The Role of Audiences in Classified Advertising: The Role of Audiences in Classified Advertising Mike Kment Director-Classified Advertising Gannett


What Do Our Customers Want?: What Do Our Customers Want? Access to potential buyers A robust and efficient marketplace “Platform Agnostic” Opportunity to communicate differently depending on stage in buying process


Let’s Build an Audience Strategy for Car Dealers: Let’s Build an Audience Strategy for Car Dealers Our Objective: Create an Audience Strategy that Allows our Newspaper to Gain Share “before ‘ready to buy’” We’ll Supply a Few Elements Together, Let’s Build an Aggregated Audience Strategy! *In the absence of hard data, let’s use our intuition in developing approach*


Porter-TIDE: Targeting Appropriate Audience: Porter-TIDE: Targeting Appropriate Audience Why this target? Source: Wilkerson and Associates, 2005 *Base for comparison is the New Castle County average. They are 51% more likely to buy a used vehicle*


Primary Source of Information: Primary Source of Information


Passing the Baton: Passing the Baton


Slide7: Source: CNW Research 2006; SRBI 2005. In the “Needs Phase,” 6 to 4 months before a decision is made, buyers are focusing on model, style and their particular needs. (c) 2005 CNW Marketing Research, Inc.. 3 Phases of the Buying Cycle: In the “Features Phase,” 3 to 2 months out, the focus shifts to models or features. In the “Price Phase,” two weeks before purchase, the focus narrows to price and features. “Just thinking” …6 Months… “SOLD!”


Slide8: Jack & Linda* Both employed full time. Average age: 43 (half of all new-vehicle buyers are between 35-54) Average income: $60,800 High interest in SUVs Started out with 7 Models on their list 6 months ago. One month before purchase, they have limited the selection to less than 3. Won’t visit a dealer until 1-2 weeks before they’re ready to buy. Bob & Kathy* Both employed full time. Average age: 48 (77% of past week readers are over age 35) Household income: $103,000 Own their own home Vacation at the beach They intend to buy a new or used vehicle in the next 12 months. They are 22% more likely than the national average to own/lease a New Ford. Ron & Nancy* Both employed full time. Average age: 39 Household income: $74,999 Own their own home Take skiing trips Searched Cars.com for Ford vehicles. More likely to buy a car than a truck. Source: CNW Research 2006, RL Polk 2006. Source: Claritas 2006; RL Polk 2006. Who is your customer?


Lower Mid-Range Sport-Utility Owners: Median HH Income $55,122 Education College graduate Family Oriented Suburban subdivisions Raise multiple children Lower Mid-Range Sport-Utility Owners Age of Buyers *CNW Research


Slide10: MEET YOUR CUSTOMERS The McAdams are looking for a Trailblazer. Brian and Louise are the definition of soccer moms and dads. He owns an ad agency in Voorhees; she teaches law at Temple. Their new home is to die for. They are kid-obsessed -- heavy purchasers of computers, action figures, dolls, board games, bicycles and camping equipment. Right now there are 1,063 McAdams out there. SOURCE: PRIZM. Polk Insight.


Slide11: Reach Vehicle Buyers with a multi-week, multi-product solution that consistently promotes Brownell Motors. Each week this program delivers your message to more than 68% of Dutchess County adults age 35-54 who intend to buy a new/used vehicle 2.8 times. Sunday & Weekday Online Non-subscribers


MEET YOUR CUSTOMERSThe Riches are looking for a Lucerne.: MEET YOUR CUSTOMERS The Riches are looking for a Lucerne. Laid-back and middle-aged, and with Steve at Rutgers, empty-nesters. Jerry works in finance at Comcast. Joan owns a card shop in Haddonfield. With disposable income they enjoy traveling, owning a timeshare in Sedona and going out to eat. Right now there are 358 Riches out there. SOURCE: PRIZM. Polk Insight.


Slide13: Paula and Rich are both 24 and getting married in October. Their future is nothing but promising – they’re recent college grads and before they settle into established deskbound lifestyles, they need basic transit. They are into athletic activities, the latest technology and nightlife entertainment. Right now there are 685 Watkins out there. SOURCE: PRIZM. Polk Insight. MEET YOUR CUSTOMERS The Watkins are looking for an Impala.


How Would This Apply to Other Segments?: How Would This Apply to Other Segments? Real Estate Recruitment Merchandise


The Future (is Now): The Future (is Now) Ready to Buy is a strength…but not enough Multiple platforms allow us to target varied audiences to both extend reach and suggest cost-effective frequency… Not always in classified Not always in print


Thank You!: Thank You! Mike Kment – mkment@gannett.com