Many marketers want to define their geographic market or reach by using radius mapping. Radius mapping allows the marketer to target the geographical reach of their direct mail campaign by defining the distance or quantity desired around a specific location—a store or restaurant, for instance. A grocery store, for example, might want to reach all the households within a one mile radius of their location. Their research indicates that this is their ideal target geographical market. In another application of radius mapping, a dry cleaner may have a direct mail budget that allows them to mail 5,000. Using radius mapping they can mail to the 5,000 households that are closest to their location. Radius mapping is a powerful geographic selection tool used by mail direct mail marketers.
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