PRIZM

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Increase your marketing ROI with better market research.

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  • Prizm = “Potential Ranking Index for Zip Marketing” Better response through geographic targeting More knowledge of your client’s media habits results in a higher response rate More accurate message which results directly in higher percentage of response to the message
  • PRIZM

    1. 1. More Profit through Better Research “ PRIZM” Updated 10-09-09 Version: PN <ul><li>Three ways that applied market research will add money DIRECTLY to your bottom line: </li></ul><ul><li>Better response through geographic targeting </li></ul><ul><li>Knowledge of client’s media habits </li></ul><ul><li>More accurate message </li></ul>
    2. 2. You remember “High School Cliques” Jocks have many commonalities, beliefs, behaviors, and habits that are common to other jocks regardless of where they live. Same thing for Preppy’s, Brains, and Nerds Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?” Jock Preppy Cheerleader Brain Nerd
    3. 3. Meet Mr. “Kids & Cul-de-Sacs”(That’s really me!) 18 Kids & Cul-de-Sacs – Upscale, suburban, married couples with children–that's the skinny on Kids & Cul-de-Sacs, an enviable lifestyle of large families in recently built subdivisions. With a high rate of Hispanic and Asian Americans, this segment is a refuge for college-educated, white-collar professionals with administrative jobs and upper-middle-class incomes. Their nexus of education, affluence and children translates into large outlays for child-centered products and services. 18 Kids & Cul-de-Sacs” Social: Suburban Lifestage: Family Life That’s really my family! Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?”
    4. 4. <ul><li>PRIZM is a comprehensive and scientific marketing research tool </li></ul><ul><li>Designed to find commonality among the 300 million people and 166 million households in America </li></ul><ul><ul><li>And better understand their lifestyle choices and media habits </li></ul></ul><ul><ul><li>Enables us to build a research-based, highly-targeted, and cost-efficient marketing plan. Based on the best market research available in the business to consumer market. </li></ul></ul>What Is PRIZM? Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?”
    5. 5. <ul><li>PRIZM was developed in 1978 </li></ul><ul><li>PRIZM was created by Jonathan Robbin, a social scientist and computer expert, who in the 1970’s pioneered the computer-powered marketing technique called “geodemographics.” </li></ul><ul><li>In 1971, Robbin started Claritas Corp. to build a cluster system of U.S. neighborhoods for marketing applications. </li></ul>The PRIZM Beginnings Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?”
    6. 6. Who Uses PRIZM? Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?”
    7. 7. How does PRIZM work? P otential R anking I ndex for Z ip M arketing Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?”
    8. 8. How does PRIZM work? Source: Utilizes sophisticated research to sort the US population into similar groups by demographics, psychographics, consumer patterns and media usage. Objective: Leverage this research to develop a model of predictability among our target audience within a designated trade area. Available by US, State, County, City, Zip Code, Census Track, Block-Group (375- 425 HH) and Block (9-12 HH) level . Down the individual house level.
    9. 9. Where Does PRIZM Get Data? Source: Claritas © 2001-2003 US Census Bureau US Bureau of Labor Statistics National Center for Health Statistics Newspapers Circulation U.S. Postal Service Scarborough Research Intelliquest Information Resources Inc . Nielsen Media Research ADVO Gallup JD Power Polk Automotive Mediamark Qualitative Simmons Market Research Synovate Mendelsohn Media Research ® Cross-References 70 Public and “Opt in” Databases
    10. 10. How Does PRIZM work? Source: <ul><li>PRIZM categorizes every US household into 66 demographically and behaviorally distinct types, called “clusters.&quot; It helps us learn about their likes, dislikes, lifestyles and purchase behavior </li></ul><ul><li>LIFESTAGE: YOUNG SOCIAL: URBAN </li></ul>04 Young Digerati Young Digerati are the nation's tech-savvy singles and couples living in fashionable neighborhoods on the urban fringe. Affluent, highly educated and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars-from juice to coffee to microbrew. ® ®
    11. 11. 14 Social Groups 10 Second City Elite 12 Brite Lites, Li'l City 13 Upward Bound 47 City Startups 53 Mobility Blues 60 Park Bench Seniors 62 Hometown Retired 63 Family Thrifts 05 Country Squires 09 Big Fish, Small Pond 11 God's Country 20 Fast-Track Families 25 Country Casuals 23 Greenbelt Sports 28 Traditional Times 32 New Homesteaders 33 Big Sky Families 37 Mayberry-ville 48 Young & Rustic 55 Golden Ponds 56 Crossroads Villagers 57 Old Milltowns 58 Back Country Folks 64 Bedrock America 38 Simple Pleasures 42 Red, White & Blues 43 Heartlanders 45 Blue Highways 50 Kid Country, USA 51 Shotguns & Pickups 24 Up-and-Comers 27 Middleburg Managers 34 White Picket Fences 35 Boomtown Singles 41 Sunset City Blues 59 Urban Elders 61 City Roots 65 Big City Blues 66 Low-Rise Living 04 Young Digerati 07 Money & Brains 16 Bohemian Mix 26 The Cosmopolitans 29 American Dreams 31 Urban Achievers 40 Close-In Couples 54 Multi-Culti Mosaic 44 New Beginnings 46 Old Glories 49 American Classics 52 Suburban Pioneers 21 Gray Power 22 Young Influentials 30 Suburban Sprawl 36 Blue-Chip Blues 39 Domestic Duos 01 Upper Crust 02 Blue Blood Estates 03 Movers & Shakers 06 Winner's Circle 08 Executive Suites 14 New Empty Nests 15 Pools & Patios 17 Beltway Boomers 18 Kids & Cul-de-Sacs 19 Home Sweet Home 5 Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?” Second City Town & Country Urban Suburban High Low $
    12. 12. 66 Segments within 11 Lifestage Groups 11 Lifestage Groups 6 Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?” High Low $ Family Life Younger Years Mature Years 42 Red, White & Blues 44 New Beginnings 45 Blue Highways 47 City Startups 48 Young & Rustic 53 Mobility Blues 56 Crossroads Villagers 02 Blue Blood Estates 05 Country Squires 06 Winner's Circle 13 Upward Bound 17 Beltway Boomers 18 Kids & Cul-de-Sacs 20 Fast-Track Families 29 American Dreams 32 New Homesteaders 33 Big Sky Families 34 White Picket Fences 36 Blue-Chip Blues 50 Kid Country, USA 51 Shotguns & Pickups 52 Suburban Pioneers 54 Multi-Culti Mosaic 63 Family Thrifts 64 Bedrock America 65 Big City Blues 66 Low-Rise Living 14 New Empty Nests 15 Pools & Patios 21 Gray Power 26 The Cosmopolitans 27 Middleburg Managers 28 Traditional Times 38 Simple Pleasures 39 Domestic Duos 40 Close-In Couples 41 Sunset City Blues 43 Heartlanders 46 Old Glories 49 American Classics 55 Golden Ponds 57 Old Milltowns 58 Back Country Folks 59 Urban Elders 60 Park Bench Seniors 61 City Roots 62 Hometown Retired 03 Movers & Shakers 08 Executive Suites 11 God's Country 12 Brite Lites, Li'l City 19 Home Sweet Home 25 Country Casuals 30 Suburban Sprawl 37 Mayberry-ville 04 Young Digerati 16 Bohemian Mix 22 Young Influentials 23 Greenbelt Sports 24 Up-and-Comers 31 Urban Achievers 35 Boomtown Singles 01 Upper Crust 07 Money & Brains 09 Big Fish, Small Pond 10 Second City Elite
    13. 13. The BIG Idea About PRIZM
    14. 14. The BIG Idea “ Cluster” # 18 Kids & Cul-de-Sacs: Upscale, suburban, married couples with children–that's the skinny on Kids & Cul-de-Sacs, an enviable lifestyle of large families in recently built subdivisions. With a high rate of Hispanic and Asian Americans, this segment is a refuge for college-educated, white-collar professionals with administrative jobs and upper-middle-class incomes. Their nexus of education, affluence and children translates into large outlays for child-centered products and services. Step 1 : Identify your current customer(s) through the PRIZM methodology. Step 2 : Learn the detailed information available about their lifestyle choices, media habits, consumer patterns, demographics and psychographics. Step 3 : Market to those who are just like them, skip over those who aren’t. We’ve identified this cluster as being your top customer. Note: This information is for example purposes only. I am not asserting that this is your actual target audience. Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?”
    15. 15. Mr. Kids & Cul-de-Sacs “Cluster” #18 Social: Suburban Lifestage: Family How The BIG Idea Works There are 200 TV Markets, 300 radio markets and 60,000 zip codes in the United States. You don’t need to know every market, only who your top “clusters” are. Note: This information is for example purposes only. I am not asserting that this is your actual target audience. Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?” Which stations do “Mr. Kids & Cul-de-Sacs listen to?”
    16. 16. Which would YOU rather do…from a marketing standpoint? OR Find a needle in a haystack AND have to pay for all the hay where there was no needle found? Shoot guppies in a fishbowl and only have to pay for the one bullet? Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?”
    17. 17. A “Kids & Cul-de Sacs” cluster will act and behave the same in Pittsburgh, as they will….. “ Kids & Cul-de Sacs” Make up 5% of the Pittsburgh DMA Note: This information is for example purposes only. I am not asserting that this is your actual target audience. Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?”
    18. 18. … in San Francisco! “ Kids & Cul-de-Sacs” Make up .01% of the San Fran DMA Note: This information is for example purposes only. I am not asserting that this is your actual target audience. Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?”
    19. 19. But Remember… A “Bohemian Mix” Profile will act and behave the same in Pittsburgh, as they will….. “ Bohemian Mix” Make up .98% of the Pittsburgh DMA Conversely… Note: This information is for example purposes only. I am not asserting that this is your actual target audience.
    20. 20. Note: This information is for example purposes only. I am not asserting that this is your actual target audience. Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?” … in San Francisco! “ Bohemian Mix” Make up 27% of the San Fran DMA
    21. 21. PRIZM So What Does This Mean To Me? – Part I Knowing your customers better than you ever thought you would! Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?”
    22. 22. What if we knew the consumer behavior of this group? Would this help you make better marketing decisions? “ Country Squires” are more likely to: Lifestyle : Go skiing (3.5x), business travel by airplane 3X year (3.45x) Shop at Ethan Allen Galleries (3.25x), Belong to a Country Club (2.52x) Media: Read Parenthood magazine (2.70x), Watch sports (2.52x), Listen to Alternative Rock Radio (2.3x), Watch American Idol (2.25x), Watch Disney Channel (2.10x), Listen to radio on the internet (1.92x) Psychographics: Spouse has influence on brands chosen (2.3x), Media most trusted – Newspaper (2.7x), Will buy on credit rather than wait (2.1 x), Prefer products with latest technology (1.4 x) Note: This information is for example purposes only. I am not asserting that this is your actual target audience. Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?”
    23. 23. Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?” MRI Radio Media Usage Based on Country Squires Segment   Total Profile Target Group ('05') List Order MediaStyler Attribute Title Count Users/100 HHs Count % Total Users/100 HHs Index 0000 MRI Household Count (H) 113,668,003 2,192,590 1.93   2468 Sports,Net Audience (A) 9,641,810 8.48 486,251 5.04 22.18 261 2386 ABC ESPN Radio,Net Audience (A) 5,634,943 4.96 258,739 4.59 11.80 238 2393 Classic Hits,Net Audience (A) 7,770,010 6.84 354,651 4.56 16.17 237 2398 Dow Jones Money Report,Net Audience (A) 4,192,399 3.69 182,902 4.36 8.34 226 2471 Wall Street Journal Report,Net Audience (A) 8,277,977 7.28 323,424 3.91 14.75 203 2402 Listen Radio on Internet,1mo (A) 17,885,537 15.73 695,919 3.89 31.74 202 2438 News/Talk Radio,Net Audience (A) 24,944,701 21.95 950,197 3.81 43.34 197 2467 Soft Contemporary Radio,Net Audience (A) 14,085,161 12.39 533,092 3.78 24.31 196 2465 Religious,Net Audience (A) 14,057,982 12.37 526,400 3.74 24.01 194 2464 Radio,NFL Regular Season,Net Audience (A) 22,826,333 20.08 847,593 3.71 38.66 193 2391 Alternative Rock Radio,Net Audience (A) 17,602,393 15.49 651,309 3.70 29.70 192 2459 Radio,MLB Playoffs/World Series,Net Audience (A) 22,080,491 19.43 782,909 3.55 35.71 184 2394 Classic Rock Radio,Net Audience (A) 22,806,449 20.06 807,444 3.54 36.83 184 2409 Listen Weekday,3pm-7pm,0.5-1.0 hrs (A) 63,754,344 56.09 2,230,509 3.50 101.73 181 2387 Adult Contemporary Radio,Net Audience (A) 40,020,017 35.21 1,373,993 3.43 62.67 178 2460 Radio,MLB Regular Season,Net Audience (A) 22,311,641 19.63 762,834 3.42 34.79 177 2390 All Talk,Net Audience (A) 8,222,470 7.23 274,353 3.34 12.51 173 2466 Rock,Net Audience (A) 23,069,587 20.30 758,373 3.29 34.59 170 2457 Radio,College Basketball,Net Audience (A) 13,379,980 11.77 432,719 3.23 19.74 168 2458 Radio,Golf,Net Audience (A) 4,002,002 3.52 127,139 3.18 5.80 165 2413 Listen Weekday,6am-10am,0.5-1.0 hrs (A) 74,095,067 65.19 2,346,495 3.17 107.02 164
    24. 24. Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?” MRI Psychographics Based on Country Squires Segment   Total Profile Target Group ('05') List Order MediaStyler Attribute Title Count Users/100 HHs Count % Total Users/100 HHs Index 0000 MRI Household Count (H) 113,668,003 2,192,590 1.93   2331 Media Trusted the Most: Internet (A) 31,938,652 28.10 1,037,187 3.25 47.30 168 2337 My Kids Have an Impact on the Brands I Choose,Agr (A) 83,212,588 73.21 2,533,858 3.05 115.56 158 2318 Internet Ads Have No Credibility,Agr (A) 71,368,836 62.79 2,170,285 3.04 98.98 158 2311 Internet Ads Are Alike,Agr (A) 66,871,400 58.83 1,900,393 2.84 86.67 147 2310 Internet Ads Appear at Inconvenient Moments,Agr (A) 104,901,366 92.29 2,913,044 2.78 132.86 144 2334 Media Trusted the Most: Radio (A) 22,426,657 19.73 622,312 2.77 28.38 144 2314 Internet Ads Are Repeated too Often,Agr (A) 99,985,217 87.96 2,727,912 2.73 124.42 141 2367 Spouse Has Impact on the Brands I Choose,Agr (A) 105,947,674 93.21 2,763,600 2.61 126.04 135 2296 Buying Electronics,Do As Much Research as Possible (A) 122,881,375 108.11 3,205,241 2.61 146.19 135 2359 Radio Ads Are too Loud,Agr (A) 66,963,438 58.91 1,739,797 2.60 79.35 135 2350 Prefer Products With the Latest Technology,Agr (A) 120,152,959 105.71 3,118,251 2.60 142.22 135 2349 People Ask Me for Purchasing Advice,Agr (A) 83,144,218 73.15 2,145,749 2.58 97.86 134 2373 TV Ads Are too Loud,Agr (A) 107,948,768 94.97 2,783,675 2.58 126.96 134 2382 Will Buy on Credit Rather than Wait,Agr (A) 81,872,117 72.03 2,103,370 2.57 95.93 133 2384 Will Pay More for a Brand I Trust,Agr (A) 158,557,673 139.49 4,055,065 2.56 184.94 133 2291 Buy Brands that Reflect My Style,Agr (A) 146,121,687 128.55 3,729,410 2.55 170.09 132 2354 Radio Ads Appear at Inconvenient Moments,Agr (A) 75,382,493 66.32 1,918,237 2.54 87.49 132 2302 Don't Have Time to Save Coupons,Agr (A) 101,097,968 88.94 2,562,854 2.54 116.89 131 2299 Check Ingredients/Nutrition of Food Before Buy,Agr (A) 117,776,223 103.61 2,939,810 2.50 134.08 129 2358 Radio Ads Are Repeated too Often,Agr (A) 100,979,332 88.84 2,513,783 2.49 114.65 129 2290 Buy Based on Quality, Not Price,Agr (A) 149,350,279 131.39 3,695,953 2.47 168.57 128 2351 Prefer Stores w/Many Familiar Brands,Agr (A) 171,709,422 151.06 4,184,434 2.44 190.84 126 2332 Media Trusted the Most: Magazines (A) 24,291,964 21.37 591,085 2.43 26.96 126
    25. 25. PRIZM So What Does This Mean To Me? – Part II Knowing where your customers live! Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?”
    26. 26. What Clusters Live In Your Area? Todd Hale – Professional Database Marketer “ How many new clients would you like for me to bring you today?” Store MN102: Segment Distribution Based on Trade Area & Customer Top 14 Segments Segments MN102 By ZIP Code Variable Title Count % Comp Index 06 Winner's Circle 5,882 7.53 681 18 Kids & Cul-de-sacs 4,888 6.26 384 19 Home Sweet Home 4,453 5.70 310 17 Beltway Boomers 1,794 2.30 238 03 Movers & Shakers 2,956 3.79 234 02 Blue Blood Estates 1,623 2.08 212 05 Country Squires 2,142 2.74 142 04 Young Digerati 1,066 1.37 112 11 God's Country 1,174 1.50 96 07 Money & Brains 1,152 1.48 74 32 New Homesteaders 285 0.37 18 20 Fast-Track Families 38 0.05 3 12 Brite Lites, Li'l City 0.00 0 13 Upward Bound 0.00 0 Top 14 clusters 27,453 35.16 162
    27. 27. Source: There are 4,888 households in your area that are just like me and my household – lucky you! Note: This information is for example purposes only. I am not asserting that this is your actual target audience. Store MN102: Segment Distribution Based on Trade Area & Customer’s Top 14 Segments Segments MN102 By ZIP Code Variable Title Count % Comp Index 06 Winner's Circle 5,882 7.53 681 18 Kids & Cul-de-sacs 4,888 6.26 384 19 Home Sweet Home 4,453 5.70 310 17 Beltway Boomers 1,794 2.30 238 03 Movers & Shakers 2,956 3.79 234 02 Blue Blood Estates 1,623 2.08 212 05 Country Squires 2,142 2.74 142 04 Young Digerati 1,066 1.37 112 11 God's Country 1,174 1.50 96 07 Money & Brains 1,152 1.48 74 32 New Homesteaders 285 0.37 18 20 Fast-Track Families 38 0.05 3 12 Brite Lites, Li'l City 0.00 0 13 Upward Bound 0.00 0 Top 14 27,453 35.16 162
    28. 28. “ Heat Maps” A bunch of your customers live here We break down where your target audience lives. Very few of your customers live here 50.88% of the HH in these areas are defined one of your top “cluster” of customers. %Comp %Pen Index   Quintile: 1 52.39 50.88 262   Quintile: 2 28.3 26.85 138   Quintile: 3 13.33 12.91 66   Quintile: 4 4.89 4.74 24   Quintile: 5 1.09 1.09 6
    29. 29. Top Zip Codes Fort Worth, Texas = Zip code 76104 is home to customers that are 7 times more likely to be a customer. This zip code report shows you the top zip codes to conduct marketing. Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?” Zip Code Report based on Top 5 Segments Ranked by Index Tarrant County, TX (County By ZIP) Base Target: Top 5 Segments Code Name Count % Comp Count % Comp % Pen Index 76104 Fort Worth, TX 5,857 0.97 2,439 6.87 41.64 706 76105 Fort Worth, TX 6,959 1.16 1,946 5.48 27.96 474 76114 Fort Worth, TX 8,784 1.46 1,939 5.46 22.07 374 76119 Fort Worth, TX 14,074 2.34 2,944 8.30 20.92 354 76103 Fort Worth, TX 5,647 0.94 1,029 2.90 18.22 309 76110 Fort Worth, TX 10,584 1.76 1,772 4.99 16.74 284 76107 Fort Worth, TX 12,770 2.12 2,037 5.74 15.95 270 76106 Fort Worth, TX 9,397 1.56 1,462 4.12 15.56 264 76019 Arlington, TX 34 0.01 5 0.01 14.71 249 76115 Fort Worth, TX 5,981 0.99 794 2.24 13.28 225 76122 Fort Worth, TX 66 0.01 8 0.02 12.12 205 76116 Fort Worth, TX 23,175 3.85 2,416 6.81 10.43 177 76112 Fort Worth, TX 18,171 3.02 1,758 4.95 9.67 164 Quintile: 1 121,499 20.20 20,549 57.91 16.91 287
    30. 30. PRIZM Applications <ul><li>Current Marketing Strategies </li></ul><ul><li>Better Targeting of Positioning Statements </li></ul><ul><li>Better Targeting of Marketing Messages </li></ul><ul><li>Better Medium Delivery Strategy </li></ul><ul><li>New Market Penetration </li></ul><ul><li>New Location Decisions </li></ul><ul><li>New Product Launches </li></ul>Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?”
    31. 31. PRIZM Benefits <ul><li>Reduces the overall cost of research </li></ul><ul><li>Deepens the understanding of current customers </li></ul><ul><ul><li>MRI information </li></ul></ul><ul><ul><li>Media listening and viewing habits </li></ul></ul><ul><ul><li>Purchasing patterns and preferences </li></ul></ul><ul><li>Provides customized mapping to where your known target audience lives </li></ul><ul><ul><li>States, DMA, cities, zip codes, neighborhoods, and even individual houses </li></ul></ul><ul><li>Increases Marketing ROI through better targeting of marketing resources to only those most likely to buy! Skip over the rest! </li></ul>Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?”
    32. 32. Todd Hale Professional Market Research Analyst “How many new clients would you like for me to bring you today?” Cell- 512-745-4330 chiefsdad@email.phoenix.edu www.linkedin.com/in/thale1 Todd Hale – Professional Market Research Analyst “ How many new clients would you like for me to bring you today?”

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