Member Insight Report

SAMPLE CLUB

CLARIFYING YOUR 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 this Member Insight Report , we have also defined your catchment – that is how far, in miles and minutes, members travel to get to you. We found that 37% of your members live within a one-mile radius of the club. This increases to 60% within a two-mile radius. A further 15% of your members live between two and three miles away. A five-minute drive time around your club is home to 45% of members and this increases to 78% within 10 minutes’ drive. For the purposes of this report, a 10-minute drive time therefore defines the boundary of your catchment. Outside of this 10-minute drive time, numbers begin to drop off and you do not make any large gains by adding another minute or two to the total drive time. If we increase the drive time to 15 minutes, the proportion of members goes up a little. However, your penetration is much lower because the population increase between 10 and 15 minutes is so large. The map below shows a 10-minute drive time (yellow shaded area) around your club. The green dot is the club; the red dots are your members’ home addresses; the blue circle shows a three-mile radius around your club. Our next step is to cut the member data so we’re only looking at members who live within the defined catchment area – in this case, a 10-minute drive time.

WHO ARE YOUR MEMBERS? So far in this report, we’ve shown you where your members are – and with it, where you’ll find the most new members. And that, of course, is a great first step, allowing you to intelligently focus your marketing campaigns in areas of maximum potential ROI. But now we need to understand who your members are. Who does your fitness facility appeal to, and how well have you penetrated the relevant audiences in your catchment area? Armed with this knowledge, you can create campaigns that truly hit the mark – campaigns that say the right things to the right people at the right time, to attract more customers who look like your existing loyal members.

“By highlighting the groups to whom your facility appeals, this report provides a springboard to smarter marketing”

Using the UK’s premium demographic profiling system (Mosaic from Experian – see page 12), we have cross-referenced your member location data with the Mosaic database to build a detailed profile of your members. This provides invaluable insight into your existing members – their income and life stage, their qualifications and digital habits, and far more – to help shape the messages, offers and media channels of your future campaigns. Crucially, this analysis also reveals how many more people with this profile live within your catchment area, allowing you to even more precisely target specific areas with specific messages.

! MEMBER DOT MAP SHOWING YOUR CATCHMENT AREA !

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! Staines ! !

Ashford

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! Egham ! ! !

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Thorpe

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Upper Halliford

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Shepperton Green

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Weybridge

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New Haw

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! Chobham

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! Brooklands Industrial Estate ! !

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! West Byfleet !

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Sheerwater

Cobham 10 minute drive 3 mile radius Club Members

Pyrford

MEMBER INSIGHT REPORT

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