SAMPLE CLUB
TAKE THE NEXT STEP
H30
H31
H32
H33
H34
H35
H
POSSIBLE NEXT STEPS… In every Mosaic profile of members compared to a catchment population, you will have some groups and types which are under-represented. Why might this be? There can be a number of reasons, with local competition an obvious one. This is where Leisure DB’s competition maps come in, providing an accurate, up-to-date snapshot of the competitive sites in your catchment – a vital tool in understanding why people are (or aren’t) choosing your site. Another reason for underperformance in certain Mosaic groups and types might be a mismatch between product/model and local demographics: lots of older people in the area who might struggle to access the facility, for example, or less affluent groups who can’t afford the fees – these two scenarios simply to illustrate the point, rather than being specific to your model or fee structure. There is where a Mosaic map can help – a valuable complement to any Mosaic member profile and competition map, as it shows where in your catchment you’ll find each Mosaic group. It’s only a hop and a skip to compare this to your site’s Mosaic profile and member dot map. Where underperformance can’t be easily explained – where there are Mosaic groups and types represented in abundance in your catchment, not yet served by a competitor, with no obvious mismatch but still not attracted to your facility – further investigation is in order. It could simply be down to marketing. Have you ever directly addressed these groups and/or types with messaging so relevant, so appealing, that they feel compelled to explore what you have to offer? If you have lots of older people in your area, do you have any daytime activities or social events that might appeal? If you have lots of families in the area and a strong swim school programme or kids’ club, can you create campaigns focused on these? Ultimately, it’s about moving away from blanket marketing campaigns to become smarter and more specific – and Leisure DB can help. Get in touch now to find out how we can help brand and market your offering to effectively target the correct Mosaic profiles: enquiries@leisuredb.com Speaking of marketing to older people or families with kids, this is where Leisure DB’s age reports come in, segmenting and quantifying your catchment by age band and gender. These reports can be very useful for operators who have products they know will appeal to a specific age group or gender, whether that’s accessible activities, swim lessons, high ropes courses or more traditionally female-focused group exercise classes. All of the above elements are included in Leisure DB’s Site Analysis Reports (details overleaf).
Primary Ambitions Families with school-age children, who have bought the best house they can afford within
popular neighbourhoods H30
2.30% 2.59%
Advert Response Channel
Who We Are
Household income
Age
36–45
£50k–£59,999
131
105
89
237 44.3%
263 20.8%
Number of children
Household composition
109
112
280
Pseudo family
1
Key Features
Household Technology
231 25.0%
313 43.1%
Children's toys/accessories sites Internet via smartphone High outstanding mortgages Vocational qualifications 3 bed terraces Families with young children
Residency type
Tenure
Terraced
Owned
Very High
125 80.6%
208 52.4%
O61
O62
O63
O64
O65
O66
O
Career Builders Professional singles and couples in their 20s and 30s progressing in their field of work from
commutable properties O61
1.79% 1.53%
Mosaic UK
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Advert Response Channel
Who We Are
Household income
Age
26–35
£40k–£49,999
147
126
180
246 47.5%
230 28.2%
Number of children
Household composition
115
160
228
Single
No children
Key Features
Household Technology
125 49.6%
118 81.5%
Don't use landlines Access internet at work Work full-time University degrees Rent flats Young singles and homesharers
Residency type
Tenure
Flat
Rented
Medium
323 58.0%
324 75.0%
MEMBER INSIGHT REPORT
MEMBER INSIGHT REPORT
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