Download Part C Effectively Marketing for your SME with GIS: Customer and

Part C
Effective Marketing for your SME with GIS:
Customer and Competitive Analysis
Brief Participant Summary
• Who’s the focus of your business?
• What’s your most critical customer related marketing
problem?
Value of GIS for Marketing and SMEs
• What have others done with GIS to address
marketing opportunities? problems?
Value of Part C for You
• What are the nagging questions or open issues?
• What’s the key takeaway for you?
• What one action will you take in the next week?
Participant Summary
• What types of customers does your business serve?
– Organizations or Consumers?
• Where do these customers Live? Work? Play?
• International or National or Regional or Local?
• What’s your most critical customer related marketing
problem?
–
–
–
–
Segmentation, Targeting?
Positioning
Product, Pricing
Channel
• Distribution
• Marketing Communication
“Where’s” your
Most Critical Marketing Problem?
Customers
Competitors
Customers
Competitors
Positioning
Product
Price
Channels
Customers
Competitors
Customers
Competitors
Why is Geographic Information
Relevant to Marketing for SMEs?
• Profiling Customers - describing
characteristics and behavior
• Understanding and Predicting
Customers’ and Competitors’
– current and future behavior including what,
where, when and how
• Extrapolating from known to unknown
• Understanding past customer and
competitor behavior
Why Geography Matters in Marketing Strategy - The Spatial Dimension to Customer Communications and Marketing
By Duncan Houldsworth (2003) http://www.directionsmag.com/article.php?article_id=362
Customer Behavior and Location
Customer
Location
Attitudes
Interests
Needs
Preferences
Behaviors
Product Offerings, Price Sensitivity
Distribution Channel,
Marketing Communication,
“Where’s” your
Most Critical Marketing Problem?
Customers
Competitors
Customers
Competitors
Some Census Entities
Metropolitan Statistical Areas (MSAs)
• 1 or 1+ counties w/ large population nucleus + nearby communities
that have a high degree of interaction
Census Tracts (50K)
• Small geographies - generally stable boundaries
• Designed to be relatively homogeneous w/ respect to population
characteristics, economic status, and living conditions.
Block group (225K) = subdivisions of census tracts = combination of
census blocks
• Block = well-defined rectangular piece of land bounded by 4 streets
– May be irregular or bounded by rail road tracks, streams, or other features
– Do not cross boundaries of counties, census tracts, or block groups
– May cross place boundaries
Census Demographic Updates
• Population
• Total
• Household and family
• Group quarters
• Race and Hispanic
origin by Race
• Age
• Gender
• Household type
• Income
• Household
• Family
• Aggregate and per
capita
• By Age of Householder
• Disposable Income by
Age of Householder
• Net Worth by Age of
Householder
• Labor Force
• Civilian Employment by
Industry and
Occupation
• Unemployment
• Housing
•
•
•
•
Housing inventory
Occupancy
Tenure
Home value
More factfinder maps
Prepared w/ American Factfiner
“Where’s” your
Most Critical Marketing Problem?
Customers
Competitors
Customers
Competitors
Positioning
Product
Price
Channels
Site Selection
• How good is this location?
• The site perspective is a decision about a single piece of
real estate and includes an evaluation of many site
specific features such as:
– Visibility
– Access
– Type of location
– Parking (6 spaces per 1,000 square feet)
• The trade area is also important to the site perspective
because any site evaluation includes a trade area
evaluation.
Retail Trade Area Analysis
Figure 2a. Patronage probability model - theoretical store trade area.
Blue – green – yellow – red progression represents zones of increasing
patronage probability.
Source: Segal (1998) Retail Trade Area Analysis: Concepts and New Approaches
http://www.directionsmag.com/features.php?feature_id=5
Retail Trade Area Analysis: Drive Time
Figure 3b. Drive time analysis showing the location of demographic samples.
Blue dots = sample within a 10-minute drive.
Green dots = sample within 5-mile radius, but outside 10-minute drive time polygon.
Red colored dots that fall within the 15-minute drive time polygon represent demographics that would not
be included using a traditional 5-mile radius approach
Source: Segal (1998) Retail Trade Area Analysis: Concepts and New Approaches
http://www.directionsmag.com/features.php?feature_id=5
Retail Trade Area Analysis
Trade area map - revenue concentration by block groups
blue – green – yellow – red = progression from low to high revenue.
•
Source: Segal (1998) Retail Trade Area Analysis: Concepts and New
Approaches http://www.directionsmag.com/features.php?feature_id=5
Site Modeling
Existing
Site
Existing
Site
Existing
Site
Existing
Site
Proposed
Site
Use information about known sites
to predict performance of proposed sites
Existing
Site
Existing
Site
Site Screening Models
Bad
Good
Bad
Good
Good
or
Bad?
Bad
Good
Tools to allow clients to quickly eliminate bad sites from
consideration, saving time, money and effort.
Site Potential Models
$885K
1,200K
$1,723K
$1,922K
How
Much?
$1,500K
$1,490K
Tools to predict actual
results such as sales or customers so further performance
measures can be implemented (i.e., return on investment).
Site Type/Clustering Models
Type A
Type B
Type A
Type B
Type A
or
Type B?
Type A
Type B
Classifies sites into “types”
to allow targeted venues and marketing stategies
Product/Merchandise Mix Models
What should
the mix be?
Tools to quickly determine the optimal mix of products to
meet the needs of the market.
Trade Area Models
15 miles
12 miles
5.5 miles
30 miles
1.2 miles
How
large or
small?
13 miles
Determine the expected area of influence considering
demographics, competition, business climate, etc.
HP Direct Email
BMW Lead Generation program
• Five levels of customization
The right creative
presentation:
Albertson College case study
• Albertson College (Idaho)
– Small liberal arts institution
– Nationally recognized academics:
6 Rhode scholars, 2 governors as alumni.
• Convincing potential students of its value is not its
biggest challenge.
Greatest challenge = reaching right student
prospect with right message that motivates to
enroll.
The right creative:
Albertson College
• The small town location
offered different
advantages to
different students.
• What creative
differences are
apparent? What
geographic variable(s)
could be used in
deciding which creative
to send to prospective
student?
“Where’s” your
Most Critical Marketing Problem?
Customers
Competitors
Customers
Competitors
Positioning
Product
Price
Channels
Customers
Competitors
Customers
Competitors
Questions and Takeaways
• What are the nagging questions?
• Write down
– Key takeaway for you and your business
– Specific action you can accomplish in the next
week given what you learned