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Who are Your Customers and How to Reach Them
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Who are Your Customers and How to Reach Them

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Kate Tribe of Tribe Research compares club database information with relevant local Australian Bureau of Statistics information.

Kate Tribe of Tribe Research compares club database information with relevant local Australian Bureau of Statistics information.

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  • 1. Who are Your Customers &How To Reach Them?Kate Tribe
  • 2. What we’re delving into• Analyse the numbers• Who are your customers• Demographic research• How to target different markets© May 2013 / prepared for CLUBS eat+drink+entertain / www.triberesearch.com.au / know your tribe
  • 3. The feedback cycle© May 2013 / prepared for CLUBS eat+drink+entertain / www.triberesearch.com.au / know your tribeExploreUncoverClear-headDriveChangeComm-unicateback(1) Explore your tribe,by analysing what youalready have(2) Uncover how yourmembership formcould be improved &develop ways to collectuseful information(3) Clear your head by reviewing feedback withinternal databases, business metrics & ABS data(4) Drive changefrom a greaterunderstanding ofyour tribe(5) Communicateback to your tribe sothey know howyou’ve driven changefrom their feedback
  • 4. The membership form• A great way to collect some excellent information.• Valuable space. Question everything that is there.• A marketing tool. Question if it does your brand justice.© May 2013 / prepared for CLUBS eat+drink+entertain / www.triberesearch.com.au / know your tribe
  • 5. © May 2013 / prepared for CLUBS eat+drink+entertain / www.triberesearch.com.au / know your tribeYour organisation membership application formMembership numberI, dd / mm / yyyy dd / mm / yyyyFamily name Given name Date of birth Signature Today’s Datehereby apply for membership to [your organisation] and agree to be bound by the Clubs constitution and any rules or by-laws of the Club.[insert legal information]. I apply to join the Club for (please tick one): 1 year $##  3 years $##  5 years $##  10 years $## Are you (circle): Male / FemaleResidential Address:Street Suburb State PostcodeContact information:Email address Home phone MobileEmergency contact:Name TelephoneWhy are you joining? Please  reason Live within 5km are of the Club Introduced by friends To attend function/event Community member Returning member Other, please specify_______________________________What activities are you interested in here?Please  your choices Dining Bars Gaming area Shows / entertainment Watching sport [ circle preferred ]which ones: rugby / cricket / afl / leagueCan we contact you occasionally?Please  your choices & circle preferred Membership information SMS / Email Promotional/Gaming SMS / Email Do not contactWhat is your occupation?___________________________________Postal Address:Street Suburb State Postcode
  • 6. Sample data• Data entry: Your data is only as good as how it is transferred fromform to computer• Basic Profiles: Assuming the data is accurate, you can run basicprofile of your members• ABS classifications: There are quite a few classifications & codesthat can help© May 2013 / prepared for CLUBS eat+drink+entertain / www.triberesearch.com.au / know your tribe
  • 7. Sample data – basic profile© May 2013 / prepared for CLUBS eat+drink+entertain / www.triberesearch.com.au / know your tribeSalutationGender0-9,71%10-19, 18%20-29, 6%30-39, 3%40-49, 2%0102030405060708048%52%FemalesMalesFemales significantly morelikely to be longer termmembers (10+ years)Joining221410 10 1112973 305101520250 1 2 3 4 5 6 7 8 9
  • 8. Sample data – basic profile<18,0.2%18-24,5%25-34,7%35-44,10%45-54,15%55-64,22%65-74,23%75+,18%0510152025© May 2013 / prepared for CLUBS eat+drink+entertain / www.triberesearch.com.au / know your tribeAgeDate ofdeaththe samefor 37.9%26 36 42 47 50 49 48 4974 64 58 53 50 51 52 510%20%40%60%80%100%<18 18-24 25-34 35-44 45-54 55-64 65-74 75+Female Male100 100 93 86 79 71 65480 0 7 14 21 29 3552020406080100<18 18-24 25-34 35-44 45-54 55-64 65-74 75+0-9 years 10+ years
  • 9. • Using ABS classifications• 90% of members are within 1 ABS statistical division.• 64% within 1 ABS Statistical Local Area & 15% in a 2nd.• We’re going to compare this 64% with the general population of the area.© May 2013 / prepared for CLUBS eat+drink+entertain / www.triberesearch.com.au / know your tribe46%94%51%2%1%Sample data - geographic95%0.9%1.4%0.1%0.1%0.1%0.2%
  • 10. Understand ABS Community Profiles© May 2013 / prepared for CLUBS eat+drink+entertain / www.triberesearch.com.au / know your tribe
  • 11. Sample data – ABS comparison© May 2013 / prepared for CLUBS eat+drink+entertain / www.triberesearch.com.au / know your tribe34 37 43 48 51 51 51 51 5766 63 57 52 49 49 49 49 43020406080100<20 20-24 25-34 35-44 45-54 55-64 65-74 75-84 85+Female Male49 52 52 53 53 51 52 556651 48 48 47 47 49 48 4534020406080100<20 20-24 25-34 35-44 45-54 55-64 65-74 75-84 85+Female Male4 7 111622 21136610111521 201240102030405020-24 25-34 35-44 45-54 55-64 65-74 75-84 85+Female Male713 17 19 18 13 9 58141619 19138 30102030405020-24 25-34 35-44 45-54 55-64 65-74 75-84 85+Female MaleSample Data ABS Data
  • 12. Living in local areaLonger term members18-54Female© May 2013 / prepared for CLUBS eat+drink+entertain / www.triberesearch.com.au / know your tribeWho are the engaged members?
  • 13. How to target different marketsWho are they?Easier to work out who to target© May 2013 / prepared for CLUBS eat+drink+entertain / www.triberesearch.com.au / know your tribe
  • 14. Define your tribes© May 2013 / prepared for CLUBS eat+drink+entertain / www.triberesearch.com.au / know your tribetribeEasymealsSportwatchersBettingOut oftown-ersDrinkswithfriendsMaledominantOccasionbasedMostlylocallyLivelocallyVisitregularlySpecificnightsEasyShortstays
  • 15. Survey traps & tipsTesting NOT provingyour theory.© May 2013 / prepared for CLUBS eat+drink+entertain / www.triberesearch.com.au / know your tribe
  • 16. Survey traps & tipsWhat 3 words come toyour mind when youthink of our club?© May 2013 / prepared for CLUBS eat+drink+entertain / www.triberesearch.com.au / know your tribe
  • 17. Survey traps & tips© May 2013 / prepared for CLUBS eat+drink+entertain / www.triberesearch.com.au / know your tribeSatisfactionImportance
  • 18. Ask ABS comparable questionsDOB Gender HouseholdEthnicity DisabilityEmploymentstatusIndustry OccupationOthers -interests© May 2013 / prepared for CLUBS eat+drink+entertain / www.triberesearch.com.au / know your tribe
  • 19. Are participants representativeWhat are you comparing?© May 2013 / prepared for CLUBS eat+drink+entertain / www.triberesearch.com.au / know your tribe