Think about it this way: You have an offline to online campaign running in several spots across the US (same language, can’t use europe 🙂 ) . With this tool you can see how viral it went and where the campaign worked better. That data can be used in the future to have such a campaign in that region and try something else for the regions where it had no impact.

Some examples can be seen also here (scroll down): http://trendsmap.com/products

Now, from what I see on trendsmap, you don’t have so much data on keywords which are not very popular, but in the case a company want’s it’s brand name to be followed by the tool, I think there is a way of doing it.

You just have to get creative and find a way of using it in a productive way 🙂