It does not matter if you’re entering your 1st market or your 31st, it pays to know as much as you can about the area and the possible success rate before deciding to launch any activity.
It’s a combination of research and experience to get it right and that is what we offer – extensive experience from many years using data resources like Census and the Australian Household Expenditure data.
A community can be – Farmers, Young Adults living in Darwin, Families in Perth, people who own 2 cars in Tasmania and so on. Understanding where they live within those areas, what else they do, where they go and what they think about will improve chances of success and eliminate waste while still maintaining brand integrity.
Ian Clark our expert on Local Area Marketing (LAM) has held such positions as Director of Local Area Marketing at Telstra with over 43 staff servicing all communities of Australia and has since continued to refine and develop a successful process – first seek to understand then deliver.
Simply plot your business or potential business on a map of the community in which wish to operate.
For existing businesses – you provide a list of your customer addresses and they are ploted geographically on a map of the community to show where you have, or don’t have customers. Competitor’s locations can also be plotted at this time showing where in proximity to to them you customer base is. For new businesses it’s about learning where different groups and services are located in the community so you can select the best location for your business and marketing activity.
What’s in it for you? With this information alone you know where you can focus your advertising to help you generate revenue and save costs.
Data is sourced from national surveys such as the Census reports and other various research papers on household spend. This information is then overlaid on the comminity map grouping approximately 200 houses at a time into ‘like’ groups which helps build a profile of the type of people living in the areas where you have customers.
What’s in it for you? Knowing what your customers are like, what they spend money one, the sorts of things they like doing, the places they go, allows you to target your advertising more effectively.
With a profile of the customers using your products or services it is then easy using the national research data to find the same groups within the community or in other surrounding comminities where you dont yet have customers. Growing your business now has rigor to it – no more hit and miss. You can develop maps of your state or all of Australia showing where your customers are and where all potential customers are and how many there are in each area.
If you owned a restaurant you would want to know where the people live in your community whom spend most on eating out. If you owned a tyre service centre you may want to know where the families are with two or more cars. If you owned a clothing store you may want to know where the people live that spend most on fashion.
Final Step – ‘Go get them’
This is where the experience and skill of Marketing Makeovers comes in to compliment the science of geo-mapping. Different groups of people want to receive their information in different ways. Some want to read the newspaper, some are happy to research on the internet, while others might only buy when a product is recommended by someone they know.
Marketing Makeovers will construct a full marketing plan with test campaigns and expected ROI and help you execute the strategy to achieve your goals.