Degree-of-penetration and potential mapping
Compare how deeply your organisation reaches into your local or wider area with the potential penetration you could aim for.
If you?re interested in this package and would like to know more, contact Dan Cowley at / or Alfie Hanoun at /
Degree-of-penetration maps show what percentage of households in each postal sector book at or attend your venue. You can therefore see the impact of any targeted campaigns you have run, judge which sectors you might concentrate your communications efforts in, and which are reaching saturation. We also supply you with a standard London ?propensity to attend? map that allows you to compare your penetration with what might be expected from those sectors according to London benchmarks.
Our 1-page accompanying report will seed your thinking on what your degree-of-penetration map teaches you, by highlighting points of interest and setting the information in the context of our London-wide knowledge.
NB For this package, you will need to supply us with the postcodes you would like to feed into the analysis in Excel, Word or CSV format (we will send you a template showing how the data must be supplied). Degree-of-penetration mapping works best when looking at a relatively large set of postcodes, for example bookers for an entire run of a production rather than for only one night.
You can chose to base the map on your whole booking database; or just bookers for a single specified date range, artform and/or production. Additional degree-of-penetration maps can be provided for additional date ranges, artforms and/or productions at a reduced cost if booked and supplied at the same time. Please ask for price details.
Key features:
- Two printed maps showing how concentrated your audience is geographically, in the most significant postcode sectors for you. The first shows you the London-wide picture while the second zooms in on your local area (or other specified area of interest).
- A London ?propensity to attend' map.
- An accompanying 1-page document explaining the maps and putting the information into context or suggesting areas for action.
Cost: £575 + VAT (£500 + VAT for Snapshot London participants)
Taking it further:
To learn more about the people in your area of interest - from freely-available resources - look out for our training event on Using existing and free data. Other packages that can hlep you think about how to connect with the areas highlighted in your map include the marketing or community engagement expert sugeries. We can also help you build audience development into your organisational strategy through our bespoke consultancy services, such as our help in developing a model for sustainable community engagement, or to help develop an action plan to re-connect a theatre company to its audiences.