Zipcode Marketing Your Real Customer Base
Part of the data the MarketView I offer asks the customer for their zipcode - pretty basic. Yet, the outcome of the data - can paint a very revealing picture of a stores customer base. Indeed, let me paint that picture with REAL data from a MarketView project.
For example, in a recent MarketView with over 10 units - the range of customers who came from the stores main two zipcodes - varied from 23% to 58%. And, as I have mentioned many times already in this blog - stores with similar sales figures often have totally different individual marketing needs. Indeed, since the above figures are real - lets say in a fairly large market that you buy a full zipcode distribution for your Fast Food Brands restaurant coupons into the homes of your market.
Not too hard to figure out which ones will do the best - does it?
What if you decided to save some cash and only target the stores that have their data show that over 50% of the stores customer base comes from the top two zipcodes? Pretty smart - don’t you think? And, is a real targeting of your marketing dollars.
Here’s some other FF restaurant links of interest:
http://lubbockonline.com/stories/082309/bus_485065787.shtml After the boost from an Obama visit - 5 Guys hamburgers is up to 450 stores.
Church’s Chicken benefits from goodwill from $20,000 giveaway - http://www.qsrweb.com/article.php?id=15523&prc=66&page=58 Being local, giving a sense of helping in this down economic time - important.
JPMorgan downgrades Burger King on sales - http://www.forbes.com/feeds/ap/2009/08/03/ap6733181.html This is based solely on the continued unemployment seen in 2010 - which will affect all FF restaurants.
