chris cowan - managing director, clusters
TRANSCRIPT
ClustersYour best chance of success
Precise targeting is the difference between investing money wisely…
...and simply spending it
WHO?
HOW?
What’s wrong with demographics?
£100k £100k £100k £100k
£100k £100k £100k £100k£100k
LOVES COOKING SHOWS
LOVES COOKING SHOWS
LOVES COOKING SHOWSNEVER WATCHES WATCHES
OCCASIONALLYWATCHES
OCCASIONALLY
WATCHES OCCASIONALLY
Example: cooking channel targeting women 18-39
£100k
NEVER WATCHES
LOVES COOKING SHOWSNEVER WATCHES NEVER WATCHESNEVER WATCHESLOVES COOKING
SHOWS
Demographics do not differentiate audiences…
41% 40% 37% 35%
22% 22% 24% 22%
27% 27% 27% 32%
10% 12% 12% 11%
Girls 10-15Boys 10-15Girls 4-9Boys 4-9
Men 18 - 35
Women 35 - 59
Men 35 - 59Women 18 - 35
Brand 1 Brand 2 Competitor #2
Competitor #1
Using demographics, all brands have the same audience profile
…..but segmentation does
41% 40% 37% 35%
22% 22% 24% 22%
27% 27% 27% 32%
10% 12% 12% 11%
Girls 10-15Boys 10-15Girls 4-9Boys 4-9
Using demographics, all brands have the same audience profile
33% 35%
12%
12%
25%
29%19%
39% 21%
13%17%
14%26%
31%15%
Aspiring teensSortedDad's LadsBuzzersSunny DsUmbilical
Segmentation tells a very different story… clearly-differentiated audiences + a targeted strategy to grow at competitors’ expense
Men 18 - 35
Women 35 - 59
Men 35 - 59Women 18 - 35
Brand 1 Brand 2 Competitor #2
Competitor #1
Adult Adventurers
Midnight Callers
The Lads
Worried PlannersWeekend Grandma
Segments as living peopleProfiled in detail: core beliefs and attitudes, lifestyle, media usage
Who to target based on evidence and data
Size
Tota
l TV
view
ing
Fact
ual T
V
His
tory
Nat
ure
Crim
e
Geo
grap
hy
Ani
mal
Pla
net
Nat
Geo
Dis
cove
ry
12%
31% 28% 35% 30%22% 25% 30% 27%
38%14%
22%
10%
14%
25% 38% 29%9%
35%6%
22%30%
24%28%
26%
17%17%
10%
19% 31% 14%
11%
21%Seg H
Seg G
Seg F
Seg E
Seg D
Seg C
Seg B
Seg A
Tota
l mov
ie s
pend
We told them who to target based on hard data…..
Fam
ily m
ovie
s
Ani
mat
ion
Act
ion
Com
edy
Dra
ma
Pira
tes
of th
e C
arib
bean
Ice
Age
Shre
k
Too blunt to target usefully as will be full of fans of the wrong type of movie.
Launching a family comedy drama movie
Size
Tota
l TV
view
ing
Fact
ual T
V
His
tory
Nat
ure
Crim
e
Geo
grap
hy
Ani
mal
Pla
net
Nat
Geo
Dis
cove
ry
12%
31% 28% 35% 30%22% 25% 30% 27%
38%14%
22%
10%
14%
25% 38% 29%9%
35%6%
22%30%
24%28%
26%
17%17%
10%
19% 31% 14%
11%
21%Seg H
Seg G
Seg F
Seg E
Seg D
Seg C
Seg B
Seg A
Tota
l mov
ie s
pend
We told them who to target based on hard data…..
Fam
ily m
ovie
s
Ani
mat
ion
Act
ion
Com
edy
Dra
ma
Pira
tes
of th
e C
arib
bean
Ice
Age
Shre
k
Launching a family comedy drama movie
Starts to be useful.
New important family segments emerge: segments C and E
Size
Tota
l TV
view
ing
Fact
ual T
V
His
tory
Nat
ure
Crim
e
Geo
grap
hy
Ani
mal
Pla
net
Nat
Geo
Dis
cove
ry
12%
31% 28% 35% 30%22% 25% 30% 27%
38%14%
22%
10%
14%
25% 38% 29%9%
35%6%
22%30%
24%28%
26%
17%17%
10%
19% 31% 14%
11%
21%Seg H
Seg G
Seg F
Seg E
Seg D
Seg C
Seg B
Seg A
Tota
l mov
ie s
pend
We told them who to target based on hard data…..
Fam
ily m
ovie
s
Ani
mat
ion
Act
ion
Com
edy
Dra
ma
Pira
tes
of th
e C
arib
bean
Ice
Age
Shre
k
Launching a family comedy drama movie
Becomes really useful as it gets more focussed and
granular.
Address key segments’ category triggers and barriers
Give key segments what they want. Stop giving them what they don’t want.
Triggers for considering DramaEntertaining stories 73%
Compelling characters 68%
Romance 35%
Action-packed plot 26%
Special effects 23%
Barriers to considering DramaToo much male testosterone 82%
Complex plots 67%
I don’t like sequels 31%
Too sentimental or soppy 23%
Acting not good enough 9%
Rational and emotionalSegment C
Address key segments’ brand triggers and barriers
Give key segments what they want. Stop giving them what they don’t want.
Triggers for considering Disney The animation tradition 85%
Great story-telling 63%
I love everything Disney 43%
Happy endings 34%
Long-running stories 27%
Barriers to considering Disney Too safe and predictable 77%
Too formulaic 38%
Not as good as they were 18%
Too many sequels 15%
Don’t use the best actors 5%
Rational and emotionalSegment C
Effective precision targeting
Message: Drama & Relationship Media: Magazines
Message: ActionMedia: Cinemas
Message: AdventureMedia: Outdoor
Faster start, higher long term potential
Time
Expertise and existing infoResults
Faster start, higher long term potential
Time
Informed by segmentation Results
Faster start, higher long term potential
Time
Segmentation fully integrated into learning systems and business processes Results
About Clusters
Introduction to Clusters
Our focus is to use analytical rigour and actionable outcomes to replace assumption (eg demographics) with evidence
Segmentation specialists since 2006
Blend of client and agency experience
Proprietary algorithms and software deliver more accurate segmentations
Projects in multiple categories and in >30 countries
Building on core segmentation and tracking insights
We apply proprietary algorithmic solutions to a range of business improvement opportunities:
CRM optimisation: attribute segments, prospecting and customer journey management
Packaging & pricing: tailor product or service design to segments; optimise competitive pricing and tactics
Proposition testing and digital campaign design: align brand offer to its highest value audience, and know what to say to or provide for them
Network optimisation: redesign digital channels and bricks & mortar networks to drive share and margin in a competitive “gravity” environment
Case study
Financial services (savings focus)
Case study: new savings brand
Challenge
Launch a new regional brand in a crowded, inert savings market
Approach
Replace product-centred approach with customer targeting
Data relevance to deliver commercially-driven segments leading to real business actionsData relevance
Current behaviours
Data relevance to deliver commercially-driven segments leading to real business actionsData relevance
Current behaviours Motivations & barriers (category and brand)
Data relevance to deliver commercially-driven segments leading to real business actions
Proposition
Data relevance
Current behaviours Motivations & barriers (category and brand)
The 8 financial services market segments
Buy a lot of different financial products1
Don’t save yet2Use specific
financial products5
Already saving regularly Segment 1 are the core target for established savings brands
All 1 2 3 4 5 6 7 80%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Life insurance Premium bonds Shares Personal pension ISA
Very low churn intention
Intend to start saving regularly Segment 7 have the highest purchase intent for every product
Life insurance Premium bonds Shares Personal pension ISA0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7 8
The status quo
3
4
5
1Other segments receive messages targeted at segment 1
but segment 7 is largely ignored.
No one has built a brand around segment 7
This is the opportunity: build a differentiating, disruptive launch strategy around segment 7.
No one has built a brand around segment 7
This is the opportunity: build a differentiating, disruptive launch strategy around segment 7.
Building a brand around segment 7 forces us to be different and stand out. Being like everyone else will not work: solid, long-established competitors; minimal churn.
No one has built a brand around segment 7
This is the opportunity: build a differentiating, disruptive launch strategy around segment 7.
Building a brand around segment 7 forces us to be different and stand out. Being like everyone else will not work: solid, long-established competitors; minimal churn.
If we do this well, other segments will take note, especially financially savvy segment 1 who are most likely to spot something new and different.
No one has built a brand around segment 7
Launch a disruptive brand targeting segment 71. Get noticed and heard2. Appeal to their intention triggers3. Overcome their saving barriers
Designers
Target market for the brand
The middle class
Their overall business
Segment 7: Intenders
Aspirational and looking ahead towards their future
“I’ll need to start saving sometime soon, but I don’t know much about it”
7
Life insurance
Important segment for:
ISAPersonal pension
SharesPremium bonds
I AM…Financially cautious
Health consciousCareer oriented
POPULATION
AGE
KEY LIFE EVENTS IN THE PAST/NEXT YEAR
HH INCOME
GENDER
27,979K
28%(49.5m)
Skewed 25-40
48% 52%
Job change
Purchasing a house / flat
Moving in with partner
Moving out of parent’s home
HH WITH KIDS WORKING STATUS
LIVING IN
Urban
Suburban
Semi-rural
Rural
Full TimePart TimeRetiredNot workingKids 0-15
Kids 0-6
Kids 7-17
MARTIAL STATUS
Married/living together
In relationship
Single/divorced
7
Savings products purchase
They would save with...Motivations To secure my family’s future
Barriers I don’t have family yet
Reason to choose They have a user-friendly website
Buy through Bank, Internet
Life Insurance
Premium Bonds
Shares
Personal Pension
ISA
Accounts they have Intend to buy
7
Motivations & barriers
Easy to buy from my bank Hassle to swap accounts
To feel proud that I’m actively taking care of my family It’s another expense
Chance of a big win No guaranteed return
More exciting than other savings products Difficult to get good information
I don’t get enough through work To much of a long-term commitment
MOTIVATIONS TO BUY BARRIERS FOR NOT BUYING
7
Premium Bonds
Lifeinsurance
PersonalPension
ISA
Shares
Media Use day per week State of mind
Social media 4.8
Internet 5.8
Music 4.6
Podcasts 1.0
Radio 2.7
Video games 2.2
TV 5.2
Magazines 1.6
Newspapers (print) 3.1
Newspapers (online) 4.1
Media Usage (Top brands)
Media usage
The Times (32%)The Guardian (26%)
The Sun (17%)
The Guardian (46%)Daily Mail (36%)The Times (18%)
BBC (88%)Facebook (81%)
Yahoo (70%)
National news (56%)Technology (54%)Local news (53%)
Spectator (24%)Private Eye (18%)Marketing (17%)
Listening to musicChatting to friends
Movie reviews
Films (78%)News (69%)
Sitcoms (56%)
NetworkingChatting
Reading other peoples’ updates
Searching DiscoveryLearning Time-wasting
Websites
Use social media for
Simultaneous activities
Newspapers (online)Newspapers (print)
Print sections Magazines (print)
TV genres
7
Attitudes toward life
I AGREE WITH I DISAGREE WITH“I always need to understand how things work” “Money is the best measure of success”“It is important to be well informed about things” “I don’t want responsibility. I’d rather be told what to
do”“I love travelling abroad” “Family traditions are very important”“I consider myself fashionable” “I would like to know more about how to eat healthily”“It is important to be well insured for everything” “I am very good at managing money”“I want to provide a good lifestyle for my family” “I am interested in fine dining & wines”“It’s worth paying extra for quality goods” “I like giving advice”“Watching TV is my favourite pastime”“I am interested in fine dining & wines”“Once I find a brand I like I tend to stick to it”“I always look out for special offers”
7
Building a great business
The task
1. People need to know you exist
2. People need to put you on their consideration list
3. People need to ask you for quotes and accept them
Aware
Consider
Quote
Purchase
Customer decision funnel
Segment targeting works
Highly successful market entry strategy: awareness, consideration and brand KPIs.
Success has been driven by segments 1 and 7.
The strategy is working: appeal to 1 by building the brand around 7.
Ambitious commercial targets exceeded and multi-country roll out accelerated.
Segment targeting creates a powerful brand
Within 15 months, the #1 savings brand for ‘standing out from the crowd’, ‘ a better new savings brand’ and ‘innovative online service’.
Again, driven by segments 7 and especially 1.1
50%
25%
AwarenessThere is a pattern of increasing and sustainable responsiveness to marketing
Consideration: a tough nut to crack
2average number of savings
brands considered
Consideration is progressing impressively
Of all savings brands, we rank #7 in awareness and #2 for consideration.
Of everyone aware, 32% would consider. Only one competitor has a higher conversion rate.
Segment 1 is driving consideration, and subsequent conversion to customer.
The reasons for considering are consistent with the strategy focused on segment 7
New style of savings
Memorable advertising
Clear, informative website
Barriers to considering are consistent with the 7-focused strategy
My agent didn’t recommended to me
Not enough product choice
Not a bank
The top reasons to recommend
1. GOOD CUSTOMER SERVICE
2. CLEAR BROCHURE
3. HELPFUL CALL CENTRE
4. USEFUL INFORMATION ON WEBSITE
Outcome
Top 5 brand within 18 months of launchBased on initial success, brand rolled out into 4 new markets with 2 per year planned 2017-18
Outcome
Clusters Limited, 30 Park Street, London, SE1 9EQ, UK. Registered in England and Wales. No. 5716244.Copyright Clusters Limited.