Making the Best Marketing Campaigns Even Better- US- 2014
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MAKING THE BEST MARKETING CAMPAIGNS EVEN BETTER
TARGETING BOOK BUYERS WITH NIELSEN’S BOOKS & CONSUMERS SURVEY
Jo HenryNielsen Book Research
BEA 2014
Booth #1113
AGENDA
DATA SOURCE
WHAT IS A MARKETING HEALTH CHECK?
CHECKING ADULT FICTION BUYERS
CHECKING YA FICTION BUYERS
CHECKING ADULT NON‐FICTION BUYERS
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• Survey of 6,000 book buyers per month, selected from a nationally representative sample by age, gender, location
• Online questionnaire of c.75 questions
• Representing ~180,000 book purchases per year and 72,000 buyers
• Comprehensive database with details of book buyers –and the books that they buy
NIELSEN’S BOOKS & CONSUMERS US SURVEY
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METHODOLOGY
Book consumersBook consumers
What?What?
Where?Where?
When?When?
DemographicsDemographics
Media usageMedia usage
Leisure habitsLeisure habitsWhy?Why?
Who for?Who for?
Book spendBook spend
Publisher, format, genre, author, price, discounting
Channel, retailer
Month, quarter, YTD
Discovery, influences, use
Sex & age, relationship, occasion
Books bought
AttitudesAttitudes
Sex, age, region, socio‐economic, family
Papers, magazines, radio, devices, social media
Online, offline, cultural, commuting
Reasons for reading; value of reading
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May 28, 2012
“MARKETERS ARE GETTING WORSE AT DIRECTING THEIR BUDGETS WISELY”
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SO….
WHAT IS A MARKETING HEALTH CHECK?
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AND WHAT ARE WE GOING TO CHECK?
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JAMES PATTERSON (ADULT FICTION)
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THE TYPICAL JAMES PATTERSONWOMEN’S MYSTERY CLUB CONSUMER IS….
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SO…
HOW DO YOU GET TO OLDER WOMEN, LIVING IN SUBURBIAWHO BUY MYSTERY/DETECTIVE BOOKS?
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THE BOOKS THEY BUY ARE FROM…..
BUT NOT
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A THIRD HAVE…
1 IN 5 HAVE
AND NEARLY 2 IN 10 HAVE
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1 In‐person ‐ In‐Store Display/On Shelf/Spinning Rack
2 In‐person ‐ Received recommendation from a friend/relative
3= Online ‐ Email From Retailer
3= Online ‐ Browsing through the site
5 Online ‐ Read an excerpt from the book
6 Print ‐ Best Seller List
7= Online ‐Was recommended based on what I've bought/read before
7= Online ‐ Retailer recommendation on a retailer's website (e.g. Amazon.com)
7= Online ‐ Special Offer on the book site (e.g. Daily Deal)
7= Print ‐ Book Review (e.g NY Times)
THEY DISCOVER THEIR BOOKS….
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1 In‐person ‐ In‐Store Display/On Shelf/Spinning Rack
2 In‐person ‐ Received recommendation from a friend/relative ×
3= Online ‐ Email From Retailer
3= Online ‐ Browsing through the site
5 Online ‐ Read an excerpt from the book
6 Print ‐ Best Seller List
7= Online ‐Was recommended based on what I've bought/read before
7= Online ‐ Retailer recommendation on a retailer's website (e.g. Amazon.com)
7= Online ‐ Special Offer on the book site (e.g. Daily Deal)
7= Print ‐ Book Review (e.g NY Times)
TOP 10 DISCOVERY MECHANISMS – ‘JP BUYERS’
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1 In‐person ‐ In‐Store Display/On Shelf/Spinning Rack
2 In‐person ‐ Received recommendation from a friend/relative ×
3= Online ‐ Email From Retailer
3= Online ‐ Browsing through the site
5 Online ‐ Read an excerpt from the book
6 Print ‐ Best Seller List
7= Online ‐Was recommended based on what I've bought/read before
7= Online ‐ Retailer recommendation on a retailer's website (e.g. Amazon.com)
7= Online ‐ Special Offer on the book site (e.g. Daily Deal)
7= Print ‐ Book Review (e.g NY Times)
TOP 10 DISCOVERY MECHANISMS – ‘JP BUYERS’
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48% follow the author (25% ave.)
THEY BUY THEM BECAUSE THEY ARE FANS….
31% like books in a series (15% ave.)
20% have a strong affinity to that character (10% ave.)
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AND A FINAL THOUGHT….
Source: Nielsen’s Murder She Read: Understanding the Mystery Crime buyer, May 2014
39% of mystery/crime readers borrow mystery/crime books from a library
And 18% use this source to acquire most of their mystery/crime reading…..
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JOHN GREEN (YA/CROSS OVER FICTION)
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THE TYPICAL JOHN GREEN CONSUMER IS…..
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SO….
HOW DO YOU REACH YOUNGER WOMEN, LIVING IN THE SUBURBAN NORTH‐EAST, WHO BUY YA/JUVENILE FICTION?
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THE BOOKS THEY BUY ARE FROM…..
AND PARTICULARLY
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82% OWN A RELEVANT DEVICE…
AND PARTICULARLY
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THEY ARE WELL CONNECTED…PARTICULARLY
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AND THEY ARE MORE LIKELY THAN AVERAGE TO….
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1 In‐person ‐ Received recommendation from a friend/relative
2 Print ‐ Best Seller List
3= In‐person ‐ At School
3= In‐person ‐ In‐Store Display/On Shelf/Spinning Rack
5= Print ‐Magazine Ad
5= Print ‐ Book Review (e.g NY Times)
5= Online ‐ Read about author/book on a blog
THEY LIKE PERSONAL METHODS OF DISCOVERY…
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1 In‐person ‐ Received recommendation from a friend/relative
2 Print ‐ Best Seller List
3= In‐person ‐ At School
3= In‐person ‐ In‐Store Display/On Shelf/Spinning Rack ×
5= Print ‐Magazine Ad
5= Print ‐ Book Review (e.g NY Times)
5= Online ‐ Read about author/book on a blog
TOP DISCOVERY MECHANISMS – ‘JG’ BUYERS
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1 In‐person ‐ Received recommendation from a friend/relative
2 Print ‐ Best Seller List
3= In‐person ‐ At School
3= In‐person ‐ In‐Store Display/On Shelf/Spinning Rack ×
5= Print ‐Magazine Ad
5= Print ‐ Book Review (e.g NY Times)
5= Online ‐ Read about author/book on a blog
TOP DISCOVERY MECHANISMS – ‘JG’ BUYERS
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EXTERNAL FACTORS ARE IMPORTANT WHEN MAKING A PURCHASE….
Personal recommendation
Good customer reviews
In series
Movie/TV show tie‐ins
BUT not price….
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TODD BURPO (ADULT NON‐FICTION)
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THE TYPICAL TODD BURPO CONSUMER IS….
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SO…
HOW DO YOU REACH MIDDLE‐AGE WOMENLIVING IN THE MIDWEST/SOUTHWHO ARE REGULAR CHURCH GOERS AND BUYERS OF CHRISTIAN NON‐FICTION?
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THE BOOKS THEY BUY ARE FROM…..
BUT NOT
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THEY ARE LESS LIKELY TO OWN ANY DEVICE EXCEPT…
22% (vs 18% on average)
17% (vs 15% on average)
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MORE THAN AVERAGE ARE ON…
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THEY ARE AVID READERS OF…..
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BUT ARE UNLIKELY TO USE….
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1 In‐person ‐ Received recommendation from a friend/relative
2 In‐person ‐ In‐Store Display/On Shelf/Spinning Rack
3= TV ‐ Saw the author talk about the book
3= Online ‐ Browsing through the site
3= Online ‐ Read an excerpt from the book
6= Print ‐ Received Direct Mail/Catalog
6= Online ‐ Author's Website
6= In‐person ‐ Saw author talk about the book
9= Print ‐ Bestseller list
9= In‐person ‐ Book Club/reading group
THEY USE A MIXTURE OF DISCOVERY MECHANISMS…
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1 In‐person ‐ Received recommendation from a friend/relative
2 In‐person ‐ In‐Store Display/On Shelf/Spinning Rack
3= TV ‐ Saw the author talk about the book
3= Online ‐ Browsing through the site
3= Online ‐ Read an excerpt from the book
6= Print ‐ Received Direct Mail/Catalog
6= Online ‐ Author's Website
6= In‐person ‐ Saw author talk about the book
9= Print ‐ Bestseller list ×
9= In‐person ‐ Book Club/reading group
TOP 10 DISCOVERY MECHANISMS – ‘TB’ BUYERS
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1 In‐person ‐ Received recommendation from a friend/relative
2 In‐person ‐ In‐Store Display/On Shelf/Spinning Rack
3= TV ‐ Saw the author talk about the book
3= Online ‐ Browsing through the site
3= Online ‐ Read an excerpt from the book
6= Print ‐ Received Direct Mail/Catalog
6= Online ‐ Author's Website
6= In‐person ‐ Saw author talk about the book
9= Print ‐ Bestseller list ×
9= In‐person ‐ Book Club/reading group
TOP 10 DISCOVERY MECHANISMS – ‘TB’ BUYERS
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Liked the topic/subject
AND ARE PARTICULARLY LIKELY TO BUY….
Intrigued by the book title
Looked through the book & liked it
Needed for class/study purposes
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The Crime‐ista:
• Is a keen fan, borrowing from libraries as well as buying
• Prefers to read ebooks on a dedicated ereader
• Is interested in home making, cooking and what’s going on
• And is particularly susceptible to retailer emails & special prices
The Cross‐over:
• Buys from Barnes & Noble stores as well as online
• Owns an iPhone and likes reading digitally
• Is very well‐connected, likes gossip and talking about books…
• …and reading what her friends have read
The Christian:
• Likes physical books bought from bricks & mortar stores
• Takes care of herself and her family
• And is heavily influenced in her book buying by her faith‐based activities
TO RECAP…
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SO….
LEARN HOW TO HIT THE BULL’S EYE
THANK YOU!FOR MORE INFORMATION CONTACT
Booth #1113