BRASS 20th Anniversary

Target Marketing Sources:sliced, diced & icedPresented by:

Wendy DiamondBusiness Librarian & Head of ReferenceCalifornia State University Chico

20th Anniversary BRASS Program Bull’s Eye: Targeting the Right Customer

with Market ResearchJune 30, 2008 – Anaheim CA

Image by romanlily, used under the Creative Commons license

Target Marketingbecomes Customer SegmentationSlicing & 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;

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

BRASS 20th Anniversary

Brave new world Niche demographic groups

Mini-marketing & micro-marketing

Customized products & services

Online stores globalization,virtual worlds

equals =

Image by Guille Avalos, used under the Creative Commons license

BRASS 20th Anniversary

The Iceberg supporting it all

circa 1998 @ BRASS’ 10th (when the web was cool & young)

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

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

BRASS 20th Anniversary

By zip code, town, county Fact Sheets

factfinder.census.gov Population & Household

Economics Topicswww.census.gov/population/www

Drill Down Kitswww.uwm.edu/Dept/ETI/drilldowns/index.html

Narrative Profiles Factfinder > Fact Sheet > Data Profiles

Current Population Surveys - P20, P23, P60

www.census.gov/main/www/cprs.html

Public Use Microdata Sample (PUMS)

www.census.gov/acs/www/Products/PUMS/

FTPwww.census.gov/acs/www/Special/acsftp.html

Data Ferretdataferrett.census.gov/

Narrative profiles (factfinder)

from Factfinder’s Fact Sheets (aka Data Sheets)

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

Geo-demographicsmaps, rings, radii, drive-time

Community Tapestry ESRI.comprint

Community Sourcebooks (print)ESRI.comFree, zip code look-up

PolicyMap.comfree, zip code look up

Simply Map (Geographic Research Inc)

Demographics Now (Gale)

BRASS 20th Anniversary

New mapping toolsdemographics + purchasing + lifestyles

SimplyMap Geographic Research Census, BLS,

EasiDemographics, MediaMark

Demographics Now Gale / Cengage Census, BLS, Experian

Segmentation systems : geo-psycho-demographics

“You Are Where You Live”

#3 My Best Segments.com(PRIZM system)Owned by Claritas

AC Neilsen owns Claritas, SRDS, Scarborough

Data from / in Mintel, Simmons, SRDS

#1 Community Tapestry (ACORN system)

Owned by ESRI Data from / in MediaMark

#2 Mosaic system

Owned by Experian Data from / in Simmons, DemograqphicsNow

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

Lifestyles & psychographicshobbies attitudes values

American Time Use Survey (ATUS)www.bls.gov/tus/

American Time Use: Who Spends How Long at WhatNew Strategist

More lifestyles & psychographics

Lifestyle Market Analyst SRDS Iceberg = ACNeilsen / Claritas, “in conjunction with Equifax”

bike-riding, gourmet wines, reading the Bible

Mintel Lifestyles green consumers, shopping Moms, young men

National Consumer StudySimmons Iceberg = Experian (credit service)

BehaviorGraphics segmentation system

Survey of the American Consumer MediaMark Research Iceberg = Gfk / Roper

MyBestSegments.comClaritasIceberg = AC Neilsen / SRDS

BRASS 20th Anniversary

Niches ~ Ethnicity

Who We Are series New Strategist

Asians, Blacks, Hispanics

Buying Power of Black Americatargetmarketnews.com/BuyingPowerstats.htm

Multicultural Economy: Minority Buying Power in the New Centurywww.selig.ga.edu/

National Hispanic Consumer Study(Simmons, expensive)

Hispanic Media and Market Source (SRDS, expensive)

U.S. Diversity Markets Report(Synovate)

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

Ethnic NewsWatch (ProQuest)

BRASS 20th Anniversary

Niches ~ Gays as consumers

Mintel Lifestyles LGBT Lifestyles www.mintel.com

Simmons LGBT Study www.smrb.com/

U.S. Gay and Lesbian Market (5th edition) Packaged Facts / Marketresearch.com

Witeck-Combs Communicationswith Harris Interactive

www.witeckcombs.com/pdf/glbt-market-research-highlights.pdf

Niches ~ Kids, ‘tweens, teens Getting Wiser to Teens

NewStrategist

Mintel Lifestyles Mintel.com

Roper Youth Report (Gfk) www.gfkamerica.com

MediaMark Research (Gfk)http://www.mediamark.com/

Simmons Kids Study & Teen Study www.smrb.com

Ad Research Foundation Youth Councilwww.thearf.org/assets/youth-council

BRASS 20th Anniversary

Favorites

Census Factfinder New Strategist publications Lifestyle Market Analyst MyBestSegments.com Mintel Simmons and/or MediaMark Demographics Now or

Simply Mapwww.csuchico.edu/~wdiamond/BRASS2008/Target_Marketing_Short_List.doc

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

BRASS 20th Anniversary

The “bible” of business reference

Lorna DaniellsBusiness Information Sources 3rd edition, 1993

No “target marketing” No “segmentation” Demographic Data,

see Population Statistics

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

BRASS 20th Anniversary

Marketing in 21st century

The Long Tailby Chris Anderson

Marketers sell hard-to-find items

Customization

Individual service

Micro-casting

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

BRASS 20th Anniversary

Sources & bibliographies

Bibliography of Resources for Consumer Demographics & Market Segmentationby Kate Pittsley, Eastern Michigan University, withWendy Diamond www.csuchico.edu/~wdiamond/BRASS2008/Target_Marketing_Bibliography.doc

Short List of Favoriteswww.csuchico.edu/~wdiamond/BRASS2008/Target_Marketing_Short_List.doc

Marketing Information : A Strategic Guide for Business & Finance Librariesby Wendy Diamond and Michael R. Oppenheim, Haworth Press, 2004.

BRASS 20th Anniversary

Target Marketing Sources : Sliced, Diced & Iced

www.csuchico.edu/~wdiamond/BRASS2008/

Presentation web address