INTEGRATE 2016 - Julie Link & Greg Stroud

INTEGRATE 2016

Greg Stroud & Julie Link

WATCHING

THE WATCHERS

How consumer insights inform

marketing decisions and

content creation

INTEGRATE 2016

Greg Stroud & Julie Link

WATCHING

‘TIME-STARVED SARAH’

WATCHING TRENDS

WATCHING COMMERCIALS

INTEGRATE 2016

Greg Stroud & Julie Link

[video] FLN Essentials

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

[video] Million Dollar Homes

INTEGRATE 2016

Greg Stroud & Julie Link

WATCHING

‘TIME-STARVED SARAH’

WATCHING TRENDS

WATCHING COMMERCIALS

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

Who is Sarah?

What makes her tick? What’s her life like? What kind of jeans does she where?

What does she watch?

Where does she go on vacation?

Who are her influencers?

Is she an influencer? What’s her role in the household?

What does she do in her me time?Where does she shop for her kids?

What kind of car does she drive?

What are her life goals?

Is she on track to meet her goals?

What is her parenting style?

Where does she get her news?

What makes her happy?What’s her shopping style?

How does she provide for her family?What does healthy and happy mean to her?

What are her greatest fears?

What kinds of music does she like?

INTEGRATE 2016

Greg Stroud & Julie Link

Know your

client’s style

what kind of research will give

them a sparkle in their eyes?

Give your client a

reason to

participate

opportunities to self-discover

lead to real learning

Tell the story

Choose your gimmick carefully –

metaphor, ‘you won’t believe it’

story from the field

INTEGRATE 2016

Greg Stroud & Julie Link

CENTRAL QUESTION

How does ‘Time-Starved

Sarah’ live her life?

If her daily choices boil

down to time vs. money,

does…

time = money

time > money

time < money

INTEGRATE 2016

Greg Stroud & Julie Link

[video] Search for Sarah

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

CUSTOMER PROMISE

We promise our viewers if they watch Fine Living

before they spend their time or money, they’ll have

a better experience.

ICSS

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

Before defining clear

target audience:

Radical Sabbatical

NapaStyle

Pairings with Andrea

Collector Car Auction

After “watching" Sarah:

The Shopping Detective

Shopping Bags

Time Makeover

Mission Organization

INTEGRATE 2016

Greg Stroud & Julie Link

Smart Shopping Weekends

INTEGRATE 2016

Greg Stroud & Julie Link

WATCHING

‘TIME-STARVED SARAH’

WATCHING TRENDS

WATCHING COMMERCIALS

INTEGRATE 2016

Greg Stroud & Julie Link

70%

REVENUES FROM

ADVERTISING SALES

INTEGRATE 2016

Greg Stroud & Julie Link

“[SNI] built incredibly strong brands that stand the test of

time and stand firm amid an ever-changing media

environment. [These] brands attract extremely loyal,

engaged and upscale consumers that advertisers want to

reach. These are llamas with the high disposable income to

spend on our advertisers’ products and services.

Our brands drive consumer purchasing decisions.”

Scripps 10-K report

INTEGRATE 2016

Greg Stroud & Julie Link

primary objective is

creating great programming

that builds the right kind of

audience to attract national

advertisers, ad agencies &

media buyers

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

‘REDEFINIING

SUCCESS’67% of Millennials agree

“nowadays we are free to

shape our identities and

transform ourselves in

whatever way we want”

2010 2011 2012 2013 2014 2015 2016

PREMIER EPISODEDec 2014

CONSUMER

PREFERENCE FOR

SMALLER HOMEnational trend toward

“efficient use of space”

‘COLLECT EXPERIENCES, NOT STUFF’“I don’t want all the stuff! I’d rather fill boxes with

memories and time with friends and family.”

‘DIFFERENT LIKE EVERYONE ELSE’

‘UN-HOUSE’“Who wants all these

extra rooms? Dining

room? No thanks. I just

want one flexible space

for life to happen.”

ANATOMY OF A TREND

INTEGRATE 2016

Greg Stroud & Julie Link

[ video] Tiny House Big Living Promo

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

WATCHING

‘TIME-STARVED SARAH’

WATCHING TRENDS

WATCHING COMMERCIALS

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

[video] Behind the Scenes with GG at SCJ

shoot

INTEGRATE 2016

Greg Stroud & Julie Link

WHERE IS THE LINE?!

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

INTEGRATE 2016

Greg Stroud & Julie Link

[ video] Fiat

INTEGRATE 2016

Greg Stroud & Julie Link

WATCH YOUR CONSUMER

IDENTIFY THEM. INTIMATELY UNDERSTAND THEM.

WATCH FOR TRENDS

RECOGNIZE AND CAPITALIZE.

WATCH YOUR PRODUCT

PUSH TO EVOLVE.

INTEGRATE 2016

Greg Stroud & Julie Link

Greg Stroud

gstroud@gofocalpoint.com

Julie Link

jvlink@mix.wvu.edu