05-19-2009 EDC Meeting - Laserfiche WebLink

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UNIVERSITY OF MINNESOTA EXTENSION Market Area Profile Executive Summary: Based on the analysis undertaken in the Market Area Profile, we conclude three things: 1. The trade areas of the 9 participating lodges overlap significantly, indicating that cooperative marketing would be in the best interest of all (pages 5-12). 2. Customers are concentrated in select suburban and ex-urban areas of the twin cities. These locations and zip codes should be targeted when marketing cooperatively (pages 3-4, 13). 3. A cooperative marketing campaign should specifically target the types of customers living in these select areas. The lifestyle analysis indicates that these customers are predominately high-end urban and suburban customers (pages 14- 17). Any marketing strategy should be developed with their buying habits and lifesyles in mind (pages 18-19 and 22-29): • Frequent users of travel products across the board, especially higher-end motels/hotels and frequent flyer programs. • Heavy newspaper readership with strong interest in travel and business content in both magazines and newspapers. • Moderate radio listenership with interest in news and talk formats • Involved in healthy living activities: golf, running, adult education. The information in the Market Area Profile is most helpful in targeting customers, both geographically and by lifestyle. Please use this information to write your marketing for the Brainerd Lakes travel market. Understand that this is not specific to one lodge alone, but all of them together.