The Role of Audiences in Classified Advertising

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The Role of Audiences in Classified Advertising

• Mike Kment
• Director-Classified Advertising
• Gannett

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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

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Lets Build an Audience Strategy for Car Dealers

• Our Objective Create an Audience Strategy that
  Allows our Newspaper to Gain Share before ready
  to buy
• Well Supply a Few Elements
• Together, Lets Build an Aggregated Audience
  Strategy!
• In the absence of hard data, lets use our
  intuition in developing approach

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Porter-TIDE Targeting Appropriate Audience
Why this target?

They are 51 more likely to buy a used vehicle
Source Wilkerson and Associates, 2005
Base for comparison is the New Castle County
average.
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Primary Source of Information
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Passing the Baton
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3 Phases of the Buying Cycle
Just thinking
6 Months
SOLD!
In the Needs Phase, 6 to 4 months before a
decision is made, buyers are focusing on model,
style and their particular needs.
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.
Source CNW Research 2006 SRBI 2005.
(c) 2005 CNW Marketing Research, Inc..
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Who is your customer?

• 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 Claritas 2006 RL Polk 2006.

• 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.
• Wont visit a dealer until 1-2 weeks before
  theyre ready to buy.

Source CNW Research 2006, RL Polk 2006.
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Lower Mid-Range
Sport-Utility Owners

• Median HH Income
• 55,122
• Education
• College graduate
• Family Oriented
• Suburban subdivisions
• Raise multiple children

Age of Buyers
CNW Research
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MEET YOUR CUSTOMERSThe 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.
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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
Non-subscribers
Online
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MEET YOUR CUSTOMERSThe 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.
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MEET YOUR CUSTOMERSThe Watkins are looking for
an Impala.
Paula and Rich are both 24 and getting married in
October. Their future is nothing but promising
theyre 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.
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How Would This Apply to Other Segments?

• Real Estate
• Recruitment
• Merchandise

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The Future (is Now)

• Ready to Buy is a strengthbut 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

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Thank You!

• Mike Kment mkment_at_gannett.com