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    USING LIFESTYLE SEGMENTATION FOR TRADITIONAL MEDIA

    Traditional Media is not dead. It's still the backbone of most local marketing campaigns. Traditional media still have sizeable audiences, with whom they've built long-term credibility.

    The problem with traditional media is not one of effectiveness; it's about alignment. In the old days (like 20 years ago) traditional local media outlets could practically guarantee marketing success because they owned the entire audience. There was no other significant competition. Now, while the audiences are still large, they're fractured over many more channels, stations and platforms. The secret to successful marketing via traditional media is to know your own customers' media usage habits and align your media buy to their habits and preferences

    Newspaper/Print Advertising

    The demise of the daily newspaper has been greatly exaggerated. In many markets, newspapers are still the single most dominant advertising medium. A lot of that has to do with advertisers' long-held security blanket of being able to see, touch and keep their ad in the paper. Obviously the newspaper reader demographic is older. Those are the people who grew up reading a daily paper. They like holding it in their hands, as opposed to reading online. These loyalists read the paper cover-to-cover, and they like it so much they're willing to pay for it! Newspapers have another advantage: a subscriber list. They know who each and every one of their readers' addresses, phone numbers, email addresses and other information. When you have a Lifestyle Segmentation profile of YOUR customers, you can to a really good job of tailoring your media buy to be super-efficient in reaching prospects that are just like your best customers. 

    NEWSPAPER SEGMENTATION TACTICS

    • Match your customer list profile with the newspaper’s subscriber list to create “super-targeting” sales and promotional opportunities
    • Tailor your FSI’s (free-standing inserts) to block codes with the highest concentration of prospects matching your "best customer" profile
    • Increase frequency of ads to your target audience without increasing your overall circulation and costs
    • Improve evaluation of sales promotions, special sections and other advertising opportunities
     

    Radio Advertising

    Radio works best when compelling content is combined with high frequency scheduling to build awareness and motivate response. Radio also takes care of the targeting for you, as each format draws a specific type of audience. Station formats make it easy to identify the types of people most likely to prefer the programming of a particular station. Your own customized lifestyle segmentation customer profile will identify which types of radio formats your best customers prefer, and will also indicate which customers and prospects are above average radio listeners. This makes the station selection process fairly easy. The more difficult part is structuring a campaign that will deliver enough frequency to activate listeners. Traditionally, local advertisers have considered radio to be secondary medium, far behind newspapers and television. But, if your best customers are strong listeners, there's no quicker way to build awareness and stimulate action than with a high-frequency radio schedule.

    RADIO SEGMENTATION TACTICS

    • Select stations based on how well they match your customer and target profiles, not just overall ratings
    • Better ability to create commercials that associate with the lifestyle of the listener
    • Improved ability to create promotions that drive traffic 

    Television & Cable Advertising

    Compelling video messages are becoming a more important marketing tool than ever. Video makes an enormous impact on viewers and now the traditional 30-second spot can be the gateway to a collection of rich online content. The vast majority of all television viewing still comes from the local stations affiliated with the four major networks: ABC, CBS, NBC & Fox. What's changing is the importance of message content, which now must be either very entertaining or very relevant to the viewer. Television can be very expensive, but not always. There are time periods and programs that are quite affordable on a per spot basis. If you're contemplating a television campaign, be sure to weigh the media cost against your target customer acquisition price. You may find TV to be a lot more efficient and cost effective than you thought.

    As for Cable Television, most local advertisers are instantly attracted to the lower spot costs of each individual cable channel. However, there's a lot more to it than low prices. Most channels have very small audiences, especially when it comes to the local zones marketers select for targeting their messages. Knowing which channels your best customers watch most often is a critical piece of information for designing the media buy, which must be balanced between reaching enough viewers and insuring they see your message enough to times to achieve effective message retention.

    TELEVISION/CABLE SEGMENTATION TACTICS

    • Know which programs to advertise in and which cable channels to utilize, eliminating waste and improving reach and frequency
    • Better ability to produce creative that works because it’s focused on the target market
    • Make easier buying decisions regarding special promotions

    Direct Mail 

    The ultimate traditional target marketing tool, especially for businesses with limited budgets. Using your customized Lifestyle Segmentation research, it's easy to purchase a mailing list made up exclusively of prospects who match your best customer profile. Most direct mail marketers rely on zip codes to define their target. By going down to household level, lifestyle segmentation marketers are able to cherry-pick where their mail goes, saving thousands of dollars in wasted mailings.

    DIRECT MAIL SEGMENTATION TACTICS

    • Reduce costs and waste by eliminating those customer groups least likely to respond to your offer
    • Increase frequency of messages to your best customers and prospects at no additional cost
    • ·      Increase response rates