INTEGRATE 2016 - Julie Link & Greg Stroud Watching The Watchers: How Consumers Insights Inform Marketing Decisions and Content Creation

1. INTEGRATE 2016
Greg Stroud & Julie Link
WATCHING
THE WATCHERS
How consumer insights inform
marketing decisions and
content creation

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Greg Stroud & Julie Link
WATCHING
‘TIME-STARVED SARAH’
WATCHING TRENDS
WATCHING COMMERCIALS

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Greg Stroud & Julie Link
[video] FLN Essentials

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link
[video] Million Dollar Homes

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Greg Stroud & Julie Link
WATCHING
‘TIME-STARVED SARAH’
WATCHING TRENDS
WATCHING COMMERCIALS

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link
Who is Sarah?
What makes her tick?
What’s her life like?
What kind of jeans does she where?
What does she watch?
Where does she go on vacation?
Who are her influencers?
Is she an influencer?
What’s her role in the household?
What does she do in her me time?
Where does she shop for her kids?
What kind of car does she drive?
What are her life goals?
Is she on track to meet her goals?
What is her parenting style?
Where does she get her news?
What makes her happy?
What’s her shopping style?
How does she provide for her family?
What does healthy and happy mean to her?
What are her greatest fears?
What kinds of music does she like?

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Greg Stroud & Julie Link
Know your
client’s style
what kind of research will give
them a sparkle in their eyes?
Give your client a
reason to
participate
opportunities to self-discover
lead to real learning
Tell the story
Choose your gimmick carefully –
metaphor, ‘you won’t believe it’
story from the field

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Greg Stroud & Julie Link
CENTRAL QUESTION
How does ‘Time-Starved
Sarah’ live her life?
If her daily choices boil
down to time vs. money,
does…
time = money
time > money
time < money

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Greg Stroud & Julie Link
[video] Search for Sarah

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link
CUSTOMER PROMISE
We promise our viewers if they watch Fine Living
before they spend their time or money, they’ll have
a better experience.
ICSS

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link
Before defining clear
target audience:
Radical Sabbatical
NapaStyle
Pairings with Andrea
Collector Car Auction
After “watching" Sarah:
The Shopping Detective
Shopping Bags
Time Makeover
Mission Organization

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Greg Stroud & Julie Link
Smart Shopping Weekends

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Greg Stroud & Julie Link
WATCHING
‘TIME-STARVED SARAH’
WATCHING TRENDS
WATCHING COMMERCIALS

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Greg Stroud & Julie Link
70%
REVENUES FROM
ADVERTISING SALES

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Greg Stroud & Julie Link
“[SNI] built incredibly strong brands that stand the test of
time and stand firm amid an ever-changing media
environment. [These] brands attract extremely loyal,
engaged and upscale consumers that advertisers want to
reach. These are llamas with the high disposable income to
spend on our advertisers’ products and services.
Our brands drive consumer purchasing decisions.”
Scripps 10-K report

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Greg Stroud & Julie Link
primary objective is
creating great programming
that builds the right kind of
audience to attract national
advertisers, ad agencies &
media buyers

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link
‘REDEFINIING
SUCCESS’
67% of Millennials agree
“nowadays we are free to
shape our identities and
transform ourselves in
whatever way we want”
2010 2011 2012 2013 2014 2015 2016
PREMIER EPISODE
Dec 2014
CONSUMER
PREFERENCE FOR
SMALLER HOME
national trend toward
“efficient use of space”
‘COLLECT EXPERIENCES, NOT STUFF’
“I don’t want all the stuff! I’d rather fill boxes with
memories and time with friends and family.”
‘DIFFERENT LIKE EVERYONE ELSE’
‘UN-HOUSE’
“Who wants all these
extra rooms? Dining
room? No thanks. I just
want one flexible space
for life to happen.”
ANATOMY OF A TREND

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Greg Stroud & Julie Link
[ video] Tiny House Big Living Promo

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link
WATCHING
‘TIME-STARVED SARAH’
WATCHING TRENDS
WATCHING COMMERCIALS

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link
[video] Behind the Scenes with GG at SCJ
shoot

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Greg Stroud & Julie Link
WHERE IS THE LINE?!

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link

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Greg Stroud & Julie Link
[ video] Fiat

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Greg Stroud & Julie Link
WATCH YOUR CONSUMER
IDENTIFY THEM. INTIMATELY UNDERSTAND THEM.
WATCH FOR TRENDS
RECOGNIZE AND CAPITALIZE.
WATCH YOUR PRODUCT
PUSH TO EVOLVE.

45. INTEGRATE 2016
Greg Stroud & Julie Link
Greg Stroud
gstroud@gofocalpoint.com
Julie Link
jvlink@mix.wvu.edu