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Malton Visitor Footfall Project

Malton Visitor Footfall Project. A Presentation to North Yorks Towns Alive 13 th May 2010. Who we are. Independent marketing company appointed by Fitzwilliam (Malton) Estate Market research Market & brand positioning Business development strategy Team building

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Malton Visitor Footfall Project

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  1. Malton Visitor Footfall Project A Presentation to North Yorks Towns Alive 13th May 2010

  2. Who we are... • Independent marketing company • appointed by Fitzwilliam (Malton) Estate • Market research • Market & brand positioning • Business development strategy • Team building • Business skills & networking • Event management • Marketing communications ian shepherd associates Market understanding Market positioning Marketing communications

  3. Our marketing challenge • To formulate & launch Malton marketing campaign to: • Create local distinctiveness on ongoing basis • Increase resident & visitor footfall & spend • Stimulate business development • Attract inward investment • Complement public sector regeneration initiatives

  4. Why count visitor footfall • Assess “trading health” of the town • Assess impact of promotional initiatives • Demonstrate increased trading potential • Formulate appropriate marketing programme • Stimulate more positive, innovative approach

  5. Visitor count options • Manual counting by on-street data gatherers • varying accuracy, ability, enthusiasm • time period restrictions • relatively high labour costs • Computing & video technology • high degree of accuracy • 24/7 reporting • detailed data analysis • regional & national benchmarking

  6. The Malton solution 5 interface units Experian central database 5 camera locations

  7. The Malton solution • Introduced April 2009 • YF – RDC – FME partnership • Experian preferred supplier • £25k set up cost • £4k - £5k pa running costs 5 camera locations

  8. Camera Locations

  9. Weekly visitors

  10. Daily distribution

  11. Location comparison

  12. Hourly distribution

  13. Weather & events

  14. Day vs. evening footfall

  15. Graph 3 Mondays only August Bank Holiday Spring Bank Holiday Easter Monday Early May Bank Holiday

  16. Business in Action Malton Motor Show Graph 4 Sundays only

  17. Saturdays only

  18. Marketing benefits • Benchmark “trading health” vs. national trends • Identify key trading underperformance issues • Formulate appropriate marketing solutions • Assess direct impact of footfall initiatives • Get traders & stakeholders onside & supportive • Demonstrate increased trading potential • Encourage more positive, innovative approach

  19. Malton Visitor Footfall Project Thank you and… any questions?

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