesses! this information. I'm always amaz-
ed at how RegioGraph can generate
Exterior of ILIOTEC‘s main office Which challenges did RegioGraph tremendously valuable results with
help you solve? a minimum investment of time and
We've profited most from the software's energy. Also, I genuinely enjoy work-
How long have you been using ability to quickly and clearly illustrate ing with the software!
RegioGraph and for which tasks? our sales territories. RegioGraph has
RegioGraph has been providing also played an important role in provid- Many thanks for sharing your impres-
support for our strategic marketing ing support and clarification for staff sions and we wish you continued success!
division for about a year now. We discussions as well as a measuring tool
use RegioGraph to evaluate our five for the efficiency of sales force members. Interviewee: Sonja Vogel, ILIOTEC
business locations, plan the incor- We also use RegioGraph to evalu- Marketing, sonja.vogel@iliotec.de
GfK GeoMarketing Magazine 02|2009

Event 17
Meet GfK GeoMarketing experts
on tour!
"Success through geomarketing: Increased efficiency for sales and mar-
keting." This is the theme that will be explored in the upcoming GfK
GeoMarketing roadshow in May and June. Presentation venues include
Berlin, Hamburg, Cologne, Frankfurt, Stuttgart and Munich.
Learn about how geomarketing can be about the business areas in which "Our upcoming roadshows are a way to
successfully implemented in various geomarketing can be implemented. offer our advice and expertise to those
branches to increase efficiency in market- Frequently asked questions will also interested in geomarketing amidst a
ing and sales activities. GfK GeoMarket- be answered, including comfortable setting. Our aim is to give
ing will be travelling around Germany to attendees as much information and
demonstrate the advantages of taking a  What is geomarketing and how can practice-oriented tips as possible over
geomarketing approach. it be successfully implemented? the course of a single evening."
 Which business areas can enjoy
For whom is the roadshow intended? significant increases in efficiency The evening events run from 6 - 9 pm.
The presentations address the key through geomarketing? Afterwards, partipants will have an
tasks confronted by sales and market-  What are the most important factors opportunity to talk informally with
ing personnel. GfK GeoMarketing when planning sales territories? our geomarketing experts and other
experts will provide practice-oriented  How can geomarketing tools be attendees while enjoying a small buf-
examples of how geomarketing can be successfully used to optimize fet. As space is limited, please book a
implemented, guaranteeing attend- advertising strategies? place as soon as possible!
ees an informative and stimulating
evening. The presentations are ideally Doris Hardt Beischl, head of sales at Book a place by calling
suited to those who are interested in GfK GeoMarketing, is confident that +49 (0)7251 9295200 or visiting
geomarketing but not yet sure pre- attendees of the roadshow events will > www.gfk-geomarketing.com/
cisely how a geomarketing solution gain valuable knowledge: geomarketing_roadshow.
can be successfully incorporated into
their company's daily operations.
Compared to trade fair presentations, The roadshow will travel to the following German cities:
the roadshow presentations provide
significantly more detail amidst a
relaxed atmosphere. Time will also
be reserved for answering individual
Munich
June 18, 2009
questions. Six different venues and Stuttgart
presentation dates offer prospective June 17, 2009
participants numerous opportunities Frankfurt
to fit a visit into their schedules. June 16, 2009
Cologne
May 28, 2009
Presentation themes
Attendees will learn about geomar-
Hamburg
May 27, 2009
keting through various presentations
delivered by GfK GeoMarketing and
Berlin
May 26, 2009
D&B Deutschland, one of the largest
B2B data suppliers. Via practice-
oriented examples, you'll find out

18 Web news
Downloads & suggestions
for further reading Imprint
GfK GeoMarketing GmbH
Werner-von-Siemens-Str. 9
Gebäude 6508
76646 Bruchsal; Germany
Tel.: +49 (0)7251 9295100
Fax: +49 (0)7251 9295290
www.gfk-geomarketing.com
info@gfk-geomarketing.com
Responsible for publication:
GfK GeoMarketing GmbH
Management Board
Wolfram Scholz, Dr. Eberhard Stegner
Content and public relations:
Cornelia Lichtner
www.gfk-regiograph.com: Knowledge delivered to your Graphics & layout:
Direct access to RegioGraph inbox: GfK GeoMarketing e-News Nathalie Burkart
information With GfK GeoMarketing’s e-News,
Visit the new homepage for our geo- you‘ll remain up-to-date regarding the Editorial:
marketing software RegioGraph to latest developments. Subscribe online Cornelia Lichtner, Tatjana Günter,
access video tutorials, additional down- and receive monthly editions with up- Gerrit Schreiber
loads, detailed descriptions of the to-date information on digital maps,
software's functions, software training market data, location reports and Translation:
course dates and much more! RegioGraph. Also, mailing list subscrib- Christopher Guider
> www.gfk-regiograph.com ers receive a complimentary map for
downloading in each month’s mailing.
Subscribe now at
Download the article > www.gfk-geomarketing.com/
on shopping centers newsletter_subscribe
In an assessment of the real estate
investment scene, GfK expert Manuel New online video tutorials Open positions at
Jahn argues there are good develop- for RegioGraph GfK GeoMarketing
ment prospects for shopping centers Newcomers to RegioGraph can now GfK GeoMarketing continues to grow
despite the financial crisis. The outlook access online video tutorials that outline and is currently seeking to fill positions
is particularly good for Germany, whose how to get started with the software. in marketing and software develop-
stable retail conditions make shopping The tutorials provide a clear, step-by- ment. Interested applicants can access job
centers a reliable investment. step introduction to the software, descriptions online.
> www.gfk-geomarketing.com/ allowing you to obtain results quickly. > www.gfk-geomarketing.com/careers.
sc_paper09 > www.gfk-geomarketing.com/
tutorials_en
GfK GeoMarketing Magazine 02|2009

Competition 19
RegioGraph 2009 competition
Answer the following question about the contents of the new RegioGraph (answers can be
found in this issue) and get a chance to win a full version of RegioGraph Analysis 2009!
RegioGraph 2009 (German edition) includes:
Maps GfK Purchasing Power Streetmaps
for Germany Austria 2009 for Switzerland
A geocoder for Transportation network data 100 analysis and
street-level analyses for calculating drive-time zones representation options
Pre-formatted background maps Automated sales territory Free customer support hotline
similar to Google Maps and optimization functions and a coupon to apply toward
a software training course
Function that calculates substitutes
for sales representatives
You can enter the competition online at > www.gfk-geomarketing.com/competition. Deadline for submissions is June 15,
2009. A winner will be randomly selected. Only one entry per person. Results are final and cannot be contested.
Shared geomarketing knowledge is
doubled geomarketing knowledge!
Is your colleague always taking your GfK GeoMarketing Magazine? Arrange for him or
her to receive a copy from us!
Complete the online form at > www.gfk-geomarketing.com/form
or photocopy this page and fax the completed form to
+49 (0) 72 51 92 95290.
My address has changed. From now on, please send the GfK GeoMarketing Magazine to the
address listed below.
Please send an additional copy of GfK GeoMarketing Magazine to the address listed below.
Please stop sending GfK GeoMarketing Magazine to the address listed below.
Company
Name Surname Department
Street Postcode/place Country
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"RegioGraph is indispensable when it comes
to my important sales decisions."
New update
available
as of August 2
009!
Thomas Ingert, Head of Sales
The geomarketing software RegioGraph supports you in sales territory
planning, market analysis and external sales force management.
 Powerful, fast and user-friendly: RegioGraph delivers clarity and confidence in seconds
 Comprehensive software packet, including GfK data on potential, maps and top-notch customer
 40,000 satisfied users, including heads of sales who rely on RegioGraph to optimize and manage their divisions
For more information, visit www.gfk-regiograph.com
or call +49 (0)7251 9295200.
With maps by
INNOVATION PRIZE
AWARD