audience segmentation sr
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Audience SegmentationIncreasing Relevance and
Opportunity
BOLO 2011
2
Myriad Segmentation Methodologies
•Most Common
•Where Target Resides
Geographic
• Channel by Which Segment is Reached
Distribution
•Based on audience’s media consumption habits
•Dominate a medium the audience is likely to use
Media
•Variation in wealth and income create opportunity
•Continuum of product price offerings, low to high
Price
•Gender, age, income, education, gender
Demographic
•Seasonal segmentation
•In conjunction with events
Time
•Lifestyle segmentation – attitudes, values, behaviors, emotions
•Needs based segmenation
Psychographic
3
Different Methodologies Serve Different Purposes
Demographic
Media Choices
Price Points
Partnerships
Psychographic
Ad Message
Positioning
Product
4
Health Audiences and Republic Media
Five Simmons Health Segments
Health and Well-Being
The Invincibles
Weight Reformers
Trusting Patients
Healthy Holistics
Image Shapers
Source: Experian Simmons 2010
“I eat what I want.”
The Invincibles
Unconcerned about Health
Non-Preventative
Least Health Active
Younger and Busy
• Fast food fans• Don’t believe
they have the time to focus on health
• Almost never get sick
• Use OTC meds to solve problems
Republic Media Course of Action: IGNORE
Best Media: n/a
Source: Experian Simmons 2010
“I’m constantly struggling with weight fluctuations.”
Weight Reformers
Constantly Trying to Lose
Weight
Struggle to Break
Unhealthy Food Habits
Try Different Diets
Seek and Rely on Health
Information
• Active Health Manager
• Seek out information to exercise more
• Try to use preventative approaches
• Want an easy and effective way to improve
Republic Media course of action: PURSUE SELECTIVELY
Best Media: Newspaper, Magazine, Online
Source: Experian Simmons 2010
“I rely on my doctors health advice and believe in follow-through at home.”
Trusting Patients
Trust Doctors
Healthy Eaters
Health Information
Seekers
Eco-Friendly
• Active Health Manager
• Tend to be older • Good patients• Believe in pills
and medications: supplements/OTC/Rx
• Use Preventative Approaches
• Buy fresh, natural ingredients
Republic Media course of action: PURSUE
Best Media: Newspaper, Magazine, Online
Source: Experian Simmons 2010
“A preventive approach is essential – this includes exercise and eating right.”
Healthy Holistics
Trust Homeopathic
Remedies
Eco-Friendly
Informed
Exercise Regularly and
Frequently
• Active Health Manager
• Influencers• Like to cook• Healthy Eaters• Green – believe
in organic, natural food
• Committed to making the right healthy choices when shopping or eating
Republic Media course of action: PURSUE
Best Media: Newspaper, Magazine, Online, Mobile
Source: Experian Simmons 2010
10
LifeStage Segmentation Example
Opportunity exists among wealthier, younger Lifestage groups.
F1 A
ccum
ualte
d W
ealth
F2 Y
oung
Acc
umul
ator
s
F3 M
ains
tream
Fam
ilies
F4 S
usta
inin
g Fa
mili
es
M1 Affl
uent
Em
pty
Nests
M2 Con
serv
ativ
e Cla
ssics
M3 Cau
tious
Cou
ples
M4 Su
stai
ning
Sen
iors
Y1 M
idlif
e Su
cces
s
Y2 Y
oung
Ach
ieve
rs
Y3 S
trivi
ng S
ingl
es0%
5%
10%
15%
20%
25%
30%
35%
0
50
100
150
200
250
25
100
78
9
52
202
113
28
171
68
111
Phoenix Survey Total Bedmart Index
Source: Republic Media proprietary database.
= maintain
= grow
Wealthy Lifestage groups were more likely to spend $ purchasing mattresses.
Wealthy Middle Class0
20
40
60
80
100
120
140125
94
124
89
$500 +$1,000 +
Wealthy: Y1, F1 and M1 LIfeStages.Middle Class: F2, F3, M2, M3 LifeStages.
Q: Amount spent on mattress past 12 months.
Source: Phoenix Scarborough (Feb 2009 – Jan 2010)
F1: Wealthiest Family Lifestage
group Imagery consistent
with lifestyle
Feature higher end product
Appeal to needs of female decision maker:– Hypo-allergenic– Anti-microbial– Quality of product
M1: Wealthiest Mature Lifestage
group Active empty nest
imagery
Product focus on health and comfort
Scoria product features:– Back support– Cool latex– Quality
Y2: Younger Years Young Achievers
Affordable Aspiration
Quality Value Product
Appeals to female consumer:– Building a life
together– Work and reward– Recognizable
brand
Results
Over 120,000 pieces mailed in first wave
Sales returns were 6x the campaign investment
The creative strategy appeared effective, with wealthier LifeStage groups (Y1 and M1) delivering average sales ticket values that were nearly double store averages
Younger income segments saw average tickets that were 30% higher than typical rings
17
Other Segmentation Examples: Museum Audiences
Needs Based Segmentation Example: Museum Visitors
Identity and the Museum Visitor Experience by John H. Falk
Focus– Personal identity– Personal context– Socio-cultural context– Past museum visitation
Segments visitors by the needs satisfied
Leader in museum research, Sea Grant Professor of Free-Choice Learning, Oregon State University
Identity-Related Visitor Model
Museum Visitors
Explorer
Facilitator
RechargerExperience Seeker
Professional /Hobbyist
Source: Identity and the Museum Visitor Experience, John H. Falk; 2009
“It’s a brain vacation.”
EXPLORER
Confirms Self Identity
Curious About Topic
Learning is Fun
See and Do Things
Others Don’t
• Values learning, but may not be well-educated
• Attracted by new exhibits
• Reads newspapers, watches news programs, edu-TV
• Strike balance – high brow, low brow
Source: Identity and the Museum Visitor Experience, John H. Falk; 2009
“Billy loves art. That’s why I come.”
FACILITATOR
Satisfies Needs of Others
Parental
I Bring You Because I
Care About You
Social
• Facilitating Socializer: I am a good friend.
• Great place to meet others, socialize
• Membership affords access to what museum affords socially
• Don’t discern between learning and fun
Source: Identity and the Museum Visitor Experience, John H. Falk; 2009
• Facilitating Parent: I am a good parent.
• Frame visit in time context. The facilitator is in control.
• Parents pragmatic about membership costs.
• Imagery: people doing fun things, parents/kids engaged
“This is a one-of-a-kind experience.”
EXPERIENCE SEEKER
Collect an Experience
See the Destination
What’s Iconic
Been There Done That
Check
Expectations of Others -Social
Motivations
• What destination is known for is more important than display.
• Idea of being in culturally important place.
• Learning not priority, but experience affords it.
• Tourists, weekend fun
• Driven by opinions of others – “…said we had to take the kids here.”
Source: Identity and the Museum Visitor Experience, John H. Falk; 2009
“I enjoy the tranquility of this place.”
RECHARGER
Reflect Rejuvenate
Reverence for Subject
Matter
Bask in Wonder of
Place
Break From Life
• Escape clutter of outside world.
• Experience should be effortless
• Sensual aesthetic across lives – good food, drink, travel, music, art, literature
• Imagery: beautiful, deserted spaces
• “A place to be surrounded by art.”Source: Identity and the Museum Visitor Experience, John H. Falk; 2009
“I look for ideas for work.”
PROFESSIONAL /HOBBYIST
Strong Tie to Content
Narrow Purpose of
Visit
Not a Social Motivation
Insiders, Mirror
Museum Worker
• Smallest category, disproportionately influential
• Subject curators concerned with accuracy
• Judgmental; how info is conveyed to non-subject experts
Source: Identity and the Museum Visitor Experience, John H. Falk; 2009
25
Contact For Assistance Segmenting Your Audiences
Sean Rogers– Senior Client Strategy Manager– Republic Media/Gannett– srogers@republicmedia.com– Twitter: @SeanPRogers
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