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Part C Effective Marketing for your SME with GIS: Customer and Competitive Analysis

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

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Part C Effective Marketing for your SME with GIS: Customer and Competitive Analysis

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  1. Part CEffective 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?

  2. 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

  3. “Where’s” your Most Critical Marketing Problem? Customers Competitors Customers Competitors Choosing Deciding Understanding Knowledge of Positioning Product Price Channels Target Market Controlling Implementing Customers Competitors Customers Competitors How much do you know about your Customers? Competitors?

  4. 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

  5. Customer Behavior and Location Customer Location Needs Attitudes Interests Preferences Behaviors Product Offerings, Price Sensitivity Distribution Channel, Marketing Communication,

  6. “Where’s” your Most Critical Marketing Problem? Customers Competitors Customers Competitors Choosing Deciding Understanding Knowledge of Target Market Geodemographic Segmentation Segment Profiles

  7. 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

  8. 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 Census Demographic Updates

  9. More factfinder maps Prepared w/ American Factfiner

  10. “Where’s” your Most Critical Marketing Problem? Customers Competitors Customers Competitors Choosing Deciding Understanding Knowledge of Positioning Product Price Channels Target Market Trade Area Analysis Site Selection Marketing Communication Direct Marketing

  11. 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.

  12. Retail Trade Area Analysis Source: Segal (1998) Retail Trade Area Analysis: Concepts and New Approaches http://www.directionsmag.com/features.php?feature_id=5 Figure 2a. Patronage probability model - theoretical store trade area. Blue – green – yellow – red progression represents zones of increasing patronage probability.

  13. Retail Trade Area Analysis: Drive Time Source: Segal (1998) Retail Trade Area Analysis: Concepts and New Approaches http://www.directionsmag.com/features.php?feature_id=5 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

  14. 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

  15. Site Modeling Existing Site Existing Site Existing Site Existing Site Proposed Site Existing Site Existing Site Use information about known sites to predict performance of proposed sites

  16. Site Screening Models Bad Good Bad Good Good or Bad? Good Bad Tools to allow clients to quickly eliminate bad sites from consideration, saving time, money and effort.

  17. Site Potential Models $885K 1,200K $1,723K $1,922K How Much? $1,490K $1,500K Tools to predict actual results such as sales or customers so further performance measures can be implemented (i.e., return on investment).

  18. Site Type/Clustering Models Type A Type B Type A Type B Type A or Type B? Type B Type A Classifies sites into “types” to allow targeted venues and marketing stategies

  19. 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.

  20. 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.

  21. HP Direct Email

  22. BMW Lead Generation program • Five levels of customization

  23. 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.

  24. 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? The right creative:Albertson College

  25. Planning Analysis Control Implementation “Where’s” your Most Critical Marketing Problem? Customers Competitors Customers Competitors Positioning Product Price Channels Target Market Customers Competitors Customers Competitors

  26. 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

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