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Esrifamslms session 1 rc


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Esrifamslms session 1 rc

  1. 1. 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 />
  2. 2. 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 />
  3. 3. 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
  4. 4. Lifestyle and Life Stage Segments
  5. 5. 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
  6. 6. Data updated quarterly
  7. 7. Can filter by criteria
  8. 8. View, export, print reports
  9. 9. Save report criteria</li></li></ul><li>LMS<br />Leisure Market Survey provides garrison specific customer feedback on Family and MWR programs.<br /><ul><li> Satisfaction
  10. 10. Importance
  11. 11. 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)
  12. 12. Number of children ages 6-11 in your market (FAMS)
  13. 13. Location of competitors (Esri)
  14. 14. Customer satisfaction data & interest (LNS2005)</li></ul>Objective:<br />Present a recommendation to either IMPLEMENT or DECLINE.<br />
  15. 15. Case Study Instructions<br /><ul><li>Open packet to reveal market
  16. 16. Complete worksheet
  17. 17. FAMS
  18. 18. Sponsor’s Children by Age Report
  19. 19. Sponsor’s Children by Gender Report
  20. 20. Esri
  21. 21. Custom map
  22. 22. List of area bowling center competitors (spreadsheet)
  23. 23. LNS2005
  24. 24. Garrison report excerpt: Bowling Centers
  25. 25. Local Factors
  26. 26. Bowling center facility
  27. 27. Leadership support
  28. 28. Other factors </li></li></ul><li>Debrief Case Study<br />IMPLEMENT or DECLINE?<br /><ul><li>Group 1 – Fort Hood
  29. 29. Group 2 – Yuma Proving Ground
  30. 30. Group 3 – Fort Leonard Wood
  31. 31. Group 4 – Fort Detrick
  32. 32. Group 5 – Heidelberg
  33. 33. Group 6 – Carlisle Barracks</li></ul>What other uses can you think of for FAMS or ESRI?<br />
  34. 34. 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 /><br />Leisure Market Survey 2011<br /><ul><li>Survey instrument is being revised to reduce length and incorporate more garrison custom questions
  35. 35. Centralized survey sampling and distribution
  36. 36. Survey fielded August/September 2011
  37. 37. 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 />