4 audience segmentation and case for millennial moms
Steps toward designing andimplementing a segmentationapproachPotential priority audiencesegments
Recommendation: leverage audience segmentationin both content and distribution strategy andtactics• Proposed approach: 1. Identify valuable segments to reach with Live Better Content 2. In concert, identify key business reasons to reach the particular segments, by way of vetting the priority of segments to reach 3. Identify the messages and interest areas that resonate with the selected segments, and identify the overlap between these and credible Live Better messages 4. Identify the forms of media the segments pay attention to along with: 1. How the segments discover and where they view video content 2. Which pools of inﬂuencers are important to the segments; tapping these inﬂuencers in a concerted way can add to the momentum and reach of the content 5. Potentially, select a single target group (Millennial Moms) for the new approach; design metrics to measure progress with the ﬁrst group, and gain experience and insight through the process of targeting a single audience.
Illustrating next stepssegmentation strategy throughthe consideration of one group...
Why Millennial women as the ﬁrst target (andonly target, for the time being)?• The group includes both: • Walmart’s newest group of “Walmart Moms” • Walmart’s next group of “Walmart Moms”• Brand associations are not necessarily formed, and brand associations can change once women’s lives change with motherhood• The cohort cares about sustainability• Millennial women -- speciﬁcally mothers -- are the core demographic segment on Walmart.com• The segment is struggling economically and appreciates opportunities to save money• The segment is digital-native: it’s efﬁcient to bring information into conversations online• Many are moving away from home for the ﬁrst time, buying groceries on their own for the ﬁrst time• Are noted for being closer to their parents than other generations, increasing their inﬂuence• Millennials represent an “echo boom” and count for 25% of the U.S. population• A coordinated campaign can start with messaging to groups who will encounter Walmart ﬁrst via its college-adjacent stores• This group spends the most time on digital devices and has the most opportunities to see online content• This group is among the most digitally connected with higher average numbers of friends• To be a market segment, a segment needs to be addressable -- and Millennial women are possible to identify and address (easy to identify them by demographics and behavior...much more so than socio-economic or political groups such as “lay elite,” etc.)
• Millennials are approximately 20% of Walmart’s base, and approximately 25% of the U.S. population• Walmart is second only to Target in attracting Millennials in this survey from AdAge
Walmart.com’s shoppers over index for Millennialwomen
Millennials are family-oriented... Source: Brand Amplitude Note that by now (2012), these surveyed students are graduating and getting closer to their future lives as parents
...optimistic and motivated to “make a difference”...Barkley agency: American Millennials: Deciphering the Enigma Generation, September 2011
...hyper connected, and reliant on friends forinformation and opinion... American Millennials: Deciphering the Enigma Generation, September 2011 Median number of Facebook friends per segment Pew Research Center
...self-reports their savvy in technology as the keydistinction of their generation... Self-reported selections regarding what makes their generation unique Source: Pew Center
...eco- and brand-loyal, but only to a point...American Millennials: Deciphering the Enigma Generation,September 2011
...among the hardest-hit group in the Recession...• Millennials are the driving force behind the Occupy movement
...digital deal and research savvy... Source: Northwestern University
...will be attuned to trends, making currency in presentationand style important Spring 2013:
What would a Live Bettercampaign centered on MillennialMoms look like?
Faces and stories would reﬂect younger (Millennial)women...who have not dominated video content to date • Walmart.com’s population skews over index for young African-American women with kids, who should be reﬂected in campaign materials
Increased outreach to: (younger) MommyBloggers, along with a stretch of what constitutes“blogging”...• Walmart Mom blogger ranks would be increased to include more young women/new moms...who might be “blogging” (ie: sharing favorite content, ﬁndings and tips) via Instagram, Facebook, Foursquare, Pinterest or Etsy rather than blogs
...in concert with outreach to “un-ofﬁcial”“Momﬂuentials”source: Penn Schoen Berland
...in concert with outreach to “un-ofﬁcial”“Momﬂuentials”
A wide interpretation of “media” would beembraced• Imagine giving away packs of organic carrots to moms at community fairs (or instructions for how to install car seats, or how to be safe riding alone or with kids on bikes, or how/when to plant a vegetable garden given their geography)• Maybe there’s a QR code on the handout or food package that links her easily to relevant DIY content and recipes
An inclusive image of “mom” would be reﬂected• Millennials are accepting of diversity and economically pragmatic. They live in world with: • Dad as “stay at home Mom” • Two mommies • Single mom • Intermarriage • Co-parents without marriage
Content may shift to “brought to you byWalmart” versus “about Walmart• Experiment with highlighting/championing green efforts and innovations lead by others (over story-telling about Walmart’s efforts in particular)
Reﬂect Walmart’s connection to the environmentin new/unexpected areas• Feature eco-friendly items on the website and feature them in their own area• Playup ‘small’ changes Walmart has made in aisle-level signs: eg: how package redesign saves materials and has eco and cost-savings, how Walmart’s pet food formulas take the environment to heart....
Include new narrative styles and strategies • Content can include: • small things that reﬂect the green stories people are living: living closer to work, learning to bike... • Use “servicejournalism” logic/how-tos: eg, can include a segment on a young mom re-learning to bike + a primer on safety tips for riding in town, at night etc., brought to you by Walmart -- probably more shareable than current content style
Tap the “Curation” trend, include it in the mix withblogging content• look not only for bloggers but for ‘curator-inﬂuencers’• support ‘mycasting’ (overblogging) -- people curating interactive content versus reporting• their content can port into Walmart.com and feature ﬁndings and ideas that aren’t even necessarily items for sale at WM
Note the role of magazines in triggering onlinesearches
Print/in-store circulars matter: a “Green list” in store that savesthem time, money and is eco-green...and includes a video linkvia QR code with a possible coupon code at the end?Driving consumers tounique digitaladdresses wouldallow for additionaldiscovery ofconsumerinformation Source: Nielsen
Print still inﬂuences...and think about connecting print to in-storeexperiences (including those accessed by location-aware mobile) (videosactivated in store, about particular products?) • consider distributing in-store ‘green lists’ : checklists that save you money and point you to a story about the item’s sustainable backstory
More story segment ideas• Teaching kids to be green...and what kids are teaching their parents about being green • Mommy and Me green projects for home• For those moving home -- ideas regarding positive activities to do together (eg stories of volunteering together)• A segment on a family taking a “farmcation,” along with information on where to ﬁnd these close to home, and farms that Walmart works with• “Getting dirty” crafts and activities for kids at home and in the garden, featuring non- toxic materials; up-cycling projects
Event/sponsorship ideas• Walmart-sponsored Food trucks at community events, including local chefs• Support a blogger-led “Random acts of kindness” day