Embed Size (px)
Citation preview
Experience is Success…...that’s our goal!
Business Analysis too..
o Precision-tune direct mail campaignsPrecision-tune direct mail campaigns
o Analyze and select a locationAnalyze and select a location
o Consolidate sitesConsolidate sites
o Perform market demographic studiesPerform market demographic studies
o Align territories by drive time modelingAlign territories by drive time modeling
Business Analysis too..
o Plan advertising and media schedulesPlan advertising and media schedules
o Analyze market penetrationAnalyze market penetration
o Check on the competition Check on the competition
o Perform crime risk analysisPerform crime risk analysis
o And much more!And much more!
Market-based Business Problems
o Where are my members? Where are my members? o What is my market area?What is my market area?o Do I have more than one store serving the Do I have more than one store serving the
same group of members?same group of members?o What percentage of my customers account What percentage of my customers account
for x% of a club’s sales?for x% of a club’s sales?o Area of influence? Area of influence?
Help create a Market Area
based on number of members or sales
We Analyze Your Market Penetration
see how well you are reaching your market areas
Visualize Member Drawsee where your members live
and which of your clubs they join
Member-based Business Problems
o What is the profile of my existing members?What is the profile of my existing members?o Where can I find more members like my Where can I find more members like my
best members? best members? o Where should I target direct mail to get the Where should I target direct mail to get the
most ROI for my marketing dollars spent?most ROI for my marketing dollars spent?o Where is the best place for my new club?Where is the best place for my new club?
We start by profiling your membership base
To Find More Members
Like Your Best Members...
…Then Identify Geographic Areas
match the profile of your best members
Block Groups in Blue Indicate Areas that Match the Profile of Your Best Customers
Precision-Tune Target Marketing and get a better ROI on your direct mail and get a better ROI on your direct mail
dollarsdollars
Site-based Business Problems
o Where are my clubs? o What is the surrounding demographic
profile? o Where are my members? o Where are my competitors?o Which stores are the most successful? o What are the dynamics/characteristics of
these clubs?
We Analyze Market Demographics
is your site near your ideal customers
0-2 2-4 4-6
Analyze Club Performance
and Visualize Member Draw
poor performing clubs could be a result of cannibalization
More Site-based Business Problems
o Where are high potential areas? Where are high potential areas? o What are the characteristics/ What are the characteristics/
dynamics of potential new club sites? dynamics of potential new club sites?
o What impact would this site have on What impact would this site have on other existing sites, and vice versa?other existing sites, and vice versa?
o Can I consolidate sites without Can I consolidate sites without hurting member service?hurting member service?
We Compare Multiple New Sites
viewing and analyzing demographics
Evaluate sites based on proximity to preferred demographic areas
We Analyze Existing Sites
and identify the competition in the area
We Analyze Prospective Sites Using Drive Time
Modelinghow close are your members to the site
Additional Analysis — Crime Risk
o Which areas have a higher crime rate?Which areas have a higher crime rate?o When there are multiple sites When there are multiple sites
available, which one is a lower risk?available, which one is a lower risk?o The city and the police departments The city and the police departments
don’t or won’t provide crime don’t or won’t provide crime statistics, but it is a concern...statistics, but it is a concern...
Crime Risk Analysisidentify safer sites
Other Business TasksMarketing Campaigns Marketing Campaigns
o Where is my target market?...By Where is my target market?...By product/service? product/service?
o What type of media would best What type of media would best reach these members?reach these members?
Expansion, Consolidation, & Mergers Expansion, Consolidation, & Mergers o What effect would opening/closing What effect would opening/closing
a facility have on the market? a facility have on the market? o Where are areas of significant Where are areas of significant
cannibalization?cannibalization?
Product Planning Product Planning o Which services are doing well? Which services are doing well? o Which services and improvements should Which services and improvements should
do well given the surrounding do well given the surrounding demographics? demographics?
o Which services should be promoted Which services should be promoted based on lifestyles and demographics? based on lifestyles and demographics?
o Which services and how much should be Which services and how much should be charged at each site?charged at each site?
Other Business Tasks
Health Club Management Inc.
Strike Membership Gold!
o Member Profiling and Prospecting
Be in the Right Place at the Right Time!
oSite Analysis and Site Prospecting
Know More than Your Competition!
oMarket Analysis
Gain a Competitive Advantage with
