MAKING THE BEST MARKETING 
CAMPAIGNS EVEN BETTER
TARGETING BOOK BUYERS WITH NIELSEN'S BOOKS & CONSUMERS SURVEY
Jo Henry
Ni...
AGENDA
DATA SOURCE
WHAT IS A MARKETING HEALTH CHECK?
CHECKING ADULT FICTION BUYERS
CHECKING YA FICTION BUYERS
CHECKING ADU...
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
3
• Survey of 3,000 book buyers per month, selected fro...
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
4
METHODOLOGY
Book consumersBook consumers
What?What?
W...
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
5
SO….
WHAT IS A MARKETING HEALTH CHECK?
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
6
May 28, 2012
“MARKETERS ARE GETTING WORSE AT 
DIRECTI...
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
7
AND WHAT ARE WE GOING TO CHECK?
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
8
GILLIAN FLYNN (ADULT FICTION)
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
9
THE TYPICAL GONE GIRL BUYER IS….
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
10
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
11
SO…
HOW DO YOU REACH WELL EDUCATED, ABC1 
WOMEN IN T...
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
12
THE BOOKS THEY BUY ARE FROM…..
BUT  NOT…
AND
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
13
OVER HALF HAVE…
AND NEARLY 3 IN 4 HAVE
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
14
THEY READ…..
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
15
THEY GO TO….
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
16
BUT….
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
17
1 Read author/series/book before 
2 Physical shop 
3...
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
18
1 Read author/series/book before 
2 Physical shop x
...
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
19
1 Read author/series/book before 
2 Physical shop x
...
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
20
JOHN GREEN (YA/CROSS OVER FICTION)
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
21
THE TYPICAL JOHN GREEN CONSUMER IS…..
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
22
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
23
SO….
HOW DO YOU REACH YOUNG UNMARRIED 
WOMEN, LIVING...
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
24
THE BOOKS THEY BUY ARE FROM…..
AND PARTICULARLY
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
25
THEY BUY…..
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
26
AND OWN….
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
27
THEY ARE VERY WELL CONNECTED…
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
28
THEY READ…..
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
29
BUT NOT…..
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
30
OR INDEED
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
31
1 Read author/series/book before
2 Physical shop
3 F...
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
32
1 Read author/series/book before ×
2 Physical shop
3...
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
33
1 Read author/series/book before ×
2 Physical shop
3...
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
34
THE FAST DIET (ADULT NON‐FICTION)
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
35
THE TYPICAL FAST DIETER IS….
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
36
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
37
SO…
HOW DO YOU REACH UPMARKET OLDER WOMEN
LIVING IN ...
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
38
THE BOOKS THEY BUY ARE FROM…..
BUT NOT
AND THEY OVER...
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
39
THEY BUY…..
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
40
THEY ARE VERY LIKELY TO OWN…
47% (vs 33% on average)...
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
41
THEY ARE NOT SOCIAL MEDIA USERS….
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
42
BUT THEY ARE AVID READERS OF…..
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
43
THOUGH NOT…..
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
44
THEY ARE LIKELY TO….
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
45
1 Read author/series/book before
2 Bookseller websit...
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
46
1 Read author/series/book before 
2 Bookseller websi...
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
47
1 Read author/series/book before 
2 Bookseller websi...
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
48
SO….
LEARN HOW TO HIT THE BULL’S EYE
THANK YOU!
FOR MORE INFORMATION CONTACT 
JO.HENRY@NIELSEN.COM
HAZEL.KENYON@NIELSEN.COM
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Making the Best Marketing Campaigns Even Better- UK- 2014

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Targeting book buyers with Nielsen's Books & Consumers survey. UK edition.

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Making the Best Marketing Campaigns Even Better- UK- 2014

  1. 1. MAKING THE BEST MARKETING  CAMPAIGNS EVEN BETTER TARGETING BOOK BUYERS WITH NIELSEN'S BOOKS & CONSUMERS SURVEY Jo Henry Nielsen Book Research Booksellers Marketing Conference 2014
  2. 2. AGENDA DATA SOURCE WHAT IS A MARKETING HEALTH CHECK? CHECKING ADULT FICTION BUYERS CHECKING YA FICTION BUYERS CHECKING ADULT NON‐FICTION BUYERS
  3. 3. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 3 • Survey of 3,000 book buyers per month, selected from a  nationally representative sample by age, gender, location • Online questionnaire of c.50 questions • Representing c.90,000 book purchases per year and 36,000  buyers • Comprehensive database with details of book buyers – and  the books that they buy NIELSEN’S BOOKS & CONSUMERS US SURVEY
  4. 4. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 4 METHODOLOGY Book consumersBook consumers What?What? Where?Where? When?When? DemographicsDemographics Media usageMedia usage Leisure habitsLeisure habits Why?Why? Who for?Who for? Book spendBook spend Publisher, format, genre,  author, price, discounting Channel, retailer Month, quarter, YTD Discovery, influences, use Sex & age, relationship,  occasion Books bought AttitudesAttitudes Sex, age, region, socio‐economic, family  Papers, magazines, radio, devices, social media Online, offline, cultural, commuting Reasons for reading; value of reading
  5. 5. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 5 SO…. WHAT IS A MARKETING HEALTH CHECK?
  6. 6. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 6 May 28, 2012 “MARKETERS ARE GETTING WORSE AT  DIRECTING THEIR BUDGETS WISELY”
  7. 7. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 7 AND WHAT ARE WE GOING TO CHECK?
  8. 8. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 8 GILLIAN FLYNN (ADULT FICTION)
  9. 9. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 9 THE TYPICAL GONE GIRL BUYER IS….
  10. 10. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 10
  11. 11. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11 SO… HOW DO YOU REACH WELL EDUCATED, ABC1  WOMEN IN THEIR 20S AND 30S, LIVING IN LONDON AND THE SOUTH EAST IN FULL TIME  EMPLOYMENT?
  12. 12. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 12 THE BOOKS THEY BUY ARE FROM….. BUT  NOT… AND
  13. 13. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 13 OVER HALF HAVE… AND NEARLY 3 IN 4 HAVE
  14. 14. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 14 THEY READ…..
  15. 15. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 15 THEY GO TO….
  16. 16. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 16 BUT….
  17. 17. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 17 1 Read author/series/book before  2 Physical shop  3 Friend/relative/colleague/request 4 Bookseller website/email 5 Author website/interview/event  6 Bestseller list  7 Place of study/work  8 Film/TV/radio adaptation 9 Reading group  THEY LIKE PERSONAL METHODS OF DISCOVERY…
  18. 18. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 18 1 Read author/series/book before  2 Physical shop x 3 Friend/relative/colleague/request 4 Bookseller website/email 5 Author website/interview/event x 6 Bestseller list  7 Place of study/work  8 Film/TV/radio adaptation 9 Reading group  THEY LIKE PERSONAL METHODS OF DISCOVERY…
  19. 19. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 19 1 Read author/series/book before  2 Physical shop x 3 Friend/relative/colleague/request 4 Bookseller website/email 5 Author website/interview/event x 6 Bestseller list  7 Place of study/work  8 Film/TV/radio adaptation 9 Reading group  THEY LIKE PERSONAL METHODS OF DISCOVERY…
  20. 20. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 20 JOHN GREEN (YA/CROSS OVER FICTION)
  21. 21. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 21 THE TYPICAL JOHN GREEN CONSUMER IS…..
  22. 22. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 22
  23. 23. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 23 SO…. HOW DO YOU REACH YOUNG UNMARRIED  WOMEN, LIVING IN THE SUBURBS, WHO DON’T  BUY MUCH FICTION?
  24. 24. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 24 THE BOOKS THEY BUY ARE FROM….. AND PARTICULARLY
  25. 25. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 25 THEY BUY…..
  26. 26. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 26 AND OWN….
  27. 27. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 27 THEY ARE VERY WELL CONNECTED…
  28. 28. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 28 THEY READ…..
  29. 29. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 29 BUT NOT…..
  30. 30. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 30 OR INDEED
  31. 31. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 31 1 Read author/series/book before 2 Physical shop 3 Friend/relative/colleague/request 4 Place of study/work 5 Author website/interview/event 6 Bookseller website/email 7 Film/TV/radio adaptation 8 Bestseller list  9 Social network site THEY DISCOVER THEIR BOOKS….
  32. 32. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 32 1 Read author/series/book before × 2 Physical shop 3 Friend/relative/colleague/request  4 Place of study/work 5 Author website/interview/event 6 Bookseller website/email × 7 Film/TV/radio adaptation 8 Bestseller list  9 Social network site THEY DISCOVER THEIR BOOKS….
  33. 33. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 33 1 Read author/series/book before × 2 Physical shop 3 Friend/relative/colleague/request  4 Place of study/work  5 Author website/interview/event 6 Bookseller website/email × 7 Film/TV/radio adaptation  8 Bestseller list  9 Social network site  THEY DISCOVER THEIR BOOKS….
  34. 34. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 34 THE FAST DIET (ADULT NON‐FICTION)
  35. 35. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 35 THE TYPICAL FAST DIETER IS….
  36. 36. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 36
  37. 37. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 37 SO… HOW DO YOU REACH UPMARKET OLDER WOMEN LIVING IN THE COUNTRY WHO ARE LIGHT BUYERS  OF NON‐FICTION?
  38. 38. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 38 THE BOOKS THEY BUY ARE FROM….. BUT NOT AND THEY OVER‐INDEX  ON…
  39. 39. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 39 THEY BUY…..
  40. 40. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 40 THEY ARE VERY LIKELY TO OWN… 47% (vs 33% on average) AND (SADLY!)
  41. 41. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 41 THEY ARE NOT SOCIAL MEDIA USERS….
  42. 42. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 42 BUT THEY ARE AVID READERS OF…..
  43. 43. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 43 THOUGH NOT…..
  44. 44. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 44 THEY ARE LIKELY TO….
  45. 45. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 45 1 Read author/series/book before 2 Bookseller website/email 3 Physical shop 4 Friend/relative/colleague/request 5 Author website/interview/event 6 Bestseller list  7 Film/TV/radio adaptation 8 Printed newspaper THEY USE A MIXTURE OF DISCOVERY MECHANISMS…
  46. 46. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 46 1 Read author/series/book before  2 Bookseller website/email  3 Physical shop 4 Friend/relative/colleague/request 5 Author website/interview/event x 6 Bestseller list x 7 Film/TV/radio adaptation x 8 Printed newspaper THEY USE A MIXTURE OF DISCOVERY MECHANISMS…
  47. 47. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 47 1 Read author/series/book before  2 Bookseller website/email  3 Physical shop 4 Friend/relative/colleague/request 5 Author website/interview/event x 6 Bestseller list x 7 Film/TV/radio adaptation x 8 Printed newspaper  THEY USE A MIXTURE OF DISCOVERY MECHANISMS…
  48. 48. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 48 SO…. LEARN HOW TO HIT THE BULL’S EYE
  49. 49. THANK YOU! FOR MORE INFORMATION CONTACT  JO.HENRY@NIELSEN.COM HAZEL.KENYON@NIELSEN.COM

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