TAKE THE NEXT STEP
LET US SHINE A SPOTLIGHT ON YOUR MEMBERSHIP
1. Defining your actual catchment We have already mapped your member postcodes, so we can see where your members are and in which postcode sectors they live. However, in a Membership Profile Report, we will also define your catchment – that is how far, in miles and minutes, members travel to get to you. Just as an example, let’s say 75% of members live within 10 minutes’ drive time. Quite possibly this is the perfect catchment, but there are other considerations. Does that 10-minute drive time reach a big cluster of a specific population group that isn’t represented in the existing membership base? Is there a little corner of the catchment that’s heavily populated but more conveniently served by a number of competitive sites? Is there a cluster just outside the drive time that isn’t served by a competitor, from where members are already coming? Is there a river or railway line with no nearby bridge to cross it? Anything like this, we can factor in and manually adjust the catchment. 2. Identifying your areas of strength Our next step is to cut the data so we’re only looking at members who live within the defined catchment area. We then turn to Experian’s Mosaic consumer classification system – 15 groups that break down into 66 types for a clear picture of who lives where in the UK – to understand more about who the members are, in demographic terms. We create a Mosaic profile of your catchment and a Mosaic profile of your members and compare the two. This shows how well your facility penetrates each Mosaic group and type, and how your site indexes for each compared to the total catchment population. Anything indexing over 100 means you perform particularly well for that Mosaic group/type, and our reports then detail who they are demographically: age, life stage, affluence, home ownership, types of property, whether they have children, how they holiday, shop, consume social media and so on. We deepen your understanding of your key audiences and empower you to speak to them in ever-more relevant ways, shaping your marketing to drive penetration rates even higher among these high-indexing groups and types – your low-hanging fruit.
MEMBERSHIP HOTSPOT REPORT
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