• 12'

Opening of a new fitness centre: geomarketing analysis

Searching on a map to find a store, address or route, it can be tricky to realise how many different variables merge together along the way.
These are not only mountains, plains and hills, desert or inhabited areas, large urban clusters or small secondary roads; there are differences that are not visible to the naked eye, which, if you look at them in detail, make each fragment of the map an abstract picture of a thousand different colours and brushstrokes.
Geomarketing is born: a precise theory to make decisions and work on the territory with awareness and knowledge. A world of numbers, statistics and variables that explain with precise and targeted details everything that characterises the territory in analysis.
The use of cartographic maps, illustrative graphs and synthetic indexes allows the analysis of the territory to illustrate the results with immediacy and clarity.
Before we understand the advantages and benefits the customer can bring to the analysis of variables that characterise an area, we can try to understand which extrapolations it is important to carry out and why.
As a first consideration, geomarketing provides the absolute distribution of the population on a territory, it will therefore be possible to evaluate the numerical potential of a neighbourhood or a sub-section from the population living there.

The characteristics of the inhabitants

Secondly, the predominant demographic characteristics can be taken into account.
The prevalence of some attributes rather than others determines different tendencies and propensities in the population.
Sex and age, for example, are two characteristics that involve different daily consumption attitudes, just think of the needs of a twenty-year-old compared to a fifty-year-old woman or even an older man of seventy.

Recognising which characteristics identify the area in question gives it a strong competitive advantage.

Statistically more males are born than females, with a proportion of about 106 males per 100 females.
This condition is valid at birth, in the more mature ages there is a reversal of the trend, the moment in which this happens it describes the social reality in analysis, the more it is delayed, the more psychophysical attention is shown by the male gender and therefore in society in general and vice versa.
The level of education is also statistically proven, leading to profound changes in people's purchasing habits and lifestyle.
These types of indications allow geomarketing to assume distinctive attitudes for those who have a degree rather than another.

The type of employment will tend to be conditioned by the level of education achieved, together with a condition of comfort and positive predisposition to consumption.
Income is not always related to the type of schools achieved, however, it is certainly easier to find better social conditions in areas with a good cultural level, and while on the other hand, observing degraded areas shows the low predisposition to study of the residents.
The social context determines the choices and lifestyle of those who live there, for this reason, identifying the characteristics of those who live in a neighbourhood allows us to predict propensities and choices.
Expenditure capacity, closely correlated with the above characteristics, is also fundamental for the analysis of a location for commercial purposes.

Matching spending levels with other variables such as the number of members of the household, the age of the reference person in the family, their type of employment, allows those who develop the analysis to identify once again the peculiarities of the potential of an area.

Analysing single-component families, for example, it is observed that young people spend less than the elderly in food consumption, housing, furniture and health services, while the share dedicated to transport, recreation, catering and personal care services is much higher.
It is also crucial to know that the average expenditure of a family with a graduate as a reference figure spends on average twice as much as a household where the reference person is in possession of an elementary school leaving certificate.

Viability and district connections

By observing a road map these characteristics are not visible; on the contrary, it is easy to observe the urbanistic data, which is often underestimated.
The ease of reaching an address, the possibility to do so from different directions, determine important variations in potential.
Municipal choices can help or hinder a commercial operation, for example where the administration provides a dense urban network, even residents without their own means become part of those who can use a service; the presence in the immediate vicinity of a parking lot is another characteristic that is crucial for the success of an activity.
When you think about the photography of a territory it is good to think about the future, for this reason it is interesting to observe, in addition to the number of people at a given time, what is the trend from past years as this allows you to place the urban centre among the growing or decreasing realities and therefore to foresee advantages and critical issues.
In the event of depopulation of an urban centre, for example, it is not only the number of people that will vary, but also the shape of the population.
The trend is that young people are among the first to leave certain contexts without professional opportunities, leaving on the territory a higher percentage of elderly people and a slowly degrading economic condition.
These trends are certainly very slow, however, it must be considered that the duration of a commercial operation in a territory is affected by these developments in time.

Geomarketing also has the task, depending on the commercial operation under analysis, of observing the activities already present in the territory, highlighting the distance from the point of interest and the proposal of the competitors in order to know the offer present in the area.
Close proximity to other similar activities does not necessarily mean a disadvantage.
Knowing where and how certain services or products are offered, allows you to set up an offer aimed at complementing or compensating the present one.

How to use territorial analysis

In light of what materialises when illustrating the variables observed by geomarketing, it is possible to place the study at different times in the life of a business.

When the entrepreneurial idea has to follow the choice of a property, knowing the characteristics of the reality in which you are located, is a fundamental choice to determine the success or failure of the project.

This consideration applies both at the moment in which it is necessary to evaluate the advantages of an already identified location, and at the moment in which we want to identify the area most likely to host a service of which the predominant characteristics have already been defined.
Determining the reference target and the detail of the offer cannot depend exclusively on the entrepreneur's abstract preferences; instead, the demographic conformation, consumption habits and supply already present in the territory must be knowingly intertwined during the definition of a commercial proposal.
The dynamics of the territory is constantly changing, the convictions that everyone has on certain areas are often conditioned by the personal filter with which they are used to living and observing reality.
What everyone perceives around them in some moments of life is different from what they perceive in others.

Geomarketing offers to those who use it an important advantage: being able to clarify the territory observations from subjective influences and to observe the picture with numbers at hand, allowing development of choices free from conditioning and thus obtaining the maximum from the real potential.

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