Local Market Profiles

Learning how to conduct research and develop market profiles in media sales

Purpose of the Profile

• Allows you to know your market in all its dimensions
• Deliver knowledge
• Identify opportunity
• Look for differences and commonalties
• Need to know what kind of people might be your retailers customers

What to Look For

• Market Background
• demographics
• spending and buying potential
• media
• SWOT analysis
• Mapping exercise
• territories and prospecting
• Identify clients
• Keep a log book or clip file of the competition

The Profile

• Research Tools
• Use the market profile questionnaire on pages 78 - 80
• Primary and secondary research
• Secondary Sources
• Chamber of Commerce, Simmons, Survey of Buying Power
• Use local newspapers and magazines
• Primary Research
• Store or Customer research
• Media research
• Focus groups
• Mall intercept
• Interviews