The New Marketing Playbook Aligning Strategies To Engage The New American Consumer

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The New Marketing Playbook: Aligning strategies to engage the new American consumer Bill Tancer Rick Erwin Amy Schilder June 28, 2011

Transcript of The New Marketing Playbook Aligning Strategies To Engage The New American Consumer

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The New Marketing Playbook:Aligning strategies to engage the new American consumer

Bill TancerRick Erwin Amy Schilder

June 28, 2011

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Today’s TopicThe New Marketing Playbook

An Unprecedented Shift1

The New American Consumer2

3 Revisiting Marketing Playbooks

Segmentation In Action4

Questions & Answers5

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An Unprecedented Shift1

The New American Consumer2

3 Revisiting Marketing Playbooks

Segmentation In Action4

Questions & Answers5

Today’s TopicThe New Marketing Playbook

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RACE: AsianSEX: FINCOME: $50K

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An Unprecedented Shift1

The New American Consumer2

3 Revisiting Marketing Playbooks

Segmentation In Action4

Questions & Answers5

Today’s TopicThe New Marketing Playbook

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The More Things Change…A lot has changed since 2006

• MySpace was the #1 Site on the Internet, over six times the size of Facebook

• YouTube was just catching on

• The mobile term “check-in” didn’t exist, neither did “iPad”

• Android wasn’t yet released to the public

• Circuit City was one of the leaders in the electronics category

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Experian Consumer Expectation Age and Economy

70

75

80

85

90

95

100

Experian Consumer Expectation Index

Adults

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Experian Consumer Expectation Age and Economy

60

65

70

75

80

85

90

95

100

105

110

Experian Consumer Expectation Index - Age

Age: 18-34 Age: 35-49 Age: 50-64 Age: 65+

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The New American ConsumerChange in Household Composition

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The New American ConsumerA Coupon Economy

Source: Experian Hitwise

• Groupon phenomenon has fueled growth in coupon searches online

• Since beginning of May 2011, growth in searches on “coupon”and its variations has increased 238%

• Internet becomes primary tool in consumer’s mission for finding cost savings in a challenging economy

• But consumers still vary in their coupon consumption

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Which family is most likely to use coupons?

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The New American ConsumerA Coupon Economy

Which Segment Indexes the Highest for Online Coupon Usage?- The more affluent?- The one most impacted by the economy?

Or the early adopter for online coupon usage?

Index for online coupon usage:Picture Perfect Families – 134No Place Like Home – 48

Picture Perfect Families

No PlaceLike Home

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Open Table vs.Yellow Pages forrestaurant reservations?

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The New American ConsumerYellow Pages versus Online Reservations

Babies and Bliss

• Adoption of new technologies is not necessarily correlated with younger age.

• Despite indexing at 286 for head-of-household between the age of 36-45, Babies and Bliss index the highest for using the yellow pages to make restaurant reservations.

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Who will order online, phone, via mail-order?

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Moms Boomers Multi-generation

Bought Merchandise from Catalog:

Method:

The New American ConsumerIntegration and Consumer Behavior

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• With economic flux, the composition of the American Household is changing

• We’re all affected by economic change in different ways• The Internet as a cost-savings tool has facilitated

the dominance of coupons and discount mind-frame• Adoption of new technology not necessarily driven by age• Regardless of channel, we’re living in an integrated world

Things To Remember…

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An Unprecedented Shift1

The New American Consumer2

3 Revisiting Marketing Playbooks

Segmentation In Action4

Questions & Answers5

Today’s TopicThe New Marketing Playbook

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Revisiting Your Marketing Playbook

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Revisiting Your Marketing Playbook

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Revisiting Your Marketing Playbook

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Revisiting Your Marketing Playbook

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Common Customer Language

Sales

Direct Mail

Print

Radio/TV

Creative Agency

Web

Email

Social Media

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Segmentation & Your Customer LifecycleIdentifying Target Customers

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Segmentation & Your Customer LifecycleGetting The Customer

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Segmentation & Your Customer LifecycleGrowing The Customer

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Segmentation & Your Customer LifecycleKeeping The Customer

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Segmentation & Your Customer LifecycleWinning Back The Customer

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Identifying Target Customers

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Identifying Target Customers

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Getting The Customer

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Growing The Customer

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Keeping The Customer

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Winning Back The Customer

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Segmentation Drives The New Marketing Playbook

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An Unprecedented Shift1

The New American Consumer2

3 Revisiting Marketing Playbooks

Segmentation In Action4

Questions & Answers5

Today’s TopicThe New Marketing Playbook

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Segmentation In Action

Discussion Points:q Assurance Wireless Introduction

q Changing American Consumer Landscape

q Today’s Segmentation Uses

q Segmentation Value Drivers

q The Future of Segmentation

q Common Customer Language

Amy SchilderCustomer Acquisition Lead Assurance Wireless, Sprint Prepaid Group

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An Unprecedented Shift1

The New American Consumer2

3 Revisiting Marketing Playbooks

Segmentation In Action4

Questions & Answers5

Today’s TopicThe New Marketing Playbook

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And The Winner of the New Kindle 3G Is…

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for more info: www.experian.com/mosaic

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