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Rich Forsgren's presentation at the 2014 ROUNDTABLE preconference workshop on data-driven revenue diversification.
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Data Driven Revenue
Case Study Times Publishing Company
Rich Forsgren CTO
The ROUNDTABLE
Building audience is our business
Through a diverse marketing plan, we grow niche and mass audiences every day to help you connect with your customers.
What audience do you want to reach? Digital Advertising Run of Site Impressions Mobile Extended Reach Network Geographic Targeting Demographic Targeting Post It Note Roadblock Page Peel Expanding Ad Video Pre-Roll Varsity Home Site Auto Site Newsletters
Print Advertising
Erie 2014
Visitor Book
Events
Commitment to Erie
Varsity Cup
Specific Page Requests
Run Of Paper (best location available)
Her Times
Varsity
Lake Erie Lifestyle
Classified
Pre Prints
Insert Express
Targeted Market Coverage (TMC)
Direct Mail
House to Home
Showcase
Directory Advertising
Crawford Zone
Post It Notes
Digital Services
Responsive Website Design
Search Engine Optimization
Search Engine Marketing
Email Marketing
E-Commerce Social Media Management
Reputation Management Analytics
Event Marketing
Erie Times-News Kids’ Expo
Varsity Cup Awards banquet
Career Fair
Commitment to Erie Awards
Seventh Annual Rock Erie Music Awards
• Who are your targets?
• What are they like? • Income, shopping behaviors, media behaviors
• How old and what generation they belong? – Boomers think differently than Millennial
• Where can you find them? – State, County, City, Zip Code, Household
• How do you reach them? • What do they think?
– Customized Online Marketing Intelligence!
GOAL: Find prospects you don’t serve!
AGE COHORTS COUNT INDEX
18-24 5 50.7
25-34 8 15.0
35-44 32 39.3
45-54 65 61.3
55-64 112 104.7
65-74 113 162.9
75 and ABOVE 154 247.6
INCOME RANGE BAND 20s COUNT INDEX
UNDER 20,000 52 73.9
20,000 TO 39,999 109 99.1
40,000 TO 59,999 83 96.9
60,000 TO 79,999 98 114.9
80,000 TO 99,999 65 194.6
100,000 TO 124,999 34 113.8
125,000 TO 149,999 7 128.9
150,000 and ABOVE 38 272.4
GENDER COUNT INDEX
FEMALE 253 117.7
MALE 165 81.1
UNKNOWN 76 100.7
EDUCATION COUNT INDEX
COLLEGE 156 114.0
GRAD_SCHOOL 102 180.1
HIGH_SCHOOL 164 72.3
VOCATIONAL_TECH 4 70.0
LENGTH_RESIDENCE COUNT INDEX
UNKNOWN 24 45.9
1-2 YEARS 28 56.6
3-5 YEARS 74 91.5
6-10 YEARS 79 86.5
11+ YEARS 289 131.3
HOME_OWN_RENT_PROBABILITY COUNT INDEX
HIGHLY_LIKELY_HOMEOWNER 95 58.1
PROBABLE_HOMEOWNER 29 67.5
VERIFIED_HOMEOWNER 343 131.7
MARITAL STATUS COUNT INDEX
MARRIED 338 125.3
MARRIED_INFERRED 19 76.3
SINGLE 120 73.9
SINGLE_INFERRED 9 31.0
BN_HOME_EQUITY_50s count() INDEX
NO EQUITY 44 132.9
0 - 19,999 34 116.3
20,000 - 49,999 59 181.3
50,000 - 99,999 65 242.3
100,000 - 149,999 23 260.3
150,000 - 199,999 10 372.3
200,000 - 249,999 7 730.7
250,000 - 299,999 1 297.2
300,000 - 399,999 1 358.6
400,000 and ABOVE 0 0.0
Average Income: $60,000+
Age: 55+
HH Comp: No Kids in HH
Occupation: Professional/Technical/Retired
Marital Status: Married
Education: College/Grad School
Tenure: Homeowner
Net Worth: $500,000 - $1,000,000
“Who are your targets?”
Source: AcXiom PersonicX, 2014
PLATINUM OLDIES INDEX: 469.3 MEAN AGE: 75.4
SHOPPING: • Catalogs •L.L. Bean •Trader Joe’s •Macy’s •Pathmark •Costco •Bed Bath & Beyond
GOLDEN YEARS
MAGAZINES/NEWSPAPERS: AARP The Magazine Consumer Reports Smithsonian Reader’s Digest Southern Living Newspaper
UPPER MIDDLE
RADIO/TV: Veterans, Fraternal, Civic, Religious and Charitable Clubs Classical Music Performances Attending Live Shows Crossword Puzzles Gardening Collecting Coins
CITY & SURROUNDS
“What are they like?”
These well-heeled retirees and soon-to-be retirees living in the outer edges of the city
are enjoying the fruits of their lifetime labor. They are active pillars of their communities,
dedicated grandparents, and interested in maintaining their health and fitness.
ESTABLISHED ELITE INDEX: 447.7 MEAN AGE: 57.4
SHOPPING: •Trader Joe’s •Nordstrom •Ann Taylor •Crate & Barrel •Internet •Barnes and Noble •Independent Jewelry Stores
MATURE WEALTH
MAGAZINES/NEWSPAPERS: The New York Times Money NNN Top 10 Time Travel + Leisure The Sunday Newspaper
WEALTHY
COMPUTERS/ONLINE: Tracked Investments/Traded Stocks NYTIMES CNN Wireless Connection Googlemaps Travel Planning Apple Computer
CITY & SURROUNDS
Established Elite represents America’s elite couples and singles. With no school-age
children at home and the highest incomes in the country, these households have
enormous disposable incomes and pursue correlating luxuries and activities.
“What are they like?”
Presbyterian Homes’ Strong Zips
Key Opportunity Zips
Interest in Charitable Giving
Thank You