Monthly Archives: December 2011

Adding perspective to demographic profiling

Demographic profile is the most common way of defining consumer base in media and marketing industry. It lays the basis of how markets are segmented and consumers are grouped. Age, gender, social class, education level and occupation are some factors that define the demographic profile. Many businesses from television networks and movies to consumer goods and political parties put huge  reliance on demographic profile for making business decisions.

The essence of defining demographic profile is breaking the consumers into segments. But more often than not, it is found that consumer taste or preferences span across demographic segments. People of different age groups have similar interests. People like to watch certain television shows irrespective of their gender or social class. They like to use same products independent of which segments they are bracketed in through demographic profiling.

Look it from the opposite angle. Movie studios aspire their movies to appeal to all audience. Political candidates want their base to consist of everyone from young professionals to baby boomers. Same is true for many (though not all) television networks and consumer products. In very general terms, businesses want their appeal to span across a specific demographic segment.

We at MavenMagnet believe demographic profiling all by itself leaves several gaps in understanding consumers. In order to attract consumers beyond a specific demographic segment, you need to identify the commonalities between the consumers across segments. These commonalities are defined using psychographic traits  of the consumers. We do that by focusing on factors like their activities, opinions, beliefs and preferences. And what better place to find this information than social media where people express themselves, share their thoughts and engage in the community around them. In a nutshell, we focus on the behavioral elements that help us sketch a consumer profile in our market research.

Many businesses fear losing focus or diluting the appeal to their core consumer base while reaching out to new segments. Our approach to consumer profiling can help you fend that from happening. The idea is to add perspective to the demographic profile of your target group using psychographic traits of your consumers. This will help you add the capabilities of expanding your reach and appeal beyond your primary target group without alienating your core consumer base.

A campaign done right

New York City; Shuttle S; Grand Central to Times Square. If you are looking for a campaign done right, that’s a great example right there.

Whether it is the promotion of Lady Gaga’s new album, Arthur Christmas the movie, or the HTC tablet, the campaign around shuttle S stands out and grabs your attention. The campaign is designed to encompass the tunnel between the Grand Central entrance and the train along with wrapping the entire train inside out with the theme of the campaign.

In today’s world, this campaign stands out from the rest due to a couple of reasons. First is the campaign placement. Take the fast pace of NYC and the power of smartphone in every hand. The campaign mitigates both these distractions. If you are going from Grand Central to Times Square or vice versa, the five minutes that you spend in this transit, any where you look the themed advertisements are there. So no matter in what kind of rush you are, you cannot escape the campaign all around you. Another genius of the campaign is that it is in the subway and being in the subway, the smartphone signal is not there. Though you can still play games and dig in the archive of your emails, the probability of you looking away from your phone is much higher than anywhere else. Plus add to it the duration of the ride being too short for you to pay real attention to anything else, be it your smartphone or the kindle.

Second stand out feature of this campaign is the theme. It’s not just banners all around you. These campaigns are designed with a very thorough theme and flow to grab attention and make you look around at other nuggets of the campaign if you happen to look at a part of it.

This combination of great design and thoughtful placement gives the campaign relatively undivided attention of the consumer for at least a few minutes every day for 21 days. Now that’s a campaign done right!