Uncovering Ontario Cyclists' Segmentations

Data. Analytics.

Knowing your market and measuring the impact Kim Clarke Tourism Experience Development Specialist

Rosa Rumeo Director, Consulting Services

Insights. Results. Š 2018 Environics Analytics

About RTO7 One of 13 Regional Tourism Organizations in Ontario mandated to work on 4 pillars: – Workforce Development – Investment Attraction – Product/Experience Development – Marketing

3

© 2018 Environics Analytics

About RTO7

We partner with stakeholders to help them manage and improve visitation in a sustainable manor

3

Š 2018 Environics Analytics

About RTO7

We offer coaching, financial support, tools and templates and insights

3

Š 2018 Environics Analytics

About RTO7

Using postal codes from our stakeholders, we conduct customer/visitor analysis for which helps to: • Develop marketing plans • Create new product/experiences • Improve festivals and event • Target more people like them

3

© 2018 Environics Analytics

Value of postal code data Find out where visitors/customers coming from Learn who they are See how your customers align with the region’s demographics Privacy-friendly

6

Š 2018 Environics Analytics

About Environics Analytics • Founded in 2003

helpclients clientsacross makeevery better data-driven •We 3,000+ industry sector

decisions to achieve • North American coveragetheir business

objectives by delivering actionable • 200+ employees: geographers, statisticians, customer and market insight. mathematicians, modellers, marketers and business strategists

3

© 2018 Environics Analytics

Modern marketing success hinges on data “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.�

- Peter Drucker

8

Š 2018 Environics Analytics

Birds of a feather flock together •

The old adage, has some truth!

•

Knowing a person’s neighbourhood (at a small spatial scale) helps make good inferences about the person

© 2018 Environics Analytics

Š 2018 Environics Analytics

Ontario By Bike

11

Š 2018 Environics Analytics

Who are cyclists?

Using primarily mail out data of people who requested information

and syndicated survey data of people who do recreational bike riding

Š 2018 Environics Analytics

How does the cyclist profile compare to who Ontario by bike is promoting?

Cycling analysis validated that the market being promoted matches the target audience best bet segments for recreational cycling in Southern Ontario:

 

04 – Suburban Success (S1, F8) 06 – Kids & Careers (S1, F8) 08 – Boomerang City (U1, F9) 09 – Satellite Burbs (E1, F8) 16 – Pets & PCs (S2, F1) 26 – Second City Retirees (S4, M1)

 

© 2018 Environics Analytics

OBB Identified Cyclists to be: slightly older demographic, more commonly male, affluent and well-educated.

How do I connect with them and where can I find more? $118K Income

University Degree

White Collar

Pursuit of Novelty

Media Preferences

Internet

TV

iPhone

Instagram eNewsletter

Status Recognition

Lifestyle

Cooking Shows

Digital Behaviour

Saving on Principle

Yoga

Location Ottawa, Greater Toronto Hamilton Area and London present a clear geographic target market

Š 2018 Environics Analytics

Cycling

Drive to work

Financial Behaviour

TD Bank

Mobile Banking

Stocks

What Next?

EXECUTION

MEASUREMENT

• Customized messaging based on identified psychographics

• Compare PRE and POST

• Targeted marketing plan that reflects cyclists preferred media channels (increase effectiveness of dollars)

identify how targeted

campaign Cyclist profiles and

neighbourhoods respond • tweak target accordingly for

• Product packages based on leisure preferences – e.g.

Bike/camp package

15

future campaigns

© 2018 Environics Analytics

Silver Goose Race: Sponsors?

16

Š 2018 Environics Analytics

Silver Goose Race: Growing participation rates

In need of sponsorship

Š 2018 Environics Analytics

Who are participants?

Affluent mature households

Upscale singles and couples with higher disposable income

Comfortable new empty nesters

18

Š 2018 Environics Analytics

Who are participants?

19

Š 2018 Environics Analytics

Thank you 20

Š 2018 Environics Analytics