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Isrm intro in segmentation
 

Isrm intro in segmentation

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  • Blue Collar Enterprise comprises people who, though not necessarily very well educated, are practical and enterprising in their orientation. Many of these people live in what were once council estates but where tenants have exercised their right to buy. They own their cars, provide a reliable source of labour to local employers and are streetwise consumers. Tastes are mass market rather than individualistic and focus on providing comfort and value to family members. Mostly poorly educated Council estates Small towns Exercised Right to Buy Self reliant and capable Straight talking Like to shop around Heavy viewers of TV © 2004 Experian Limited. All rights reserved. The word `Experian' is a registered trademark in the EU and other countries and is owned by Experian Ltd and/or its associated companies.
  • Communication Channels • Local newsletters, schools notice boards and information points at council services Include images of children and innovative family activities. • Healthy family life a key message
  • Segmentation provides us with information on who our customers are and importantly what they want in terms of sport and active recreation provision. It shows us how sports and active recreation participation sit within the context of a total lifestyle and lifecycles, providing us with a better understanding of the barriers and motivations towards sport and active recreation provision. Segmentation will allow us to target our customers more effectively, develop initiatives programmes which fit better with the needs of our customers and create more successful communication plansSegmentation provides us with information on who our customers are and importantly what they want in terms of sport and active recreation provision. It shows us how sports and active recreation participation sit within the context of a total lifestyle and lifecycles, providing us with a better understanding of the barriers and motivations towards sport and active recreation provision. Segmentation will allow us to target our customers more effectively, develop initiatives programmes which fit better with the needs of our customers and create more successful communication plans
  • Age 46-55 Married/professional (divorced) Children left Home - Treat yourself to some me-time. “ You’ve dedicated your life to others – raising children, looking after your husband. Now it’s time to treat yourself for being so great. Taking time out to do an activity is a chance to spend some quality time with yourself – and come out feeling better”
  • About Ben Ben is well educated and well-informed. His work-hard, play-hard, drink-hard attitude to life sees him putting long hours in at the office, doing a lot of sport and enjoying plenty of socialising with friends. Whatever he chooses, little time is spent at home as Ben works, plays and drinks hard. • 40% of Bens do sport for 30 minutes 3 times a week. • 67% of Bens would like to do sport more often • 83% of Bens are white, 11% are Asian, 3% are black and 2% are mixed How Ben makes decisions He is very experimental. This means he is constantly looking for new forms of entertainment and loves to find new ways to enjoy life and impress people. He is also quite inquiring, this feeds his interest in technology and means that he does want some details as well as pure entertainment in his decision-
  • Leanne is 23 and lives with her parents and her daughter, Carly, in a small terrace house. your She is studying beauty therapy part-time at college, and does the odd cleaning job when her mum can look after Carly. Leanne doesn’t get much time to herself. Juggling Carly, college and her cleaning shifts is demanding, and childcare is a difficult expense. A couple of times a week though Leanne treats herself to a night out with the girls, down the Local or at bingo. • 23% of Leannes do sport for 30 minutes 3 times a week • 60% of Leannes would like to do sport more often • 69% of Leannes are white, 15% are Asian and 11% are black
  • Situation analysis To help you figure out where to put your efforts it’s always a good idea to think first about where you’re starting from. Strengths Weaknesses Opportunities Threats

Isrm intro in segmentation Isrm intro in segmentation Presentation Transcript

  • Using demographic analysis and market segmentation intelligently LESLEY FOSTER Hello Media
  • INTRODUCTION
    • SEGMENTATION
    • SOCIAL MAPPING
    • STRATEGIC PLANNING
    • SOLUTIONS FOR ENGAGING RESPONSE
  • PROFILING THE AREA Copyright
  • POSTCODE ANALYSIS Servicedata Utilisation (analyse) Classification (groups) Segmentation (predict) NAME ADDRESS POSTCODE M. Thomas xxxx NW13 1PX P. King xxxx NW11 9JS R. Scott xxxx NN1 5KO J. Polly xxxx NW60 LP1
  • MOSAIC PROFILING Segmentation LIFESTYLE INSIGHTS Classification (groups) Segmentation (predict) NAME ADDRESS POSTCODE M. Thomas xxxx NW13 1PX P. King xxxx NW11 9JS L. Foster xxxx NN1 5KO J. Polly xxxx NW60 LP1
  • SPORT ENGLAND
    • 19 SPORTS SEGMENTS
  • The SPORT ENGLAND Segments Copyright
  • MEDIA Marketing
    • The SE sporting segments provide a wealth of
    • knowledge on how to communicate
    • effectively with our target participants.
    • This includes information on the mediums
    • they are most likely to respond to, the type
    • of message and how participants make
    • decisions.
    • The segment data at postcode level can be
    • used to identify addresses for a direct
    • marketing campaign.
  • EMPTY NEST CAREER LADIES PROGRAMME GUIDES WORK ELAINE Treat yourself to some culture !
  • SOMETHING A BIT DIFFERENT Cycled on 5+ days (last 4-wks) Team games Football Sports he likes include Rugby, squash, windsurfing, tennis, cricket, hockey and skiing BEN – Competitive Male Urbanite Age 18-25 Single Graduate professional Messages Get your physical edge back / Party hard, play harder Friendship and fun Hang out with friends here Your space @ our place Inspire your friends
  • ALISON (Stay at home Mums) ‘TIME FOR ME’ … TARGETTED MESSAGES ! She makes her purchases by phone, mobile or over the internet
  • LEANNE
    • Sports she likes the
    • most are
    • Swimming,
    • netball,
    • aerobics,
    • dance exercise
    • and body pump.
    Age 18-25 Likely to have children Student/part-time vocational SPARK SOME NEW IDEAS
    • Messages that work
    • Empathy around difficulties of looking after self when got children.
    • 2. Club and crèche.
    • 3. Women only sessions.
    • 4. Get back into something you’ve played before.
    • Cost as a secondary message.
    Cheaper (VFM to include toddlers) admission
  • PRACTICE - Choose a project
    • Target audience
    • Define your target audience.
    • Choose segments to focus on.
    • (Can use Experian to do analysis of your Member data)
    Supportive Singles Empty nest career Ladies Fitness Class Friends Stretched Single Mum CHLOE LEANNE PAULA ELAINE
  • Target audience Media Key messages Evaluation Insight Engagement(design) Servicedata Utilisation (analyse) Classification (groups) Segmentation (predict)
  • WORKOUTS Evaluation Media Key messages Objective Target audience
    • SEGMENTATION
    • SOCIAL MAPPING
    • STRATEGIC PLANNING
    = MEDIA SOLUTIONS (ENGAGING RESPONSE)
    • Communications plan
      • Key messages
      • Which channels
      • BIG Ideas
  • THANKS ANY QUESTIONS ? [email_address]