BRASS 20th Anniversary
Target Marketing Sources:sliced, diced & icedPresented by:
Wendy DiamondBusiness Librarian & Head of ReferenceCalifornia State University Chico
20th Anniversary BRASS Program Bull’s Eye: Targeting the Right Customer
with Market ResearchJune 30, 2008 – Anaheim CA
Image by romanlily, used under the Creative Commons license
Target Marketingbecomes Customer SegmentationSlicing & dicing customers
Who? young, old, middle income, married,
single, black, white, lives alone … Where?
college town, suburb, big city, exurb? Identity?
gay, Asian, gadget freak? Attitude/Style/Lifestyle?
buys organic; bikes to work; has a cat; gets massages; watches TV sports; drinks green tea; eats out; reads Cooking Light; likes chick-flicks;
BRASS 20th Anniversary
Once upon a time
When BRASS was young
Mass marketing
Broadcasting
3 TV networks
Physical store-places
Target marketing was
Decennial Census + Long Form
American Demographics (now “Advertising Age”)
Survey of Buying Power & Media Markets
Rand McNally Commercial Atlas
BRASS 20th Anniversary
Brave new world Niche demographic groups
Mini-marketing & micro-marketing
Customized products & services
Online stores globalization,virtual worlds
equals =
Image by Guille Avalos, used under the Creative Commons license
BRASS 20th Anniversary
The Iceberg supporting it all
circa 1998 @ BRASS’ 10th (when the web was cool & young)
BRASS 20th Anniversary
factfinder.census.gov
Decennial census comprehensive people & housing every 10 years
American Community Survey (ACS) formerly the Long Form updated continuously community-level detail sampling statistics used
BRASS 20th Anniversary
American Community Survey
Value of home Relationship of household members Vehicles available in household Language spoken at home Drive time to work
By Zip Code or Town or County = neighborhoods
BRASS 20th Anniversary
By zip code, town, county Fact Sheets
factfinder.census.gov Population & Household
Economics Topicswww.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)
Re-published & iced County & City Extra (Bernan)
Annual Metro, City and County Data Book
Editor & Publisher Market Guide Population + retail sales for city districts (MSAs)
New Strategist (series) “Household Spending”, “Generations”, “Who We Are”
Lifestyle Market Analyst (SRDS.com) Iceberg = Neilsen + Claritas + Equifax data
Community Sourcebooks (ESRI.com) Zip Code & County Demographics Iceberg = Census + Claritas data
Geo-demographicsmaps, rings, radii, drive-time
Community Tapestry ESRI.comprint
Community Sourcebooks (print)ESRI.comFree, zip code look-up
PolicyMap.comfree, zip code look up
Simply Map (Geographic Research Inc)
Demographics Now (Gale)
BRASS 20th Anniversary
New mapping toolsdemographics + purchasing + lifestyles
SimplyMap Geographic Research Census, BLS,
EasiDemographics, MediaMark
Demographics Now Gale / Cengage Census, BLS, Experian
Segmentation systems : geo-psycho-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
Buying power data
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, Buying Power of Black America, Multicultural Economy
Lifestyles & psychographicshobbies attitudes values
American Time Use Survey (ATUS)www.bls.gov/tus/
American Time Use: Who Spends How Long at WhatNew Strategist
More lifestyles & psychographics
Lifestyle Market Analyst SRDS Iceberg = ACNeilsen / Claritas, “in conjunction with Equifax”
bike-riding, gourmet wines, reading the Bible
Mintel Lifestyles green consumers, shopping Moms, young men
National Consumer StudySimmons Iceberg = Experian (credit service)
BehaviorGraphics segmentation system
Survey of the American Consumer MediaMark Research Iceberg = Gfk / Roper
MyBestSegments.comClaritasIceberg = AC Neilsen / SRDS
BRASS 20th Anniversary
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)
BRASS 20th Anniversary
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)
BRASS 20th Anniversary
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
BRASS 20th Anniversary
Favorites
Census Factfinder New Strategist publications Lifestyle Market Analyst MyBestSegments.com Mintel Simmons and/or MediaMark Demographics Now or
Simply Mapwww.csuchico.edu/~wdiamond/BRASS2008/Target_Marketing_Short_List.doc
BRASS 20th Anniversary
1988 President Reagan; George Bush the First elected
First Internet virus
War between Iran & Iraq subsides
Stock market crashes! Misuse of electronic trading
Big news! American companies sold to foreigners
People get news from newspapers or ABC, NBC, CBS
Phones are attached to walls at home or in “privacy booths”
People shop in stores-places close to home
BRASS 20th Anniversary
The “bible” of business reference
Lorna DaniellsBusiness Information Sources 3rd edition, 1993
No “target marketing” No “segmentation” Demographic Data,
see Population Statistics
BRASS 20th Anniversary
2008
End of second George Bush’s second term
Everything is Made in China
News and shopping on
Image by zoliblog, used under the Creative Commons license
BRASS 20th Anniversary
Marketing in 21st century
The Long Tailby Chris Anderson
Marketers sell hard-to-find items
Customization
Individual service
Micro-casting
BRASS 20th Anniversary
Sliced, diced & now pureed
Image by Dazed81, used under the Creative Commons license
Image by melodrama.ca, used under the Creative Commons license
BRASS 20th Anniversary
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.
BRASS 20th Anniversary
Target Marketing Sources : Sliced, Diced & Iced
www.csuchico.edu/~wdiamond/BRASS2008/
Presentation web address