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Making the Best Marketing Campaigns Even Better- US- 2014
1.
MAKING THE BEST MARKETING CAMPAIGNS EVEN BETTER TARGETING BOOK BUYERS WITH NIELSEN’S BOOKS & CONSUMERS SURVEY Jo Henry Nielsen Book Research BEA 2014 Booth #1113
2.
AGENDA DATA SOURCE WHAT IS A MARKETING HEALTH CHECK? CHECKING ADULT FICTION BUYERS CHECKING YA FICTION BUYERS CHECKING ADULT NON‐FICTION BUYERS
3.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 3 • Survey of 6,000 book buyers per month, selected from a nationally representative sample by age, gender, location • Online questionnaire of c.75 questions •
Representing ~180,000 book purchases per year and 72,000 buyers • Comprehensive database with details of book buyers – and the books that they buy NIELSEN’S BOOKS & CONSUMERS US SURVEY
4.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 4 METHODOLOGY Book consumersBook consumers What?What? Where?Where? When?When? DemographicsDemographics Media usageMedia usage Leisure habitsLeisure habits Why?Why? Who for?Who for? Book spendBook spend Publisher, format, genre, author, price, discounting Channel, retailer Month, quarter, YTD Discovery, influences, use Sex & age, relationship, occasion Books bought AttitudesAttitudes Sex, age, region, socio‐economic, family Papers, magazines, radio, devices, social media Online, offline, cultural, commuting Reasons for reading; value of reading
5.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 5 May 28, 2012 “MARKETERS ARE GETTING WORSE AT DIRECTING THEIR BUDGETS WISELY”
6.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 6 SO…. WHAT IS A MARKETING HEALTH CHECK?
7.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 7 AND WHAT ARE WE GOING TO CHECK?
8.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 8 JAMES PATTERSON (ADULT FICTION)
9.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 9 THE TYPICAL JAMES PATTERSON WOMEN’S MYSTERY CLUB CONSUMER IS….
10.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 10
11.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11 SO… HOW DO YOU GET TO OLDER WOMEN, LIVING IN SUBURBIA WHO BUY MYSTERY/DETECTIVE BOOKS?
12.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 12 THE BOOKS THEY BUY ARE FROM….. BUT NOT
13.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 13 THEY BUY…..
14.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 14 A THIRD HAVE… 1 IN 5 HAVE AND NEARLY 2 IN 10 HAVE
15.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 15 THEY READ…..
16.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 16 BUT THEY DON’T….
17.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 17 1 In‐person ‐ In‐Store Display/On Shelf/Spinning Rack 2
In‐person ‐ Received recommendation from a friend/relative 3= Online ‐ Email From Retailer 3= Online ‐ Browsing through the site 5 Online ‐ Read an excerpt from the book 6 Print ‐ Best Seller List 7= Online ‐ Was recommended based on what I've bought/read before 7= Online ‐ Retailer recommendation on a retailer's website (e.g. Amazon.com) 7= Online ‐ Special Offer on the book site (e.g. Daily Deal) 7= Print ‐ Book Review (e.g NY Times) THEY DISCOVER THEIR BOOKS….
18.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 18 1 In‐person ‐ In‐Store Display/On Shelf/Spinning Rack 2
In‐person ‐ Received recommendation from a friend/relative × 3= Online ‐ Email From Retailer 3= Online ‐ Browsing through the site 5 Online ‐ Read an excerpt from the book 6 Print ‐ Best Seller List 7= Online ‐ Was recommended based on what I've bought/read before 7= Online ‐ Retailer recommendation on a retailer's website (e.g. Amazon.com) 7= Online ‐ Special Offer on the book site (e.g. Daily Deal) 7= Print ‐ Book Review (e.g NY Times) TOP 10 DISCOVERY MECHANISMS – ‘JP BUYERS’
19.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 19 1 In‐person ‐ In‐Store Display/On Shelf/Spinning Rack 2
In‐person ‐ Received recommendation from a friend/relative × 3= Online ‐ Email From Retailer 3= Online ‐ Browsing through the site 5 Online ‐ Read an excerpt from the book 6 Print ‐ Best Seller List 7= Online ‐ Was recommended based on what I've bought/read before 7= Online ‐ Retailer recommendation on a retailer's website (e.g. Amazon.com) 7= Online ‐ Special Offer on the book site (e.g. Daily Deal) 7= Print ‐ Book Review (e.g NY Times) TOP 10 DISCOVERY MECHANISMS – ‘JP BUYERS’
20.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 20 48% follow the author (25% ave.) THEY BUY THEM BECAUSE THEY ARE FANS…. 31% like books in a series (15% ave.) 20% have a strong affinity to that character (10% ave.)
21.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 21 AND….
22.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 22 AND A FINAL THOUGHT…. Source: Nielsen’s Murder She Read: Understanding the Mystery Crime buyer, May 2014 39% of mystery/crime readers borrow mystery/crime books from a library And 18% use this source to acquire most of their mystery/crime reading…..
23.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 23 JOHN GREEN (YA/CROSS OVER FICTION)
24.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 24 THE TYPICAL JOHN GREEN CONSUMER IS…..
25.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 25
26.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 26 SO…. HOW DO YOU REACH YOUNGER WOMEN, LIVING IN THE SUBURBAN NORTH‐EAST, WHO BUY YA/JUVENILE FICTION?
27.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 27 THE BOOKS THEY BUY ARE FROM….. AND PARTICULARLY
28.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 28 THEY BUY…..
29.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 29 82% OWN A RELEVANT DEVICE… AND PARTICULARLY
30.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 30 THEY ARE WELL CONNECTED…PARTICULARLY
31.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 31 THEY READ…..
32.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 32 BUT NOT…..
33.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 33 AND THEY ARE MORE LIKELY THAN AVERAGE TO….
34.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 34 1 In‐person ‐ Received recommendation from a friend/relative 2
Print ‐ Best Seller List 3= In‐person ‐ At School 3= In‐person ‐ In‐Store Display/On Shelf/Spinning Rack 5= Print ‐ Magazine Ad 5= Print ‐ Book Review (e.g NY Times) 5= Online ‐ Read about author/book on a blog THEY LIKE PERSONAL METHODS OF DISCOVERY…
35.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 35 1 In‐person ‐ Received recommendation from a friend/relative 2
Print ‐ Best Seller List 3= In‐person ‐ At School 3= In‐person ‐ In‐Store Display/On Shelf/Spinning Rack × 5= Print ‐ Magazine Ad 5= Print ‐ Book Review (e.g NY Times) 5= Online ‐ Read about author/book on a blog TOP DISCOVERY MECHANISMS – ‘JG’ BUYERS
36.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 36 1 In‐person ‐ Received recommendation from a friend/relative 2
Print ‐ Best Seller List 3= In‐person ‐ At School 3= In‐person ‐ In‐Store Display/On Shelf/Spinning Rack × 5= Print ‐ Magazine Ad 5= Print ‐ Book Review (e.g NY Times) 5= Online ‐ Read about author/book on a blog TOP DISCOVERY MECHANISMS – ‘JG’ BUYERS
37.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 37 EXTERNAL FACTORS ARE IMPORTANT WHEN MAKING A PURCHASE…. Personal recommendation Good customer reviews In series Movie/TV show tie‐ins BUT not price….
38.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 38 TODD BURPO (ADULT NON‐FICTION)
39.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 39 THE TYPICAL TODD BURPO CONSUMER IS….
40.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 40
41.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 41 SO… HOW DO YOU REACH MIDDLE‐AGE WOMEN LIVING IN THE MIDWEST/SOUTH WHO ARE REGULAR CHURCH GOERS AND BUYERS OF CHRISTIAN NON‐FICTION?
42.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 42 THE BOOKS THEY BUY ARE FROM….. BUT NOT
43.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 43 THEY BUY…..
44.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 44 THEY ARE LESS LIKELY TO OWN ANY DEVICE EXCEPT… 22% (vs 18% on average) 17% (vs 15% on average)
45.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 45 MORE THAN AVERAGE ARE ON…
46.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 46 THEY ARE AVID READERS OF…..
47.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 47 AND PARTICULARLY…..
48.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 48 BUT ARE UNLIKELY TO USE….
49.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 49 1 In‐person ‐ Received recommendation from a friend/relative 2
In‐person ‐ In‐Store Display/On Shelf/Spinning Rack 3= TV ‐ Saw the author talk about the book 3= Online ‐ Browsing through the site 3= Online ‐ Read an excerpt from the book 6= Print ‐ Received Direct Mail/Catalog 6= Online ‐ Author's Website 6= In‐person ‐ Saw author talk about the book 9= Print ‐ Bestseller list 9= In‐person ‐ Book Club/reading group THEY USE A MIXTURE OF DISCOVERY MECHANISMS…
50.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 50 1 In‐person ‐ Received recommendation from a friend/relative 2
In‐person ‐ In‐Store Display/On Shelf/Spinning Rack 3= TV ‐ Saw the author talk about the book 3= Online ‐ Browsing through the site 3= Online ‐ Read an excerpt from the book 6= Print ‐ Received Direct Mail/Catalog 6= Online ‐ Author's Website 6= In‐person ‐ Saw author talk about the book 9= Print ‐ Bestseller list × 9= In‐person ‐ Book Club/reading group TOP 10 DISCOVERY MECHANISMS – ‘TB’ BUYERS
51.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 51 1 In‐person ‐ Received recommendation from a friend/relative 2
In‐person ‐ In‐Store Display/On Shelf/Spinning Rack 3= TV ‐ Saw the author talk about the book 3= Online ‐ Browsing through the site 3= Online ‐ Read an excerpt from the book 6= Print ‐ Received Direct Mail/Catalog 6= Online ‐ Author's Website 6= In‐person ‐ Saw author talk about the book 9= Print ‐ Bestseller list × 9= In‐person ‐ Book Club/reading group TOP 10 DISCOVERY MECHANISMS – ‘TB’ BUYERS
52.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 52 Liked the topic/subject AND ARE PARTICULARLY LIKELY TO BUY…. Intrigued by the book title Looked through the book & liked it Needed for class/study purposes
53.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 53 The Crime‐ista: • Is a keen fan, borrowing from libraries as well as buying • Prefers to read ebooks on a dedicated ereader •
Is interested in home making, cooking and what’s going on • And is particularly susceptible to retailer emails & special prices The Cross‐over: • Buys from Barnes & Noble stores as well as online • Owns an iPhone and likes reading digitally • Is very well‐connected, likes gossip and talking about books… • …and reading what her friends have read The Christian: • Likes physical books bought from bricks & mortar stores • Takes care of herself and her family • And is heavily influenced in her book buying by her faith‐based activities TO RECAP…
54.
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 54 SO…. LEARN HOW TO HIT THE BULL’S EYE
55.
THANK YOU! FOR MORE INFORMATION CONTACT JONATHAN.STOLPER@NIELSEN.COM CHARLES.FRISCIA@NIELSEN.COM CARL.KULO@NIELSEN.COM JO.HENRY@NIELSEN.COM Booth #1113
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