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in this issue
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Dear Reader,
Last week's newsletter profiled the top 10 customer
groups for this particular study. This week we are
going to take the top five (5) ACORN/Neighborhood
Types, and combine into ONE group. This top five are
considered to hold the most potential for generating
orders and sales for this particular product we are
selling. The reason they are considered the strongest
is because it was these neighborhood types who
purchased (in the greatest numbers) the product-given
the past 20,000 television transactions/sales that have
occurred.
Three Out Of Four People Will Buy From You
The link BELOW will take you to the map, which shows
the GREATEST CONCENTRATION of these top five
neighborhood groups according to the population of
these groups compared to the TOTAL population in
each DMA market. For instance it turns out that
Juneau, AK Alaska has 73.5% of our strongest or most
active buyers located in that market. This means that
approximately three out of four people, who would see
our advertisement in Juneau, has a very high probability
of purchasing our products.
Would it make sense for us to study the Juneau, Alaska
market and determine whether television, radio,
magazines, newspapers, direct mail, and/or any
combination of these media's would deliver our client's
offer to the greatest number of potential buyers with
the least amount of cost? Of course this approach
would make sense in any market and media that you
purchased. However in Juneau, we have a high
probability (three out of four persons reached) to make
a sale. This is a very powerful and predictable way to
spend your media dollars wisely.
See The Pot Of Gold At The End Of Your Rainbow
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The Top Markets and Your Top Dollars |
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Looking at the next link BELOW you can view the top
25 RANKED DMA Markets (according to the top five
neighborhood types/ACORNS we have identified) for
this particular product. The top five Markets and each
grouping of five markets show the total population of
the top five groups, and how that compares to the
total population of that market.
The DMA Market with the highest percentage of our
strong group is Juneau, Alaska followed by Anchorage,
Alaska/ Las Vegas, Nevada/ Fairbanks, Alaska/ and
Denver Colorado. These five DMA Markets contain a
total of over 2 million households that are strong
candidates to buy our product. The second ranking of
DMA Markets include Austin, TX/Baltimore, Md./
Hartford/ Atlanta/ and Boston. These centers contain
a total of almost 7 million households or anywhere from
32 to 35% of the total households that are our target
groups.
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The Top Ranked 25 Markets and Their Numbers »
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Targets You Can Hit! |
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From a media point of view, when we consider a market
like Juneau or Denver it is possible to think in terms of
local broadcast television stations. There are so many
potential customers in these marketplaces the odds of
a LESS TARGETED media purchase are high, and should
yield profitable sales through direct response offers.
When we look at the second ranking of markets such as
an Atlanta or Baltimore, we need to be more targeted in
our media placement because the potential customers
number one out of three viewers (not three out of four
viewers like our first ranking of markets).
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That SuccessFul Suburbanite Is Waiting For Your Ad |
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Next week we will look at research that gives us reliable
and predictive information on what cables and what
type of TV viewing habits each one of these five
ACORN/neighborhood groups falls into. For instance:
Successful Suburbanites watch the Discovery Channel,
A & E, and The Learning Channel to a greater extent
than an average US viewer. This information would
lead us to purchase local cable in Baltimore and Atlanta
utilizing those local cable networks.
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Why We Are Here? |
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Remember, this study is important (at this stage of
media project development), because we have just
begun the marketing and sales process. The client has
created 20,000 sales to date, and has barely scratched
the surface of the media rollout. We want to identify
the target markets and customers which number in the
millions, so as we proceed with media purchases our
choices are as effective as possible.
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