tim whitley | team si | president & founder | [email protected] tim whitley president &...
TRANSCRIPT
Tim Whitley | Team SI | President & Founder | [email protected]
Tim WhitleyPresident & Founder, Team SI
Tim Whitley | Team SI | President & Founder | [email protected]
Tim Whitley | Team SI | President & Founder | [email protected]
Tim Whitley | Team SI | President & Founder | [email protected]
Tim Whitley | Team SI | President & Founder | [email protected]
Our Society is Screen-Based
90%of our media
consumption involves screens
10%is spent
with print
only
Tim Whitley | Team SI | President & Founder | [email protected]
Auto shoppers 16
different touch points
of digital information.
Tim Whitley | Team SI | President & Founder | [email protected]
Meet Chris & Heather
• Age – 35• Works in Memphis• FedEx accountant• Fan of Memphis Grizzlies &
Memphis Tigers Basketball• Watches Big Bang Theory and
Survivor• Active on Twitter
• Age – 33• English Teacher at
Collierville Middle School• Graduate of UT Knoxville• Watches sports with Chris• Enjoys watching The Bachelor,
Scandal, HGTV, Food Network or DVR
• Active on Facebook & Instagram
Tim Whitley | Team SI | President & Founder | [email protected]
Seth Godin“For fifty years, TV and TV-thinking was the shortcut. Make average stuff for average people (by definition = mass) and promote to every stranger within reach. It worked.
But mass is fading, fading faster than our desire to be mass marketers is fading. The shortcut doesn't work every time now, and the expectation that success is the same as popularity is still with us.
Fifty years ago, producers and marketers got smart. They saw the miracle of mass marketing and they adopted it as their own. They amped up mass production and bet on the masses.
The smart creators today are seeing the shift and doing precisely the opposite:Produce for a micro market.”
Source: http://sethgodin.typepad.com/seths_blog/
Tim Whitley | Team SI | President & Founder | [email protected]
Definitions
• Channel: marketing device that is selected to target your
audience
• Persona: the aspect of someone's character that is
presented to or perceived by others
• Macro: targeting of mass
• Micro: targeting a niche audience
Tim Whitley | Team SI | President & Founder | [email protected]
Meet Chris & Heather
• Age – 35• Works in Memphis• FedEx accountant• Fan of Memphis Grizzlies &
Memphis Tigers Basketball• Watches Big Bang Theory and
Survivor• Active on Twitter
• Age – 33• English Teacher at
Collierville Middle School• Graduate of UT Knoxville• Watches sports with Chris• Enjoys watching The Bachelor,
Scandal, HGTV, Food Network or DVR
• Active on Facebook & Instagram
Tim Whitley | Team SI | President & Founder | [email protected]
Heather likes to get up and go running before anyone else is
awake. She checks the weather on her phone first, and then runs while
listening to Pandora.
Heather wakes up
5am
After running, she turns on the local morning news and listens to it.
Chris wakes up and checks social
media from his phone.
Both do their part to help get the kids ready for school and daycare.
Getting Ready
A Day in the Life of Chris & Heather
Tim Whitley | Team SI | President & Founder | [email protected]
They listen to family-friendly radio as they drive.
After the drive, Heather checks social media and uploads the latest picture from this morning of the twins wearing matching
dresses to Facebook.
Heather takes Ethan to school7am
After dropping the twins off at daycare, Chris heads to work and also listens to
ESPN radio as he drives.
Chris takes the twins.8am
Tim Whitley | Team SI | President & Founder | [email protected]
Chris checks local news sites on his phone and his Twitter account.
Heather has lunch duty, but takes her phone with her to check Facebook.
Lunch Time!12pm
The radio is on, but she mostly chats with the kids about their day and tries to
prevent any sibling fights.
Heather picks up the kids.3pm
Tim Whitley | Team SI | President & Founder | [email protected]
Heather gets home and plays with the kids outside before getting dinner started.
Chris drives home from work listening to a sports talk show on the radio getting the
prediction of the Memphis Grizzlies game.
Evening Fun with the kids5pm
Heather makes dinner while the kids watch TV.
After Chris gets home, the family eats dinner together.
Dinner Time! 6pm
Tim Whitley | Team SI | President & Founder | [email protected]
Chris watches the Memphis Grizzlies game while the kids play in the living room floor.
Chris check twitter to see what his friends are saying about the game. Heather gets the twins ready for bed and then comes back to watch the game. She browses
Pinterest and Facebook while she watches.
Game Night7pm
Chris and Heather put Ethan to bed and finish watching the game together.
After the game, they watch their favorite show on Hulu and check social media on
their phones. Then they go to sleep.
Bedtime & Hulu 8pm
Z
ZZ
Tim Whitley | Team SI | President & Founder | [email protected]
Personas
• Now that we know our personas, we can start planning
our TraDigital Marketing Channels… but not as you may
think…
Tim Whitley | Team SI | President & Founder | [email protected]
Contact Info
Full Name:
Company:
Job Title :
Email:
Tim Whitley
Team SI
President & Founder
Share an important takeaway you received from this sessionusing hashtag #DD18 for a chance to win an iPad.