Who are Your Customers and How to Reach Them

Who are Your Customers &
How To Reach Them?
Kate Tribe

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

The feedback cycle
Explore
Uncover
Clear-
head
Drive
Change
Comm-
unicate
back
(1) Explore your tribe,
by analysing what you
already have
(2) Uncover how your
membership form
could be improved &
develop ways to collect
useful information
(3) Clear your head by reviewing feedback with
internal databases, business metrics & ABS data
(4) Drive change
from a greater
understanding of
your tribe
(5) Communicate
back to your tribe so
they know how
you’ve driven change
from their feedback

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.

Your organisation membership application form
Membership number
I, dd / mm / yyyy dd / mm / yyyy
Family name Given name Date of birth Signature Today’s Date
hereby 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 / Female
Residential Address:
Street Suburb State Postcode
Contact information:
Email address Home phone Mobile
Emergency contact:
Name Telephone
Why 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 / league
Can we contact you occasionally?
Please  your choices & circle preferred
 Membership information SMS / Email
 Promotional/Gaming SMS / Email
 Do not contact
What is your occupation?
___________________________________
Postal Address:
Street Suburb State Postcode

Sample data
• Data entry: Your data is only as good as how it is transferred from
form to computer
• Basic Profiles: Assuming the data is accurate, you can run basic
profile of your members
• ABS classifications: There are quite a few classifications & codes
that can help

Sample data – basic profile
Salutation
Gender
0-9,
71%
10-
19, 18%
20-
29, 6%
30-
39, 3%
40-
49, 2%
0
10
20
30
40
50
60
70
80
48%52%
FemalesMales
Females significantly more
likely to be longer term
members (10+ years)
Joining
22
14
10 10 11
12
9
7
3 3
0
5
10
15
20
25
0 1 2 3 4 5 6 7 8 9

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%
0
5
10
15
20
25
Age
Date of
death
the same
for 37.9%
26 36 42 47 50 49 48 49
74 64 58 53 50 51 52 51
0%
20%
40%
60%
80%
100%
<18 18-24 25-34 35-44 45-54 55-64 65-74 75+
Female Male
100 100 93 86 79 71 65
48
0 0 7 14 21 29 35
52
0
20
40
60
80
100
<18 18-24 25-34 35-44 45-54 55-64 65-74 75+
0-9 years 10+ years

• 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.
46%
94%
51%
2%
1%
Sample data - geographic
95%
0.9%
1.4%
0.1%
0.1%
0.1%
0.2%

Understand ABS Community Profiles

Sample data – ABS comparison
34 37 43 48 51 51 51 51 57
66 63 57 52 49 49 49 49 43
0
20
40
60
80
100
<20 20-24 25-34 35-44 45-54 55-64 65-74 75-84 85+
Female Male
49 52 52 53 53 51 52 55
66
51 48 48 47 47 49 48 45
34
0
20
40
60
80
100
<20 20-24 25-34 35-44 45-54 55-64 65-74 75-84 85+
Female Male
4 7 11
16
22 21
13
6
6
10
11
15
21 20
12
4
0
10
20
30
40
50
20-24 25-34 35-44 45-54 55-64 65-74 75-84 85+
Female Male
7
13 17 19 18 13 9 5
8
14
16
19 19
13
8 3
0
10
20
30
40
50
20-24 25-34 35-44 45-54 55-64 65-74 75-84 85+
Female Male
Sample Data ABS Data

Living in local area
Longer term members
18-54
Female
Who are the engaged members?

How to target different markets
Who are they?
Easier to work out who to target

Define your tribes
tribe
Easy
meals
Sport
watchers
Betting
Out of
town-ers
Drinks
with
friends
Male
dominant
Occasion
based
Mostly
locally
Live
locally
Visit
regularly
Specific
nights
Easy
Short
stays

Survey traps & tips
Testing NOT proving
your theory.

Survey traps & tips
What 3 words come to
your mind when you
think of our club?

Survey traps & tips
Satisfaction
Importance

Ask ABS comparable questions
DOB Gender Household
Ethnicity Disability
Employment
status
Industry Occupation
Others -
interests

Are participants representative
What are you comparing?

Who are Your Customers and How to Reach Them

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Editor's Notes