kuier editorial presentation

JOURNEY TOWARDS A SALES

PRESENTATION FOR KUIER

8th October 2010

MAPPING OUT OUR JOURNEY

THE DELIVERABLES

Develop a presentation/tool that will help the sales

team sell Kuier magazine and its target market

• In-depth interviews with media planners & sales team

• Focus groups with target audience

To gain a better understanding of the target market

for editorial purposes.

• In-depth interviews with key influencers

• In-depth interviews with editorial team

• Focus groups (covered in stage 1)

STAGE 1: SALES

PRESENTATION

STAGE 2: TARGET MARKET

UNDERSTANDING

OBJECTIVES

Gain a better understanding of our target market for

editorial purposes

To build on current understanding of our market in order to

help us better connect with our readers2.

1.

TODAY'S AGENDA

1. Research methodology

2. Understanding the Kuier reader

3. The role of magazines & Kuier in her life

4. Evaluating the Kuier editorial

5. The Kuier brand blueprint

RESEARCH METHODOLOGY

METHODOLOGY

In depth interview

with consumers

In depths with editorial

team

Focus groups

(covered in part 1)

OIL segmentation

study


METHODOLOGY

In depth interview

with consumers


team

Focus groups (covered in

part 1)

OIL segmentation

study

METHODOLOGY: FOCUS GROUPS

• Two focus group immersions.

• These groups encourage group interaction which provided a platform

to understand and uncover people’s viewpoints.

• The groups were conducted with an opinion leader in her community &

a group of her friends to create a natural and relaxed environment.

– Coloured, female, Afrikaans speaking.

– LSM 6–7 and LSM 7-8

– Ages 30-45

– Readers of female/ family magazines - You, Huisgenooit, Kuier ect.

– With children

WHO WE SPOKE TO (FOCUS GROUPS)

IN- BETWEENERS ACHIEVERS


METHODOLOGY

In depth interview

with consumers


team


part 1)

OIL segmentation

study

METHODOLOGY: IN-DEPTHS

IN- BETWEENER ACHIEVERS


METHODOLOGY

In depth interview

with consumers


team


part 1)

OIL segmentation

study

METHODOLOGY: EDITORIAL TEAM

• Two in-depth discussions with members of the Kuier editorial team


METHODOLOGY

In depth interview

with consumers


team


part 1)

OIL segmentation

study

THE FOUR KEY SEGMENTS

The Escapers The In-Betweeners The Achievers The Silver Spooners

Source: OIL research

http://www.facebook.com/photo.php?pid=4232153&id=528230276

DRIVERS OF THE COLOURED SEGMENTATIONApart

heid

SA.

The Coloured MarketThe coloured market during Apartheid remained unchanged. All lumped

together and had a unified goal for freedom and democracy in SA.

Post

Apart

heid

SA.

Chara

cte

rist

ics

The

Escapers

(Gam)

The

In-Betweeners

(So coloured)

The

Achievers

(Sturvey)

The

Silver

Spooners

(One of those

coloureds)

The coloured market has undergone continuous transformation during post

Apartheid SA due to BEE economic and political progression within the

market.

Religion plays a significant role in the lives of the coloured community,

the chosen religion will dictate behaviour within each segment.

„Coloured characteristics‟

TODAY'S AGENDA



3. The role of magazines & Kuier in her life



UNDERSTANDING THE KUIER

READER

WHO IS THE KUIER READER?

WHO IS SHE?

AGE: 30-45

Afrikaans

Northern Suburbs

skewColoured

Female

With children

THE FOUR KEY SEGMENTS

The Escapers The In-Betweeners The Achievers The Silver Spooners

Source: OIL research

Lower LSM, embrace the

stereotypes of coloured

community

Not exposed to the mainstream

coloured culture and too young

to relate to the magazine

Kuier magazine is relevant for the Afrikaans female;

Age 30-45

LSM 6-9

ACHIEVER and IN-BETWEENERS segment of the coloured market

ACHIEVERS

FEMALE,

COLOURED,

AGE 30-45,

LSM 7-10

IN-BETWEENERS

FEMALE,

COLOURED,

AGE 30-45,

LSM 5-7

WHO IS SHE? (CHARACTERISTICS)

Strong faith in God

Proud of who she is

Conservative thinkers

Demanding excellence from kids

Planned days- very little spontaneity

Know what they want and where they are going

Need to prove herself

Entertain people

House proud

WHO IS SHE?

She has a strong faith in God as this provides a

foundation to her life and her family

She has strong moral values

She has a conservative way of thinking and but might

not necessarily act conservative.

She always voices her opinion

She is proud of who she is and will never compromise

herself for others (except family)

She is humble, content and down to earth.

She is a strong woman and the rock of the family.

She makes sacrifices for her family, especially her

children.

She has an inner desire to proof herself as more than

what she is.

Less conservative and a bit more liberal

Young married couple

Loves her family and still has great

―respect‖ for her husband

Loves to hang out with her girlfriends

Wants to be a new ―domestic goddess”

Still learning to juggle her different roles

of mother, wife and work

Family is very important and her children

are her everything

IN-BETWEENERS ACHIEVERS

Source: AMPS 2009

3,720,000

Source: AMPS 2009 Main Branded AB (Jan2009-Dec 2009)

• Most likely to live in in Suburbs of the Cape

Flats

- 57.0% are Married or living together

- 28.3% are Single

- 11.8% divorced

• Household income

- 12.1% R3000-R3999 HH

- 13.0% R4000-R4999 HH

• *R11,204 average household income

• 90.3 % are the HH Purchase Decision

maker

• 89.6 % have Afrikaans home language, and

10.4 % English.

• 63.8 % with Children (2 - 15 Yrs)

• 38 average age

• Most likely to live in Northern Suburbs,

Southern suburbs

- 61.8% are Married or living together

- 29% are Single

- 9.2% divorced

• Household income

• 15.8% - R 10999 – R4 999

• 20.4% - R 6000- R6999

• R6,259 average household income

• 91.5 % are the HH Purchase Decision

maker

• 65.8 % have Afrikaans home language,

and 34.2% English.

• 68.1% with Children (2 - 15 Yrs)

• 37 average age

ACHIEVERS IN-BETWEENERS

Source: AMPS 2009 Main Branded AB (Jan2009-Dec 2009)

WHAT MEDIA DOES SHE CONSUME?

TV P7D:

A:98.9 %

IB: 98.1 %

Radio P7D:

A: 92.4 %

IB: 72.9 %

Taxi Ads P7D:

A: 54.7 %

IB:56.6 %

Store Ads P7D:

A:85.1 %

IB:70.2 %

Bill-boards:

P7D:

A: 79.0 %

IB: 52.5 %

Mags:

A: 76.9 %

IB: 52.5 %

Press:

A: 75.8 %

IB: 48.4 %

WHAT MEDIA DOES SHE CONSUME?

A: ACHIEVER

IB: IN-BETWEENER

A KUIER WOMAN IS FORMED

She has had to overcome many

obstacles in her life

She is moulded by her traditions

She is influenced by her upbringing

She makes the most of her current

situation

She is not born a Kuier woman, she evolves

into one

She is a product of her journey through life She hasn’t had an easy life.

She has not always had many

opportunities in life

She is always looking for ways to

improve herself and household

She is not keen to move out of her

comfort zone

Source: Consumer in-depths; focus groups

WHAT IS IMPORTANT TO HER

COMMUNITY

ME

FAMILY/CHILDREN

GOD

Spirituality/Religion is the

foundation of her life, nothing can

exist with out this Source: Consumer in-depths; focus groups

WHAT IS HER LIFE LIKE?

“I wake up at 5am to get a head start

for the day”

“My life is hectic…”

“My kids take most of my time…”

“I don‟t like to fight fires at work, this

delays the whole day and I won‟t finish

my tasks”

“There as so many things I wan to do, I

just don‟t have the time for it”

Source: consumer In-depths; focus groups

HER LIFE IS STRUCTURED

• The Kuier woman is someone

who lives by routine and

structure (She may or may not

be consciously aware of this).

• Structure offers her comfort in

knowing that she will get

through her day with ease.

• Her life is all about planning and

delegating tasks.

• She is aspires to stability.


BALANCING TRADITION AND BEING PROGRESSIVE

She wants to be progressive but she is grounded by her traditions and culture

She often struggles to get a balance


WHO ARE HER ROLE MODELS?

• She defines her role models as people who she can relate to.

• Role models such as family members and colleagues.

• She feels she can relate to these people more because she has more in

common with them.

• These people inspire her to be better because they are ―normal‖

people, not celebrities who have had access to everything.

• Rags to riches stories are very inspirational to her. e.g. Oprah.

These women do not consider celebrities as role models and would rather look up

to inspirational everyday people who she can relate to


HER DREAMS AND ASPIRATIONS

To live a happy healthy life

Start own business one day and not be

employed by someone

Doing what is right for her and not trying

to impress anyone else

Financial independence

To save money and fund her children's

tertiary education

For her children to have more than what

she had

She has big dreams for her children


KEY CONSUMER INSIGHT

She is a modern woman who often

struggles to find a balance between her

traditional values and the contemporary

world that she lives in

TODAY'S AGENDA



3. The role of Magazines & Kuier in her life



THE ROLE OF MAGAZINES &

KUIER IN HER LIFE

HER REASONS FOR CONSUMING MEDIA

NEWSPAPERS

RADIO

TV

CINEMA INTERNET

Habitual

Entertainment

Learn new things

Recipes

Personal advice

Knowledge to empower myself

News

informative

Background noise in car

Keeps me happy in traffic Entertainment Research/e-mail/Facebook

MAGAZINES

HER REASONS FOR CONSUMING MEDIA

NEWSPAPERS

RADIO

TV

CINEMA INTERNET

Habitual

Entertainment

Learn new things

Recipes

Personal advice

Knowledge to empower myself

News

informative

Background noise in car

Keeps me happy in traffic Entertainment Research/e-mail/Facebook

MAGAZINES

Magazines form part of her

most engaging media

HER PERCEPTIONS OF MAGAZINES

• It is important that magazines offer her value for money

(Content/price balance).

• She wants to read content that she can take learning's from (Not just

read for the sake of reading).

• She tends to read specialist female and family magazines.ie. You,

Huisgenoot, Your Family.

• She perceives Huisgenoot as being ―too white‖ and does not speak to

her.

• She admits to purchasing her magazines out of habit due to loyalty.

• She feels that most magazines offer content but never provide

solutions to an issue.

Most women were not aware of Kuier magazine and feel that there is no

magazine that speaks to her directly

READING MAGAZINES = ME TIME

“On a Friday night, I switch off

the TV. Send my hubbie and kids

away… I get a chocolate and read

my magazines…”

“I don‟t often have a lot of

time to read novels, so I

read magazines”

She considers reading magazines alone as her ―me time‖

and she truly values the importance of this me time

HER RELATIONSHIP WITH MAGAZINES

She is often overwhelmed with different sources of information

Google

Books

Magazines

Talk shows

Advertising

Family/friends/husband

HER RELATIONSHIP WITH MAGAZINE CONTENT

However she does recall a magazine content/ articles that she has

read on a previous occasion when she needs a solution to a problem

She is often unsure about the information she needs

A magazine is not the first place she will actively search for

information

A friend is most likely the first person she will contact (sometimes

Google and family)

THEREFORE

• We need to make sure that the content she reads in Kuier magazine is

top of her recall list.

• The more information she can recall information from Kuier, the

better positioned the magazine will be in her mind as an informative

and useful source of information.

WHAT ROLE DOES KUIER PLAY IN HER LIFE?

In her life there is a need for an approachable

advisor, role model and best friend

BRAND ARCHETYPES

• What are archetypes?

• The term "archetypes", as it is used in marketing today, has its origins

in Carl Gustav Jung's theories.

• He believed that universal, mythic characters— archetypes—reside

within the collective unconscious of people the world over.

• Archetypal images represent fundamental human desires and evoke

deep emotions.

• Each archetype symbolises a basic human need, aspiration or

motivation.

• In other words, an archetype is a human type in its purest form: the

classic hero, outlaw, ruler, etc.

• Each type has its own set of values, meanings and personality trait.

Source: www.livingbrands.co.uk/.../Brand%20Archetyping%20(Admap%20article%201).pdf

WHAT ARE THE

DIFFERENT

ARCHETYPES?

KUIER FITS THE PROFILE OF

THE FRIENDLY SAGE

WHO IS THE SAGE?

ALSO KNOWN AS… The expert, detective, oracle, evaluator, adviser, philosopher,

researcher, thinker, planner, professional, mentor, teacher,

contemplative

ASPIRATIONAL

QUALITIES

Wisdom, knowledge, highly developed

ENEMY Being duped, misled, ignorant or out-smarted

BELIEFS/ BEHAVIORS Faith in human beings to learn & grow

Supportive, instructive, wise, seeking, reflective & thoughtful

Anxious to share experiences & knowledge

Recognize, acknowledge & flatter smartness & knowledge in others

ARCHETYPE HELPS

PEOPLE

Understand their world

EXPLODING THE FRIENDLY SAGE ARCHETYPE

She is your long time best friend. Reliable, dependable,

practical and down to earth

You grew up together and share a past

She is well travelled and has a great understanding of the world but she still

remains true to herself

This friend has acquired certain knowledge and has more wisdom than the average

person but you don’t feel intimidated by her knowledge

She inspires you to be a better person, she will push you

but won’t push you too far

She will listen to your problems and offers advice without judgement

She understands you almost better than you understand yourself

WHAT SHE IS AND ISN’T

IS ISN’T

CONFIDENT ARROGANT

WISE OVERLY INTELLECTUAL

PROUD PRETENTIOUS

CONVERSATIONAL SLANG

COMFORTABLE IN HER SKIN LOW SELF ESTEEM

Now that we know that the Kuier brand

personality is the FRIENDLY SAGE

ARCHETYPE what does this mean for us?

IMPLICATIONS FOR KUIER

Our content must be conversational without jargon

Offer useful, practical solutions

Offer content that is relevant to her, that also connects with her on

an emotional level

EDITORIAL TONE OF VOICE

• Is clear, never confusing.

• It’s always conversational, and never formal and/or technical.

• We tell it like it is, we don’t sugar-coat, and we never boast.

• We’re always engaging, never dull or dry.

TODAY'S AGENDA



3. The role of Magazines & Kuier in her life



EVALUATING THE KUIER

EDITORIAL

HOW DOES KUIER STAY IN TOUCH WITH YOUR MAGAZINE’S READERS?

SOURCE OF MAGAZINE CONTENT

Looking at other magazines/radio

Current news

SMS/Facebookfeedback

Editorial team

insights

Source: in depths interviews with editorial team

Kuier relies a lot on the

feedback from readers

EDITORIAL TEAMS UNDERSTANDING OF THE KUIER READER

• There is a clear but very broad understanding of the Kuier target

market.

• The editorial teams are aware of how Kuier differentiates from

competitors and know what their readers currently need.

• However this is sometimes based on assumption as the team have

many internal insights into the market.

It is crucial for the editorial team stay ahead of the of trends and developments

within the Kuier target market

EVALUATING THE CURRENT EDITORIAL PILLARS

Readers were asked to evaluate and comment on their

perceptions of the general editorial pillars of magazines

This allowed us to get a better understanding of what she

likes or dislikes about various editorial content in magazines

EDITORIAL PILLARSFinance

Advice

Cooking Parenting

Fashion/beauty

Career

Consumers were asked to evaluate the general editorial pillars found in Kuier

magazine*

EVALUATING THE CURRENT EDITORIAL

COOKING

•Editorial team ranked this as the number 1 pillar

•Consumers prefer quick easy recipes, not keen on ―strange‖ ingredients

•There is a need for nostalgic recipes with a twist i.e.. ―ek soek huiskos”

•Pictures are very important, they are reluctant to try a recipe with no pic

•They are interested in new, exotic themed recipes for special occasions

PARENTING

•Consumers find these sections extremely useful

•Very important section, especially in this new digital era

•They often battle with generation gaps, how to raise children with ―old and new methods‖

ADVICE

•Magazine advice is very important, she's not always keen to ask others for advice but often forced to

•She will often recall advice from a magazine

•She wants solutions, not just content

•She prefers practical step by step advice that can be used immediately


FASHION & MAKEUP

• Sometimes magazines feature very expensive fashion

• She wants to be fashionable but this must be suitable for her budget and lifestyle

• She would prefer to read more about make-up tips especial for her skin tone (Most magazines are too white/black‖)

CAREER

• Most of the achiever woman have made some changes in their career

• Would like more articles on the path to changing career

FINANCE

• She feels like she can never have too much advice on finance

• She often has problems with debt and saving


INSPIRATIONAL STORIES

• Editorial team has highlighted this as the most challenging section

• She likes reading about people she can relate and aspire to

DIY

• DIY is not very relevant to her (husband does DIY) however there is an interest in simple cost effective home décor

KIDDIES

• She feels that it is important for children to be in magazine activity

• She likes referring back to the ―old school‖ ways of being interactive instead of watching TV

NOW THE WORK BEGINS…

WHAT EDITORIAL ARE WE MISSING?

EDITORIAL THAT WE ARE MISSING

HEALTH / WELLNESS

• She is aware that she needs to lead a healthy lifestyle and should lead by example.

• Health information is so overloaded and often intimidating so she would like more practical and approachable health/wellness articles.

• e.g. Healthy eating on a budget, weight loss tips, how to raise healthy kids.

SPIRITUALITY • God/religion plays a very fundamental role in her life.

• Editorial should include some inspirational story that talks to this aspect of her life.

THE WAY FORWARD

Kuier should become more proactive with keeping up with trends and

developments within the Kuier target market.

How?

Have regular consumer immersions and/or

appoint someone or a team to proactively be the eyes and ears for Kuier

Although the Facebook/SMS feedback tool is very effective, it need to be used

more efficiently with specific objectives. (Questions must have a purpose)

EDITORIAL GUIDELINES

• SIMPLE PRACTICAL SOLUTIONS:Magazine offer more than just content, Kuier should offer value.

Offer practical and simple solutions that can be implemented today.

Insert value adds that will make her life easy like calendars and planners.

EDITORIAL GUIDELINES

• The Kuier reader is someone who strives for structure and balance.

• Kuier can help her create structure to her life with it’s editorial

content.

• Value adds that make her life easy like day planners, calendars, pull

out recipes, notebooks ect.

TODAY'S AGENDA



3. The role of Kuier in her life



KUIER BRAND BLUEPRINT

DEFINING YOUR BRAND BLUEPRINT

A BRAND BLUEPRINT IS…

• A simple but not simplistic strategic document

• It ensures consistency in your brand delivery from image to experience and

communication messages – both a compass and a sword

• It is a summary of your brand’s positioning

– Promise – the single most compelling reason to choose Kuier

– Personality – How we behave and our tone and manner

– Passions – what we believe in and what readers and employees buy into

– Purpose – An inspiring and essential truth that sits at the heart of Kuier

Our

Essence

Our

Passions

Our

Personality

To inform, educate and give advice to the coloured female

reader who is aspiring to better herself

Our

Promise

SECURE

Interesting

Exciting

Empowering

SURPRISING

Proud

Confident

Approachable

SELF-ASSURED

Happy

Optimistic

Generous

SINCERE

Rooted

Content

Comfortable

Our

Essence

Our

Passions

Our

Personality SECURE

Our

Promise

We are NEVER

Arrogant,

Pretentious, Dull,

Exclusive, Bland or

ColloquialSELF ASSURED

SINCERESURPRISING

SAGE ARCHETYPE

To inform, educate and give advice to the coloured female reader who

is aspiring to better herself

TO BE HER BEST FRIENDAn intimate understanding of our readers and their

life.

We keep her informed and offer solutions to her the

obstacles/issues in her life.

She respects our opinion and through us she feels

heard and understood.

TO BE CONSTANTLY IN THE KNOW

We have our ear to the ground and finger on the

pulse when it comes to our readers.

Kuier is a magazine that truly understands its readers

like no other media channel .

TO ALWAYS INSPIRE AND EMPOWER HER

Kuier shares inspiring stories from people in the

community.

We aim to uplift and empower readers by focusing on

positive stories and successful role-models.

OU

R P

ASSIO

NS

Our

Essence

Our

Passions

Our

Personality

Our

Promise

We are NEVER

Arrogant,

Pretentious,

Dull,

Exclusive,

Slang

SAGE ARCHETYPE

To inform, educate and give advice to the coloured female reader who is

aspiring to better herself

To be her best friend

To empower and inspire her, always

To be constantly in the know

Conventional Proud

SmilingInspiring

Customary Proud

Warm

SECURE SELF ASSURED

SINCERESURPRISING

What is a Brand Essence?

A single thought that captures the soul of a Brand

Think of the essence as the DNA

of the brand

It is a reflection of its nature

It sets it apart from all others

It informs its behaviour and

Influences its future

It is a purpose, a mantra, a rallying call

Your brand essence reflects strategic intent

It is NOT a pay-off line, or a communication idea

Irreverence

Joy

Inspiration

KUIER MAGAZINE BRAND ESSENCE

OLD FRIEND, FRESH INSPIRATION

Kuier is an old trusted female friend - dependable, practical

and very down to earth

Kuier values it’s traditional/cultural roots and values but

aims to inspire it’s readers to be contemporary and

progressive

Kuier bridges the gap between her traditional moral values

and the contemporary world she lives in

Our Personality

Our

Essence

Our

Passions

Our

Personality

Our

Promise

We are

NEVER

Arrogant,

Pretentious,

Dull,

Exclusive

Slang,SAGE ARCHETYPE

To inform, educate and give advice to the coloured female reader who is

aspiring to better herself

To be her best friend

To empower and inspire her, always

To be constantly in the know

SECURE SELF ASSURED

SINCERESURPRISING

OLD FRIEND, FRESH

INSPIRATION

MODERN WITH OLD VALUES

Beyonce is young fabulous and glamorous but still

remains true to her moral values. Family is

important, she keeps her life private and is never

scandalous

Modern retro dining experience.

Jukebox, black and white check,

diner food

KEY TAKE OUTS

Not every coloured female is born a Kuier reader,

she evolves into one and is a product of her journey through

life.

It is clear that the Kuier team has a clear understanding of their

target market. However it is crucial that Kuier proactively plans

for future editorial.

Kuier should become more proactive with keeping up with

trends and developments within the Kuier target market.

The Kuier woman she is a modern woman who often struggles to

find a balance between her traditional values and the

contemporary world she lives in.

Kuier magazine should offer reader more than just content, and

should offer practical solutions and added value to make her life

easier.

kuier editorial presentation

Documents