Chapter 6

Defining the Target AudienceNothing is more important to building effective media plan than the target audience

Defining the Target AudienceMake sure creative and media buying are working in tandem, on the same audience. right target seems simple but takes careful planning to make most of your $$$ Late 90s Chef Boyardee changes target to teen boys, largest consumers double digit decline sales Bad move mom was the buyer; when they changed it, sales rose

Start with Right ObjectivesKnowing who the user is, is important but dont start there. Ask what behavior do you want to change. I.e.: marketing objective is increase user base; you need new users If your media plan targets heavy users, will you reach the goal?...No. So, outline objective before figuring out the target.

Start with Right ObjectivesAssess strengths and weaknesses of your brand I.e.: grow brand by 5%

Get current users to use it more Get new users from competitors or by growing brand

Start with Right ObjectivesAgain. Start with business goal (typically growing a brand by xx percent) Ask how are you going to get there? Assess your brand vs. the competitors and the category Now, you can define the target audience.

Tools for Defining the Target Audience

Two nationally syndicated research studies use by media planners:

MediaMark Research MRI Simmons Market Research

Both annual studies were originally designed to support magazine industry with sales and audience data. MRI has become the industry standard Simmons sticks to custom research

Tools for Defining the Target Audience

Simmons:

Experian Simmons has been providing our clients with consumer behavior data that allows them to better understand their customers and prospects, as well as know where and how to advertise most effectively

Simmons hooked up with MasterCard to offer tracking not found with the Nielsen Co. or Information Resources Inc. (IRI) Nielsen and IRI track manufacturer's brand movements through grocery stores. Its powerful info of purchase behavior used to understand dynamics of moving brands and categories.

Tools for Defining the Target Audience

MRI:

Preferred national media tool Info on 500+ categories and 6,000 brands Most used tool for magazine readership; looks at 235 titles with recent reading logo cards Also collects info on TV, cable, radio networks and formats, newspapers, Internet Sample is 26,000 adults, 18+, highly reliable Surveys twice a year

Tools for Defining the Target Audience

MRI:

Media planners using MRI Doublebase, has 50,000 respondents Doublebase linked to other consumer segmentation tools that look at the population by geography, demographics, purchase behaviors Spectra and NPD Developed tool bridging retail tracking and consumer targeting; get brand purchase data directly linked to media behavior.

Nielsen and Spectra:

Tools for Defining the Target Audience

Simmons National Consumer Survey

Similar data to MRI, provides a double check Scarborough Research joint effort Nielsen and Arbitron, measures local media markets for top 75 US markets Media Audit deeper market lists, 86 markets; but with less detail

Local Market Tools

Tools for Defining the Target Audience

Key Broadcast Tools

Nielsen TV Arbitron -- radio

Heavy User DefinitionImportant way to look at audience is consumption heavy, medium or light user?

Lifestyle and LifestagePrizm and Spectra key tools Defining lifestyle by where you live and how affluent you are I.e.: lifestyle consumer in upscale suburb way different than consumer in downscale urban area Helps you put face on target and suggest you need different media approaches

Lifestyle and LifestageLifestage where you are in your life? I.e.: 25 year old mom of two is way different than a 25 year old single woman This requires different media approaches So its not simply about age

Generations as a Target

Another way to target find common ground among generations of consumers Connected not only by age but by unifying factors like music, fads, inventions, politics, social movements i.e.: 60s, Vietnam, British invasion, psychedelic Connection is past demographics its emotional and historical ads will use imagery, music, play on emotions and memories

Behavioral TargetingHow does your audience behave? Popular on web, track site visitors in real-time I.e. user on site for dogs, probably owns a pet and would be open to a new dog food Ideal for behavioral targeting

have a relevant message for someone when it is most relevant for them when they are behaving in a way that indicates your brand may be important to them

Behavioral TargetingConsider targeting bargain hunters who clip coupons or visit websites that sell discounted goods Find a behavior thats a good fit for your audience

Purchaser vs. InfluencerSo far, we talked about who is buying product But who is consuming it? Need to do primary research to see if there are influences that tip the scale to buy Many items, children exert influence

Purchaser vs. Influencer

Children's influence high toys, candy, video games Childrens influence low sunglasses, cars, salad dressing Case of cereal, do you target moms or kids?; Or should you split it 70% moms, 30% kids? What about two heads of a household who to target? Adult children are clearly making decisions for their now-elderly parents.

Other Brand Influencers

The employee matters. Especially in retail and service industries, good service means better business. Brand manager often makes sure employee is a target for the ads I.e.: grocery 5 minute checkout or discount on your groceries before campaign hit, employer ran ads touting how great the staff was builds pride so when campaign was released they were ready to live up to it

Growing Ethnic DiversityFastest growing US population is Hispanic and Asian, followed by African American Ethic audience follow general market media but also tap into specific ethic media tailored to culture

Growing Ethnic Diversity 1.

2.

Two schools of thought on ethnic media: What % of the ethnic population is not delivered to through general media?...make up the difference in ethnic media Scheduling ethic media makes a political statement we recognize the importance of this group

Economic Impact of TargetingEveryone consumes media differently Example:

more women watch TV than men therefore, it costs more $$ to reach men on TV If you change media plan to target adults instead of women, your cost goes up 10% because youre paying a premium to reach men

Economic Impact of Targeting

Example:

Older adults watch more TV than younger adults Therefore, it costs dramatically more to reach 18-34 than 55+

The harder the group is to reach, the more it costs to reach them But, theres a curve ball here, if you go after a targeted niche..

Economic Impact of TargetingSome media are designed to reach a very narrow audience, others are not TV and newspapers are alike:

The broader the audience, the lower the $ $ to reach them Just the opposite Radio formats targeted at select age groups The tighter the audience, the lower it costs to reach them

Radio:

Economic Impact of Targeting

Magazines

Broad reach publications like Time, Sports Illustrated, Good Housekeeping But if youre looking for people you like spicy food, Chili Pepper would be a better buy Same as magazines Search engines are broad reach vehicles Individual sites are niche properties

Web

Economic Impact of Targeting

Example:

Youve got $3-million for advertising for a national cereal brand Your competitor spends $15-million Your 3 wont go far against their 15 Do you go after the broad mothers market? Do you try to generate some noise in the kids market? Or do you go after something totally different an ethic niche you want to cultivate?

THINK.The

target audience is the cornerstone of the media plan.