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ROUNDTABLE 2016: DIETZ

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Erie Times-News: Audience & Consumer Marketing

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ROUNDTABLE 2016: DIETZ

  1. 1. Audience and Consumer Marketing will fulfill specific needs for each business unit Audience and Consumer Marketing Advertising Advertisers Matt Migdal, Research Database Coordinator RAM panel testing of Ads, Digital analytics, Cxense, Ominture, Audience segmentation Via LEAP Amanda Farrell, Mgr. Audience/Consumer Mkt. Audience segmentation via LEAP, RAM panel testing of Ads Bill Dietz, Advertiser Database Marketing Manager Polk data, Civic Science polling, Audience segmentation via LEAP, etc. Advertiser presentations/pitches 1 Use advertisers customers audience segmentation to match our products
  2. 2. 2 We invested so you don’t have to! •Postal Certified CDS HH Data •Acxiom Demographics 2015 •PersonicX Segment Clusters •Subscriber/Non Subscriber Data •2013/2014 Moore Research Market Study •R.L. Polk Automotive Data •AdMall Sales Intelligence •Erie County Voter Registration Records •Civic Science Polling •RAM (Research and Analysis of Media) •Nielsen Business Data •Buzzboard •Vendasta
  3. 3. Needs Assessment Data Append Demographics Analysis Segmentation Modeling Needs Fulfillment
  4. 4. 4 Source: AcXiom PersonicX, 2014 The Pitch….
  5. 5. Source: AcXiom PersonicX, 2014
  6. 6. Average Income: $100,000+ Age: 35 to 54 HH Comp: Kids in HH Occupation: Professional/Technical Marital Status: Married Education: College/Grad School Tenure: Homeowner Home Value: $100,000 + “Who are your targets?” Source: AcXiom PersonicX, 2014
  7. 7. SKYBOXES & SUBURBANS ETN Index:174 Customer Index:250 MEAN AGE: 49.6 MAGAZINES/NEWSPAPERS: Real Simple Consumer Reports NY Times Sunday Newspaper Airline Magazines Business/Finance Magazines Shape FINANCIAL/INSURANCE: Heavy Investment Activity Second Mortgage Online banking 529 Plan (College Savings Plan) Contribute $100+ to Public Broadcasting COMPUTERS/ONLINE:  Personal or Business Travel Plans Business/News Web Sites Movie Times Download Music MapQuest Childcare MLB Heavy Internet shopper SUBURBS & TOWNS Skyboxes & Suburban's is one of the best-educated and wealthiest clusters. These wealthy families shop at upscale stores, spend time feathering their nest and adhere to regular fitness programs. FORTUNES & FAMILIES WEALTHY “What are they like?”
  8. 8. HARD CHARGERS ETN Index: 172 Customer Index: 220 MEAN AGE: 37.2 ACTIVITIES: Gambling in Vegas Rock Music Performances Bicycling Fantasy Sports Leagues Bars Jogging and Running Cash & Careers FINANCIAL/INSURANCE: Capital One Investment Real Estate Banking by Internet Personal Loan Life insurance from Work Give to Charity CPA for Taxes Affluent COMPUTERS/ONLINE: CNN CNET ABC Watch On-Line Video Gather Real Estate Information Suburbs & Towns Hard Chargers is dominated by well-educated and professionally successful singles. They are almost homeowners in a mix of houses and condominiums. “What are they like?”
  9. 9. ESTABLISHED ELITE ETN Index:191 Customer Index 202 MEAN AGE: 57.4 SHOPPING: Trader Joe’s Nordstrom Ann Taylor Crate & Barrel Internet Barnes and Noble Independent Jewelry Stores MATURE WEALTH MAGAZINES/NEWSPAPERS: The New York Times Money NNN Top 10 Time Travel + Leisure The Sunday Newspaper WEALTHY COMPUTERS/ONLINE: Tracked Investments/Traded Stocks NYTIMES CNN Wireless Connection Googlemaps Travel Planning Apple Computer CITY & SURROUNDS Established Elite represents America’s elite couples and singles. With no school-age children at home and the highest incomes in the country, these households have enormous disposable incomes and pursue correlating luxuries and activities. “What are they like?”
  10. 10. Customer Zips
  11. 11. Market Potential Zips
  12. 12. Zip Strategy
  13. 13. Audience Opportunities: • Display Branding Program • Geo Targeted Insert Program • Geo Targeted E-mail Campaign • Event Partnership • Local search Optimization • Targeted Impressions (Mobile) $25,000 Campaign
  14. 14. Categories of Business •Non Profits •Senior Living •Hearing Aid Centers •Higher Education •Financial •Home Services •Specialty Health Services
  15. 15. The Power of Polk and Civic Science
  16. 16. Erie County New Vehicle
  17. 17. Chrysler/Jeep/Dodge/RAM New Vehicle by Dealer
  18. 18. CivicScience 19 A consumer and media intelligence company providing a powerful, flexible, and dynamic poll-question research platform and dataset. • Collect first-party attitudinal data only • Real time collection and reporting • Always on (700+ poll locations, tens of millions of profiles and counting) • They host the data and system, and have a team maintaining the questions – We can access the data and reports whenever we want 8/27/2016 biz.civicscience.com
  19. 19. The CivicScience Platform 20 Dynamic Question Library Publisher Audience Network Correlation Discovery Engine Real-Time Insights Solutions InsightStore™ 8/27/2016 biz.civicscience.com
  20. 20. 3 Question Types 1 Engagement 21 2 Value 3 Profile Role: Entice the respondent to interact Example: “Will you attend the Erie Bluegrass Festival this year?” Role: Collect consumer data relative to a specific research objective Example: “How important is it to you to buy American-made products?” Role: Build up consumer profile data Example: “What best describes your marital status?” 8/27/2016 biz.civicscience.com Publishers can write their own engagement and value questions, too.
  21. 21. GoErie.com Poll Customizable polling widgets that are embedded in our websites and mobile apps. Match the style of our site. The polling widgets are the windows to our questions and contain a cookie to help us track each respondent over time, while keeping them 100% anonymous. 22 8/27/2016 biz.civicscience.com
  22. 22. Common Usage Scenarios 23 • Writing custom research (value) questions • Study brand favorability • Profile respondents • Build an ad sales narrative • Track sentiment over a long period of time • Engage with your audience to increase time-on-site • Leverage writing custom engagement questions for content enhancement 8/27/2016 biz.civicscience.com
  23. 23. Champion Ford and Champion Ford Edinboro Direct Email proposal targeting geography listed below, Adults 18+ 3 emails per year $1960.35/email Includes landing page with form and email creation Targeted Display and Site Retargeting: 110,000 imps/month $1,199 month Mobile Geofencing competition and targeting geography listed above Following site visitors with branding message Facebook ads delivered to Auto Intenders in targeted geography $500/month Campaign set up to either clicks to website or another objective Total Campaign $3,659.35 Month Jamestown 1,684 Oil City 7,301 Franklin 7,215 Meadville 12,150 Titusville 4,779 Warren 8,189 Corry 4,749 46,067
  24. 24. Hallman Superior Toyota Direct Email proposal targeting geography listed below, Adults 18+ 3 emails per year $2,372.64/email Includes landing page with form and email creation Targeted Display and Site Retargeting: 110,000 imps/month $1,199 month Mobile Geofencing competition and targeting geography listed above Following site visitors with branding message Facebook ads delivered to Auto Intenders in targeted geography $500/month Campaign set up to either clicks to website or another objective Total Campaign $4,071.64 Month Jamestown 1,684 Oil City 7,301 Franklin 7,215 Meadville 12,150 Titusville 4,779 Warren 8,189 Corry 4,749 Ashtabula Ohio 17,203 63,270
  25. 25. Cunningham Chrysler, Dodge, Jeep, Ram And Times Publishing Company Advertising Product Proposal for July 1, 2016 thru June 30, 2017 •Monday Jewel Box Sports - $535/weekly ($27,820 annually) •Friday Jewel Box Sports - $535/weekly ($27,820 annually) •Sunday NWPA Outdoor page Strip sponsor - $635/weekly ($33,020 annually) •GoErie Post it Note - $600/Month ($7,200 annually) •NWPA Outdoor Sponsor on GoErie - $400/Month ($4,800 annually) •Custom Email Campaign: (up to 50,000 monthly emails) - $1360/Month (6 Months) ($8,160 annually) •On Target – 50,000 impressions a month - $500/Month ($6,000 annually) •FaceBook Advertising - $500/Month ($6,000 annually) •Social Management - $550/Month ($6,600 annually) •List Optimization 2 Locations - $38 Month ($456 annually) •BestRide - $1,095 Month ($13,140 annually) Annual Investment - $142,192
  26. 26. Thank You Bill.dietzjr@timesnews.com 814-870-1630

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