Maps Emerge as Key Communication Tool for Businesses

- Role of digital mapping company far more than location-based information -

TORONTO, May 27 /CNW/ - If a recent surge of orders of customized maps is an indication of a trend, then companies need to add maps to their roster of communication vehicles.

Internet sites such as Google and Bing provide free location-based information but without the additional customization such as location-based spotting (LBS) and identifiers as well as land usage, which can be critical to companies and their customer-base. Now through technological advancements, organizations are looking at custom maps for business development, sales and marketing in a new way.

Mapmobility, a North American leader in digital and print maps, suggest companies consider what message their audience needs before deciding on which type of map to create for business use.

Consider the message in advance: A major restaurant chain used maps as part of an expansion plan in western Canada. Maps, created as direct mail pieces, told home owners with geographical spotting where they could find the nearest restaurant location.

Determine what intelligence is needed for strategic planning: A luxury car company used maps to help determine where to expand their dealership network. A custom map was created communicating the location and other competitive intelligence of surrounding car dealers and their proximity.

More information doesn't mean better: A message will be different depending on the level of detail. "If a company creates a map that shows the intersection closest to their location this will tell readers information on how to find them but it will not indicate that they are centrally located to someone unfamiliar with the city," said Dave Scott, VP of Mapmobility and veteran cartographer of 23 years. "Similarly a golf course in the middle of nowhere shouldn't show a street map with limited connecting roads, rather a high-level map indicating only major roads and back roads which will tell potential visitors that it is accessible and a convenient choice for their Sunday golf game."

Do not worry about scale, context adds more relevance: Different situations call for different information. "Imagine if a transit map above a subway door was geographically correct," said Scott. "It would not communicate what passengers really need to know which is what station they are at and which one is coming up next."

Take a new look at wall maps for geographic targeting: "Wall maps are one of the best forms of communication," said Scott. "Even a digital map is limited by the size of a screen." Wall maps, however, offer a total picture and can be segmented into zones for sales and marketing. They are business driven and can contain useful information such as postal codes (Forward Sortation Areas) for additional analysis.

About Mapmobility:

Mapmobility Corporation is one of North America's leading developers of accurate and user-friendly maps. Its unique layout, colours and artistic feel are key features in their 500+ MapArt collection of retail products. The Mapmobility team is comprised of some of the best cartographers, graphic designers and GIS specialists in the industry and maintains the highest standards of cartographic design The company's style has already won an Award of Excellence from GIS software provider ESRI for its sophisticated mapping ability.


For further information: For further information: For media inquires contact: Brown & Cohen Communications & Public Affairs Inc., (416) 484-1132; Matt McNama, ext. 4,; Wendy Kauffman, ext. 3,

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