3. Background/Introduction Who Are the Consumers? Personas Demographics What Are Consumers Saying? Brand Perceptions Brand Associations What Does it all Mean?
4. Who are the Consumers? “ Gen-Y” “ Baby Boomer” “ Gen-X” No perfect definition, but those born between about 1980 and 1999. Cultural identifiers: Ubiquitous technology Powerpuff Girls High School Musical Born between about 1961 and 1981. Cultural identifiers: MTV (showing music videos) Reagan Punk Rock Born between about 1945 and 1955. Cultural identifiers: Woodstock Howdy Doody Vietnam
5. Who is the target demographic? Tween boys, ages 6-14. interests: Music Sports Gaming TV/movies Are the Consumers your target demographic? A male version of “Hannah Montana”?
6. Persona Dean Johnson Experience Behavior Unmet Needs Perceiving: TV is “purposeless fun”. Thinking: I want to watch movies and cartoons and music videos and extreme sports and… Feeling: Nothing on TV reflects how I really feel. The characters are lame. TV: Watches for entertainment Pros: easy, can do it whenever. Cons: programming doesn’t appeal Social Networking: Keep in contact with my friends and show off a little. Pros: easy, creative, engaging Cons: not as entertaining. Diversity in programming. (e.g. music videos, sports, feature movies, etc.) Characters and shows he can relate to. A renewed sense of excitement and interest; pushing boundaries. Tween boy, likes hanging out with his friends, likes pushing boundaries. Gaming: entertainment Pros: cool, fun Cons: expensive to buy Dean does a lot; sports like skateboarding and soccer, gaming, music and of course, TV. Being liked by his friends and perceived as cool is of the utmost importance. He is open to new things, and moves quickly from one form of entertainment to another. He likes participatory entertainment. Might have “rockstar” or “crimefighter” fantasies the way girls have princess fantasies. Primary demographic
7. Persona Sara Wilson Experience Behavior Unmet Needs Perceiving: Doesn’t matter what time her favorite shows are on; they’re always on the web. Thinking: Her friends told her about a new station that has a show she saw and liked. Feeling: TV can be boring and I hate sitting through the ads. It sucks when they cancel shows. Tivo: Watches for info and entertainment Pros: cheap, easy Cons: limited programming, Netflix: entertainment Pros: good selection, no ads, Cons: have to wait for delivery Interesting and reliable programming content Delivery to a variety of technology. Teenager, tech savvy, lives at home but going to college soon. Sara uses her computer for entertainment as much as the TV. She likes cartoons, especially those featuring women and girls. She is very tech savvy; playing games on her cell phone and sometimes even watching cartoons on it. If her favorite show isn’t on TV, she will watch it on YouTube. YouTube: entertainment, information Pros: good selection, no ads, Cons: have to dig through lots of stuff. Have to watch it on computer screen.
8. Persona Mike Hart Mid 30’s, highly educated, financially secure, trying to save and build his career. Mike’s TV is always on and he has several of them in his house. When his kids come over, they like to watch cartoons. He also gets a lot of information from TV but he really likes shows like Family Guy, Simpsons and Adult Swim. Experience Behavior Unmet Needs Perceiving: too many ads, obnoxious, kid oriented programming. Thinking: too many ads, all the classics that he loved as a kid are gone. Feeling: TV sucks except for a few shows I really like; but they always get cancelled. Cable: Watches for info and entertainment Pros: cheap, easy Cons: limited programming, ads Netflix: entertainment Pros: good selection, cheap, no ads Cons: have to wait for delivery Affordable entertainment that he can rely on. Relevant advertising
9. Persona Rick Johnson Early 60’s, family man, financially secure, working but looking forward to retirement. Rick likes to unwind by watching TV. Sometimes he and his wife argue about what they want to watch. He also gets a lot of information from TV like weather reports and financial information and local news. He is often confused and annoyed by all the crazy shows on these days and doesn’t want to be stressed out by TV. While he generally thinks cartoons are for kids, he’s recently discovered the Simpsons and has a soft spot for Bugs Bunny. Experience Behavior Unmet Needs Perceiving: too many ads, doesn’t work with his satellite service, they cancelled his favorite show Thinking: I wish Golden Girls was still on! I like to go make a sandwich during commercial breaks. Feeling: TV has really gone down hill since I was young. I should buy a Tivo to avoid all the ads. Cable: Watches for info and entertainment Pros: cheap, easy Cons: limited programming, ads Netflix: entertainment Pros: good selection, cheap, no ads Cons: have to wait for delivery Affordable entertainment that he can rely on. Relevant advertising
10. Respondent data “ Gen-Y” “ Baby Boomer” “ Gen-X” Male: (23% of group) 13% positive 11% neutral No negatives Female: (29% of group) 28% neutral 2% negative No positives Largest group of Consumers: 53% of total Male: (17% of group) 11% neutral 6% positive No negatives Female: (6% of group) 6% positive 3% neutral No positives Male: (19% of group) 6% positive 17% neutral No negatives Female: (4% of group) 2% neutral 2% negative No positives
12. Respondent data Correlations Weak positive correlation between age and sentiment (0.23) Younger viewers are more positive.
13. What are the consumers saying? “ Gen-Y ” Brand Perceptions: “The boy-centric trying-too-hard image it's trying to create, along with the lineup, which is mostly lackluster boy-centric shows, ensures Cartoon Network a victory.” Awareness: Admittedly minimal. Product knowledge: Phineas and Ferb is mentioned, but most other shows aren’t. Excitement: Most Consumers were excited to see competition for Nickelodeon and Cartoon Network, though not specifically for DXD. Misconceptions : Programming is “boy-centric”. Tween boys are the demographic, but also appeals to their fathers and to girls. Brand Associations: Disney theme parks and characters. Disney feature movies, games. “ Boomers ” “ Gen-X ”
14. What are the consumers saying? “ Gen-Y ” Brand Perceptions: “Cartoon Network is trying to become Disney XD Too? Isn't one enough?” Awareness: Minimal. Product knowledge: Many mentions are related to tie-ins like Sirius Radio. Excitement: Fairly minimal. This is not the target demo. Misconceptions : Poor ratings result from product/programming. (In reality it’s because the product just launched) Brand Associations: Disney cartoons from their childhood (e.g Bugs Bunny). Disney theme parks and characters. Disney feature movies. “ Boomers ” “ Gen-X ”
15. What are the consumers saying? “ Gen-Y ” Brand Perceptions: “Disney is turning Toon Disney into Disney XD, and its ratings are terrible” Awareness: Mostly minimal, but with a few very knowledgeable exceptions. Product knowledge: again minimal, with a few exceptions. Excitement: Most Consumers were excited to see competition for Nickelodeon and Cartoon Network, though not specifically for DXD. Brand Associations: Classic Disney characters. Disney theme parks and characters. Disney feature movies. “Family” entertainment. “ Boomers ” “ Gen-X ”
17. Conclusions Technology Platform matters; younger consumers want web delivery, mobile, etc. The programming must reach the consumer. Some comments complained about availability and service (granted, this is an issue for the provider) Some older consumers differentiated HD and SD. Tie-Ins Programming Perceptions
18. Conclusions Technology Content is King: consumers are loyal to shows, not to channels. Consumers feel betrayed when shows are cancelled. Avoid the “MTV Phenomenon”; buying cheap reality programming that your viewers don’t like. Don’t change programming around too often. Build brand equity by being consistent with programming. Leverage existing brand equity. Keep programming fresh; don’t show the same reruns more than once a day Tie-Ins Programming Perceptions
19. Conclusions Technology Older Consumers liked the products availability on Sirius’ “backseat service”. Several mentions of related comic books, books, and feature length movies. Don’t forget the significance of gaming to your target audience. Music is hugely important to your target audience. (c.f. Hannah Montana) Tie-Ins Programming Perceptions
20. Conclusions Technology DXD is “boy-centric”; too targeted at boys and excludes others. Consumers are ratings savvy and use ratings to decide quality More brand differentiation from Nickelodeon and Cartoon Network. Create the “clubhouse” that your demographic wants. Tie-Ins Programming Perceptions
