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Understanding your audience - Geoff Copps

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Understanding your audience - Geoff Copps Understanding your audience - Geoff Copps Presentation Transcript

  • Understanding your audience Geoff Copps 1st October 2008
  • Agenda •  The challenge •  The approach •  The solution –  3 stakeholder examples •  The future
  • Telegraph.co.uk – unique users UK audience growth Daily Telegraph total circulation Source: ABC total circulation data, 6-month roll; ABCe-audited data
  • UK audience crossover 5% … etc… Source: TGI.Net wave14. Print = AIR; TCUK = Last week
  • The challenge Measuring… …Knowing
  • Deciding on an approach OPTION 1: segment OPTION 2: segment your audience wider population
  • Deciding on an approach OPTION 2: segment wider population
  • Understanding your audience •  Externally focused –  Strategic –  Commercial
  • Attitudinal segmentation
  • OPTION 2: segment wider population UK population: 6 consumer types Telegraph audience: 6 segments
  • OPTION 2: segment wider population UK population: 6 consumer types Telegraph audience: 6 segments
  • The 6 cross-platform Telegraph segments Platinum Work Hard Spenders Play Hard Living The Established 26% of TMG 11% of TMG Dream Elite 22% of TMG 25% of TMG Family Focused 9% of TMG Discerning Indulgers 7% of TMG ‘TMG AUDIENCE’ defined here as ‘AIR’ for papers or ‘in last week’ for TCUK
  • Work Hard Play Hard Family Focused Living The Dream Young and driven Busy adults settling down Switched-on and savvy individuals living life at a into a life of routine and professionals with diverse fast pace –ambitious, family responsibility – interests and a broad active, career-minded family focused, ‘nest outlook – enterprising, up- building’ market, educated Established Elite Platinum Spenders Discerning Indulgers Upstanding citizens, typically Older affluent individuals – Middle-aged and older married, middle-aged and many are retired. Time-rich individuals, modest and with a successful career. and enjoying the good frugal. They tend to be Self-assured, well-informed, things in life cautious in their purchase patriotic, conservative habits and outlook on life
  • Bringing readers and editorial together
  • Editorial workshops Who? …What? …How? …When? •  Encouraging a working knowledge of who you are writing for •  Guiding strategy for content delivery •  Identifying opportunities in current platform offerings
  • Business content delivery Platinum Established Living The Work Hard Spenders Elite Dream Play Hard Older, Self-assured, Savvy, Young, affluent conservative enterprising ambitious Deliver required Cross-reference to Deliver unique Can be captured content in paper – drive them online content by strategies used market watch, for Living The investment tips, Deliver business Dream comment & opinion news you can use Target for new platforms
  • Identifying opportunities …Delivering content of appeal across segments, in a way that will pull in occasional reader segments
  • Maximising promotion effectiveness
  • Theorising success World War I in Colour DVD Collection National Geographic DVD Collection Food & Drink promotions (various)
  • Who should we be targeting? Who are likely to respond to promotions? 26% 25% 25% = over ¾ of occasional readers
  • What do they like? Military History content High High High Nature & Wildlife content High High High Food & Drink content Medium High High Eating Out High
  • What do they like? Photography High High High
  • Demonstrating the value of readers
  • Immersion Days Retail Day, Spring 2008
  • Ad sales insight: audience compatibility Busy & up-market 1. Advertiser’s audience: Look for convenience & quality Spend on formal clothing UK Department Traditional & patriotic Favour British brands store Spend on homeware Retired & wealthy Willing to pay for quality Spend on food & wine 2. audience: Source: TGI.Net wave 14
  • Ad sales insight: audience value 2. Advertiser’s audience 1. Advertiser’s audience: who are readers: Busy & up-market g Annual spend on suit £215 £285 Traditional & patriotic Annual spend on bed linen £68 £74 Retired & Wealthy G Average spend on a quality bottle of wine £9 £10 Source: TGI.Net wave 14
  • In conclusion…
  • Deciding on an approach OPTION 1: segment OPTION 2: segment your audience wider population
  • The future…
  • A customer marketing tool… Survey Database Customer Database Targeting subscription services, reader offers, client communications…
  • International profiling…
  • …Any questions?