2. OUR READERS ARE
YOUR CONSUMERS
There are 6 million
Quebec consumers,
and we know them all
very well. Here’s a
basic profile of some
to give you an idea.
2
GEOMARKETING
3. POWER AND PRECISION
3
GÉOMARKETING
OUR GEOMARKETING SERVICES ALLOW ADVERTISERS TO KNOW
EXACTLY WHERE TO FIND THE CONSUMERS THEY’RE LOOKING FOR
OUR ANALYSES
Targeting analysis Market analysis
Geographic targeting Market potential summary analysis
Customer origin analysis Targeting by segmentation
Profitability analysis Geolocation
Customer profile Data extraction
Area profile Maps
Others analyses available on request
4. 4
GEOMARKETING
RESULTS OF
STRONG
MAGNITUDE
Our experts can
target consumers
with pinpoint
precision, ensuring
your ad campaigns
yield the kind of
results that are sure
to make your day. Try
us out and you’ll see
for yourself that we
mean business.
5. LEADING-EDGE SOLUTIONS
Having access to over 8000 georeferenced variables…
• Socio-demographics
• Consumer spending
• Print Measurement Bureau statistics and social values
• PRIZM market segmentation
…lets us target the most promising geographical areas
5
GEOMARKETING
7. MARKET
ANALYSIS
Presents comprehensive statistical descriptions of a given market, including its
estimated sales potential.
Geomarketing
• Potential sales of horticultural products
totaling $441,986
• Estimated market share of 10.45%,
representing $46,196 in sales
• 2860 households
• Average annual income: $68,678
• 58% of homes were built over 30 years ago
• See chiropractor on a regular basis
• Large consumers of garden furniture
• Read Ricardo and Summum magazines
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8. MARKET ANALYSIS
The sales estimate model takes into account:
• Location
• Distance and geographical restrictions
• Buying potential
• Market demographics
• Presence of competitors
• Traffic generators
The customer base profile includes:
• Socio-demographic characteristics (baseline analysis)
• Consumer habits
• Lifestyle and media profile
• Presence of competitors
• Location of potential customers
GEOMARKETING
8
THIS ANALYSIS ASSESSES THE OVERALL SALES POTENTIAL OF A
MARKET AND ITS STORES WHILE PROVIDING A COMPREHENSIVE
OVERVIEW OF ITS CUSTOMER BASE.
9. MARKETPOTENTIAL
SUMMARY
ANALYSIS
Estimate the sales potential of a market.
Geomarketing
• The market share of each store is
estimated per area.
• Red areas have a sales potential of $1.5
million in horticultural products. The store
sells $175,000 in these areas.
• The presence of competitors has a major
impact on market share.
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10. MARKET POTENTIAL
SUMMARY ANALYSIS
The sales estimate model takes into account:
• Location
• Distance and geographical restrictions
• Buying potential
• Market demographics
• Presence of competitors
• Traffic generators
This analysis helps to:
• Establish market share
• Perform a detailed analysis by area
• Assess the competition
• Identify which stores are performing above or below expectations
(GAP analysis)
• Optimize store openings, relocations, expansions, etc.
GEOMARKETING
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THIS TYPE OF ANALYSIS ESTIMATES THE OVERALL SALES
POTENTIAL OF A MARKET, AS WELL AS THE RANGE OF SALES
EXPECTED FROM A STORE.
11. GEOGRAPHIC
TARGETING
Marks off shopping areas, taking distance and physical obstacles into account.
Geomarketing
• Customer base
living within a 5 km
drive to store
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12. GEOGRAPHIC TARGETING
Takes into account a variety of factors:
• Geographical distance
• Travel time by car
• Differences between urban and rural economic regions
• Economic hubs
• Location of competitors
• Etc.
GEOMARKETING
12
THIS TYPE OF ANALYSIS HELPS DEFINE THE AREA WHERE MOST OF
THE CUSTOMER BASE OF A BUSINESS LIVES.
13. TARGETINGBY
PRIZM
SEGMENTATION
Geomarketing
Segmentation divides populations into groups based on demographics, social
behaviours and consumer habits.
• Postal code of targeted Joy of living segment
• Young families
• New homes
• Average income: $119,275
• Eat low-fat ice cream
• Like trying new products
75% of households in red areas belong to this
specific segment.
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14. SEGMENTATION TARGETING
Mini Van and Red Wine
Younger upper-middle class
Quebec families
•Homeowners
•Average household income:
$102,448
•Various levels of education
•Various occupations
•Low ethnicity
•Pursuit of Novelty
GEOMARKETING
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THIS ANALYSIS IS PERFORMED USING THE 66 PRIZM SOCIAL
SEGMENTS. HERE ARE SOME EXAMPLES:
Segment#16
Young and Active
Young and urban Quebec
singles and couples
•Renters
•Average household income:
$57,435
•CEGEP and university
graduates
•Service Sector and white-
collar occupations
•Medium ethnicity
•Fulfillment Through Work
Segment#48
Tools and Trucks
Upper-middle-class town
families and couples
•Homeowners
•Average household income:
$98,461
•Various levels of education
•Various occupations
•Low ethnicity
•Attraction to Nature
Segment#25
16. TARGETING ANALYSIS
Over 1600 socio-demographic variables found in the Statistics
Canada Census, such as age, gender, occupation, average
annual income and size of household.
Nearly 280 variables linked to consumer spending habits,
including food, clothing and hobbies.
Nearly 5500 PMB variables that can be combined in a variety of
ways. For example:
GEOMARKETING
16
THIS TYPE OF ANALYSIS PROVIDES INFORMATION ON THE
CHARACTERISTICS OF CONSUMERS IN SPECIFIC AREAS BY USING:
• Prefers light margarine
• Buys premium cat food
• Watches the À la di Stasio TV program
• Enjoys spending time outside and likes outdoor activities
17. DATA
EXTRACTION
Targets email addresses to ensure you only reach consumers interested in your
products or services.
Geomarketing
• Location of email
addresses of
consumers in
households close to
your business and
who travel to sunny
destinations every
winter.
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18. DATA EXTRACTION
Email address targeting is done using postal codes for
which all statistical data is available:
socio-demographic / spending / PMB / segmentation / etc.
You can use your own lists of internal data to create a wide
range of targeting strategies to implement separately or all
at once.
To ensure you get the most from this type of targeting
strategy, we can provide you with:
• Over 1.7 million email addresses to consumers across Canada
• Nearly 700,000 email addresses to consumers in Quebec
GEOMARKETING
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INCREASES YOUR EMAIL OPEN RATE AND NUMBER OF POSITIVE
RESPONSES BY ONLY SENDING YOUR OFFERS TO EMAIL ADDRESSES
BELONGING TO CONSUMERS IN YOUR TARGET MARKET.
19. AREA
PROFILE
Enables you to find out the characteristics of consumers living in a market you wish
to develop.
Geomarketing
• The market served by a store is
coloured in red
• Population of 41,277 individuals
• 19,711 households
• Average income: $82,468
• Buy toys and clothing for children
age 6 to 12
• Use coupons at the supermarket
20. AREA PROFILE
Data analysed includes:
• Socio-demographic characteristics (baseline analysis)
• Consumer habits
• Lifestyle
• Media profile
• Presence of competitors
When you’re looking to expand to a new market, performing this
initial step helps you:
• Make an informed decision based on solid data
• Divide the market into territories (sales, stores, services, etc.)
GEOMARKETING
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THIS TYPE OF ANALYSIS DRAWS A COMPREHENSIVE PORTRAIT OF
THE CUSTOMER BASE IN ANY GIVEN TERRITORY BY COMPARING IT
WITH REGIONAL OR NATIONAL AVERAGES.
