TALKING TO WOMEN DRIVERS’ A Hearst point of view.
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Transcript of TALKING TO WOMEN DRIVERS’ A Hearst point of view.
![Page 1: TALKING TO WOMEN DRIVERS’ A Hearst point of view.](https://reader036.fdocuments.us/reader036/viewer/2022062518/56649e995503460f94b9bc96/html5/thumbnails/1.jpg)
TALKING TO WOMEN DRIVERS’A Hearst point of view
![Page 2: TALKING TO WOMEN DRIVERS’ A Hearst point of view.](https://reader036.fdocuments.us/reader036/viewer/2022062518/56649e995503460f94b9bc96/html5/thumbnails/2.jpg)
UNDERSTANDING OUR AUDIENCE
Source: Panel Motoring Survey Mar 2015
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Our car consumers fall first into two opposing Macro Segments:
‘Functional’ and ‘Emotional’, with a third group who were ambivalent
Source: Panel Motoring Survey Mar 2015
Functional;
51%
Emotional; 39%
Ambivalent; 10%
Car purchase is driven by how much a consumer feels they ‘need’ a product
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Clear division between emotional and functional
EMOTIONALS
The car is an important part of their identity, it says something about them and their personality and defines them as a person.
FUNCTIONALS
The car plays more of a functional role, they have essentially simpler needs from a car.
AMBIVALENTS
Much less involved in car purchase decisions, and who are less clearly placed on the emotional vs. functional axis
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1 My Previous Car Was Too Old
2 My Car Had Regular, Recurring Or Serious Maintenance Issues
3 Other
4 I Fancied An Upgrade/Change
5 My Car Had Too Many Miles On The Clock
Clear division amongst the segments in terms of triggers
Source: Panel Motoring Survey Mar 2015
FUNCTIONALS EMOTIONALS
1 I Fancied An Upgrade/Change
2 My Previous Car Was Too Old
3 I Just Really Wanted A New Car
4 I Wanted To Treat Myself
5 My Previous Car Was Not Big Enough For Me / Family
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Clear division between the segments in terms of purchase criteria
EMOTIONALS
- Attractive design
- Reputation
- Comfort
- Luxurious spec
- Tech and sound
FUNCTIONALS
- Price
- Fuel & economy
- Safety
- Environmentally friendly
- Small & easy to manoeuvre
5. CRITERIA
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OVER 9 OUT OF 10 RESPONDENTSARE INVOLVED IN THEDECISION MAKING
7. Decision Making
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The accelerator and the handbrake
Could you have vetoed that decision?Who was most responsible for the decision to buy the car you currently drive?
40.3%
45.2%
5.4%
9.1%
I Was Solely Responsible For The Decision Myself
It Was A Joint Decision
Someone Else/Others Were Solely Responsible For The Decision
It Was A Joint Decision But I Had The Final Say
Source: Panel Motoring Survey Mar 2015
78.5%
18.2%
3.3%
Yes Completely,The Car Wouldn't Been Bought Without My Full Blessing
Yes sort of, my opinion would be taken into account
No, decision would been made regardless of what I thought
Accelerator Handbrake
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The media advertisers use to reach car buyers
Mar-Feb11 Mar-Feb 12 Mar-Feb 13 Mar-Feb 14 Mar-Feb 15
418,8
98,0
43.0
441,4
21,1
59.0
413,3
63,2
40.0
423,6
44,6
42.0
407,1
79,5
75.0
Car advertising spend across all media
TV53.2%
Na-tional News14.0%
Outdoor8.7%
Cin-ema7.2%
Con-sumer Mags5.1%
Re-gional News4.1%
Radio3.9%
Internet2.1%
Direct Mail1.5% Door Drops
0.2%
Car advertising share by media spend Mar-Feb 15
Source: Nieslen Addynamix
• Car ad spend has fallen by 2.8% over last 5 years
• TV commands the greatest share of car ad spend taking £1 in every £2 spent
• Press share of advertising has fallen from 34% to 23% over the past 5 years
• Consumer magazines account for 5.1% all car expenditure
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The media advertisers use to reach car buyers
Apr-Mar 11 Apr-Mar 12 Apr-Mar 13 Apr-Mar 14 Apr-Mar 15
5,6
40.4
5,5
33.4
5,4
77.9
5,8
30.7
5,2
54.9
Car advertising pagination in consumer magazines
Motoring44%
News Domestic8.4%
Entertainment7.4%
Mens Life-style6.1%
Wom-ens
Week-lies
5.9%
Motor-ing
General Total4.9%
Wom-ens Life-style/
Fashion4.8%
News Busi-ness2.0%
News Science
1.8%
Golf1.3%
Others13.7%
Car advertising share by ABC category Apr-Mar 15
Source: Nieslen Addynamix
Car advertising within consumer magazines has declined 9.9% yoy
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Hearst Consumer
s
60% Heavy Mag
Readers
Hearst Consumers
48% Light
TV ViewersTHEM IN MEDIA OF CHOICE
Hearst Consumers
57% Light/Non readers of National
Press
OPPORTUNITY TO
Source: Neilsen AdDynamix, TGI Clickstream Jul-Jun 14 Base: women
SPEAK TO THEM IN
CHOSEN MEDIA
OPPORTUNITY TO SPEAK TO
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A hard to reach audience
Agree: Female Panel53.6%
Agree: Fe
male
Panel; 49%
Agree: Female Panel49.9%
Source: Panel Motoring Survey Mar 2015
Car Advertising Can Often Be Patronising To Women
Car advertising is not aimed at womenCar Companies Don't Communicate Effectively To Women