how your advertising campaign can benefit from research
DESCRIPTION
Have you ever thought there may be a more informed way to test and buy media? We are passionate about business...your business. At Home Run Media we believe that Brands can benefit from DR optimization and DR can benefit from Brand style research. Here is a small look at how your campaign may benefit from our Branding DR approach.TRANSCRIPT
Research Samples
HomeRunMEDIA
March 28.2012
Why is research important?
HomeRunMEDIA
While tradi+onal Direct Response relies heavily on ‘trial & error,’ it can produce a lot of waste, as can drive-‐to-‐retail and branding campaigns-‐-‐ with dollars spent in media that speaks to a disinterested audience.
By compiling consumer data based on qualifiers that best describe your target, we can see how large your poten+al audience is, who they are, what media they prefer and when they prefer it. We can get a beEer feel for not only the lowest lying fruit-‐ but also secondary targets that we hadn’t previously considered.
We consider both volume of your target against media, as well as ‘interest’ or proclivity (index) when reviewing which media they turn to most. We overlay popula+on data against other qualifiers related to your product-‐ such as those who visit pharmacies 4+x/week, or those who use a lot of beauty products.
In the slides that follow you will see snippets from a myriad of different research exercises. Some are snapshots of full pages you might see; others are pieces. What you are looking at will be described with a grey narra+ve for your convenience.
Your Target Audience
HomeRunMEDIA
First we will describe how we determined qualifiers for your target & what we are ‘naming’ this group of people. We do this so we have a way to reference them throughout the campaign.
(Often, we will collaborate with you to help set the best qualifiers for determining this target)
We identified that the women who have a House Hold Income (HHI) under $75K are more likely to do at home nail care. So, we included HHI as part of our
qualifiers and combined it with women who frequently use nail enhancement products (base coat,
polish, top coat). This helps identify the potential growth market for FAKE NAIL PRODUCT. We have
identified these as Home Saloners.
Your Target Audience
HomeRunMEDIA
We list the approximate size of this audience in the US population and outline
who comprises it.
TOTAL US MARKET SIZE Parents of Children 2-‐6 yrs. of age & Often involved in Outdoor
Activities – OUTDOOR PARENTS~18.7 Million
PRETEND OUTDOORSY KIDS PRODUCTCore target ‘Outdoor Parent’ is :
¥ 77% Age 25-‐44¥ 50% Af*luent home HHI $60-‐150K¥ 68% of parents have 2+ Children¥ Mostly living in current address 1-‐4 yrs.¥ Predominantly white ¥ 68% Attended College
Your Target Audience
Age & Income of the Online Bidders10%$
13%$
16%$17%$
17%$
28%$
0"
20"
40"
60"
80"
100"
120"
140"
160"
180"
0%"
5%"
10%"
15%"
20%"
25%"
30%"
Age"18.24" Age"25.34" Age"35.44" Age"45.54" Age"55.64" Age"65+"
%$Online$Bidders$ Index$
18%$
15%$
12%$
10%$
12%$
10%$9%$ 9%$
3%$2%$
0$
40$
80$
120$
160$
0%$
5%$
10%$
15%$
20%$
HHI$<$20k$ HHI$$20129k$ HHI$$30139k$ HHI$$40149k$ HHI$$50159k$ HHI$$60174k$ HHI$$75199k$ HHI$$1001149k$ HHI$$1501199k$ HHI$$200k+$
%"Online"Bidders" Index"
HHI - Online Bidders
Age - Online Bidders
• 62% Age 45-65+• Strong volume and penetration of among 65+ • As income grows, it affects an individual’s drive to
seek investing time on bidding for online deals • Additional user details will be necessary to further
pinpoint PRETEND COMPANY’s media target
We begin exploring the characteristics of the target
Such as Age & Household Income..
TELEVISION COVERS 30% MORE OF THE TARGET THAN INTERNETMedia Coverage & Index
Average Number Issues/Hours Spend by Media Vehicle
• Using a Direct Response Television strategy will allow FAKE JEWELER to reach an additional 2.4 Million (44% above) people that are planning to get engaged this year, that would otherwise would not be reached using Internet alone.
• Television’s branding capability allows a TV campaign to generate additional credibility to the FAKE JEWELER brand and lower cost-per metrics for other media platforms
• Television’s demonstrative properties allow a massive volume of consumers to get exposed to the top quality products that FAKE JEWLER produces• Though not as large as TV, Magazines(7-20% target coverage over internet) and Radio (22-28% target coverage over internet) also offer a significant coverage of consumers
that have or plan to get engaged. Radio may not be a natural fit since its not a visual product; Magazine placement would be most efficient when placed on endemic diamond or engagement content.
• Target spends more time using Television than any other Media
• Average # hours watching TV per month: 143/139hrs. (Cable TV 217/228 hrs)
14# 14#
74#
141#
50#
13#
217#
64#
14# 15#
80#
139#
49#
13#
228#
64#
MAGAZINE#ISSUES#
NEWSPAPER#ISSUES#
RADIO#HRS# TOTAL#TV#HRS#
PRIME#TV#HRS#
DAYTIME#TV#HRS#
CABLE#HRS# INTERNET#HRS#
Bought#Engagement#Ring/12#Mos# Planning#to#get#Engaged#Next#12PMonths#
68%$
51%$
88%$90%$
84%$
35%$
82%$
60%$
81%$
59%$
83%$
92%$
79%$
38%$
81%$
61%$
75$
85$
95$
105$
115$
125$
0%$
20%$
40%$
60%$
80%$
100%$
MAGAZINES$NEWSPAPER$ RADIO$ TOTAL$TV$ PRIMETIME$
TV$
DAYTIME$TV$ CABLE$TV$ INTERNET$
%$Bought$Engagement$Ring/12$Mos$ %$Planning$to$get$Engaged$Next$12OMonths$ Index$Bght$Ring$ Index$To$Be$Engaged$
Bar Graph – % of target Bought Eng Ring/12 mos (3.7MM) & Planning Engage /12 mos (16.5MM)Line Graph – Index Measure of target preference against total US popula+onSource – MRI DoubleBase 2011
...and media usage
CONCENTRATE ON MARKETS WITH SATURATED WITH LIFE ORGANIZERS & IDEAL SEEKERS
• Target is dispersed throughout a large number of DMA’s in the country, indicating the need for a national media campaign to maximize coverage and efficiencies
• Future market selection will involve additional results mapping of Online Financial Tool responses that will be attributed by zip code to identify the most productive markets
HomeRunMEDIA
DMA -‐ MARKET Population Life Organizer (000)
% Coverage Life Organizer
IndexPopulation Ideal Seekers (000)
% Coverage Ideal Seekers
Index
New York, NY [1] 885 7% 111 281 8% 117Los Angeles, CA [2] 755 6% 107 211 6% 104Chicago, IL [3] 514 4% 135 93 3% 85Dallas-‐Ft. Worth, TX [5] 341 3% 130 64 2% 86Philadelphia, PA [4] 328 3% 116 110 3% 124Houston, TX [10] 308 3% 136 68 2% 114Washington, DC[9] 272 2% 111 128 4% 181Seattle-‐Tacoma, WA [14] 264 2% 140 46 1% 85Atlanta, GA [8] 247 2% 99 91 3% 127Miami-‐Ft. Lauderdale, FL [16] 225 2% 111 82 2% 140Detroit, MI [11] 193 2% 97 70 2% 122Minneapolis-‐St. Paul, MN [15] 189 2% 111 28 1% 57Phoenix (Prescott), AZ [12] 187 2% 107 33 1% 67San Francisco-‐Oakland, CA [6] 186 2% 67 101 3% 127Denver, CO [18] 185 2% 116 68 2% 148San Diego, CA [28] 184 2% 126 57 2% 136Tampa-‐St.Petersburg, FL [13] 179 2% 105 51 1% 104Boston (Manch), MA-‐NH [7] 179 2% 71 38 1% 53Sacramento, CA [20] 167 1% 97 40 1% 82Portland, OR [22] 148 1% 122 18 1% 53Cleveland-‐Akron, OH [17] 131 1% 84 39 1% 87Baltimore, MD [26] 121 1% 109 46 1% 138St. Louis, MO [21] 121 1% 96 24 1% 67Orlando-‐Daytona, FL [19] 118 1% 83 40 1% 97Nashville, TN [29] 109 1% 119 20 1% 74Indianapolis, IN [25] 107 1% 99 28 1% 92Raleigh-‐Durham, NC [27] 106 1% 100 25 1% 84San Antonio, TX [37] 102 1% 107 22 1% 81Fresno-‐Visalia, CA [55] 99 1% 140 19 1% 93Milwaukee, WI [35] 99 1% 104 24 1% 87
High Penetration [red] Markets – Life Organizers and Ideal Seekers Combined
High index/penetration Markets
Top 30 Penetration Markets
...as well as geographical trends for your target
TOP CABLE TV NETWORKS TO REACH THE ACME MAKE-
BELIEVE TARGET
• By focusing on networks that have strong as coverage and indexes for consumers looking to set lifestyle and financial goals
• Shared networks help identify most efficient networks
• As part of the planning process, HomeRun Media planners combine this data with each networ ks aud ience de l i ve r y performance and discuss with the buying team to set campaign’s network priority
HomeRunMEDIAShared Networks
NETWORKPopulation Life Organizer (000)
% Coverage Life Organizer
IndexPopulationIdeal Seeker (000)
% Coverage Ideal Seekers
Index
Weather 4,183 34% 98 1,263 35% 100Discovery 4,040 33% 97 1,179 33% 96CNN 3,937 32% 104 1,162 32% 104History 3,710 30% 90 1,223 34% 100Fox News 3,646 30% 97 1,122 31% 101Food Network 3,530 29% 107 900 25% 92HGTV 3,240 27% 132 763 21% 105Lifetime 3,229 27% 110 757 21% 87A&E 3,169 26% 104 829 23% 92Animal Planet 3,116 26% 109 918 25% 108ABC Family 3,032 25% 106 935 26% 110ESPN 2,994 25% 80 1,123 31% 102TLC 2,805 23% 108 744 21% 97MSNBC 2,502 21% 110 714 20% 106E! 2,141 18% 108 462 13% 78Syfy 2,078 17% 105 578 16% 98CNBC 2,018 17% 105 561 16% 99Nickelodeon 1,780 15% 107 561 16% 115ESPN2 1,775 15% 78 730 20% 108TV Land 1,741 14% 115 500 14% 111Bravo 1,646 14% 107 360 10% 79LMN 1,512 12% 115 328 9% 84BET 1,411 12% 113 405 11% 110truTV 1,412 12% 99 371 10% 88OWN 1,395 11% 109 309 9% 82ESPNews 1,363 11% 92 449 12% 103Oxygen 1,358 11% 116 304 8% 88Travel 1,206 10% 101 306 9% 87HLN 1,175 10% 137 351 10% 138BBC America 951 8% 119 281 8% 119DIY 945 8% 127 285 8% 129NFL Network 919 8% 91 360 10% 120Speed 908 7% 89 347 10% 115TV Guide 888 7% 102 157 4% 61Inv Discovery 803 7% 126 204 6% 109Bio 795 7% 111 255 7% 121WE tv 778 6% 122 127 4% 68History Int 760 6% 100 213 6% 95SOAPNet 736 6% 130 152 4% 91The Science Channel 704 6% 101 229 6% 111Style 687 6% 134 135 4% 89ESPN Classic 678 6% 101 235 7% 118CBS College 676 6% 99 216 6% 107Cooking 650 5% 119 176 5% 109FSN 513 4% 73 235 7% 114TV One 440 4% 129 158 4% 157INSP 82 1% 67 46 1% 127
Bar Graph – % of target Age 35-‐54 Ideal Seekers (3.6MM) & Life Organizer (12.2MM)Line Graph – Index Measure of target preference against total US popula+onSource – MRI DoubleBase 2011
...and hot media ‘titles’ within the strongest media channels that best reach your target
Why do we care about the competition?
HomeRunMEDIA
Keeping an eye on what your compe+tors are doing tells us a lot: it tells us how many others we are up against in gecng your target’s aEen+on. We look at where and how oden they are communica+ng with the audience, how are they posi+oning their product & communica+ng their offer, and the trends and changes in their spending habits.
How do these things impact us? Who is new to the marketplace this quarter, and how can we keep their share down and ours up? Can certain spend trends be correlated to varia+ons in product offering? What are they overlooking that we can capitalize on? Are some compe+tors increasing spend month ader month in certain media channels? What is the tone of consumer online chaEer pertaining to our compe++on, and how can we tailor our message to address that topic for our product? How does their crea+ve message differ from ours?
Finally, how will we take what we’ve learned and apply it to a stronger campaign that will boost revenues and reduce compe++ve share?
The following slides show just a few samples of topline compe++ve analyses we do. Consulta+on with you would determine just how detailed the data presented will be.
Dark & Lovely Motions Org Root Stim Optimum Mizani Ultra Sheen Liquid Keratin Luster Design Esse Cr Of Nature Dr Miracles Gentle Treat. Rts Of Nature African Pride
$75,203$89,346$95,900$112,753$191,800$191,800$229,225$238,531$280,586
$618,317$740,455
$1,563,797
$1,955,575
$2,751,889
HAIR RELAXER/GLOSSER MEDIA SPEND • Category spend from November 2010-October 2011 was $9.23 million.
• Dark & Lovely, Motions and Original Root Stimulator are the biggest players in the relaxer/glosser category
• Of these competitors Dark & Lovely and Original Root Stimulator (ORS) spend almost 2/3 of their budget on magazines and the rest mostly on Cable, while Motions spend most of their budget on Cable TV
• Most media spend on Magazines, Cable and Syndication is specifically targeted to African Americans women, however some spend was also focused on reaching English speaking Hispanic women
Source: Kantar Media Intelligence
Category Spend by Media Vehicle
Magazines61%
Cable TV26%
US Int-Display4%B-to-B
3%
Syndication2%
Local Radio2%Natl Spot Radio
1%Outdoor
1%
Spend by advertiser Nov 2010 - Oct 2011 Category Spend - $ 9.23 Million
(Category media mix, Competitive Spend)
ANTI-FUNGAL NAIL PRODUCT MEDIA SPEND SEASONALITY JAN’11 - NOV’11
• Category has strong spikes in spend during the warmer spring and summer months to capitalize on the increase of humidity and perspiration that happens during those periods
• Of all measured competitors in the category, FakeFoot was the only on that spent throughout all months of the year
• Pretend Cream started their media spend in February and increased spend as climate got warmer and was the only competitor to use a mix of :10,:15 and :30 second spots
• MadeUpocide used only :10ss spots, while FakeFoot only used :15ss, Faux Feets., a female targeted product, only used 2 minute spots
Source: Kantar Media Intelligence
$0
$300,000
$600,000
$900,000
$1,200,000
Jan 2011 Feb 2011 Mar 2011 Apr 2011 May 2011 June 2011 July 2011 Aug 2011 Sept 2011 Oct 2011 Nov 2011
:10 Secs61%
:15 Secs22%
:30 Secs17%
Spot Length Mix
HomeRunMEDIA
(Category spend seasonality)
TOP MEDIA PROPERTIES BY THE MEDIA TYPE
• Most media spend on Magazines, Cable and Syndication is specifically targeted to African Americans women
• Cable - BET (Award shows, reality show, talk shows, Top 10 shows), VH-1 (Basketball Wives), Bravo (Real Housewives of Atlanta).
• Its very likely that advertisers had activity on TV ONE and Centric - However both these networks are not measured by Kantar
• Magazines - Essence, JET and Ebony - Mizani and ORS spend more on Latina Magazine than on JET
• Internet: Both Dark & Lovely and Roots of Nature had activity on Walmart.com,
Source: Kantar Media Intelligence
JET5%
LATINA6%
EBONY23%
ESSENCE67%
BRAV2%
VH-18%
TBS8%
BET82%
LATINA.COM1%
BET.COM2%BLACKPLANET.COM
21%
ESSENCE ONLINE33%
WALMART.COM44%
PHILADELPHIA5% HOUSTON
11%
WASHINGTON,DC11%
CHICAGO16%
ATLANTA57%
Magazines - 5.6 Million Cable TV - 2.4 Million Internet - $374,368 Local Radio - $188,878
(Preferred properties within media channel)