In many branches it's too expensive and imprecise to plan media budgets on the basis of socio-demographic target group characteristics. After all, the target recipient is not simply someone with a potential interest in the product, but rather also someone with the propensity to purchase it. The new GfK t.o.m. regio study provides a region-sensitive portrait of precisely this target group of buying-oriented consumers.

It's essential to regularly update and coordinate turnover and media planning. For example, adjustments are necessary if sales learns that the target group is older and comes from a different social sphere than what was envisioned at the time of the product release.

The questions that then emerge usually cannot be adequately answered with demographic target group profiles alone: Where is my target group located and what makes it unique? How large is the total circle of buyers? How large should the advertising budget be in order to achieve the desired aims? Where can I realize savings in the media planning process? How do buying consumers inform themselves? In which media should I place my advertisements?

The conventional approach to these questions is to come up with a socio-demographic description of target groups – e.g., middle-aged, high purchasing power, households with children. In the worst cases, pure speculation guides the localization of these characteristics in the population. Far better is to acquire this information through user surveys ("would you be interested in using product A?"). While this is a step in the right direction, an essential problem remains: Often the user of the product is not necessarily the purchaser. A classic example can be drawn from the health care market: Although men and women are equally plagued by colds, women – as nominated care-givers for their families – are usually the purchasers of therapeutic products. Simply profiling the end user of a product thus has its limitations. Instead, attention must be turned to the actual purchaser of the product. It's also advantageous to know the point of sale at which your products should be advertised or offered.

Available for the first time, the t.o.m. regio dataset on GfK buying-oriented target groups addresses this decisive dimension of target group localization. The dataset reveals where the buyers of your products live, down to the most detailed regional level.

What are GfK buying-oriented target groups?
The dataset on GfK buying-oriented target groups focuses on consumers whose actual purchasing behavior suggests an affinity for specific products or product groups. The basis of the compilation of the data are various GfK consumer panels. Information obtained from these sources is localized for 2.5 million street segments using the structural databank, GfK POINTplus. This dataset allows users to identify the locations of buying-oriented target groups and implement a more targeted approach to reaching potential customers.

Internet users – espresso or yogurt consumers?
Information is also provided on sales channels and retail outlets. This lets you reach H&M, amazon and Otto shoppers as well as OBI and Aldi shoppers. The dataset tells you where, how long and with whom people would like to vacation. This information can also be used to simulate various marketing strategies in different media in order to ensure the best possible results. Naturally, you can use this information to plan on the basis of your competitors' products.

Secure a competitive advantage with data on buying-oriented target groups
The GfK buying-oriented target group dataset delivers concrete facts on concrete product brands. This objective data can be instrumental in the success of an advertising campaign.

The t.o.m. regio dataset helps you hone in on your sales potential and manage your media planning. The data boost your response rates by helping you spatially optimize your campaigns and reduce your expenses through more targeted media distribution. You'll learn your precise product-specific turnover potential and which media approach will best reach your target group.

Contact details for t.o.m. regio

Nicole Lahr
n.lahr(at)gfk-geomarketing.com
+49 (0)7251 9295160