Who is Your Audience and What Do They Do with their Time?
“Marketingto the Facebook Generation”Media Consumption Study for a local collegeObjectiveTo complete a media consumption study for local college to betterunderstand how high school students and their families use media to makecollege decisions. The study was conducted by Game Day Communications.Initiatives•Benchmarking research among U.S. colleges and media consumptionhabits•One-on-one interviews with local high school students and parents as wellas local high school guidance counselors•e-survey to prospective college students and current freshmen (400+)•Two focus groups with prospective students and their parents in separategroups
“Making Connections: A Consumer Research Study”Executive SummaryFour Focal Points of InterestTo lead group discussions and to ascertain consumer insights,both the focus groups and e-survey were focused on thefollowing areas:1.Consumer Profile: Lifestyle & Entertainment2.Motivation to Purchase Subscriptions/Single Tickets3.Customer Service, Pricing and the Overall Theatre Experience4.Media Consumption and Word of Mouth Marketing
Media Consumption and Word of Mouth MarketingSingle Ticket Purchaser Snapshot•More than 60% of single ticket buyers see the (client) ad on TV while 58%learn of upcoming shows via e-mail.•Radio stations with the most listenership: WARM 98, 700 WLW and Q102•TV viewership is about even (in order): WCPO (82%), LOCAL 12 (80%),WLWT (78%) and FOX 19 (63%) • Cable TV station viewership: ESPN, Food, ABC Family, HGTV, History with 62% subscribing to Time Warner Cable/Insight Cable.•Fifty-seven (57%) do not receive the Cincinnati Enquirer at home and 33%never read the print version. Twenty-five (25%) do read the paper each day.Cincinnati.com is the most visited website among the group (44%).•And 72% of the group is using Facebook regularly followed by Linkedin(23%).
Social Engaged Adults are More Likely to Attend Live Theatre•A dynamic social media plan with contesting, content and share-sexy visualsmay increase consumer engagement.•Source: Pew Center Research, 2011
Using Social Media to Engage and Create Loyalty.
Who will be the social voice for your company?
Facebook: Personal vs. Corporate Sharing/Branding