Case Studies & Testimonials
Developing an effective Profiling Solution
Sporting Club
BACKGROUND
A particular sporting club in NSW were faced with the critical challenges of understanding their supporters and club members while developing ways to maximise the strong affinity that exists with the brand. The club commissioned Torque Solutions to develop a strategy for acquiring and retaining supporters and members.
Torque Solutions approached Pacific Micromarketing to undertake an analysis of both the club’s supporters and the League members. Torque Solutions would use this analysis as the basis for developing a database strategy and its ongoing tactical implementation.
"With the results we obtained from Pacific Micromarketing we were able to accurately develop our strategy for acquiring new customers and retaining members."
ACTION
Pacific Micromarketing were asked to produce a profile of both supporters and members based on the individual addresses from the respective databases. Before Pacific Micromarketing were able to produce the two profiles, the individual address records were processed through Pacific Micromarketing’s Kaleidoscope software application in order to identify and append the applicable Mosaic classification code.
Pacific Micromarketing’s analysis software, Micromarketer, was then used to produce the two profiles using the Mosaic Classification. The location of supporters and members was plotted to provide Torque Solutions with an understanding of their geographical distribution.
The Mosaic profiles were used to identify and plot areas of high or low potential for members and supporters within the Sydney Metropolitan Area.
RESULTS
One of the main findings of the profiling was that both Leagues Club members and the club supporters were over represented among two Mosaic groups - White Collar Affluents, who are mature families, found in affluent and leafy suburbs; and Emerging Ethnic Enclaves, who feature a high proportion of individuals from non-English speaking backgrounds
The profiling also revealed that there was a large cross-over between supporters and members, which provides a clear opportunity for converting supporters to members. The analysis has subsequently formed the basis for the database strategy that has been developed by Torque Solutions and is now in the process of being implemented.