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BRASS 20th Anniversary Target Marketing Sources: sliced, diced & iced Presented by: Wendy Diamond Business Librarian & Head of Reference California State University Chico 20 th Anniversary BRASS Program Bull’s Eye: Targeting the Right Customer with Market Research June 30, 2008 – Anaheim CA
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Image by romanlily, used under the Creative Commons license
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T arget M arketing becomes C ustomer S egmentation Slicing & dicing customers Who? young, old, middle income, married, single, black, white, lives alone … Where? college town, suburb, big city, exurb? Identity? gay, Asian, gadget freak? Attitude/Style/Lifestyle? buys organic; bikes to work; has a cat; gets massages; watches TV sports; drinks green tea; eats out; reads Cooking Light; likes chick-flicks;
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BRASS 20th Anniversary Once upon a time When BRASS was young Mass marketing Broadcasting 3 TV networks Physical store-places Target marketing was Decennial Census + Long Form American Demographics (now “Advertising Age”) Survey of Buying Power & Media Markets Rand McNally Commercial Atlas
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BRASS 20th Anniversary Brave new world Niche demographic groups Mini-marketing & micro- marketing Customized products & services Online stores globalization, virtual worlds equals =
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Image by Guille Avalos, used under the Creative Commons license
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BRASS 20th Anniversary The Iceberg supporting it all circa 1998 @ BRASS’ 10 th (when the web was cool & young)
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BRASS 20th Anniversary factfinder.census.gov Decennial census comprehensive people & housing every 10 years American Community Survey (ACS) formerly the Long Form updated continuously community-level detail sampling statistics used
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BRASS 20th Anniversary American Community Survey Value of home Relationship of household members Vehicles available in household Language spoken at home Drive time to work By Zip Code or Town or County = neighborhoods
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BRASS 20th Anniversary 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/
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Narrative profiles (factfinder) from Factfinder’s Fact Sheets (aka Data Sheets)
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Re-published & iced County & City Extra (Bernan) Annual Metro, City and County Data Book Editor & Publisher Market Guide Population + retail sales for city districts (MSAs) New Strategist (series) “Household Spending”, “Generations”, “Who We Are” Lifestyle Market Analyst (SRDS.com) Iceberg = Neilsen + Claritas + Equifax data Community Sourcebooks (ESRI.com) Zip Code & County Demographics Iceberg = Census + Claritas data
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BRASS 20th Anniversary Geo-demographics maps, rings, radii, drive-time Community Tapestry ESRI.com print ESRI.com Community Sourcebooks (print) ESRI.com Free, zip code look-up ESRI.com PolicyMap.com free, zip code look up Simply Map (Geographic Research Inc) Demographics Now (Gale)
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BRASS 20th Anniversary New mapping tools demographics + purchasing + lifestyles SimplyMap Geographic Research Census, BLS, EasiDemographics, MediaMark Demographics Now Gale / Cengage Census, BLS, Experian
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Segmentation systems : geo-psycho-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
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Buying power data 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, Buying Power of Black America, Multicultural Economy
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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
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More lifestyles & psychographics Lifestyle Market Analyst SRDS Iceberg = ACNeilsen / Claritas, “in conjunction with Equifax” SRDS bike-riding, gourmet wines, reading the Bible Mintel Lifestyles green consumers, shopping Moms, young men National Consumer Study Simmons Iceberg = Experian (credit service) National Consumer Study BehaviorGraphics segmentation system Survey of the American Consumer MediaMark Research Iceberg = Gfk / Roper Survey of the American Consumer MyBestSegments.com Claritas Iceberg = AC Neilsen / SRDS MyBestSegments.com
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BRASS 20th Anniversary 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/
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National Hispanic Consumer Study National Hispanic Consumer Study (Simmons, expensive) Hispanic Media and Market Source Hispanic Media and Market Source (SRDS, expensive) U.S. Diversity Markets Report (Synovate) U.S. Diversity Markets Report
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BRASS 20th Anniversary 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)
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BRASS 20th Anniversary 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
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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
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BRASS 20th Anniversary Favorites Census Factfinder New Strategist publications Lifestyle Market Analyst MyBestSegments.com Mintel Simmons and/or MediaMark Demographics Now or Simply Map www.csuchico.edu/~wdiamond/BRASS2008/Target_Marketing_Short_List.doc
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BRASS 20th Anniversary 1988 President Reagan; George Bush the First elected First Internet virus War between Iran & Iraq subsides Stock market crashes! Misuse of electronic trading Big news! American companies sold to foreigners People get news from newspapers or ABC, NBC, CBS Phones are attached to walls at home or in “privacy booths” People shop in stores-places close to home
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BRASS 20th Anniversary The “bible” of business reference Lorna Daniells Business Information Sources 3 rd edition, 1993 No “target marketing” No “segmentation” Demographic Data, see Population Statistics
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BRASS 20th Anniversary 2008 End of second George Bush’s second term Everything is Made in China News and shopping on Image by zoliblog, used under the Creative Commons license
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BRASS 20th Anniversary Marketing in 21 st century The Long Tail by Chris Anderson Marketers sell hard-to-find items Customization Individual service Micro-casting
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BRASS 20th Anniversary Sliced, diced & now pureed Image by Dazed81, used under the Creative Commons license Image by melodrama.ca, used under the Creative Commons license
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BRASS 20th Anniversary 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.
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BRASS 20th Anniversary T arget M arketing S ources : S liced, Diced & I ced www.csuchico.edu/~wdiamond/BRASS2008/ Presentation web address
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