1. June 2010 U.S. Target Marketing Sources: sliced, diced & iced Presented by: Wendy Diamond Business and Economics Librarian and Head of Reference & Instruction Department Meriam Library, California State University, Chico

2. שלום! מי אני? UC Berkeley, B.A. 1978 and M.L.I.S. 1988 Reference Librarian at UC Berkeley Haas School, Long Business Library, 1989-1994 American Library Association (ALA) Business Reference and Services Section (BRASS) Co-author of Marketing Information: A Strategic Guide for Business and Finance Libraries, Haworth Press:2004. June 2010

3. אבל איפה צ'יקו קליפרניה? North of San Francisco, 270 kilometers Town www.downtownchico.net www.downtownchico.net Campus www.csuchico.edu/maps/photo-tour/index.shtml www.csuchico.edu/maps/photo-tour/index.shtml June 2010

4. Once upon a time … עבר Mass marketing Broadcasting A few TV networks Physical stores Target marketing was U.S. Census every 10 years American Demographics magazine (ceased) Survey of Buying Power & Media Markets (ceased) Rand McNally Commercial Atlas (online)

5. June 2010 Brave new world Niche demographic groups Mini-marketing & micro- marketing Customized products & services Online stores globalization, virtual worlds equals =

6. June 2010 Marketing in 21 st century The Long Tail by Chris Anderson Marketers sell hard-to-find items Customization Individual service Micro-casting

7. T arget M arketing becomes C ustomer S egmentation Slicing & dicing customers Who? young, old, middle income, married, single, black, white, lives alone … Where?, suburb, city? Identity? race, gay, Attitude/Style/Lifestyle? Likes yoga, bicycles, cats, horror movies, June 2010

8. Image by romanlily, used under the Creative Commons license

9. June 2010

10. Image by Guille Avalos, used under the Creative Commons license

11. June 2010 The Iceberg supporting it all THEN: W hen the Internet was new

12. June 2010 factfinder.census.gov Decennial census 10 year cycle every U.S. resident describes people & housing American Community Survey (ACS) updated continuously residential town detail sampling statistics used

13. June 2010 American Community Survey Value of home Relationship of household members Vehicles available in household Language spoken at home Drive time to work This information is available for U.S. Zip Codes = neighborhoods

14. June 2010 By zip code, town, county Fact Sheets factfinder.census.gov Population & Household Economics Topics www.census.gov/population/w ww Drill Down Kits www.uwm.edu/Dept/ETI/drilldo wns/index.html www.uwm.edu/Dept/ETI/drilldo wns/index.html Narrative Profiles Factfinder > Fact Sheet > Data Profiles Narrative Profiles Current Population Surveys - P20, P23, P60 www.census.gov/main/www/c prs.html Public Use Microdata Sample (PUMS) www.census.gov/acs/www/Pr oducts/PUMS/ FTP www.census.gov/acs/www/Sp ecial/acsftp.html www.census.gov/acs/www/Sp ecial/acsftp.html Data Ferret dataferrett.census.gov/ dataferrett.census.gov/

15. Narrative profiles (factfinder) from Factfinders Fact Sheets (aka Data Sheets) June 2010

16. Re-published Census Data County & City Extra (Bernan) Annual Metro, City and County Data Book Editor & Publisher Market Guide Population + retail sales for city districts New Strategist Publications (series) Household Spending, Generations, Who We Are Lifestyle Market Audience Analyst (SRDS.com) Neilsen + Claritas + Equifax data Community Sourcebooks (ESRI.com) Zip Code & County Demographics Census + Claritas data June 2010

17. June 20 Geo-demographics maps, rings, radii, drive-time ESRI.com Community Sourcebooks print Community Tapestry database Zip Code Look-up free web ESRI.com PolicyMap.com free web zip code look up Simply Map database Geographic Research Demographics Now (Gale)

18. June 2010 Demographic mapping applications Population + purchasing + lifestyles + graphics SimplyMap www.geographicresearch.com/simplymap/ Demographics Now www.gale.cengage.com/DemographicsNow/index.htm Rand McNally Commercial Atlas

19. Customor Segmentation Systems : geographic – psychographic - demographics You Are Where You Live #3 My Best Segments.com ( PRIZM system) Owned by ClaritasMy Best Segments.com AC Neilsen owns Claritas, SRDS, Scarborough Data from / in Mintel, Simmons, SRDS #1 Community Tapestry (A CORN system)Community Tapestry Owned by ESRI Data from / in MediaMark #2 Mosaic system Owned by Experian Data from / in Simmons, DemograqphicsNow June 2010

21. What do people buy? Bureau of Labor Statistics Consumer Expenditure Survey New Strategist publications BLS & Census data user-friendly formats Other Mintel Simmons National Consumer Study, MediaMark Resarch Simply Map June 2010

22. Lifestyles & psychographics hobbies attitudes values American Time Use Survey (ATUS) www.bls.gov/tus/ American Time Use: Who Spends How Long at What New Strategist June 2010

23. More lifestyles & psychographics Lifestyle Market Audience Analyst SRDS ACNeilsen / Claritas, in conjunction with Equifax SRDS bike-riding, gourmet wines, reading the Bible Mintel EXCELLENT! Lifestyles green consumers, shopping Moms, young men National Consumer Study Simmons Experian (credit service) National Consumer Study BehaviorGraphics segmentation system Survey of the American Consumer MediaMark Research Gfk / Roper Survey of the American Consumer MyBestSegments.com Claritas AC Neilsen / SRDS MyBestSegments.com June 2010

24. Niches ~ Ethnicity Who We Are series New Strategist New Strategist Asians, Blacks, Hispanics Buying Power of Black America targetmarketnews.com/BuyingPowerstats.htm targetmarketnews.com/BuyingPowerstats.htm Multicultural Economy: Minority Buying Power in the New Century www.selig.ga.edu/ www.selig.ga.edu/

25. National Hispanic Consumer Study (Simmons, expensive) Hispanic Media and Market Source (SRDS, expensive) U.S. Diversity Markets Report (Synovate) U.S. Diversity Markets Report June 2010

26. Newsletters Africana.com AdNoir.com BlackPressUSA Network CAB Multicultural Marketing Resource Center HispanicAd.com HispanicTrends.com Multicultural Marketing News www.multicultural.com www.multicultural.com Ethnic NewsWatch (ProQuest)

27. June 2010 Niches ~ Gays as consumers Mintel Lifestyles LGBT Lifestyles www.mintel.com www.mintel.com Simmons LGBT Study www.smrb.com/ www.smrb.com/ U.S. Gay and Lesbian Market (5 th edition) Packaged Facts / Marketresearch.com Packaged Facts / Marketresearch.com Witeck-Combs Communications with Harris Interactive www.witeckcombs.com/pdf/glbt-market-research- highlights.pdf

28. Niches ~ Kids, tweens, teens Getting Wiser to Teens NewStrategist NewStrategist Mintel Lifestyles Mintel.com Mintel.com Roper Youth Report (Gfk) www.gfkamerica.com www.gfkamerica.com MediaMark Research (Gfk) http://www.mediamark.com/ http://www.mediamark.com/ Simmons Kids Study & Teen Study www.smrb.com www.smrb.com Ad Research Foundation Youth Council www.thearf.org/assets/youth-council June 2010

29. Favorites Census Factfinder Mintel Lifestyle Market Audience Analyst New Strategist publications MyBestSegments.com Simmons or MediaMark Demographics Now or Simply Map www.csuchico.edu/~wdiamond/BRASS2008/Target_Marketing_Short_List.doc

30. June 2010 Sliced, diced & now pureed Image by Dazed81, used under the Creative Commons license Image by melodrama.ca, used under the Creative Commons license

31. June 2010 Sources & bibliographies Bibliography of Resources for Consumer Demographics & Market Segmentation by Kate Pittsley, Eastern Michigan University, with Wendy Diamond www.csuchico.edu/~wdiamond/BRASS2008/Target_Marketing_Bibliography.doc www.csuchico.edu/~wdiamond/BRASS2008/Target_Marketing_Bibliography.doc Short List of Favorites www.csuchico.edu/~wdiamond/BRASS2008/Target_Marketing_Short_List.doc www.csuchico.edu/~wdiamond/BRASS2008/Target_Marketing_Short_List.doc Marketing Information : A Strategic Guide for Business & Finance Libraries by Wendy Diamond and Michael R. Oppenheim, Haworth Press, 2004.

32. June 2010 T arget M arketing S ources : S liced, Diced & I ced www.csuchico.edu/~wdiamond/BRASS2008/ Presentation web address