Target group-oriented planning and marketing made easy

In the competition between locations, areas and real estate, one thing is becoming increasingly important: knowledge of the target groups to be addressed - and their preferences with regard to the neighborhood, infrastructure, home furnishings or outdoor spaces. What has long been the norm in product and service marketing is still rather hesitantly gaining acceptance in location promotion and in the real estate industry. One reason for this has so far been the lack of data, or one that is difficult to obtain. The "Sinus-Milieus ® Living and Living Worlds Switzerland" now provide a remedy.

Most location promoters and real estate experts have probably heard of the Sinus-Milieus ®: Based on more than 30 years of social science research, they group people who are similar in their outlook and way of life into ten different milieus. Fundamental value orientations are included in the analysis as well as everyday attitudes towards work, family, leisure time, money and consumption. The Sinus-Milieus ® offer the user information and decision-making aids by providing the “central theme” for product development, strategy, positioning, communication, advertising and media planning as well as CRM.

Practical preparation
Up to now, the Sinus-Milieus ®, which have also been specifically researched for Switzerland since 2007, have only been of limited use for location and economic development as well as for the real estate industry, as housing needs have largely not been taken into account. That is now changing: For the new "Sinus-Milieus ® Living and Living Worlds Switzerland" offer, additional criteria such as demands on architecture, interior fittings and the location of the primary residence were analyzed and evaluated. Areas such as architecture, furnishings, communication and neighborhood behavior as well as decision-making and financing aspects are presented in a practical manner and applicable in day-to-day business for every milieu. The texts, tables and graphics are supplemented with meaningful photos of people, architecture and interior design. The offer is therefore a credible and very easy to use basis for numerous questions about the development and planning of locations, areas or quarters as well as for the planning, product development and positioning of real estate.

The «sinusoidal
Milieus ® Living and Living Worlds Switzerland »for example …
… in the real estate market (e.g. location and market analyzes, infrastructure planning, district planning)
… in urban planning (e.g. development areas, neighborhood development)
… in product development (e.g.
Architecture, living space, equipment, parking spaces)
… in the price mix and financing (e.g. rent and property price ranges)
… in social behavior and leisure activities (e.g. neighborhood, service offers)
… in communication and marketing (e.g. brand building and positioning, … marketing measures)

11 brochures and an online tool
"Sinus-Milieus ® Living and Living Worlds Switzerland", published by acasa Immobilien-Marketing GmbH and SVIT Switzerland, comprises the two modules Milieus Basis (printed work) and
Milieus Analyzer (online tool). Milieus Basis offers in-depth information on each of the ten Sinus-Milieus ® in a separate booklet as well as a booklet with basic information and explanations. The Milieus Analyzer is a password-protected online analysis tool with which users can identify suitable milieus for real estate projects, for example, with just a few clicks. Milieus Basis and Milieus Analyzer form a unit and are only offered as a package. The printed work (Milieus Basis) comprises a total of 256 pages in 11 notebooks in A4 format across in a cardboard folder. The package with the printed work and access to the online tool costs CHF 580 (SVIT members 10% discount).

Micro-geographic evaluations
Which milieus live in a certain place in Switzerland? Does my real estate project suit the location? Is my target group represented at a certain location? The Sinus Geo Milieus ® provide answers to these and other questions – the ideal extension and specification of the "Sinus-Milieus ® Living and Living Worlds Switzerland". Sinus Geo Milieus ® provides graphically prepared information and detailed data on the occurrence and distribution of the individual milieus and purchasing power classes for every postal code in Switzerland. ■

Swiss Association for Location Management SVSM

Text: Alexandra Vogel* / Bilder: Sinus-Milieus  ® Wohn- und Lebenswelten Schweiz