ROUNDTABLE 2016: DIETZ

Audience and Consumer Marketingwill fulfill specific needs for each business unit

Audience

and

Consumer

Marketing

Advertising

Advertisers

Matt Migdal,

Research Database

Coordinator

RAM panel testing

of Ads, Digital analytics,

Cxense, Ominture,

Audience segmentation

Via LEAP

Amanda Farrell,

Mgr. Audience/Consumer

Mkt.

Audience segmentation via

LEAP, RAM panel testing of

Ads

Bill Dietz,

Advertiser Database

Marketing Manager

Polk data, Civic Science

polling, Audience

segmentation via LEAP,

etc. Advertiser

presentations/pitches 1

Use advertisers

customers audience

segmentation to

match our products

2

We invested so you don’t have to!•Postal Certified CDS HH Data

•Acxiom Demographics 2015

•PersonicX Segment Clusters

•Subscriber/Non Subscriber Data

•2013/2014 Moore Research Market Study

•R.L. Polk Automotive Data

•AdMall Sales Intelligence

•Erie County Voter Registration Records

•Civic Science Polling

•RAM (Research and Analysis of Media)

•Nielsen Business Data

•Buzzboard

•Vendasta

Needs Assessment

Data Append

Demographics Analysis

Segmentation Modeling

Needs Fulfillment

4Source: AcXiom PersonicX, 2014

The Pitch….

Source: AcXiom PersonicX, 2014

Average Income: $100,000+

Age: 35 to 54

HH Comp: Kids in HH

Occupation: Professional/Technical

Marital Status: Married

Education: College/Grad School

Tenure: Homeowner

Home Value: $100,000 +

“Who are your targets?”

Source: AcXiom PersonicX, 2014

SKYBOXES & SUBURBANSETN Index:174 Customer Index:250 MEAN AGE: 49.6

MAGAZINES/NEWSPAPERS:Real SimpleConsumer ReportsNY TimesSunday NewspaperAirline MagazinesBusiness/Finance MagazinesShape

FINANCIAL/INSURANCE:Heavy Investment ActivitySecond MortgageOnline banking529 Plan (College Savings Plan)Contribute $100+ to PublicBroadcasting

COMPUTERS/ONLINE: Personal or Business Travel PlansBusiness/News Web SitesMovie TimesDownload MusicMapQuestChildcareMLBHeavy Internet shopper

SUBURBS & TOWNS

Skyboxes & Suburban's is one of the best-educated and wealthiest clusters. These wealthy families shop at upscale stores, spend time feathering their nest and adhere to regular fitness programs.

FORTUNES & FAMILIES WEALTHY

“What are they like?”

HARD CHARGERSETN Index: 172 Customer Index: 220 MEAN AGE: 37.2

ACTIVITIES:

Gambling in Vegas

Rock Music Performances

Bicycling

Fantasy Sports Leagues

Bars

Jogging and Running

Cash & Careers

FINANCIAL/INSURANCE:

Capital One

Investment Real Estate

Banking by Internet

Personal Loan

Life insurance from Work

Give to Charity

CPA for Taxes

Affluent

COMPUTERS/ONLINE:

CNN

CNET

ABC

Watch On-Line Video

Gather Real Estate Information

Suburbs & Towns

Hard Chargers is dominated by well-educated and professionally successful singles. They are almost homeowners in a mix of houses and condominiums.


ESTABLISHED ELITEETN Index:191 Customer Index 202 MEAN AGE: 57.4

SHOPPING:Trader Joe’sNordstromAnn TaylorCrate & BarrelInternetBarnes and NobleIndependent Jewelry Stores

MATURE WEALTH

MAGAZINES/NEWSPAPERS:The New York TimesMoneyNNN Top 10TimeTravel + LeisureThe Sunday Newspaper

WEALTHY

COMPUTERS/ONLINE:Tracked Investments/Traded StocksNYTIMESCNNWireless ConnectionGooglemapsTravel PlanningApple Computer

CITY & SURROUNDS

Established Elite represents America’s elite couples and singles. With no school-agechildren at home and the highest incomes in the country, these households haveenormous disposable incomes and pursue correlating luxuries and activities.


Customer Zips

Market Potential Zips

Zip Strategy

Audience Opportunities:

• Display Branding Program

• Geo Targeted Insert Program

• Geo Targeted E-mail

Campaign

• Event Partnership

• Local search Optimization

• Targeted Impressions (Mobile)

$25,000 Campaign

Categories of Business

•Non Profits

•Senior Living

•Hearing Aid Centers

•Higher Education

•Financial

•Home Services

•Specialty Health Services

The Power of Polk

and Civic Science

Erie County New Vehicle

Chrysler/Jeep/Dodge/RAM New Vehicle by

Dealer

CivicScience

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A consumer and media intelligence company providing a

powerful, flexible, and dynamic poll-question research platform and

dataset.

• Collect first-party attitudinal data only

• Real time collection and reporting

• Always on (700+ poll locations, tens of millions of profiles and

counting)

• They host the data and system, and have a team maintaining

the questions – We can access the data and reports whenever

we want

8/27/2016 biz.civicscience.com

The CivicScience Platform

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Dynamic

Question

Library

Publisher

Audience

Network

Correlation

Discovery

Engine

Real-Time

Insights

Solutions

InsightStore™


3 Question Types

1

Engagement

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2

Value

3

Profile

Role:

Entice the respondent to

interact

Example:

“Will you attend the Erie

Bluegrass Festival this

year?”

Role:

Collect consumer data

relative to a specific

research objective

Example:

“How important is it to you

to buy American-made

products?”

Role:

Build up consumer profile

data

Example:

“What best describes your

marital status?”


Publishers can write their own engagement and value questions, too.

GoErie.com PollCustomizable polling widgets that are embedded in our websites and mobile apps. Match the style of our

site. The polling widgets are the windows to our questions and contain a cookie to help us track each

respondent over time, while keeping them 100% anonymous.

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Common Usage Scenarios

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• Writing custom research (value) questions

• Study brand favorability

• Profile respondents

• Build an ad sales narrative

• Track sentiment over a long period of time

• Engage with your audience to increase time-on-site

• Leverage writing custom engagement questions for content

enhancement


Champion Ford and Champion Ford Edinboro

Direct Email proposal targeting geography listed below, Adults 18+ 3 emails per year

$1960.35/email

Includes landing page with form and email creation

Targeted Display and Site Retargeting: 110,000 imps/month $1,199 month

Mobile Geofencing competition and targeting geography listed above

Following site visitors with branding message

Facebook ads delivered to Auto Intenders in targeted geography $500/month

Campaign set up to either clicks to website or another objective

Total Campaign $3,659.35 Month

Jamestown 1,684

Oil City 7,301

Franklin 7,215

Meadville 12,150

Titusville 4,779

Warren 8,189

Corry 4,749

46,067

Hallman Superior Toyota

Direct Email proposal targeting geography listed below, Adults 18+ 3 emails per year

$2,372.64/email

Includes landing page with form and email creation

Targeted Display and Site Retargeting: 110,000 imps/month $1,199 month

Mobile Geofencing competition and targeting geography listed above

Following site visitors with branding message

Facebook ads delivered to Auto Intenders in targeted geography $500/month

Campaign set up to either clicks to website or another objective

Total Campaign $4,071.64 Month

Jamestown 1,684

Oil City 7,301

Franklin 7,215

Meadville 12,150

Titusville 4,779

Warren 8,189

Corry 4,749

Ashtabula

Ohio 17,203

63,270

Cunningham Chrysler, Dodge, Jeep, Ram

And

Times Publishing Company

Advertising Product Proposal for July 1, 2016 thru

June 30, 2017

•Monday Jewel Box Sports - $535/weekly ($27,820 annually)

•Friday Jewel Box Sports - $535/weekly ($27,820 annually)

•Sunday NWPA Outdoor page Strip sponsor - $635/weekly ($33,020 annually)

•GoErie Post it Note - $600/Month ($7,200 annually)

•NWPA Outdoor Sponsor on GoErie - $400/Month ($4,800 annually)

•Custom Email Campaign: (up to 50,000 monthly emails) - $1360/Month (6 Months) ($8,160 annually)

•On Target – 50,000 impressions a month - $500/Month ($6,000 annually)

•FaceBook Advertising - $500/Month ($6,000 annually)

•Social Management - $550/Month ($6,600 annually)

•List Optimization 2 Locations - $38 Month ($456 annually)

•BestRide - $1,095 Month ($13,140 annually)

Annual Investment - $142,192

Thank [email protected]

814-870-1630

mailto:[email protected]

ROUNDTABLE 2016: DIETZ

Marketing

Transcript of ROUNDTABLE 2016: DIETZ