2.1 Marketing Research Every MOLLY MAID territory is different. Customer preferences, advertising responsiveness, and the competitive climate are all factors that can vary drastically even between adjacent MOLLY MAID owners. Before you attempt to select advertising vehicles or design a marketing plan, it is essential that you perform the necessary research. This research will encompass all of the following categories: Your customer, your territory, your competition, and your marketplace. 2.2 Who are my Customers? The importance of knowing your customer cannot be overemphasized. In order to effectively reach your target audience (your customer) you must know who they are and where they live. Here is some information to use as you begin planning your marketing campaign. Please note that this information is based on nationwide statistics, and it can vary from one market to another. The MOLLY MAID Family MOLLY MAID families consist primarily of married couples with children. Many have children that are school-aged. In the vast majority of cases, it is a woman between the ages of 35-54 who is the main purchaser of MOLLY MAID service. In their leisure time, our customers often travel, play sports, and buy home furnishings and electronics. Home – Value, Size and Location The typical MOLLY MAID customer owns and lives in a single-family home in a suburban location. Home values are frequently high (in most markets this will fall in the range of $125,000 - $750,000). Most MOLLY MAID customers live in a home with approximate square footage of 1,500 - 4,000, with the typical home about 2,500 - 3,500 square feet. Household Income MOLLY MAID customers’ household incomes also tend to be above average (in most markets, this will fall in the range of $50,000 - $150,000). This higher income is often the result of two salaries. Education Level A great percentage of our customer base has some sort of college education 2.3 Where are my Customers? Using supplied maps and demographic information from Molly Maid, Inc. and the various vendors you are investigating, analyze your market’s demographic make-up, with the goal of organizing your zip codes from highest concentration of qualified customers to lowest. You can also look to free websites, like www.city-data.com and www.melissadata.com. Designate where the sweet spots of your territory are. As a new owner, these will be areas where there is a high concentration of high income level and household value households.
MOLLY MAID Marketing Manual Copyright 2015, Molly Maid, Inc.
Page 7
Proprietary and Confidential Information
Made with FlippingBook - Online Brochure Maker