reaching the right audience for your brand
TRANSCRIPT
Reaching the Right Audience
for your Brand
4/29/2015 1
K E R R I K R O M
• Research Director
• 14 years in Media & Market Research
TO D AY ’ S P R E S E N T E R S
L A U R E N R O T H
• Associate Media Director
• 10 years in Multi-Channel Media Planning Experience
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Why is it important to reach the right audience?
How to reach the right audience?
What syndicated research tools should be used to determine the right audience?
Example of how to develop a deep understanding of the audience
TO D AY ’ S A G E N D A
R E A C H I N G T H E R I G H T A U D I E N C E F O R Y O U R B R A N D I S C R I T I C A L F O R S U C C E S S
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W H Y TA R G E T I N G ?
1. Ensure your messaging is resonating
with the correct person
2. Avoid waste on those that will not
convert to purchase
3. Only reach people that are in a need
or want state for a particular product
4. Value for consumers to learn about
products that are relevant and useful
T A R G E T P R O F I L E
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B U I L D I N G A U D I E N C E F O U N D AT I O N
U S E R & P U R C H A S E R
Someone who purchases
the product and uses it for
themselves
U S E R
A person that is the end
user of a given product
P U R C H A S E R
HOW YOU TARGET THESE IND IV IDUALS WILL DEPEND ON IF THEY
ARE AN EXIST ING CONSUMER V. NEW CONSUMER TO THE
CATEGORY OR BRAND
A person that purchases
the product but does not
use for themselves
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E S TA B L I S H I N G T H E TA R G E T
C L I E N T D E F I N E D TA R G E T
Client has completed upfront
research to identify who their buying
and user target is
C L I E N T B R O A D TA R G E T TA R G E T U N K N O W N
Client knows who they need to
reach generally, but does not have
specific guidance on who they are
Client is not clear on who they
should be reaching with their
advertising efforts
S Y N D I C AT E D R E S E A R C H
D E M O G R A P H I C A N A LY S I S
B E H AV I O R A L A N A LY S I S
M E D I A C O N S U M P T I O N
C AT E G O R Y L A N D S C A P E
TA R G E T A N A LY S I S
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• Gender
• Age
• Income
• Marital Status
• Education
• Kids (presence and/or ages)
• Leisure Activities
• Psychographics
• Buying Styles
• Category Attitudes
• Product Usage
D E M O G R A P H I C A N A L Y S I S B E H A V I O R A L A N A L Y S I S
TA R G E T A N A LY S I S
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• Time Spent with Media
• Media Usage Analysis (Quintiles)
• Media Attitudes
• Media Behaviors & Engagement
• Media influence throughout the
purchase cycle
• Category Trends & Research
• Competitive Insights
• Who is using the competitive products
• The competitive media usage to determine
who they’re targeting
M E D I A C O N S U M P T I O N C A T E G O R Y L A N D S C A P E
B E H A V I O R A L A N A L Y S I S
D E M O G R A P H I C A N A LY S I S
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S Y N D I C AT E D
R E S E A R C H T O O L S
M E D I A C O N S U M P T I O N
H O W D O W E
A P P LY T H I S ?
H A I R C AT E G O RY
L A N D S C A P E
Use of hair treatments, serums, and oils is relatively low
14% use hair oils │ 10% use hair serums │ 9% use hair treatments
Women 18-54 report above-average usage Women 18-34 are the heaviest users
Source: Mintel 2013
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D E M O G R A P H I C A N D B E H AV I O R A L T R A I T S
E T HN I C I T Y % I N D E X
White 74.2% 98
African- American 11.6% 94
Asian 4.1% 138
Other 11.3% 114
Hispanic Origin 16.8% 113M E D I A N HHI: $66,808
A G E % I N D E X
18-24 22.8% 179
25-34 28.6% 164
35-44 23.6% 140
45-54 24.7% 133
E D U C A T I O N % I N D E X
Graduated College + 32.9% 115
Attended College 34.7% 120
Graduated High School
23.1% 78
F A M I L Y % I N D E X
Married 48.9% 92
Single 13.4% 70
Never Married 37.7% 137
Presence of Children 58.2% 148
H H I % I N D E X
$200,000+ 5.1% 105
$150,000-$199,999 7.2% 115
$100,00-$149,999 18.5% 120
$75,000-$99,999 13.3% 100
$50,000-$74,999 18.1% 98
$30,000-$49,999 16.6% 91
<$30,0000 21.2% 91
G E O G R A P H Y % I N D E X
New England 3.6% 76
Mid-Atlantic 15.7% 101
East Central 13.1% 108
West Central 15.8% 107
Southeast 20.2% 98
Southwest 12.1% 99
Pacific 19.5% 98
C O U N T Y % I N D E X
County A 42.7% 103
County B 31.3% 104
County C 13.9% 95
County D 12.1% 87
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M E D I A N AGE: 34.4
Source: GfK MRI Spring 2014
D E M O G R A P H I C
P S Y C H O G R A P H I C
• I love to mix and match high and low end designers
when putting together an outfit (141)
• I love keeping up with celebrity news and gossip (136)
• I consider my style to be trendy (128)
• I often use natural or organic beauty products (128)
• I'm willing to use the Internet to shop for fashion
products (128)
• I enjoy wandering the store looking for new, interesting
products (123)
• I only purchase products online when I have a coupon
or promotional code for the site (120)
W H O I S S H E ?
4/29/2015 14Source: GfK MRI Spring 2014
M E D I A C O N S U M P T I O N
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S H E S P E N D S M O R E T I M E W I T H M E D I A T H A N T H E
AV E R A G E W O M A N
Source: GfK MRI Spring 2014
10.8 magazine issues
read per monthvs. 10.4 for total women
19.4 hours spent
online per weekvs. 18.8 for total women
16.9 hours listening
to radiovs. 16.4 for total women
25.7 hours spent
watching TVvs. 32.7 for total women
- The target consumer is more likely to be a heavy Magazine and Internet user.
- She is moderate to light TV user.
“ S U P E R B E A U T Y ”
78% of Super Beauties stick to
tried-and-true brands
75% look to save as much money as possible
on products
70% Will pay extra for a product if it’s
made by a brand they trust
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Source: GfK MRI Spring 2014
W H O I S S H E ?
• The one friends and family go to for advice on a product before
making the purchase
• Information seekers
• Still purchasing the bulk of her cosmetics in-store
• Socially savvy
• Creature of habit but also willing to try new things
• Motivated primarily by price and more (and better) product choices
27% More likely to share her experience with your product
• Open to making online purchases but would rather purchase in-store
• 65% of those online have never made a digital beauty purchase but
are heavy consumers of media
• Rely on magazines to keep up-to-date and spends significant time
listening to the radio and surfing the web
• It may take driving her in-store to test your product, but rest assured
she will share her opinion
TA K I N G A S T E P B A C K
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Hone into the core person you are targeting with your advertising
efforts, you can then take the next steps to developing a
media strategy that meets your brand goals and objectives
From there we can develop the right plan for your budget
M E D I A S E L E C T I O N S A M P L E
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K E Y TA K E AWAY
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If you don’t define your target properly, you may be reaching
someone different than you want to.
WHO YOU WANT TO REACH WHO YOU’RE REACHING
A W E L L - D E F I N E D T A R G E T A U D I E N C E I S T H E C O R E F O U N D AT I O N O F A M A R K E T I N G S T R A T E G Y
S U M M A RY
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DEMOGRAPHIC
BEHAVIORAL
CATEGORY LANDSCAPE
MEDIA CONSUMPTION
W H AT ’ S N E X T ?
New York
276 5th Ave
Suite 407
NY, NY 10001
212.673.4500
Westport
1221 Post Rd. East
Suite 201
Westport, CT 06880
203.256.0880
womensmarketing.com
Thank You for joining this webinar, part of our How Media Builds Brands series,
with media experts Kerri Krom and Lauren Roth.
Next time, we’ll focus on…
KEY CONSIDERATIONS WHEN DEVELOPING
MEDIA BUDGETS
Have questions or want to learn more?
Contact Marlea Clark at