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Presentation: The Moving Target: (Re)Building Audiences in Real Time

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Today’s consumer is a moving target - they lead multifaceted lives, making it imperative that marketers reach them wherever they are in their day. While traditional personae-based targeting used to be the go-to approach, microtargeting is now the key to reaching an audience, and unlocking countless others. We will demystify the process for building a multi-dimensional target in a digital world: the keys to success for growing your brand with the right message AND right influence working in harmony as a powerful framework for success.
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PRESENTER
Randi Jachino, VP of Marketing, Weleda North America

Published in: Business
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Presentation: The Moving Target: (Re)Building Audiences in Real Time

  1. 1. THE MOVING TARGET: ( R E ) B U I L D I N G A U D I E N C E S I N R E A L T I M E
  2. 2. THE HEART O F THE M ARKETI NG PLAN C O N S U M E R T A R G E T : © 2 0 0 9 T O M F I S H B U R N E . C O M
  3. 3. © M A R K E T O O N I S T . C O M AS THE HEART I N TO DAY’S WO RLD? H O W T O K E E P T H E C O N S U M E R T A R G E T
  4. 4. “ C H E R Y L ” B U T M A N Y D I F F E R E N T “WOMEN” O N E “CONSUMER TARGET” F A C E T S O F “ C H E R Y L ”
  5. 5. CHERYL AGREES WITH THESE STATEMENTS M A P P ING T H E C O N SUMER T A R GET T O D IG IT AL “I am typically willing to pay for more high-quality items” “I regularly eat organic foods” “I dress more fashionable than most” “I often use organic beauty products” “Maintaining a youthful appearance is important to me” “You can tell a lot about a person by the clothes they wear” “I am always looking for new ways to live a healthier life” CORRESPONDING DIGITAL AUDIENCES Shopping, Luxury Vehicles Natural/Organic, Cooking/Healthy Foods/Diet Celebrities, Beauty Health + Beauty Moms, Streaming Services, Nightlife Celebrities, News Yoga/Exercise, New Years Resolution TO
  6. 6. FI NDI NG THE CO NSUM ER TARG ET AND DI G I TAL TARG ET TEST Each audience individually ID EN TIFY Hundreds of qualified audiences (not just one segment) C OMBIN E To create multi-layered audiences
  7. 7. 1 CONSUMER TARGET575 AUDIENCES
  8. 8. “Cheryl” 0.635 News + Celebrities 1.499 New Year Resolutions + Pseudo-Science/Philosophy 2.18 EVERY AUDI ENCE BECOMES A REVENUE STREAM A U D I E N C E P E R F O R M A N C E B Y S C O R E J u n e 2 9 , 2 0 1 8 - J u l y 1 5 , 2 0 1 8 Female 25-54 + Natural/Organic Nightlife + Celebrities Moms + Pseudo-Science/Philosophy Yoga/Exercise + Donor/Charity Moms + Environmental/Sustainability Moms + Whole Foods Travel + Streaming Services Female 25-54 + Streaming Services Travel + Cooking Healthy/Foods/Diet Moms + Donor/Charity Finance + Politics Female 25-54 + Travel Finance + Environment/Sustainability Vehicles + Politics + Occupation Moms + Travel Finance + Donor/Charity News + Streaming Services Outdoor/Home Improvement/Gardening + Pets/Wildlife New Year Resolutions + Pseudo-Science/Philosophy 2.18 1.908 1.771 1.726 1.635 News + Celebrities 1.499 1.362 1.317 0.999 0.998 0.954 0.953 0.908 0.817 0.816 0.771 0.681 “Cheryl” 0.635 0.408 0.316 0.135
  9. 9. We need to stop interrupting what people are interested in C R A I G D A V I S F O R M E R C H I E F C R E A T I V E O F F I C E R A T J . W A L T E R T H O M P S O N and be what people are interested in.
  10. 10. FI ND BEST PERFORMERS FOR EACH AUDI ENCE R I G H T M E S S A G E T O R I G H T A U D I E N C E N Y E R E S O L U T I O N S + P S E U D O - S C I / P H I L O S O P H Y M O M S + P S E U D O S C I / P H I L O S O P H Y C E L E B R I T Y I N F L U E N C E D N I G H T L I F E + C E L E B R I T Y I N F L U E N C E D“ C H E R Y L ” T h e p e r c e n t a g e . I n d i c a t e s C T R a b o v e a v e r a g e f o r t h e c o r r e s p o n d e n t a u d i e n c e . 55% 49% 46% 56% 53% 52% 150% 127% 82% 127% 95% 75% 99% 56% 47%
  11. 11. TOP PERFORMING AUDIENCES = BIGGEST OPPORTUNITY
  12. 12. 50 0 100 200 150 250 300 Art Travel Theatre IndustrialDesign Literature Fashion Architecture Celebrities Music Movies VideoGames Comics Comedy Sports Television TrueLife FormalEducation CivilRights GlobalAffairs Civics MilitaryMatters Religion Meditation Philosophy/Growth Relationships Psychology/PersonalDev DIY InteriorDesign PlayingSports Running NaturalBeautyProducts Finance/Markets Marketing Sales Entrepreneurship Startups/Tech Economics Leadership Management BigBiz Gadgets(Consumer) Futurism Innovation Tech/Health SocialMedia Environment Space Physics Environment Biology Health/Body Mind D A R K E R B A R S = “ C h e r y l ” W e l e d a t a r g e t L I G H T E R B A R S = G e n e r a l b e a u t y e n t h u s i a s t s ID E NTIFY T H E C O N VERS ATIONS # O F P R O F I L E S D I S C U S S I N G E A C H S U B J E C T Parenting Beauty Yoga Fitness Health PureInspiration Food Mindfulness Politics PureInspiration Food Mindfulness Politics
  13. 13. MAP T H E I N T E R A C T I O N S W I T H I N T H E A R E A S T O D E T E R M I N E T H E P O I N T S O F I N F L U E N C E
  14. 14. Katey Denno G re e n b e a u t y a d vo ca t e / Ce le b rit y m a ke u p a rt ist 38. 7k f ollow er s 23 c onnec t ions in net w ork H E A L T H + B E A U T Y M E D I A C O N N E C T I O N S A l l u r e • G l a m o u r • W W D • R e f i n e r y 2 9 • V o g u e • I n t o T h e G l o s s • T h e C u t D i r e c t i n f l u e n c e V i r a l s p r e a d
  15. 15. Taryn Toomey Fo u n d er & CE O o f T h e Cla ss 53. 8k f ollow er s 12 c onnec t ions in net w ork F I T N E S S , Y O G A + B E A U T Y W o m e n ’s H e a l t h • O x y g e n • S h a p e • Y o g a J o u r n a l • P o p s u g a r • G o o p * R e f i n e r y 2 9 D i r e c t i n f l u e n c e V i r a l s p r e a d M E D I A C O N N E C T I O N S
  16. 16. Valeria Hinojosa Fo u n d er o f W T S Co n n e ct & Yo ga T e a ch er 134k f ollow er s 25 c onnec t ions in net w ork H E A L T H , B E A U T Y + Y O G A E l l e • V o g u e • W W D • S e l f • M a r i e C l a i r e • G l a m o u r • P e o p l e • W o m e n ’s H e a l t h D i r e c t i n f l u e n c e V i r a l s p r e a d M E D I A C O N N E C T I O N S
  17. 17. C H E R Y L Skin Food has been a lifesaver 🙌 With the weather getting colder, my skin has been needing an intense drink of hydration and this gives exactly that 💧 Definitely keen to try more @weleda products FI ND BEST PERFORMERS FOR EACH AUDI ENCE R I G H T M E S S A G E T O R I G H T A U D I E N C E R A C H E L R I T L O P Theconfusedmillennial * W INTER W ELLNESS ROUTINE * Nothing leaves me feeling more relaxed and refreshed than my weekly self care bath! I’ve been using @weleda_usa’s Gentle Facial Cleansing Milk for a while now… K A T E Y D E N N O Kateydenno These are the steps that I took to create #OliviaWilde’s shimmery green eye (and the rest of the makeup) that I did on her beautiful face last week…as shown on myself #workingwithweleda N Y E R E S O L U T I O N S + P S E U D O - S C I / P H I L O S O P H Y M O M S + P S E U D O S C I / P H I L O S O P H Y C E L E B R I T Y I N F L U E N C E D N I G H T L I F E + C E L E B R I T Y I N F L U E N C E D“ C H E R Y L ”
  18. 18. DRI VI NG DOWN COST PER ENGAGED USER* 8 4 . 6 % L O W E R S I N C E T H E F I R S T C A M P A I G N *An engaged user is a site visitor who spends 60+ seconds on a page or visits 3+ pages in a session. This metric has proven to be strongly correlated with offline sales across industries. This traffic is deemed as qualified traffic, eliminating users that accidentally come to the site. * Only measuring biddable media $45.98 CPE $24.66 CPE $8.63 CPE $7.08 CPE $1.90 $0.58 $0.85 $1.08 $0.88 P R O G R A M M A T I C I N F L U E N C E R
  19. 19. TO THE CONVERSATI ONS CONSUM ERS HAVE ABOUT WELEDA A N D I T S U C C E S S F U L L Y S H I F T E D
  20. 20. D O U B L E - D I G I T G R O W T H Retail Growth T O P S K I N C A R E B R A N D S Weleda.com C O M I N G I N N E T W O R K Influencers P E R S O N A L C A R E S K U #1 Rank + 5 4 % W e b s h o p G r o w t h v s . Y A G O v e r a l l s a l e s g r o w t h o f l i n e 2 9 0 % YI ELDS GROWTH ACROSS THE BOARD C O N T I N U A L M I C R O T A R G E T I N G & A S S E S S M E N T
  21. 21. THANK YOU

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