Market Place Geography: Perspective Through Mapping





Agricultural Markets

Industrial Markets

It is always good to know where your customers are.

The customers for many specialized or niche markets are not found everywhere but are often concentrated in a number of specific places – possibly small and scattered areas.

If your company sells to these customers, you can benefit from analytic maps that give you a sense of the market terrain - Where is the high ground and your place in it? Where are you strong? Where do you have gaps?

Good maps give you sense of proportion regarding your opportunities. A good mapping database can back this up with solid metrics for specific, custom defined area. This permits the alignment of sales efforts with the realities of market geography through both strategic planning and day-to-day sales for management.

A fully developed mapping program includes:

  • Your “customer footprint.” Although you are familiar with your sales, your outlets and your clients, mapping them in actual space adds perspective, and helps you see patterns of concentration, raise questions and plan actions.

  • The “market high ground.” The value of a sales map is heightened if you can overlay a “market footprint” and compare the distribution of your sales and customers with the distribution of your market. Where are your “gaps”, and what can you do about it?

  • A “prospect footprint.” One thing you can do to fill gaps is to focus your recruitment efforts. Adding an overlay of prospect targets to the sales and market data enables you to translate the perspective gained from mapping directly into action.

We can incorporate these elements into Market Atlases: a set of fixed maps showing core data for different sales territories, and/or different data overlays for the same territory. These provide a comprehensive overview of the market. Although paper is passé, Atlases are most useful in paper format - the images can be much bigger, and they can be laid side-by-side.

We can also incorporate these elements into customized interactive software that permits:

  • Framing custom views on any geographic scale for any area by zooming and panning.
  • Turning overlays on and off to view different data combinations.
  • Viewing the data behind the map presentation in great detail.
  • “Rolling up” data to produce detailed reports by custom defined area on any scale.
  • Exporting and printing customized maps and tables to share with current or prospective dealers or other distribution partners.
We recommend doing both and using them each for different purposes.