Branch Marketing with Geomarketing

Efficient and Effective Distribution of Household Advertising per Bank Branch

Ulrike Hofmann and her six-member team analyze the catchment areas of the various branches with regard to the target groups. This makes an optimal regional distribution possible. “With the geomarketing analyses, we know exactly where in a branch office’s catchment area concrete activities make sense, for example, for our current account, the most modern account in Austria. Here in the catchment area, we have selected the districts with the lowest percentage of customers that are located near the branch office. The target group specific alignment allows us to increase the relevance of the advertising mail and thus the effectiveness. We receive this feedback regularly from the branch offices,” says Ulrike Hofmann. Such spatial and content selection is only possible with geomarketing.

Optimal Location for Promotion Campaigns and Finding Regional Cooperation Partners

Erste Bank uses geomarketing analyses for more than just household advertising. “It is important for our branches to know where potential cooperation partners are located. In the case of spark7, the youth brand from Erste Bank, we use geographical analyses to search for places that are particularly frequented by young people. These include, for example, beauty stores or clothing stores that are particularly popular with young people,” says Hofmann. In addition, the geomarketing software helps you select the optimal locations for promotional activities.

Automated Assignment of Addresses from Advertising Campaigns to Branch Offices

The addresses of new customers are often kept in lists. “We can upload such Excel address lists to the WIGeoGIS tool. The program then automatically geocodes the data. The tool assigns each address to the branch office with the matching the catchment area. In the past, we had to assign the addresses manually, which was extremely time-consuming,” explains Ulrike Hofmann.

Addresses from advertising campaigns and sweepstakes can also be optimally evaluated through geographic analyses, says Kai Barenscher, Senior Consultant at WIGeoGIS: “The geomarketing analyses show regional abnormalities in response behavior. Companies know in which regions and areas there was a lot or little return. This evaluation is not only helpful for checking the success of an advertising campaign. It also allows you to draw conclusions about regional preferences and interests. This allows banks and other companies to get to know their target group better.“

Geomarketing helps in many ways to make the branch marketing for banks more targeted and efficient. It is not good enough to rely on your gut feeling for regional marketing campaigns. They need to align advertising with customer expectations requires a much more sophisticated approach. Geomarketing is a possible way to achieve better accuracy and effectiveness in branch marketing.