|[January 31, 2013]
As the Flu Virus Spreads, MaxPoint Identifies Most Concerned Cities across the U.S.
RALEIGH, N.C. --(Business Wire)--
As the flu virus spreads across the U.S., MaxPoint,
the company that helps retailers and brands drive local in-store sales
with its innovative Digital Zip® technology, announced its latest
Interest Index, which reveals the cities most interested in flu-related
remedies. Huntsville, Alabama tops the list of cities most concerned by
the epidemic, closely followed by Knoxville, Tennessee and Greensboro,
North Carolina. Utilizing these insights, advertisers can tailor
hyperlocal digital campaigns to the right neighborhoods, thereby
maximizing in-store purchases of flu-related products - from facial
tissues and chicken soup, to antibacterial spray and over-the-counter
As of January 5, 47 states had reported widespread geographic flu
activity. Boston and New York City have even gone so far as to declare
citywide health emergencies. Despite these developments, these two
cities didn't make the top 10 when it came to consumer concern
surrounding the virus, highlighting how crucial it is for advertisers to
dive deep into neighborhood and audience data - rather than depend on
assumptions - when building their campaigns.
By analyzing billions of in-store purchases and online data points,
MaxPoint found that the 10 cities most interested in all things
flu-related are the following:
1. Huntsville, AL
2. Knoxville, TN
3. Greensboro, NC
5. Des Moines, IA
6. Rochester, NY
8. Boise, ID
9. Augusta (News - Alert), GA
To further help retailers and brands find the right shoppers for their
products, the Interest Index layered additional levels of data to
determine that neighborhoods within Huntsville, Alabama - the city most
concerned about the flu - differ in their preferences for generic and
brand-name products. For example, the Darwin Downs, Nolan Hills and
Rainbow neighborhoods show more interest in generic products, while the
West Huntsville and Windsor Manor neighborhoods tend to purchase
brand-name remedies fortheir flu symptoms.
Shoppers purchasing flu-related items in the top cities tend to share
certain characteristics. On average, these shoppers are 36 years old,
own their homes, and make between $50,000 and $60,000 per year. Most of
these shoppers have at least a high school education and have children.
The similarities go well beyond basic demographics. A closer examination
reveals that those concerned with the flu also search for similar
subjects online and make comparable in-store purchases.
Interest Data in Action
Using the data from this Interest Index, MaxPoint ran several digital
advertising campaigns, including the following:
A global pharmaceutical company with a diverse healthcare portfolio -
including pharmaceuticals, eye care products and vaccines - wanted to
drive adults over the age of 65 to select pharmacy locations to
receive flu shots. Using MaxPoint's hyperlocal advertising approach,
the company achieved 164 percent lift in awareness of its flu vaccine
at participating pharmacies.
A manufacturer of analgesics wanted to increase brand awareness and
drive sales of its products. By running digital ads with MaxPoint, the
manufacturer achieved 3 percent sales lift in mass merchandise stores.
"Flu activity is heightened across nearly every state in the nation
right now, making this a great time for advertisers to promote products
that appeal to flu-ridden and flu-fearing shoppers," commented MaxPoint
COO Gretchen Joyce. "By targeting these shoppers on the neighborhood
level, brands advertising flu remedies can find the most-qualified
consumers for specific products, thereby increasing in-store foot
traffic and purchases."
About the MaxPoint Interest Index
Using its unique Digital
Zip technology, MaxPoint analyzes billions of data points consumed
by neighborhoods across the United States such as: offline point-of-sale
data, social media, videos, music, local Web pages and online magazines.
For the January Interest Index, the company scored each neighborhood
across hundreds of online topics related to consumers' interest in the
flu virus, including pneumonia, flu shots, body aches, flu remedies and
urgent care centers. In addition, MaxPoint evaluated neighborhoods'
purchases of flu remedies, such as facial tissues, hand sanitizer,
chicken soup, TheraFlu®, Tylenol® Cold and Flu
Severe, and cough drops.
MaxPoint's retail advertising platform drives in-store traffic for
retailers, brands, and multi-location business owners. The company's
Digital Zip® technology delivers the most effective and scalable
hyperlocal neighborhood-level online campaigns. MaxPoint can pinpoint
qualified customers interested in purchasing a product with more
precision than using traditional zip codes, ultimately offering accurate
neighborhood-level targeting with national reach and local results.
Founded in 2007, MaxPoint has offices in New York, Chicago, Los Angeles,
Atlanta, Austin, Bentonville, Cincinnati, and Raleigh. For more
information visit www.maxpoint.com,
follow us on Twitter (News - Alert) @maxpoint_int,
and subscribe to the OnPoint
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