AMB319 Media Planning
Workshop 1 Week 2
TARGET AUDIENCE ANALYSIS
Consumer Insights
Class Intros
Turn to the person beside you, introduce yourself and disclose what media channel you could not live without and why?
Class exercise: 5mins
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Assessment for AMB319
Media Research Document 40% Due in Week 6 (Friday 5pm)
Week 9 Exam 20% Multichoice in the usual lecture time
Media Strategy Presentation 40% In teams present a media Strategy Wk 13
The Media Research Document and the Media Strategy Presentation is in response to the IceBreak client brief.
You have been supplied with Roy Morgan data and AQX Competitive data to help get you started with Assessment 1 and 3.
This workshop we will
Recap on what you need to know for the Target Audience Analysis
Look at Roy Morgan Data for your assignment in greater detail
Learn about writing a powerful consumer insights
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1. What is a target audience (TA)?
A Target audience is the group of people who the advertising is attempting to influence
Why do we need to identify a TA?
It is important to identify the target audience to ascertain who is in need of the product or service so that advertising can be directed to this specific group of consumers
How do we create / define a TA?
By investigating demographics, geographic spread, psychographic profile and purchase behaviour
Target Audience Summary
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Geography … e.g. NSW/QLD/VIC, urban/suburban/rural
Demographics … e.g. age, income, education, marital status & occupation
Psychographics … e.g. attitudes and lifestyle, activities
Purchase behaviour … e.g. customer loyalty cards, brand preferences / price sensitivity
Self-selection … e.g. promotional response
Characteristics
Focus groups
Interviews
Ethnographic observation (unobtrusive observation of product use in a field environment whereby the user is usually not aware that he/she is being observed)
Information from client
Sales information
Journals
WARC
Industry experts
Industry bodies
Roy Morgan Data (Asteroid , VALS segments)
PRIMARY
SECONDARY
Methods of Target Audience Research
Roy Morgan
Valuable in providing in-depth insights into consumer behaviours and attitudes
Information is collected from a representative sample of people aged 14 and over
Over 50,000 people are interviewed across Australia each year
Ability to provide detailed insight into:
Demographics, Lifestyle, Attitudes, Activities, Interests
Products data (brands and services people will buy across many categories)
Media consumption information
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Understanding Roy Morgan Data
Unweighted Count: Number of people who answered the survey ie 30,362
Weighted Count: Number of people that the unweighted count represents: ie the potential population of Men 25-54 is 1,494,000
Vertical % or Percent Down. The number of people who have a given characteristic, expressed as a percent, as defined by the Column heading. In this example 18.6% of Men 25-54 have finished Tech/Matric/HSC/Year 12
Index; This number indicates the likelihood, compared to the total population, of meeting the specifications of both the Column and the Row. The base number for comparison is 100. Ie Men 25-54 are approximately 5% more likely than the rest of the population to be a semi-professional at an index of 105. However they are 40% less likely to be in Sales at an index of 60.
Target Audience Name
Horizontal % or Percent Across. The number of people who have a given characteristic, expressed as a percent, as defined by the Row heading. In this example, 5.1% of Part Time Employed People are Men 25-54 *the h % is not required for the assignment but may be in the exam
Explanation: 5mins
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Looking at Men 18-39 what are the STAND OUT Characteristics of this audience?
Where do they live: City or Country?
Which states has a higher penetration of this target audience?
Are they employed?
What types of professions index higher?
What’s their relationship status and their household living arrangements?
Are they parents?
Do they own there own home?
Are they the main grocery buyer?
Once you have answered all these questions write a statement about who are men 18-39.
IceBreak Target Audience
Exercise: 10mins
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IceBreak Target Audience
In groups, looking through the ATTITUDES + LIFESTYLES data which statements will further help add depth to your Target Audience profile of Men18-39?
What activities have they done in the last 3 months
What are their attitude to drinking
What is their attitude towards advertising & societal issues
Exercise: 10mins
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Roy Morgan Helix Personas
http://www.helixpersonas.com.au/
Which persona/s index higher against M18-39?
What does this profile tell us about them?
Exercise: 10mins
Get the class to go through the RMR data and decide which Persona best represents M1839.
Ask them to go onto the RM HP website and have a look at the profiling of that persona
Get some students to share
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The following tools are utilised to help bring to life our target audience and assist our clients in understanding them in a creative and simplistic manner:
Autobiography
Day in the Life of
Pictography
Target Audience Tools
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What is an Insight?
“Penetrating truth or understanding that unlocks
opportunity and inspires action””
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Information
Observation
Insight
Different levels of learning
Information:
knowledge (data or facts) obtained from investigation or study
eg: 87% of people feed their pets twice a day
Gathering Information:
Requires very little of you
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Information
Observation
Insight
Observation:
a judgement or inference
made from what is observed.
Often about what is happening
eg most people feed their pets when they are preparing their own meals
Different levels of learning
Research also gives us observations – What people do or think
Requires you to form opinions & hypothesis
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Information
Observation
Insight
Insights connect observations together
It’s the why they’re doing or thinking it
eg People feel guilty if they don’t feed their animals before they’ve sat down to eat their own meal
Different levels of learning
‘Insight’ has to have a deeper viewpoint than mere observations
An in-depth understanding of the “Why” behind the “What” of human behaviour
and it requires the most input from you
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“Life’s a yo-yo. It’s a series of ups and downs”
Just Do It
Which of these are true insights?
8. A child’s wedding is the biggest event in an Indian woman’s adult life
3. Life’s a yo-yo. It’s a series of ups and downs
6. People with money tend to have a rosy picture of the world
2. Just Do It
4. A diamond is forever
1. People feel guilty if they don’t feed their animals before they’ve sat down to eat their own meal
7. I want to enjoy drinking great tasting beer with my mates, but still perform at my peak the next morning
5. 25% of Australian adults read a magazine from cover to cover at least once a week
Class Exercise: 5mins
Ask them to discuss with the person next to them which statements are insights and why/why not
Ask the class to share their thoughts
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Which of these are true insights?
8. A child’s wedding is the biggest event in an Indian woman’s adult life
3. Life’s a yo-yo. It’s a series of ups and downs
6. People with money tend to have a rosy picture of the world
2. Just Do It
4. A diamond is forever
1. People feel guilty if they don’t feed their animals before they’ve sat down to eat their own meal
7. I want to enjoy drinking great tasting beer with my mates, but still perform at my peak the next morning
5. 25% of Australian adults read a magazine from cover to cover at least once a week
Green = Insights
Orange = Observations
Red = Information
Grey = campaign slogan
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How do I know if I have got an insight?
Questions to ask yourself:
Does it have the ‘A-HA’ factor?
Does it resonate with others?
Is it a catalyst for further discussion?
Does it unlock opportunities?
Does it feel like common sense that is being over-looked?
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What is the insight from this campaign?
Case Study: Build your lego Christmas
MFA 2016 Grand Prix Winner
https://www.youtube.com/watch?v=eLL7oYi0Ea4&feature=youtu.be
Case Study and class discussion: 10mins
INSIGHT: Building the Christmas tree is a family ritual and most Australian Households have lego in the toy box.
Objectives
In the year following the highly awarded The Lego Movie, UM had the ambitious task of outperforming Lego’s previous Christmas sale period success despite a reduced marketing budget. The campaign had three success metrics: increasing sales by 14% year−on− year, increasing social engagement by 50% year−on−year and retaining the brand’s number one position.
Campaign
To boost the interest around Lego over Christmas, the strategy was to embed the brand into one of the key family rituals of the season — decorating the tree — by framing Lego as a way for families to customise the star on top of it. Core to the campaign was a 32ft Lego Christmas tree, which was unveiled in Melbourne’s CBD. To build a customised star for the giant Lego tree, father and son Lego master builder team, the Steiningers, were called in to build a huge star to look over the city. To inspire families to get involved, Lego partnered with NewsCorp to create instructions on how to build their own stars. MCN also created a mini−content series showing videos of families working together to build their stars. Lego also launched a competition rallying its club members to build and share their family stars for the chance to feature in a TVC. In two weeks, more than 3500 stars were received. In addition, influencers were used to reach mums by highlighting the bonding experience of building a Christmas ornament with the family. Following the competition, five custom versions of the Lego TVC, each featuring a competition winner’s star, was used to build mass awareness of the campaign.
Results
The 2015 campaign became Lego’s star campaign after producing its best ever Q4 sale results and a huge uplift in social media engagement, all despite a 10.5% reduction in budget from the previous year’s campaign. Sales increased 18.8% year−on−year, 4.8% above target. Social engagement hit the highest the brand had ever experienced, at 287% — 237% above its target. Lego also retained its number one brand position.
Judges Comments
“An inspiring piece of work, which generated an ‘I wish I had thought of that’ reaction. Lego played to its strength, which is that they exist in most Australian households, however deciding to expand into enhancing a cultural truth – that building the Christmas tree is a family ritual – was a smart move and helped to make the brand relevant. This was a great campaign idea that was executed well and travelled seamlessly across multiple platforms.”
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What’s the insight from this campaign
Case Study: Canadian Club Bad Sweater Day
MFA 2016 Beverages Category Winner
http://www.arn.com.au/insights/case-studies/case-study-canadian-club/
Case Study and class discussion: 10mins
INSIGHT: Unity Communications landed on the insight that while what is cool changes, the basis always remains the same — the confidence to be different.
Objectives
Canadian Club had been seeing consistent growth, but was being overshadowed by competitors, especially when it came to targeting a younger crowd. The brand had ambitious targets of a 50% boost in social conversations, strong trade and retailer involvement and feedback and 10% incremental value growth in sales across the campaign.
Campaign
Unity Communications landed on the insight that while what is cool changes, the basis always remains the same — the confidence to be different. Matched with the brand’s heritage of being tongue−in−cheek, Unity decided to celebrate the ‘uncool’ and use the assets of media partners ARN and Emotive to bring it to the public. The idea, #BadSweater, tied Canadian Club to a new event, ‘Bad Sweater Day’, launched by radio show, Kyle and Jackie O, live on air. In anticipation of the day, listeners and celebrity guests were encouraged to wear their sweaters by the radio duo and share images on social media using the dedicated hashtag. Each morning, Canadian Club−branded sweaters were given away through street teams with listeners encouraged to go into stores in order to win their own. To spread the campaign further, video bloggers were selected to encourage the movement among their own audiences, with social media content housed organically and also pulled into the brand’s social channels. When bad sweater day arrived, over 180 winners and trade guests were joined by Kyle and Jackie O for a party, featuring a custom−made bar and Canadian Club.
Results
Unity Communications credits the influencer−led, as opposed to brand−led roll−out to the organic growth in the bad sweater movement. Canadian Club’s influencers delivered almost 800,000 video views. Before the campaign, the brand had 36.5 hours of viewing on its YouTube channel and following it had received 537 days and eight hours of total viewing. Almost 500 people posted their bad sweater moment to social media and the brand saw 56,000 social interactions. In addition, there was a 636% increase in social conversations, exceeding objectives by more than 10 times the initial targets. Retail partners also jumped on the movement themselves, which saw Canadian Club reach record−breaking growth during the campaign period. Sales of its ready−to−drink range grew 22% and sales of its promo 10 pack grew by 178% year−on−year.
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Based on this data, can you develop an insight for a local gym?
69% Health food is not necessary if you eat properly –
80.4% I go out less now than I used to –
66.5% There are not enough hours in the day –
81.9% Helping others is an important part of who I am –
80.6% I listen to the radio in the car –
73% Some TV advertising is devious –
52.6% I often redeem coupons to get discounts or special offers –
72% I believe quality is more important than price –
69.3% I am always ready to try new and different products –
55.8% I like to go away on weekends –
82.7% I like to take holidays within Australia –
Group Exercise: 20mins
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Based on this data, can you develop an insight or a local gym?
69% Health food is not necessary if you eat properly –
VALUE HEALTH (LOOK AT WOMENS HEALTH OR CERTAIN PUBLICATIONS)
80.4% I go out less now than I used to –
THEY ARE ONLY GOING TO CHOOSE THINGS THAT ARE OF REAL INTEREST TO EACH MEMBER OF THEIR FAMILY
66.5% There are not enough hours in the day –
TIME POOR – REVIEW WEBSITES OR ENTERTAINMENT AGGREGATORS
81.9% Helping others is an important part of who I am –
TIES WELL INTO CHARITIES
80.6% I listen to the radio in the car
LOOK AT RADIO
Class Share: 5mins
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Based on this data, can you develop an insight or a local gym?
73% Some TV advertising is devious –
CHOSE PROGRAMS THAT ARE CONSIDERED TRUSTWORTHY OR ARE LESS INVASIVE
52.6% I often redeem coupons to get discounts or special offers –
GROUPON/SCOOPON LOOK AT ADVERTISING ON THESE PLACES
72% I believe quality is more important than price –
WANT A QUALITY EXPERIENCE – THEY WANT VALUE FOR MONEY. ARE MINDFUL OF WHERE THEY SPEND THEIR MONEY.
69.3% I am always ready to try new and different products –
LOOK AT ADVERITISNG NEW ATTRACTIONS – COULD BE A DRAW CARD
55.8% I like to go away on weekends –
LOOK AT WEEKENDS – THE DRIVE MARKET
82.7% I like to take holidays within Australia –
PARTNERING WITH ACCOMODATION PROVIDER
This is straight from the CRA for Target Audience analysis
Research Analysis
This assesses your ability to research and use the data effectively
We are assessing how your use the data not that you can dump loads of information on a slide – what does the information mean and why is it important to know?
You will also be assessed on your presentation of the Target Audience Autobiography, Day in the life and Pictography.
Make sure that your Autobiography is written in the first person, Day in the Life identifies the media consumed by your target audience throughout the day and your Pictography illustrates pictures that are easily identifiable as attributes of your audience
Note: this does not need a slide on the Powerpoint. Your research analysis should be woven through all parts of your assignment.
Where to find information
Look at the Roy Morgan Data on Blackboard under Learning Resources – make sure that you look at all the tabs
Have a look at industry sites and magazines – make sure that they are credible
Newspaper articles
Government websites (Australian Bureau of Statistics) are also a good source of information
Look at academic journal articles
WARC site (log in through QUT)
Maybe do a couple of interviews with those in your Target audience
Research Analysis (from the CRA sheet)
Key insights
From the market analysis, product analysis and target audience analysis you are to develop key insights
These insights are to form the starting point for your media strategy (Part B)
The insights should be creative and be based on your findings
The whole point of an insight is that it is original and not always particularly obvious
Insights (from CRA sheet)
Reference list
Make sure that you list all the sources of information
If you have done some primary research then give details of what you did (e.g where and when the interviews were held and how many were undertaken). No need to transcribe the entire interview but you might like to identify the key themes or points that came from the interviews in a slide at the end of the presentation.
Presentation
This is not a normal word document, but a presentation that is similar to the type of one you will do when you are working in industry (you may want to use it in job interviews as part of your portfolio)
You need to present your information in a way that is concise, easily read, understood and visually interesting and convincing
Imagine that a client is seeing this and evaluating whether your really understand their market, product and target audience. Is your insight going to impress them with its insightfulness and creativity or will it just be a summary of what you have said in the report?
Presentation (from CRA sheet)
To be submitted on Blackboard via Turnitin on Friday Week 6 by 5pm
Make sure you email me your assignment if you have any doubts about it submitting correctly email a copy to your tutor (me)
Make sure that you put your name on your first PowerPoint
Next workshop in Week 4
In Week 4 workshop we will cover off
Market and Product analysis
BDI + CDI
How to present all this information in a powerpoint template
