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City of Anniston, AL
Success is insight.
Our Clients
• Retail Clients – 1,400+
Success is insight.
City’s Goals
Application
Anniston now has a better understanding of its retail
trade area, customer base and retail potential. The city
can move forward with a very focused retail strategy to
capture retailers that are appropriate for its customers.
Success is insight.
Executive Summary
Success is insight.
Key Steps in Strategy Development
Step 1. Defining Trade Area
Step 2. Identifying and Profiling Customers
Step 3. Understanding Retail Potential
Step 4. Matching Customers to Retailers
Step 5. Creating Customized Marketing Packages
Success is insight.
Step 1. Defining Trade Area
Success is insight.
Step 2. Identifying and Profiling
Customers
For retailers: It’s Customers, Not People
Success is insight.
Segmentation
All U.S. households fall into 1 of
66 psychographic segments
0
1 3 5 7 9 1
1 1
3 1
5 1
7 1
9 2
1 2
3 2
5 2
7 2
9 3
1 3
3 3
5 3
7 3
9 4
1 4
3 4
5 4
7 4
9 5
1 5
3 5
5 5
7 5
9 6
1 6
3 6
5
Success is insight.
Lifestyles
Psychographics focus on
Customer Lifestyles
campers
Success is insight.
Lifestyles
Psychographics focus on
Customer Lifestyles
Success is insight.
Lifestyles
Psychographics focus on
Customer Lifestyles
Success is insight.
Step 2. Profiling Customers - Choccolocco Rd
and Golden Springs Rd 10 Minute Trade Area
Dominant Segments –
Psychographic
segments that make
up at least 3% of the
trade area
Success is insight.
Step 2. Profiling Customers - 15th Street
and Noble Street 10 Minute Trade Area
Trade Area
Segmentation –
Psychographic profile of
customers within the
trade area
Dominant Segments –
Psychographic
segments that make up
at least 3% of the trade
area
Success is insight.
Step 3. Understanding Retail Potential -
Choccolocco Rd and Golden Springs Rd
10-Minute Retail Leakage/Surplus Analysis
• How many dollars are leaving
• What stores attract outside dollars
• How strong is our retail sector
• What are our retail opportunities
• What are the opportunities for local retailers
Success is insight.
Step 3. Understanding Retail Potential
15th Street and Noble Street
10-Minute Retail Leakage/Surplus Analysis
• How many dollars are leaving
• What stores attract outside dollars
• How strong is our retail sector
• What are our retail opportunities
• What are the opportunities for local retailers
Success is insight.
Step 4. Matching Customers to
Retailers
The Trade Area profile was matched to the profiles of over
4,500 retailers and restaurants.
A wide variety of categories were identified as good
opportunities for Anniston’s trade area, including:
• Children’s Apparel, Furniture/Beds
• Shoes
• Sporting Goods/Athletic Apparel
• Book Stores, CD/Music
• Hardware/Home Improvement
• Supermarkets
Success is insight.
Executing Anniston’s Retail
Strategy
Success is insight.
Step 5. Custom Marketing
Packages
Supporting
Contact Maps
Information
Profile
Match
Reports
Site Description
Marketing Packages can also be
created for developers, brokers,
and franchisees.
Success is insight.
CommunityID SCOUT 2.0
Market your community using SCOUT’s Enter SCOUT
dynamic online tools together with your
target retailer
Click to show
zoomed in aerial
map
Click Match Report
to show the retailer
you are
Success is insight. their target market
CommunityID SCOUT 2.0
Create a Leakage/Surplus Analysis Report
at any point in your community Enter SCOUT
Fill in the
required field,
select type of
trade area and
click Run.
When the report
is completed,
select “View
Report” or
“Save Report.”
Success is insight.
CommunityID SCOUT 2.0
Market your community using SCOUT’s dynamic
online tools
•Click on a
Retailer
Marketing
Package to show
all the data
relative to the
target retailer
and your
community
Success is insight.
Executing Anniston’s Retail
Strategy
There is no single marketplace…
Success is insight.
Executing Anniston’s Retail
Strategy
Success is insight.
Executing Anniston’s Retail
Strategy
Success is insight.
Understanding
the Retailer
Success is insight.
Retail Trends and Their Impact on
Communities
Success is insight.
Retail Facts
Success is insight.
Understanding the Retailer
Success is insight.
Understanding the Retailer
Success is insight.
Understanding the Retailer
Success is insight.
Understanding the Retailer
Success is insight.
Understanding the Retailer
Success is insight.
Executing Your Retail Strategy
Execution
Execution
Execution
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Executing Your Retail Strategy
Success is insight.
The Execution Roadmap
The Marketing Strategy
• Anniston’s Goals/Desired Results
• Define Roles and Schedule
• Focus Programs and Activities
• Set Promotional Mix
• Allocate Resources
Success is insight.
The Execution Roadmap
Success is insight.
What Hinders Execution
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Buxton Survey –
10 High-
Performance
Cities
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How High-Performance Cities Execute
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How High-Performance Cities Execute
Success is insight.
How High-Performance Cities Execute
Success is insight.
How High-Performance Cities Execute
Success is insight.
How High-Performance Cities Execute
Success is insight.
How High-Performance Cities Execute
Success is insight.
From Buxton 2008 Survey
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Marketing in the Location Decision
Cycle
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Marketing Lessons
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Making the
Presentation
Work for You
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Your Challenge
STICK
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Understand Who You Are Pitching
Success is insight.
1 Understand Who You Are
Pitching
On one side
ANALYTICAL
LOGICAL
LINEAR
NUMERICAL
VERBAL
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1 Understanding Who You Are
Pitching
On the other side
INTUITIVE
EMOTIONAL
SPATIAL
VISUAL
PHYSICAL
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2 Your message is…
what VALUES
YOU PROVIDE
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3 Making it STICK
Distinctive
Believable
Addresses my needs
Brief
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BE DIFFERENT
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Execution Means
Success is insight.
Thank You
Joe Fackel, Senior Vice
President
Bill Shelton, Partner,
CommunityID
Success is insight.