BEA2014-: How to Reach Book Consumers: Could the Best Campaigns Have Been Ever Better?

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In very challenging marketing conditions all companies have to make their marketing budgets work harder and provide a good ROI. How do you judge whether your marketing campaigns have performed well and how do you know how that compares to your major competitors?
Nielsen Book is the leading market research company in the book industry worldwide and combines retail sales data with consumer research to give a holistic view of the book market and provide publishers with the ability to measure their performance and ROI.
Working with selected publishers to use data from actual campaigns, we will review performance against Nielsen data. We will show where campaigns have performed well and achieve their target audience and objectives, but we will also point out missed opportunities, where certain media or channels may have been overlooked or missed, negating precious resources. What this presentation will do is demonstrate how retail sales data and consumer research can drive future campaigns and ensure publishers get the right results from their marketing campaigns, using the right tools to reach their target audience.

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BEA2014-: How to Reach Book Consumers: Could the Best Campaigns Have Been Ever Better?

  1. 1. MAKING THE BEST MARKETING  CAMPAIGNS EVEN BETTER TARGETING BOOK BUYERS WITH NIELSEN’S BOOKS & CONSUMERS SURVEY Jo Henry Nielsen Book Research BEA 2014 Booth  #1113
  2. 2. AGENDA DATA SOURCE WHAT IS A MARKETING HEALTH CHECK? CHECKING ADULT FICTION BUYERS CHECKING YA FICTION BUYERS CHECKING ADULT NON‐FICTION BUYERS
  3. 3. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 3 • Survey of 6,000 book buyers per month, selected from a  nationally representative sample by age, gender, location • Online questionnaire of c.75 questions • Representing ~180,000 book purchases per year and  72,000 buyers • Comprehensive database with details of book buyers – and the books that they buy NIELSEN’S BOOKS & CONSUMERS US SURVEY
  4. 4. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 4 METHODOLOGY Book consumersBook consumers What?What? Where?Where? When?When? DemographicsDemographics Media usageMedia usage Leisure habitsLeisure habits Why?Why? Who for?Who for? Book spendBook spend Publisher, format, genre,  author, price, discounting Channel, retailer Month, quarter, YTD Discovery, influences, use Sex & age, relationship,  occasion Books bought AttitudesAttitudes Sex, age, region, socio‐economic, family  Papers, magazines, radio, devices, social media Online, offline, cultural, commuting Reasons for reading; value of reading
  5. 5. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 5 May 28, 2012 “MARKETERS ARE GETTING WORSE AT  DIRECTING THEIR BUDGETS WISELY”
  6. 6. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 6 SO…. WHAT IS A MARKETING HEALTH CHECK?
  7. 7. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 7 AND WHAT ARE WE GOING TO CHECK?
  8. 8. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 8 JAMES PATTERSON (ADULT FICTION)
  9. 9. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 9 THE TYPICAL JAMES PATTERSON WOMEN’S  MYSTERY CLUB CONSUMER IS….
  10. 10. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 10
  11. 11. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11 SO… HOW DO YOU GET TO OLDER WOMEN, LIVING IN  SUBURBIA WHO BUY MYSTERY/DETECTIVE BOOKS?
  12. 12. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 12 THE BOOKS THEY BUY ARE FROM….. BUT  NOT
  13. 13. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 13 THEY BUY…..
  14. 14. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 14 A THIRD HAVE… 1 IN 5 HAVE AND NEARLY 2 IN 10 HAVE
  15. 15. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 15 THEY READ…..
  16. 16. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 16 BUT THEY DON’T….
  17. 17. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 17 1 In‐person ‐ In‐Store Display/On Shelf/Spinning Rack 2 In‐person ‐ Received recommendation from a friend/relative 3= Online ‐ Email From Retailer 3= Online ‐ Browsing through the site 5 Online ‐ Read an excerpt from the book 6 Print ‐ Best Seller List 7= Online ‐ Was recommended based on what I've bought/read before 7= Online ‐ Retailer recommendation on a retailer's website (e.g.  Amazon.com) 7= Online ‐ Special Offer on the book site (e.g. Daily Deal) 7= Print ‐ Book Review (e.g NY Times) THEY DISCOVER THEIR BOOKS….
  18. 18. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 18 1 In‐person ‐ In‐Store Display/On Shelf/Spinning Rack 2 In‐person ‐ Received recommendation from a friend/relative  × 3= Online ‐ Email From Retailer 3= Online ‐ Browsing through the site  5 Online ‐ Read an excerpt from the book   6 Print ‐ Best Seller List 7= Online ‐ Was recommended based on what I've bought/read before  7= Online ‐ Retailer recommendation on a retailer's website (e.g.  Amazon.com)  7= Online ‐ Special Offer on the book site (e.g. Daily Deal) 7= Print ‐ Book Review (e.g NY Times) TOP 10 DISCOVERY MECHANISMS – ‘JP BUYERS’
  19. 19. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 19 1 In‐person ‐ In‐Store Display/On Shelf/Spinning Rack 2 In‐person ‐ Received recommendation from a friend/relative  × 3= Online ‐ Email From Retailer    3= Online ‐ Browsing through the site  5 Online ‐ Read an excerpt from the book   6 Print ‐ Best Seller List 7= Online ‐ Was recommended based on what I've bought/read before  7= Online ‐ Retailer recommendation on a retailer's website (e.g.  Amazon.com)  7= Online ‐ Special Offer on the book site (e.g. Daily Deal)  7= Print ‐ Book Review (e.g NY Times) TOP 10 DISCOVERY MECHANISMS – ‘JP BUYERS’
  20. 20. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 20 48% follow the author (25% ave.) THEY BUY THEM BECAUSE THEY ARE FANS…. 31% like books in a series (15% ave.) 20% have a strong affinity to  that character (10% ave.)
  21. 21. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 21 AND….
  22. 22. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 22 AND A FINAL THOUGHT…. Source: Nielsen’s Murder She Read: Understanding the Mystery Crime buyer, May 2014  39% of mystery/crime readers borrow  mystery/crime books from a library And 18% use this source  to acquire most of  their mystery/crime reading…..
  23. 23. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 23 JOHN GREEN (YA/CROSS OVER FICTION)
  24. 24. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 24 THE TYPICAL JOHN GREEN CONSUMER IS…..
  25. 25. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 25
  26. 26. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 26 SO…. HOW DO YOU REACH YOUNGER WOMEN, LIVING  IN THE SUBURBAN NORTH‐EAST, WHO BUY  YA/JUVENILE FICTION?
  27. 27. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 27 THE BOOKS THEY BUY ARE FROM….. AND PARTICULARLY
  28. 28. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 28 THEY BUY…..
  29. 29. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 29 82% OWN A RELEVANT DEVICE… AND PARTICULARLY
  30. 30. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 30 THEY ARE WELL CONNECTED…PARTICULARLY
  31. 31. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 31 THEY READ…..
  32. 32. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 32 BUT NOT…..
  33. 33. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 33 AND THEY ARE MORE LIKELY THAN AVERAGE TO….
  34. 34. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 34 1 In‐person ‐ Received recommendation from a friend/relative 2 Print ‐ Best Seller List   3= In‐person ‐ At School   3= In‐person ‐ In‐Store Display/On Shelf/Spinning Rack   5= Print ‐ Magazine Ad 5= Print ‐ Book Review (e.g NY Times)  5= Online ‐ Read about author/book on a blog   THEY LIKE PERSONAL METHODS OF DISCOVERY…
  35. 35. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 35 1 In‐person ‐ Received recommendation from a friend/relative 2 Print ‐ Best Seller List   3= In‐person ‐ At School   3= In‐person ‐ In‐Store Display/On Shelf/Spinning Rack  × 5= Print ‐ Magazine Ad 5= Print ‐ Book Review (e.g NY Times)  5= Online ‐ Read about author/book on a blog   TOP DISCOVERY MECHANISMS – ‘JG’ BUYERS
  36. 36. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 36 1 In‐person ‐ Received recommendation from a friend/relative   2 Print ‐ Best Seller List   3= In‐person ‐ At School   3= In‐person ‐ In‐Store Display/On Shelf/Spinning Rack  × 5= Print ‐ Magazine Ad 5= Print ‐ Book Review (e.g NY Times)  5= Online ‐ Read about author/book on a blog   TOP DISCOVERY MECHANISMS – ‘JG’ BUYERS
  37. 37. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 37 EXTERNAL FACTORS ARE IMPORTANT WHEN  MAKING A PURCHASE…. Personal recommendation Good customer reviews In series Movie/TV show tie‐ins BUT not price….
  38. 38. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 38 TODD BURPO (ADULT NON‐FICTION)
  39. 39. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 39 THE TYPICAL TODD BURPO CONSUMER IS….
  40. 40. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 40
  41. 41. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 41 SO… HOW DO YOU REACH MIDDLE‐AGE WOMEN LIVING IN THE MIDWEST/SOUTH WHO ARE  REGULAR CHURCH GOERS AND BUYERS OF  CHRISTIAN NON‐FICTION?
  42. 42. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 42 THE BOOKS THEY BUY ARE FROM….. BUT NOT
  43. 43. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 43 THEY BUY…..
  44. 44. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 44 THEY ARE LESS LIKELY TO OWN ANY DEVICE  EXCEPT… 22% (vs 18% on average) 17% (vs 15% on average)
  45. 45. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 45 MORE THAN AVERAGE ARE ON…
  46. 46. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 46 THEY ARE AVID READERS OF…..
  47. 47. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 47 AND PARTICULARLY…..
  48. 48. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 48 BUT ARE UNLIKELY TO USE….
  49. 49. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 49 1 In‐person ‐ Received recommendation from a friend/relative   2 In‐person ‐ In‐Store Display/On Shelf/Spinning Rack 3= TV ‐ Saw the author talk about the book   3= Online ‐ Browsing through the site 3= Online ‐ Read an excerpt from the book 6= Print ‐ Received Direct Mail/Catalog 6= Online ‐ Author's Website 6= In‐person ‐ Saw author talk about the book   9= Print ‐ Bestseller list   9= In‐person ‐ Book Club/reading group   THEY USE A MIXTURE OF DISCOVERY MECHANISMS…
  50. 50. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 50 1 In‐person ‐ Received recommendation from a friend/relative   2 In‐person ‐ In‐Store Display/On Shelf/Spinning Rack 3= TV ‐ Saw the author talk about the book   3= Online ‐ Browsing through the site 3= Online ‐ Read an excerpt from the book 6= Print ‐ Received Direct Mail/Catalog 6= Online ‐ Author's Website 6= In‐person ‐ Saw author talk about the book   9= Print ‐ Bestseller list  × 9= In‐person ‐ Book Club/reading group   TOP 10 DISCOVERY MECHANISMS – ‘TB’ BUYERS
  51. 51. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 51 1 In‐person ‐ Received recommendation from a friend/relative   2 In‐person ‐ In‐Store Display/On Shelf/Spinning Rack 3= TV ‐ Saw the author talk about the book   3= Online ‐ Browsing through the site 3= Online ‐ Read an excerpt from the book 6= Print ‐ Received Direct Mail/Catalog 6= Online ‐ Author's Website 6= In‐person ‐ Saw author talk about the book   9= Print ‐ Bestseller list  × 9= In‐person ‐ Book Club/reading group   TOP 10 DISCOVERY MECHANISMS – ‘TB’ BUYERS
  52. 52. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 52 Liked the topic/subject AND ARE PARTICULARLY LIKELY TO BUY…. Intrigued by the book title Looked through the book & liked it Needed for class/study purposes
  53. 53. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 53 The Crime‐ista: • Is a keen fan, borrowing from libraries as well as buying • Prefers to read ebooks on a dedicated ereader • Is interested in home making, cooking and what’s going on  • And is particularly susceptible to retailer emails & special prices The Cross‐over: • Buys from Barnes & Noble stores as well as online • Owns an iPhone and likes reading digitally • Is very well‐connected, likes gossip and talking about books… • …and reading what her friends have read The Christian: • Likes physical books bought from bricks & mortar stores • Takes care of herself and her family • And is heavily influenced in her book buying by her faith‐based activities TO RECAP…
  54. 54. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 54 SO…. LEARN HOW TO HIT THE BULL’S EYE
  55. 55. THANK YOU! FOR MORE INFORMATION CONTACT  JONATHAN.STOLPER@NIELSEN.COM CHARLES.FRISCIA@NIELSEN.COM CARL.KULO@NIELSEN.COM JO.HENRY@NIELSEN.COM Booth  #1113

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