bea2014-: how to reach book consumers: could the best campaigns have been ever better?

MAKING THE BEST MARKETING CAMPAIGNS EVEN BETTER

TARGETING BOOK BUYERS WITH NIELSEN’S BOOKS & CONSUMERS SURVEY

Jo HenryNielsen Book Research

BEA 2014

Booth #1113

AGENDA

DATA SOURCE

WHAT IS A MARKETING HEALTH CHECK?

CHECKING ADULT FICTION BUYERS

CHECKING YA FICTION BUYERS

CHECKING ADULT NON‐FICTION BUYERS

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• Survey of 6,000 book buyers per month, selected from a nationally representative sample by age, gender, location

• Online questionnaire of c.75 questions

• Representing ~180,000 book purchases per year and 72,000 buyers

• Comprehensive database with details of book buyers –and the books that they buy

NIELSEN’S BOOKS & CONSUMERS US SURVEY

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METHODOLOGY

Book consumersBook consumers

What?What?

Where?Where?

When?When?

DemographicsDemographics

Media usageMedia usage

Leisure habitsLeisure habitsWhy?Why?

Who for?Who for?

Book spendBook spend

Publisher, format, genre, author, price, discounting

Channel, retailer

Month, quarter, YTD

Discovery, influences, use

Sex & age, relationship, occasion

Books bought

AttitudesAttitudes

Sex, age, region, socio‐economic, family

Papers, magazines, radio, devices, social media

Online, offline, cultural, commuting

Reasons for reading; value of reading

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May 28, 2012

“MARKETERS ARE GETTING WORSE AT DIRECTING THEIR BUDGETS WISELY”

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SO….

WHAT IS A MARKETING HEALTH CHECK?

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AND WHAT ARE WE GOING TO CHECK?

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JAMES PATTERSON (ADULT FICTION)

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THE TYPICAL JAMES PATTERSONWOMEN’S MYSTERY CLUB CONSUMER IS….

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SO…

HOW DO YOU GET TO OLDER WOMEN, LIVING IN SUBURBIAWHO BUY MYSTERY/DETECTIVE BOOKS?

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THE BOOKS THEY BUY ARE FROM…..

BUT NOT

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THEY BUY…..

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A THIRD HAVE…

1 IN 5 HAVE

AND NEARLY 2 IN 10 HAVE

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THEY READ…..

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BUT THEY DON’T….

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1 In‐person ‐ In‐Store Display/On Shelf/Spinning Rack

2 In‐person ‐ Received recommendation from a friend/relative

3= Online ‐ Email From Retailer

3= Online ‐ Browsing through the site

5 Online ‐ Read an excerpt from the book

6 Print ‐ Best Seller List

7= Online ‐Was recommended based on what I've bought/read before

7= Online ‐ Retailer recommendation on a retailer's website (e.g. Amazon.com)

7= Online ‐ Special Offer on the book site (e.g. Daily Deal)

7= Print ‐ Book Review (e.g NY Times)

THEY DISCOVER THEIR BOOKS….

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2 In‐person ‐ Received recommendation from a friend/relative ×









TOP 10 DISCOVERY MECHANISMS – ‘JP BUYERS’

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2 In‐person ‐ Received recommendation from a friend/relative ×









TOP 10 DISCOVERY MECHANISMS – ‘JP BUYERS’

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48% follow the author (25% ave.)

THEY BUY THEM BECAUSE THEY ARE FANS….

31% like books in a series (15% ave.)

20% have a strong affinity to that character (10% ave.)

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AND….

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AND A FINAL THOUGHT….

Source: Nielsen’s Murder She Read: Understanding the Mystery Crime buyer, May 2014

39% of mystery/crime readers borrow mystery/crime books from a library

And 18% use this source to acquire most of their mystery/crime reading…..

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JOHN GREEN (YA/CROSS OVER FICTION)

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THE TYPICAL JOHN GREEN CONSUMER IS…..

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SO….

HOW DO YOU REACH YOUNGER WOMEN, LIVING IN THE SUBURBAN NORTH‐EAST, WHO BUY YA/JUVENILE FICTION?

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AND PARTICULARLY

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THEY BUY…..

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82% OWN A RELEVANT DEVICE…

AND PARTICULARLY

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THEY ARE WELL CONNECTED…PARTICULARLY

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THEY READ…..

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BUT NOT…..

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AND THEY ARE MORE LIKELY THAN AVERAGE TO….

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3= In‐person ‐ At School

3= In‐person ‐ In‐Store Display/On Shelf/Spinning Rack

5= Print ‐Magazine Ad


5= Online ‐ Read about author/book on a blog

THEY LIKE PERSONAL METHODS OF DISCOVERY…

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3= In‐person ‐ In‐Store Display/On Shelf/Spinning Rack ×




TOP DISCOVERY MECHANISMS – ‘JG’ BUYERS

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3= In‐person ‐ In‐Store Display/On Shelf/Spinning Rack ×




TOP DISCOVERY MECHANISMS – ‘JG’ BUYERS

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EXTERNAL FACTORS ARE IMPORTANT WHEN MAKING A PURCHASE….

Personal recommendation

Good customer reviews

In series

Movie/TV show tie‐ins

BUT not price….

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TODD BURPO (ADULT NON‐FICTION)

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THE TYPICAL TODD BURPO CONSUMER IS….

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SO…

HOW DO YOU REACH MIDDLE‐AGE WOMENLIVING IN THE MIDWEST/SOUTHWHO ARE REGULAR CHURCH GOERS AND BUYERS OF CHRISTIAN NON‐FICTION?

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THEY ARE LESS LIKELY TO OWN ANY DEVICE EXCEPT…

22% (vs 18% on average)

17% (vs 15% on average)

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3= TV ‐ Saw the author talk about the book


3= Online ‐ Read an excerpt from the book

6= Print ‐ Received Direct Mail/Catalog

6= Online ‐ Author's Website

6= In‐person ‐ Saw author talk about the book

9= Print ‐ Bestseller list

9= In‐person ‐ Book Club/reading group

THEY USE A MIXTURE OF DISCOVERY MECHANISMS…

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9= Print ‐ Bestseller list ×


TOP 10 DISCOVERY MECHANISMS – ‘TB’ BUYERS

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9= Print ‐ Bestseller list ×


TOP 10 DISCOVERY MECHANISMS – ‘TB’ BUYERS

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Liked the topic/subject

AND ARE PARTICULARLY LIKELY TO BUY….

Intrigued by the book title

Looked through the book & liked it

Needed for class/study purposes

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The Crime‐ista:

• Is a keen fan, borrowing from libraries as well as buying

• Prefers to read ebooks on a dedicated ereader

• Is interested in home making, cooking and what’s going on

• And is particularly susceptible to retailer emails & special prices

The Cross‐over:

• Buys from Barnes & Noble stores as well as online

• Owns an iPhone and likes reading digitally

• Is very well‐connected, likes gossip and talking about books…

• …and reading what her friends have read

The Christian:

• Likes physical books bought from bricks & mortar stores

• Takes care of herself and her family

• And is heavily influenced in her book buying by her faith‐based activities

TO RECAP…

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SO….

LEARN HOW TO HIT THE BULL’S EYE

THANK YOU!FOR MORE INFORMATION CONTACT

[email protected]

[email protected]

[email protected]

[email protected]

Booth #1113

bea2014-: how to reach book consumers: could the best campaigns have been ever better?

Marketing