Getting to Know your Patch: catchment area analysis

1. Getting to Know your Patch: catchment area analysis Heather Maitland

2. What is it for? • Brings together information about ticket buyers and geo-demographic information • Shows you how well you’re doing in different bite sized chunks of your catchment • Shows you which bite sized chunks will give you the best return if you focus special marketing activity there • Shows you if it worked • Helps touring companies set attendance targets and decide the levels of marketing input required for the various venues they visit

3. Catchment Area Analysis • Standard practice in the UK for 15 years • But we’ve got postcodes!

5. Postcodes are magic! NG32 2EN

6. Postcodes are magic! NG322EN Postal Area

8. Postcodes are magic! NG322EN Postal District 8,000 households

9. Postcodes are magic! NG32 2EN Postal Sector 2,500 households

11. Postcodes are magic! NG32 2EN Postcode 15 households

12. Postcodes are magic! NG32 2EN

14. No postcodes!? • Census data is collected and analysed in a systematic way based on small areas that can be supervised by a single person • So where there’s a national census, there are small area population statistics • In Ireland, they are called District Electoral Divisions

15. DEDs are magic too! 0609039 County: Kildare

16. DEDs are magic! 0609039 District: Celbridge

17. DEDs are magic! 0609039 DED: Leixlip Average number of people per DED Urban: 3,568 Rural: 589

20. Asking why Why might the Abbey Theatre be doing better in some areas than others? • Travel • drivetime distance from the venue • poor access by public transport, times of last buses or trains back from the venue • a low level of travel into the city /town for shopping, work or leisure- another city/town being preferred • relatively low car ownership

21. Asking why Why might the Abbey Theatre be doing better in some areas than others? • Travel • drivetime distance from the venue • poor access by public transport, times of last buses or trains back from the venue • a low level of travel into the city /town for shopping, work or leisure- another city/town being preferred • relatively low car ownership

23. Asking why Why might the Abbey Theatre be doing better in some areas than others? • Competition • Other theatres, arts venues or other places of entertainment which have greater appeal or are more accessible

26. Asking why Why might the Abbey Theatre be doing better in some areas than others? • What the population is like • the characteristics of the population for example age, social grade, higher educational qualifications • relatively low levels of family income • a decline in local employment opportunities • limited potential for group bookings because of a lack of appropriate places of employment, clubs and societies etc

27. Asking why Why might the Abbey Theatre be doing better in some areas than others? • Marketing effectiveness • relatively low coverage by the venue’s current marketing and publicity (i.e. small numbers of people on the venue mailing list, a low level of distribution for leaflets and posters, lack of coverage by the local press)

28. Catchment Area Analysis • Instructions are in your handout • Abbey Theatre pilot analysis • Define your catchment area • Assess your catchment area • Look at the demographic profile of each DED

29. 1. Define your catchment area • Add DED codes to your data

30. 1. Define your catchment area • Count the number of ticket buyers in each DED • List them in descending order by number of ticket buyers • Identify where the top 80% of your ticket buyers come from

31. 1. Define your catchment area • Get geodemographic data for your catchment area which should include: • the DEDs you identified in the previous stage • plus any DEDs which fall within a 45 minute drivetime • plus any DEDs which lie immediately between the DEDs you identified and the 45 minute drivetime boundary

32. 2. Assess your catchment area • Add up the population aged 15+ of each DED • Divide the number of ticket buyers by the population and multiply by 100

34. 2. Assess your catchment area • Sales penetration index • List the number of adults over 15 from each DED • Work out the percentage of adults over 15 from each DED • Work out the index

35. 3. Look at the demographic profile of each DED

36. 3. Look at the demographic profile of each DED

37. Look for • Areas of high market potential and high sales penetration • Areas of high market potential but with only average or below average sales penetration • Areas of average potential but below average sales penetration • Areas with low potential and low sales penetration • Use these results to identify small population areas where your organisation might target special marketing activity to attract additional audiences to achieve your organisation’s overall objectives.

38. 3. Look at the demographic profile of each DED

39. Geodemographic profiling tools • Similar people live next door to each other • These tools combine information from the census with lifestyle and financial information to give each area a classification at either household or part street level • Marketers in the retail and financial sectors in Belgium are already doing this e.g. GEO-INFO and Mosaic provided by Wegener DM (www.wegenerdm.be)

41. Ogham • Produced by PMI, a subsidiary of Data Ireland • 2002 Census plus lifestyle data • Household level • 34 different classifications based on: • Lifestyle preferences • Affluence • Geographical location • lifestage

42. Ogham Abbey Theatre top five Ogham classifications • UDA2 Cultured Elite 13% • UCA1 Well-heeled Theatregoers 6% • UEC2 Gold Card Oldies 4% • UBB4 Urban Wannabes 12% • UBB5 The Sorted Segment 6%

43. Ogham: UBB5

44. Ogham: UBB5 • The Sorted Segment: 3.4% of Irish pop. • Reasonably wealthy, well educated and professional, this group have healthy and varied financial portfolios. They are free ad easy with credit cards. Children are junior school age. They have a strong partiality for the Irish Times. Socialising and keeping fit are the focus of free time while home is fully equipped for entertainment – PC, digital TV, internet and computer games are standard. They enjoy holidaying in Europe and the USA.

45. UBB4 UBB5 UCA1 UEC2 Pembroke East B, C & D

46. Use catchment area analysis to: • Understand your audiences so you can find more of the same • Find out more about the people in your catchment area so you can target our marketing more accurately to get the best possible results • Locate target markets • Find out who’s missing from your audiences • Compare your own marketing results with a benchmark to see how well we’re doing