marketing to consumers' interests & intentions — instead of new year's resolutions
Post on 12-Apr-2017
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Every January 1st, consumers press the reset button and make new commitments to improve their lives
JANUARY
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Be a better personLose weightExercise moreSpend less money and save moreImprove healthEat healthier
2017
TOP RESOLUTIONS
Source: http://maristpoll.marist.edu/1222-being-a-better-person-tops-list-of-2017-resolutions/
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But after just a few months into the new year, only 9% feel successful in achieving their resolutions 9%Source: http://www.statisticbrain.com/new-years-resolution-statistics/
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Consumers tend to set resolutions that
often lack meaning for them
are based on the expectations of people around themreflect the media and marketing messages about what is right for them
focus on short term gain vs. long term benefit
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Sources: http://www.cnn.com/2015/12/30/opinions/parks-keeping-new-years-resolutions/http://www.hbs.edu/faculty/Publication%20Files/09-083.pdf
A resolution tends to be a short term commitment based in cultural norms and the priorities of others
A meaningful, process-oriented intention they feel a strong connection to
7Instead
of
This presents an opportunity for brands to support consumers as they strive for self-betterment by tailoring their engagement to what consumers consider meaningful
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Look at how they spend their free time
Reveals their passions and what is most meaningful to them 10
We analyzed a random sample of 1.3 million U.S. households and identified 5 personas with different areas of interest
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Persona Profile: Artsy
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Artsy
Consumer Interest Persona
Consumers34% described as very artsy
46% higher than U.S. median income
$82,500
– Art galleries– Book clubs– Dance performances
– Music– Radio concerts
Leisure Activities
Annual Income
Sara is a professional on the go. In addition to music and dancing, she likes extending her knowledge of culture by visiting museums and art galleries and participating in a monthly book club.
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Persona Profile: Artsy
Sara’s intention could be to become a board member and have a large impact on the arts. A local museum should target her with an annual membership that includes exclusive access to networking opportunities with the board of directors.
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Persona Profile: Artsy
Persona Profile: Social
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Social
Consumer Interest Persona
Consumers18% described as highly social
84% higher than U.S. median income
$103,713
– BBQs / cooking– Auto shows– Playing musical instruments
Leisure Activities
Annual Income
Michael enjoys spending time with his neighbors and friends at summer barbecues and occasionally invites them over for one of his special home-cooked meals.
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Persona Profile: Social
Michael’s intention could be to ensure the food he serves at his gatherings is healthy. A CPG company could tout how its condiment is organic and great for get-togethers.
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Persona Profile: Social
Persona Profile: Watchers
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Watchers
Consumer Interest Persona
Consumers28% described as avid watchers
2% higher than U.S. median income
$57,700
– TV– Theater / performance arts– Traveling– Crafts
Leisure Activities
Annual Income
Lucille is retired and enjoys sewing, knitting and crafts while she watches her favorite programs on television during the day.
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Persona Profile: Watchers
With her newfound free time in retirement, Lucille’s intention may be to visit cultural meccas. A credit card company could target her with a special offer to visit New York to see Hamilton and attend an exclusive Q&A after the musical.
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Persona Profile: Watchers
Persona Profile: Collectors
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Collectors
Consumer Interest Persona
Consumers25% described as highly social
17% lower than U.S. median income
$46,900
– Stamp collecting– Sports team memorabilia– Scrapbooking
Leisure Activities
Annual Income
Juan has an extensive collection of sports memorabilia and recently began thinking about ways to put some of it to use.
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Persona Profile: Collectors
Juan’s intention may be to find ways to leverage his passion for collecting for charitable causes. A retailer could notify him about its exclusive autographed jersey and how a portion of the proceeds will benefit the athlete’s foundation.
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Persona Profile: Collectors
Persona Profile: Escapists
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Escapists
Consumer Interest Persona
Consumers39% described as great escapists
17% lower than U.S. median income
$46,700
– Zoo– Comic Books
Leisure Activities
Annual Income
Tom is a quiet young man who enjoys reading comic books and taking long walks to the zoo, the park and to see various outdoor cultural exhibits.
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Persona Profile: Escapists
Tom’s intention may be to improve his overall health and maintain his mental acuity as he ages. A consumer electronics brand could showcase its virtual reality experiences that blend adventure with learning.
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Persona Profile: Escapists
Go beyond tailoring marketing to specific New Year’s Resolutions that few consumers follow through on.
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Takeaway #1
loseweight
Instead, connect consumers’ interests with their intentions to develop deep, long-lasting relationships.
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Takeaway #2
Meaningful engagement means going beyond recognizing consumers to knowing them.
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Takeaway #3
Know who they are
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Acxiom provides the data foundation for the world’sbest marketers. We enable people-based marketingeverywhere through a simple, open approach toconnecting systems and data that drives better customerexperiences and higher ROI. A leader in the ethical use ofdata for more than 45 years, Acxiom serves thousands ofclients and partners around the globe and seeks to powera world where all marketing is relevant.
For more information, visit Acxiom.com
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