ESRIFAMSLMS… Decoding the Mystery of Marketing Research: An Interactive Case Study Approach<br />Presented at: <br />IMCOM Marketing Symposium<br />April 2011<br />By: Rosemary Clark<br />Chief, Marketing Research and Analysis<br />
Scenario<br />Need to analyze whether a new program will be successful in your market.<br />Information Sources:<br />Environmental Systems Research Institute (Esri)<br /> Family Reporting System (FAMS)<br /> Leisure Market Survey (LMS)<br />
Esri<br />Esri’s GIS (geographic information systems) mapping software helps visualize demographic and consumer spending data.<br />Esri reports can help marketing understand:<br /><ul><li> Demographic Profile of Area Population
Competitors by Industry & Location</li></li></ul><li>FAMS<br />Located in the Army Community Service Staff System website, the Family Reporting System (FAMS) provides demographic reports based on DEERS data: <br /><ul><li> 13 reports
Interest</li></li></ul><li>Case Study: Bowling Birthday Party<br />Assignment:<br />Determine whether a new bowling birthday party designed for children ages 6-11 will be a successful program to implement at your installation.<br />Considerations:<br /><ul><li>Bowling center profile (Provided)
Number of children ages 6-11 in your market (FAMS)
Group 6 – Carlisle Barracks</li></ul>What other uses can you think of for FAMS or ESRI?<br />
For More Information<br />FAMS<br />Register for access on ACS Staff Website<br />Esri<br />For custom reports contact: <br />George Brezny<br />Senior Research Specialist<br />email@example.com<br />Leisure Market Survey 2011<br /><ul><li>Survey instrument is being revised to reduce length and incorporate more garrison custom questions
Results will be available on web interface for garrison access and query</li></li></ul><li>Summary<br />Understand how to apply secondary research data from Esri reports with FAMS demographics to conduct marketing research on potential new programming or sponsorship opportunities. <br />QUESTIONS?<br />
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