June 2010 U.S. Target Marketing Sources: sliced, diced & iced Presented by: Wendy Diamond Business...
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June 2010 U.S. Target Marketing Sources: sliced, diced & iced Presented by: Wendy Diamond Business and Economics Librarian and Head of Reference & Instruction Department Meriam Library , California State University, Chico
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Transcript of June 2010 U.S. Target Marketing Sources: sliced, diced & iced Presented by: Wendy Diamond Business...
June 2010
U.S. Target Marketing Sources:sliced, diced & iced
Presented by:
Wendy Diamond
Business and Economics Librarian and Head of Reference & Instruction Department
Meriam Library ,California State University, Chico
? אני! מי שלום UC Berkeley, B.A. 1978 and M.L.I.S. 1988 Reference Librarian at UC Berkeley Haas
School, Long Business Library, 1989-1994 American Library Association (ALA)
Business Reference and Services Section (BRASS)
Co-author of Marketing Information: A Strategic Guide for Business and Finance Libraries, Haworth Press:2004.
June 2010
איפה יקו'אבל ?צ קליפרניה
North of San Francisco, 270 kilometers Town
www.downtownchico.net
Campus www.csuchico.edu/maps/photo-tour/index.shtml
June 2010
June 2010
Once upon a time …
עבר
Mass marketing
Broadcasting
A few TV networks
Physical stores
Target marketing was
U.S. Census every 10 years
American Demographics magazine (ceased)
Survey of Buying Power & Media Markets (ceased)
Rand McNally Commercial Atlas (online)
June 2010
Brave new world Niche demographic groups
Mini-marketing & micro-marketing
Customized products & services
Online stores globalization,virtual worlds
equals =
June 2010
Marketing in 21st century
The Long Tailby Chris Anderson
Marketers sell hard-to-find items
Customization
Individual service
Micro-casting
Target Marketingbecomes Customer SegmentationSlicing & dicing customers
Who? young, old, middle income, married,
single, black, white, lives alone … Where?
, suburb, city? Identity?
race, gay, Attitude/Style/Lifestyle?
Likes yoga, bicycles, cats, horror movies,
June 2010
Image by romanlily, used under the Creative Commons license
June 2010
Image by Guille Avalos, used under the Creative Commons license
June 2010
The Iceberg supporting it all
THEN: When the Internet was new
June 2010
factfinder.census.gov
Decennial census 10 year cycle every U.S. resident describes people & housing
American Community Survey (ACS) updated continuously residential town detail sampling statistics used
June 2010
American Community Survey
Value of home Relationship of household members Vehicles available in household Language spoken at home Drive time to work
This information is available for U.S. Zip Codes= neighborhoods
June 2010
By zip code, town, county Fact Sheets
factfinder.census.gov Population & Household
Economics Topics
www.census.gov/population/www
Drill Down Kitswww.uwm.edu/Dept/ETI/drilldowns/index.html
Narrative Profiles Factfinder > Fact Sheet > Data Profiles
Current Population Surveys - P20, P23, P60
www.census.gov/main/www/cprs.html
Public Use Microdata Sample (PUMS)
www.census.gov/acs/www/Products/PUMS/
FTPwww.census.gov/acs/www/Special/acsftp.html
Data Ferretdataferrett.census.gov/
Narrative profiles (factfinder)
from Factfinder’s Fact Sheets (aka Data Sheets)June 2010
Re-published Census Data County & City Extra (Bernan)
Annual Metro, City and County Data Book
Editor & Publisher Market Guide Population + retail sales for city districts
New Strategist Publications (series) “Household Spending”, “Generations”, “Who We Are”
Lifestyle Market Audience Analyst (SRDS.com) Neilsen + Claritas + Equifax data
Community Sourcebooks (ESRI.com) Zip Code & County Demographics Census + Claritas data
June 2010
Geo-demographicsmaps, rings, radii, drive-time
ESRI.comCommunity Sourcebooks print Community Tapestry database Zip Code Look-up free web
PolicyMap.com free webzip code look up
Simply Map databaseGeographic Research
Demographics Now (Gale)
June 2010
Demographic mapping applications
Population + purchasing + lifestyles + graphics
SimplyMap www.geographicresearch.com/simplymap/
Demographics Now www.gale.cengage.com/DemographicsNow/index.htm
Rand McNally Commercial Atlas
Customor Segmentation Systems :
geographic – psychographic - demographics
“You Are Where You Live”
#3 My Best Segments.com
(PRIZM system)Owned by Claritas
AC Neilsen owns Claritas, SRDS, Scarborough
Data from / in Mintel, Simmons, SRDS
#1 Community Tapestry (ACORN system)
Owned by ESRI Data from / in MediaMark
#2 Mosaic system
Owned by Experian Data from / in Simmons, DemograqphicsNow
June 2010
June 2010
What do people buy?
Bureau of Labor Statistics Consumer Expenditure Survey
New Strategist publications BLS & Census data user-friendly formats
Other Mintel Simmons National Consumer Study, MediaMark Resarch Simply Map
June 2010
Lifestyles & psychographicshobbies attitudes values
American Time Use Survey (ATUS)www.bls.gov/tus/
American Time Use: Who Spends How Long at WhatNew Strategist
June 2010
More lifestyles & psychographics
Lifestyle Market Audience Analyst SRDS ACNeilsen / Claritas, “in conjunction with Equifax”
bike-riding, gourmet wines, reading the Bible
Mintel EXCELLENT!Lifestyles green consumers, shopping Moms, young men
National Consumer StudySimmons Experian (credit service)
BehaviorGraphics segmentation system
Survey of the American Consumer MediaMark Research Gfk / Roper
MyBestSegments.comClaritasAC Neilsen / SRDS
June 2010
June 2010
Niches ~ Ethnicity
Who We Are series New Strategist
Asians, Blacks, Hispanics
Buying Power of Black Americatargetmarketnews.com/BuyingPowerstats.htm
Multicultural Economy: Minority Buying Power in the New Centurywww.selig.ga.edu/
National Hispanic Consumer Study(Simmons, expensive)
Hispanic Media and Market Source (SRDS, expensive)
U.S. Diversity Markets Report(Synovate)
June 2010
June 2010
Newsletters
Africana.com
AdNoir.com
BlackPressUSA Network
CAB Multicultural Marketing Resource Center
HispanicAd.com
HispanicTrends.com
Multicultural Marketing News www.multicultural.com
Ethnic NewsWatch (ProQuest)
June 2010
Niches ~ Gays as consumers
Mintel Lifestyles LGBT Lifestyles www.mintel.com
Simmons LGBT Study www.smrb.com/
U.S. Gay and Lesbian Market (5th edition) Packaged Facts / Marketresearch.com
Witeck-Combs Communicationswith Harris Interactive
www.witeckcombs.com/pdf/glbt-market-research-highlights.pdf
Niches ~ Kids, ‘tweens, teens Getting Wiser to Teens
NewStrategist
Mintel Lifestyles Mintel.com
Roper Youth Report (Gfk) www.gfkamerica.com
MediaMark Research (Gfk)http://www.mediamark.com/
Simmons Kids Study & Teen Study www.smrb.com
Ad Research Foundation Youth Councilwww.thearf.org/assets/youth-council
June 2010
June 2010
Favorites
Census Factfinder Mintel Lifestyle Market Audience Analyst New Strategist publications MyBestSegments.com Simmons or MediaMark Demographics Now or
Simply Mapwww.csuchico.edu/~wdiamond/BRASS2008/Target_Marketing_Short_List.doc
June 2010
Sliced, diced & now pureed
Image by Dazed81, used under the Creative Commons license
Image by melodrama.ca, used under the Creative Commons license
June 2010
Sources & bibliographies
Bibliography of Resources for Consumer Demographics & Market Segmentationby Kate Pittsley, Eastern Michigan University, withWendy Diamond www.csuchico.edu/~wdiamond/BRASS2008/Target_Marketing_Bibliography.doc
Short List of Favoriteswww.csuchico.edu/~wdiamond/BRASS2008/Target_Marketing_Short_List.doc
Marketing Information : A Strategic Guide for Business & Finance Librariesby Wendy Diamond and Michael R. Oppenheim, Haworth Press, 2004.
June 2010
Target Marketing Sources : Sliced, Diced & Iced
www.csuchico.edu/~wdiamond/BRASS2008/
Presentation web address
