ISRM Intro in Segmentation

8/9/2019 ISRM Intro in Segmentation

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Using demographic analysis andUsing demographic analysis and

market segmentationmarket segmentation

intelligentlyintelligently

LESLEY FOSTERLESLEY FOSTER

Hello MediaHello Media


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INTRODUCT

IO

NINTRODUCT

IO

N

SEGMENTATION

SOCIAL MAPPING

STRATEGIC PLANNING

SOLUTIONS FOR ENGAGING RESPONSE


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Copyright

PROFILINGPROFILING

THE AREATHE AREA


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Servicedata

Utilisation

(analyse)

Classification

(groups)

Segmentation

(predict)

POSTCODE ANALYSISPOSTCODE ANALYSIS

NAME ADDRESS POSTCODE

M. Thomas xxxx NW131PX

P. King xxxx NW11 9JS

R. Scott xxxx NN1 5KO

J. Polly xxxx NW60 LP1


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Classification

(groups)

Segmentation

(predict)

MOSAIC PROFILINGMOSAIC PROFILING

Segmentation

LIFESTYLE

INSIGHTS

NAME ADDRESS POSTCODE

M. Thomas xxxx NW131PX

P. King xxxx NW11 9JS

L. Foster xxxx NN1 5KO

J. Polly xxxx NW60 LP1


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SPORT ENGLANDSPORT ENGLAND

19 SPORTS SEGMENTS

Sport England Segmentation

1

2

3

4

56

7

8

9

10

11 12

13

14

1516

17

18

19

0

5

10

15

20

25

30

35

40

45

20 30 40 50 60 70 80

AGE

PERCENTAGEDOING3

X

Index

> 200

> 150

> 100> 75

> 50


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Copyright

The SPORT ENGLAND SegmentsThe SPORT ENGLAND Segments

e me t Name F re ame ( )

% % %

P lati Male Female I milli

A01 Competitive Male Urbanites Ben 6.4 13.3 0 2,521

A02 Sports Team Drinkers Jamie 5.4 11.1 0 2,127

A03 Fitness Class Friends Chloe 6.9 0 13.4 2,717

A04 Supportive Singles Leanne 4.7 0 9.1 1,851

B05 CareerFocussed Females Helena 5 0 9.7 1,969

B06 Settling Down Males Tim 9.4 19.3 0 3,702

B07 Stayat Home Mums Alison 4.6 0 8.9 1,812

B08 Middle England Mums Jackie 4 0 7.7 1,575B09 Pub League Team Mates Kev 5.8 12 0 2,284

B10 Stretched Single Mums Paula 3.8 0 7.4 1,497

11 Com ortable Mid-Li e Males Philip 7.8 16 0 3,072

12 Empty Nest CareerLadies Elaine 5.3 0 10.2 2,087

13 Early Retirement Couples Roger& Joy 6.2 6.2 6.3 2,442

14 OlderWorking Women Brenda 4 0 7.6 1,57515 Local Old Boys Terry 3.4 7 0 1,339

16 LaterLi e Ladies Norma 2 0 3.6 788

D17 Com ortable Retired Couples Ralph & Phyllis 3.7 5 2.4 1,457

D18 Twilight YearGents Frank 3.5 7.1 0 1,378

D19 Retirement Home Singles Elsie & Arnold 8.3 2.5 13.8 3,269


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MEDIA MarketingMEDIA Marketing

The SE sporting segments provide a wealth of

knowledge on how to communicate

effectively with our target participants.

This includes information on the mediums

they are most likely to respond to, the type

of message and how participants make

decisions.

The segment data at postcode level can be

used to identify addresses for a direct

marketing campaign.


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PROGRAMME GUIDES WORKPROGRAMME GUIDES WORK

EMPTY NEST CAREER LADIESEMPTY NEST CAREER LADIES

ELAINEELAINE

Treat yourself to some culture !Treat yourself to some culture !


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SOMETHING A BIT DIFFERENTSOMETHING A BIT DIFFERENT

Cycled on 5+ days (last 4Cycled on 5+ days (last 4--wks)wks)

Team gamesTeam gamesFootball

Sports he likes includeRugby, squash, windsurfing,

tennis, cricket, hockey and

skiing

BENBEN Competitive Male UrbaniteCompetitive Male Urbanite

Age 18-25

Single

Graduate

professional

Messages

Get your physical edge back / arty hard, play harder

riendship and

fun

Hangout with friendshere

Yourspace @ ourplace

Inspireyour friends


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ALISONALISON (Stay at home Mums)(Stay at home Mums)

TIME FOR ME TARGETTED MESSAGES !TIME FOR ME TARGETTED MESSAGES !

She makes her purchases by phone, mobile or over the internet


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LEANNELEANNE

Sports she likes the

most are

Swimming,

netball,

aerobics,

dance exercise

and body pump.

Age 18-25

Likely to have

childrenStudent/part-time

vocational

SPARK SOME NEWIDEASSPARK SOME NEWIDEAS

Messages that work

1. Empathyarounddifficultiesof

lookingafterself whengotchildren.

. Clu andcrche.

. omenonlysessions.

. Get backintosomethingyouveplayed before.

. Costasasecondarymessage.

CheaperCheaper

(VFM toincludetoddlers)

admissionadmission


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PRACTICEPRACTICE -- Choose a projectChoose a projectTarget audienceTarget audience

Define your target audience.

Choose segments to focus on.

(Can use Experian to do analysis of your Member data)

Supportive

Singles

Emptynestcareer

adies

FitnessClass

Friends

Stretched

Single Mum

CHLOELE NNE

LA ELAINE


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Insight

EngagementEngagement

(design)(design)

Servicedata

Utilisation

(analyse)

Classification

(groups)

Segmentation

(predict)

Target

audience

Media Key messages Evaluation


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WORKOUTSWORKOUTS

EvaluationMediaKey

messagesObjective

Target audienceSEGMENTATION

SOCIAL MAPPING

STRATEGIC PLANNING

= ME IASOLUTIO S= ME IASOLUTIO S

(E GAGI G RES O SE)(E GAGI G RES O SE)

Communications planCommunications plan

Key messagesKey messages

Which channelsWhich channels

BIGIdeasBIGIdeas


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THANKSTHANKS

ANY QUESTIONS ?ANY QUESTIONS ?

[email protected]@hellomedia.biz

Documents

ISRM Intro in Segmentation