Marketing to Consumers' Interests & Intentions — Instead of New Year's Resolutions

Marketing to
Consumers’ Interests &
Intentions — Instead of
New Year’s Resolutions
1

Every January 1st, consumers
press the reset button and make
new commitments to improve
their lives
JANUARY
1
2

Be a better person
Lose weight
Exercise more
Spend less money and
save more
Improve health
Eat healthier
2017
TOP
RESOLUTIONS
Source: http://maristpoll.marist.edu/1222-being-a-better-person-tops-list-of-2017-resolutions/
3

But after just a few months
into the new year, only 9%
feel successful in achieving
their resolutions 9%
Source: http://www.statisticbrain.com/new-years-resolution-statistics/
4

Consumers tend to set resolutions that
often lack meaning for them
are based on the expectations of people
around them
reflect the media and marketing messages
about what is right for them
focus on short term gain vs. long term
benefit
6
Sources: http://www.cnn.com/2015/12/30/opinions/parks-keeping-new-years-resolutions/
http://www.hbs.edu/faculty/Publication%20Files/09-083.pdf

A resolution tends to be a short term commitment
based in cultural norms and the priorities of others
A meaningful, process-oriented intention they feel
a strong connection to
7
Instead
of

This presents an opportunity for
brands to support consumers as
they strive for self-betterment by
tailoring their engagement to what
consumers consider meaningful
8

How do you uncover what
consumers care about?

Look at how they spend their free time
Reveals their passions and what is most
meaningful to them 10

We analyzed a random sample of 1.3 million
U.S. households and identified 5 personas with
different areas of interest
11

Consumer Interest Personas
Artsy Social Watchers Collectors Escapists
12

Persona Profile: Artsy
13
Artsy
Consumer Interest Persona
Consumers
34% described as very artsy
46% higher
than U.S. median income
$82,500
– Art galleries
– Book clubs
– Dance performances
– Music
– Radio concerts
Leisure Activities
Annual Income

Sara is a professional on the go. In
addition to music and dancing, she
likes extending her knowledge of
culture by visiting museums and art
galleries and participating in a monthly
book club.
14

Sara’s intention could be to become
a board member and have a large
impact on the arts. A local museum
should target her with an annual
membership that includes exclusive
access to networking opportunities
with the board of directors.
15

Persona Profile: Social
16
Social
Consumers
18% described as highly social
84% higher
$103,713
– BBQs / cooking
– Auto shows
– Playing musical instruments
Leisure Activities
Annual Income

Michael enjoys spending time with
his neighbors and friends at summer
barbecues and occasionally invites
them over for one of his special
home-cooked meals.
17

Michael’s intention could be to ensure
the food he serves at his gatherings
is healthy. A CPG company could
tout how its condiment is organic and
great for get-togethers.
18

Persona Profile: Watchers
19
Watchers
Consumers
28% described as avid watchers
2% higher
$57,700
– TV
– Theater / performance arts
– Traveling
– Crafts
Leisure Activities
Annual Income

Lucille is retired and enjoys sewing,
knitting and crafts while she watches
her favorite programs on television
during the day.
20

With her newfound free time in
retirement, Lucille’s intention may
be to visit cultural meccas. A credit
card company could target her with
a special offer to visit New York to
see Hamilton and attend an exclusive
Q&A after the musical.
21

Persona Profile: Collectors
22
Collectors
Consumers
25% described as highly social
17% lower
$46,900
– Stamp collecting
– Sports team memorabilia
– Scrapbooking
Leisure Activities
Annual Income

Juan has an extensive collection
of sports memorabilia and recently
began thinking about ways to put
some of it to use.
23

Juan’s intention may be to find ways
to leverage his passion for collecting
for charitable causes. A retailer
could notify him about its exclusive
autographed jersey and how a
portion of the proceeds will benefit
the athlete’s foundation.
24

Persona Profile: Escapists
25
Escapists
Consumers
39% described as great escapists
17% lower
$46,700
– Zoo
– Comic Books
Leisure Activities
Annual Income

Tom is a quiet young man who
enjoys reading comic books and
taking long walks to the zoo, the
park and to see various outdoor
cultural exhibits.
26

Tom’s intention may be to improve
his overall health and maintain
his mental acuity as he ages.
A consumer electronics brand
could showcase its virtual reality
experiences that blend adventure
with learning.
27

Go beyond tailoring marketing to
specific New Year’s Resolutions
that few consumers follow
through on.
29
Takeaway #1
lose
weight

Instead, connect consumers’
interests with their intentions
to develop deep, long-lasting
relationships.
30
Takeaway #2

Meaningful engagement means
going beyond recognizing
consumers to knowing them.
31
Takeaway #3
Know who they are

32
Acxiom provides the data foundation for the world’s
best marketers. We enable people-based marketing
everywhere through a simple, open approach to
connecting systems and data that drives better customer
experiences and higher ROI. A leader in the ethical use of
data for more than 45 years, Acxiom serves thousands of
clients and partners around the globe and seeks to power
a world where all marketing is relevant.
For more information, visit Acxiom.com

Marketing to Consumers' Interests & Intentions — Instead of New Year's Resolutions

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Marketing to Consumers' Interests & Intentions — Instead of New Year's Resolutions