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Enhancing Malton's Visitor Footfall: Strategies for Sustainable Growth

The Malton Visitor Footfall Project aims to create a distinct local identity while increasing foot traffic and visitor spending. By leveraging market research and business development strategies, we seek to stimulate economic growth and attract investments to complement public sector initiatives. Key aspects include understanding trading health through comprehensive visitor counting methods and formulating targeted marketing campaigns. Our approach involves collaboration among stakeholders, ensuring a positive impact on Malton's commercial landscape and enhancing its visibility as a vibrant town for residents and visitors alike.

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Enhancing Malton's Visitor Footfall: Strategies for Sustainable Growth

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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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