in this issue Defining and Putting It All Together The Water Runs Deep and So Does Your Understanding Combine Your Strongest Assets Into One Media and Creative Force

Ultimately, buyers will break out into every single ACORN and Neighborhood type, but we are only concerned with the STRONGEST/MOST CONCENTRATED OR DOMINANT VALUES, because these buyers will lead us to ALL other potential buyers. By concentrating on the greatest concentration of the most active customers we will get the "best bang" for a media buck when purchasing particular media markets or national cables.

Defining and Putting It All Together

The graph (Click on the link BELOW) in this study shows bars and each bar has a number and letter associated with it. The number is the ACORN and the letter is the Neighborhood Type. At the bottom of the graph are percentages 0% -8%. The percentages are the greatest number of particular acorn/neighborhood types that responded to your offer. We are adding the top ten groups together AND THIS WILL REPRESENT ONE CLUSTER OR GROUPING OF YOUR MOST DOMINANT CUSTOMERS.

1. Acorn1 Neighborhood Type E represents 7.3%: This is AFFLUENT FAMILIES who are Prosperous Baby Boomers. 2. Acorn1 Neighborhood Type F represents 7.1%: This is AFFLUENT FAMILIES who are a Semirural Lifestyle. 3. Acorn1 Neighborhood Type D represents 5.2%: This is AFFLUENT FAMILIES who are Successful Suburbanites.

4. Acorn2 Neighborhood Type A represents 5.2%: This is UPSCALE HOUSEHOLDS who are Urban Professional Couples. 5. Acorn1 Neighborhood Type C represents 5.0%: This is AFFLUENT FAMILIES who are Upper Income Empty Nesters. 6. Acorn4 Neighborhood Type C represents 4.5%: This is RETIREMENT STYLES who are Prosperous Older Couples. 7. Acorn2 Neighborhood Type E represents 4.1%: This is UPSCALE HOUSEHOLDS who are Older Settled Married Couples.

8. Acorn2 Neighborhood Type B represents 4.0%: This is UPSCALE HOUSEHOLDS who are Baby Boomers With Children. 9. Acorn1 Neighborhood Type B represents 3.9%: This is AFFLUENT FAMILIES who are Wealthy Seaboard Suburbs. 10. Acorn3 Neighborhood Type A represents 3.4%: This is UP & COMING SINGLES who are High Rise Renters. TOTAL = 35% ( sum) Top Ten Dominant customer groups

DOMINANT ACORN VALUES-USA

	The Water Runs Deep and So Does Your Understanding
Associated with each Acorn and Neighborhood Type is an in depth description. You can learn everything you want to know concerning your customers. These descriptions are based upon 3000 different factors. People's demographic, socioeconomic, residential, and preferences are measured against each of the 3000 individual factors, and based on that series of measurements, people fall into certain Acorns and/or Neighborhood Types. The information that has been gathered over the years is almost overwhelming, but it has contributed to a reliable knowledge base. It is fascinating stuff to really understand this information about your customers. If you organized this data properly, it would be a tremendous advantage for creative positioning and commercial production of a DR spot or infomercial. Every single detail of the commercial should reflect the tastes, desires, hot buttons, and visuals that belong to your dominant customer's profiles. We will explore this later. TOP ACORN CATEGORIES OF CUSTOMER DATABASE »

	Combine Your Strongest Assets Into One Media and Creative Force
Next week we will take the combined top ten ranked groups (which also represents 35% of this studies customer responses), and map this group as one cluster. We will see which television markets are the best to the worst in TERMS OF POPULATION/GREATEST NUMBERS OF POTENTIAL CUSTOMERS of this cluster. Although we researched 20,000 past customer records for this study, these customers fall into acorns and neighborhood group types. These groups are located in every market in the United States, and the likelihood that a "Prosperous Baby Boomer" in Eugene, Oregon will purchase your product IS THE SAME as a "Prosperous Baby Boomer: who lives in St. Louis, Missouri. This is why we can study 5000 or more of your customers, but take that knowledge and apply it to millions of potential prospective buyers. This is the predictive power of this research. Last Week's Newsletter-Review »

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