Although radius mapping is often used to define geography for direct mail campaigns and mailing list selection, some marketers are more interested in using drive time mapping to define their geography. Radius mapping could be used to reach all the households within five miles of a store location, for instance. However, depending on traffic routes, streets, highways, and natural boundaries, people living at the edge of that five mile radius may find that it takes them between 15 minutes and 35 minutes to reach the store. The store knows that most shoppers will not travel for more than 25 minutes to come to their location. Thus, direct mail marketers are now turning to drive time mapping to define their mailing list selections.
Using drive time mapping the marketer can specify that their mailing list contains only those households that are located within a 25 minute drive of the store. The ideal target audience is reached and waste is eliminated versus using the five mile radius approach. Drive time mapping is an exciting new way to select mailing lists that is made possible by improved computerized mapping technologies.
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1 comments:
Very informative. I definitely gained a better perception on residential mailing lists with the implication of "drive time mapping", which you explained so well. Thanks for your expertise.
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