8/9/2019 ISRM Intro in Segmentation
1/16
Using demographic analysis andUsing demographic analysis and
market segmentationmarket segmentation
intelligentlyintelligently
LESLEY FOSTERLESLEY FOSTER
Hello MediaHello Media
8/9/2019 ISRM Intro in Segmentation
2/16
INTRODUCT
IO
NINTRODUCT
IO
N
SEGMENTATION
SOCIAL MAPPING
STRATEGIC PLANNING
SOLUTIONS FOR ENGAGING RESPONSE
8/9/2019 ISRM Intro in Segmentation
3/16
Copyright
PROFILINGPROFILING
THE AREATHE AREA
8/9/2019 ISRM Intro in Segmentation
4/16
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
8/9/2019 ISRM Intro in Segmentation
5/16
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
8/9/2019 ISRM Intro in Segmentation
6/16
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
8/9/2019 ISRM Intro in Segmentation
7/16
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
8/9/2019 ISRM Intro in Segmentation
8/16
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.
8/9/2019 ISRM Intro in Segmentation
9/16
PROGRAMME GUIDES WORKPROGRAMME GUIDES WORK
EMPTY NEST CAREER LADIESEMPTY NEST CAREER LADIES
ELAINEELAINE
Treat yourself to some culture !Treat yourself to some culture !
8/9/2019 ISRM Intro in Segmentation
10/16
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
8/9/2019 ISRM Intro in Segmentation
11/16
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
8/9/2019 ISRM Intro in Segmentation
12/16
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
8/9/2019 ISRM Intro in Segmentation
13/16
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
8/9/2019 ISRM Intro in Segmentation
14/16
Insight
EngagementEngagement
(design)(design)
Servicedata
Utilisation
(analyse)
Classification
(groups)
Segmentation
(predict)
Target
audience
Media Key messages Evaluation
8/9/2019 ISRM Intro in Segmentation
15/16
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
8/9/2019 ISRM Intro in Segmentation
16/16
THANKSTHANKS
ANY QUESTIONS ?ANY QUESTIONS ?
[email protected]@hellomedia.biz