1. The New Marketing Playbook:
Aligning strategies to engage the
new American consumer
June 28, 2011
Rick Erwin Bill Tancer Amy Schilder

4. Today’s Topic
The New Marketing Playbook
1 An Unprecedented Shift
2 The New American Consumer
3 Revisiting Marketing Playbooks
4 Segmentation In Action
5 Questions & Answers

5. Today’s Topic
The New Marketing Playbook
1 An Unprecedented Shift
2 The New American Consumer
3 Revisiting Marketing Playbooks
4 Segmentation In Action
5 Questions & Answers

18. RACE: Asian
SEX: F
INCOME: $50K

20. Today’s Topic
The New Marketing Playbook
1 An Unprecedented Shift
2 The New American Consumer
3 Revisiting Marketing Playbooks
4 Segmentation In Action
5 Questions & Answers

21. The More Things Change…
A lot has changed since 2006
• MySpace was the #1
Site on the Internet, over
six times the size of
Facebook
• YouTube was just
catching on
• The mobile term
“check-in” didn’t exist,
neither did “iPad”
• Android wasn’t yet
released to the public
• Circuit City was one
of the leaders in the
electronics category

22. Experian Consumer Expectation
Age and Economy
Experian Consumer Expectation Index
100
95
90
85
80
75
70
Adults

23. Experian Consumer Expectation
Age and Economy
Experian Consumer Expectation Index - Age
110
105
100
95
90
85
80
75
70
65
60
Age: 18-34 Age: 35-49 Age: 50-64 Age: 65+

24. The New American Consumer
Change in Household Composition

25. The New American Consumer
A Coupon Economy
• Groupon phenomenon
has fueled growth in
coupon searches
online
• Since beginning of
May 2011, growth in
searches on “coupon”
and its variations has
increased 238%
• Internet becomes
primary tool in
consumer’s mission
for finding cost
savings in a
challenging economy
• But consumers still
vary in their coupon
consumption
Source: Experian Hitwise

26. Which family is
most likely to
use coupons?

27. The New American Consumer
A Coupon Economy
Which Segment Indexes
Picture Perfect No Place
the Highest for Online
Families Coupon Usage? Like Home
- The more affluent?
- The one most impacted
by the economy?
Or the early adopter for
online coupon usage?
Index for online coupon usage:
Picture Perfect Families – 134
No Place Like Home – 48

28. Open Table vs.
Yellow Pages for
restaurant reservations?

29. The New American Consumer
Yellow Pages versus Online Reservations
Babies and Bliss
• Adoption of new technologies
is not necessarily correlated
with younger age.
• Despite indexing at 286 for head-of-household between the age of 36-45,
Babies and Bliss index the highest for using the yellow pages to make
restaurant reservations.

30. Who will order online,
phone, via mail-order?

31. The New American Consumer
Integration and Consumer Behavior
Bought Merchandise Method: Moms Boomers Multi-
from Catalog: generation

32. Things To Remember…
• With economic flux, the composition of the
American Household is changing
• We’re all affected by economic change in different ways
• The Internet as a cost-savings tool has facilitated
the dominance of coupons and discount mind-frame
• Adoption of new technology not necessarily driven by age
• Regardless of channel, we’re living in an integrated world

33. Today’s Topic
The New Marketing Playbook
1 An Unprecedented Shift
2 The New American Consumer
3 Revisiting Marketing Playbooks
4 Segmentation In Action
5 Questions & Answers

34. Revisiting Your
Marketing Playbook

35. Revisiting Your
Marketing Playbook

36. Revisiting Your
Marketing Playbook

37. Revisiting Your
Marketing Playbook

38. Common Customer Language
Web
Sales
Creative Agency
Direct Mail
Email
Print
Social Media
Radio/TV

39. Segmentation & Your Customer Lifecycle
Identifying Target Customers

40. Segmentation & Your Customer Lifecycle
Getting The Customer

41. Segmentation & Your Customer Lifecycle
Growing The Customer

42. Segmentation & Your Customer Lifecycle
Keeping The Customer

43. Segmentation & Your Customer Lifecycle
Winning Back The Customer

44. Identifying Target Customers

45. Identifying Target Customers

46. Getting The Customer

47. Growing The Customer

48. Keeping The Customer

49. Winning Back The Customer

50. Segmentation Drives The New
Marketing Playbook

51. Today’s Topic
The New Marketing Playbook
1 An Unprecedented Shift
2 The New American Consumer
3 Revisiting Marketing Playbooks
4 Segmentation In Action
5 Questions & Answers
51

52. Segmentation In Action
Discussion Points:
q Assurance Wireless Introduction
q Changing American Consumer
Landscape
q Today’s Segmentation Uses
q Segmentation Value Drivers Amy Schilder
Customer
Acquisition Lead
q The Future of Segmentation Assurance Wireless,
Sprint Prepaid Group
q Common Customer Language

53. Today’s Topic
The New Marketing Playbook
1 An Unprecedented Shift
2 The New American Consumer
3 Revisiting Marketing Playbooks
4 Segmentation In Action
5 Questions & Answers
53

54. And The Winner of the New Kindle 3G Is…

55. for more info:
www.experian.com/mosaic
e-mail:
emsdata@experian.com