How do I target my proposal to reach potential buyers using Above Average Reference Statistics?

Showing a client how they can reach customers living close to their store location(s) and have the tendency to purchase the products sold by the client are a fundamental feature of Precision Planner.

CREATE A PROPOSAL AROUND STORE LOCATIONS

Once business locations are added into the database, you can create location-based proposals.

Step 1.  Open Precision Planner

Step 2.  Click on the Plan tab and enter a Proposal Name

Step 3.  Check for business locations in database and plot locations

Within Advertiser / Market Locations, scroll through the list to see if the business already exists in the database. By using the Vertical dropdown, you will find Categories, which will help with the search process.  Click on the box to the left of the category and click Apply.

When you find the business name, type it into the search bar (under Selected Advertiser/ Place) exactly as listed to map out the locations. If you do not find your advertiser, you will need to add them to the database. (See How to Add Locations)

NOTE: If you just added a location and do not see it in the list, click the “Refresh” button that is found directly above the Plan tab toward the top of the page. Once you type in the business name and hit enter, the locations will be plotted on the map to the right.

Step 4.  Set criteria for proposal

Use the options on the left side of the Plan tab to set your criteria for the advertising proposal. Choose your Date Range, Media Channel, Days and Media Class. A list of distribution methods will appear under Eligible Distribution Methods based on the criteria you have chosen. Once your criteria is set, proceed to the Target tab.

Step 5.  Set your distance for distribution

The default distance is set to find distribution within a 5-mile radius of each location. To change this distance, click in the text box under Radius (found on the left side of the page under Advertiser), type in your new distance and press Enter.

The distribution map and counts will change to reflect the new distance.

 Step 6.  Select a Reference or Filter

Reference Name:  To target potential customers living close to their store location(s) with a shown tendency to purchase the products sold by the client use Reference data to target the customers.  In this case we are looking for Expenditure – Mattress and Springs AND Demographic – Families, Married with Children under 18.  Use the dropdown box within Primary to select the first criteria.  Then use the dropdown box within Secondary to select the second criteria.  You do not have to use two criteria selections.  The more reference criteria selected results in a more refined search and typically a lower distribution count.

Basis:  The system defaults to Market.  If you prefer to use DMA, use the dropdown under Basis and select DMA.

% Above Average:  In this example, we are targeting the households with an above average score within our Reference selection.  Set the left box at 0% and the right box at 1000%.  If you selected two reference selections, this must be done for each selection.

If your % Above Average selection filters out too much geography, adjust your minimum (in this case 0% is selecting all households with above average expenditure and demographic selection) or use only one Reference selection.

Distribution Map: A map showing the results of the reference filters is shown at the bottom of the Target tab.

 Step 7.  Distribution Reports

To view the distribution detail by zip and zone, click on Distribution Reports tab.

Step 8.  Reference Reports

To view reports containing the scored results from using Reference selections, click on Reference Reports tab.

Note that the information is displayed using your Primary and Secondary Reference selections.  The bar chart displays the % Above Average, Index and Reference Value for each selection.

Step 9.  Reference Heat Maps

To see the map associated with your primary and secondary reference selections, use the right arrow to scroll thru the multiple tab selections.

For your primary reference (in this case we used Expenditure – Mattress and Springs) select Reference Map Primary.  Scroll down to see detailed information regarding your selections below the reference map.

For your secondary reference (in this case we used Demographic – Families, Married with Children under 18) select Reference Map Secondary.

Step 10.  Save your View

If you want to save your proposal for future reference, click on View in the upper right of your screen.

Type in the name of your proposal and click Save.

To retrieve the proposal in the future, go to Precision Planner and click on View Original.  In the pop up you will see My Views.  Click on the proposal you want to open and it will be retrieved.