OR ALTERNATIVELY ...
CASE STUDY: Contact Lens
Client Suppliers of contact lenses
Sector Optical Supplies
Job function Sales / Marketing
Task Marketing Analysis / Sales Planning
THE CLIENT...
One of the world's largest suppliers of contact lenses, lens care solutions, and eye care products, marketing and distributing via a network of Opticians'.
THE PROBLEM...
The client's business development team identified a problem that, if tackled, could considerably increase its products' market penetration. Their Direct Marketing Manager, explains:
"Often the best place to look for more of anything is to go back to where you found it in the first place. In other words, our potential patients are most likely to be the neighbours, family, friends and colleagues of existing patients. But what about the people in a similar situation whom we don't know, who perhaps live just across the street, or even next door? If we could get a clear picture of where our customers live, and determine what type of customer has come to us from a particular area or location, we are well placed to target new customer prospects."
The client needed a tool that its business development managers could use in the field, to help individual optician's identify new areas of potential business, and therefore unlock new territorries for their products.
THE SOLUTION...
The client chose Geoplan GeoAnalyser for the task. Initially an optician's existing patients are plotted on the map creating a visual overview of where they are coming from. Whether the chosen prospect audience is 18-30 year-old females (a core target market for contact lenses), or 50-75 year-old males and females (ideal for selling varifocals), the relevant data can be assessed using the census information provided in Geoplan GeoAnalyser. The practice can then see where existing and prospective patients fall within the selected area, and assess its market potential. If Geoplan GeoAnalyser shows there are a few customers in an area of high potential, clearly it would be beneficial to focus future marketing efforts there. Geoplan GeoAnalyser will also display the potential and demographic information for each individual optician's catchment area, so sales and performance can be analysed compared to market penetration.
THE BENEFITS...
With Geoplan GeoAnalyser mapping analysis, the client had found a tool that provides practical blueprints for sales and marketing activity, helping build future strategies for growth, profitability, and develop a competitive advantage for opticians'. The Direct Marketing Manager is delighted by the results so far:
"...the power of Geoplan can be a major weapon in your prospecting strategy..."
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