geomarketing locate potential customers to increase sales performance
TRANSCRIPT
1. WHAT IS GEOMARKETING
2. LI TO IMPROVE MARKET KNOWLEDGE
3. CASE HISTORY: THE AUTOKRANE MARKET IN ITALY
4. RESULTS
GEOMARKETING
• Geomarketing introduces a new methodology based on a clear territorial analysis of our potential market opportunity answering the well known questions that every business has:
1. WHO ARE OUR CUSTOMERS?
2. WHAT DO THEY NEED?
3. WHERE ARE THEY?
GEOMARKETING...
• For Geomarketing we intend the use of location technology to support market knowledge and particuarly the acquisition of potential customers datas. Geomarketing provides a valid help to the Sales Department giving a clear analisys of the real market.
• With Geomarketing companies are able to evaluate and use a large number of marketing databases and informations produced by different segments of business activity with ease and immediacy.
Geomarketing Components
1- STATISTICAL AND
MARKETING KWNOLEDGE
2- GIS
SOFTWARE
5- MAPS
4-ESTERNAL
DATABASE
Es.CENSUS
GEOCOM
3-INTERNAL DATABASE:
ERP
CRM
GEO
GEOMARKETNG investments & results
• INVESTMENT: 30.000 US $
• RETURN extra sales: (New customers acquired) 420.000 US $• TIME: 6 months• ACTIVE CUSTOMERS ( Italy): 4.850• POTENTIAL CUSTOMERS ( Italy) 88.500
• Sales results in the italian market underline an extraperformance of + 33% sales in 2005with a turnover in 2005 of 140 Millions US $ .
POTENTIAL CUSTOMERS:
BUILDINGS INDUSTRY ITALY
Fonte dati: SDA BOCCONI, GEOCOM ITALIA
CATEGORIES
FROM 1 TO 10 FROM 11 TO 20 MORE THAN 21 TOTAL
BUILDING COMPANIES 66.780 12.534 3.560 82.874
BUILDINGS MATERIALS 7.893 2.359 1.250 11.502
TRUCKS DEALERS 1.456 629 349 2.434
AUTOKRANES DEALERS 1.298 349 125 1.772
ROOF MAINTANENCE 4.589 2.746 498 7.833
MARBLE TRADE / PRODUCTION 2.192 623 145 2.960
GLASS TRADE 2.302 879 234 3.415
BUILDINGS TECH SUPP. 5.678 1.249 450 7.377
ELECTRICAL SUPP. 7.823 2.387 934 11.144
TOTAL 100.011 23.755 7.545 131.311
NUMBER OF EMPLOYEES
GEOMARKETING...where
• From a theorical point of view Geomarketing translates basis concepts of market strategy into simple datas ready to be used in every day working life by sales directors and vendors:
Marketing Strategy Marketing Operations
Geomarketing