In this Marshall Marketing market, 18.1% of consumers are receiving video ONLY through an antenna or a streaming device. When combining cable and satellite users that also stream video, the OTT universe is 53.7%.

Finally, do these consumers have different buying profiles?

The OTT user is less likely to make a furniture purchase while the total universe of streaming consumers is more likely to make a furniture purchase.

The furniture folks that media sellers meet every day are first and foremost furniture folks.  They get advice from the furniture industry, they hear pitches from numerous media sellers, and sometimes they end up with more questions than answers.

The answers come from the local data that is in Marshall Marketing.  Make sure to use the data to spot differences in OTT users compared to Cable and Satellite users.  Dig deep in the data to find out which messages will work and then matching it up with the right customer and right media.

Then the next step is to track the progress, either bad or good.  If the furniture owner shifts dollars out of TV and into OTT and digital, Marshall Marketing data will determine if it impacts future consumer behavior in terms of awareness and shopping choices.  The store operator will be able to monitor customer visits and sales.  What the store owner can’t track is awareness and future shop share.  That’s what Marshall Marketing provides.

The Shop 1st share for a high end store in a Marshall Marketing southern market has grown from 11% in 2015 to 15.7% in 2018 and ranks first among the $150K+ target.  However, there was a dip between 2016 and 2018.

• What caused it? 
• Did the media mix change? 
• Was there a change in the market dynamics?
• Did the main competitor become more aggressive with ad spending? 

Without local Marshall Marketing data to pinpoint an issue, this type of conversation couldn’t take place.  The furniture store can count the number of shoppers and add up total sales but, it can’t find out where it ranks on the shopping list for future customers without Marshall Marketing.

Jim and Kat are experts in digging through Marshall Marketing data to help furniture stores grow.

Tell your furniture store clients to attend their session at the October 2019 High Point Market.

It will be time well spent!

In 2019, the oldest Millennials will turn 37 and the youngest will be 23.  Logically, a 23-year-old is at a different stage in life than a 37-year-old both demographically and as a consumer.  Using your Marshall data is a good way to highlight the differences.

By using Defined Age when building a target in My Marshall Software, it is possible to group age ranges 28-37 and 27 and under. 

(NOTE: for the purpose of this example, the younger Millennial target combines 18-27.)

The older Millennial segment is more educated, further in their career, has higher incomes, more likely to be married with kids, and be a homeowner.

The influence of media also differs…….

However, when both segments begin a purchase journey on the Internet and are using search, the behavior is similar……

Millennials do watch local television stations.  In addition to TV being the most influential, below is a look how a Marshall station in the Northeast reaches both segments….

With this data, an AE can demonstrate the impact of TV and digital and then identify programs that will impact both Millennial segments. A client will be reaching the Millennials that count.

David Ogilvy had a long and successful career.  He was a huge believer in research.  He also believed in following the research, instead of ignoring it if it didn’t provide an expected result. 

Among the many quotes attributed to Ogilvy, my personal favorite is this,

“Our business is infested with idiots who try to impress by using pretentious jargon.”

 Piece of advice, don’t be that guy.  You will make Ogilvy happy.

All stations use social media in a variety of ways.  One Marshall Marketing station wanted to know which consumers would be motivated to choose a newscast based on a social media post.

The promotion department discovered that Gen Xers are the generation most likely to respond to a social media post.

Another Marshall Marketing client was looking for data that could help format the newscast.  Certainly weather, traffic and crime are key components to a newscast but this station was looking deeper for topics that would appeal to viewers and attract them to their newscast.

Most stations that have news departments typically have one station that is its’ biggest competitor. 
Below is a look at two stations.

Usually, news viewers watch more than one station.  The Marshall Marketing software “And/Or/ Not” option allows a station to determine total viewers, viewers that DO NOT watch the main competitor, and viewers they SHARE with the main competitor. 

Here is look at the segments by age generation.  Note the ABC station total viewer is older than the NBC total viewer.  Also note that the “battle ground shared viewer” is younger, 51.9% are Millennials.  Most likely this group is a light news viewer.  While neither the ABC nor NBC station want to get away from its core viewer, attracting the younger shared viewer with a dedicated regular Safety Alert story segment might attract that viewer to the 6pm newscast more often.

Having the right tool at the right time is as essential to the Swiss Army in 1880 as it is to TV stations today.  Concentrating resources in one place, whether it be for soldiers to eat and take care of a rifle or for a TV station to attract viewers, format newscasts, or selling multi-screen ad solutions to advertisers, is an effective way to compete. 

At a southern Marshall station, a business that specializes in financial planning is wanting to expand its customer base while also capturing as many customers as possible close to its main office. 

These are the services the company can help customers plan for financially.

This is a telescope view of the market potential. The client’s main office is in the center of the 15-mile radius.

This is a microscope view of the customers within the 15-mile radius:

In this market, the station wanted to know which topics are interesting to consumers. 

When online, which of the following article topics do you click on for leisure reading or for more information?

For instance, 14% of consumers will read an article about Health Care. What types of health care providers or clinics can benefit from this data? A simple cross-tab by Health Concerns show this consumer indexes high with 4 issues……..

TV Impacts Millenials!

Stop reading if you haven’t heard this from a client, “We need to reach Millennials, it is the future of our business.”  Now, how many times have you heard that today? Past week? Month?

Without going into all the data that supports the buying power, consumer activity, and value of age groups outside the Millennials, the reality is that businesses need to reach consumers between 18-35.  (Pew Research Center defines Millennials as beginning in the year 1982.  (Side Note: in 1982, Henry Fonda and Katharine Hepburn won Academy Awards for their performances in On Golden Pond.  Chariots of Fire, a film about two British Olympic runners in their early 20’s….original Millennials maybe?…won Best Picture.)

Today, unlike 1982, there are a mind-boggling number of ways to reach Millennials ranging from traditional media to all things digital.

However in 2017, just like in 1982, the first step in making a Millennial a customer is to become part of the  consideration set when that consumer is in the market to make a purchase.  How does a client build awareness?  How does a client influence a Millennial, or any customer, with a media mix?

Marshall Marketing data is a key component in positioning television as a key player in building awareness.

This aided question from a Marshall Marketing station in the south that determines the influence of media is a good start in positioning television as the anchor of awareness building.

Influential Medium
Which one of the following media types is most influential?

This question yields even more important data when broken down by age group.
Note that television ranks first among all age segments, even Millennials.

It is also important to note that Millennials rank Internet and Social Media higher than the other age segments.

Remember, building awareness and being part of the consideration set result in higher sales.  How does awareness building help when a consumer is in the market and online?

Businesses that are familiar to the customer get the first opportunity to capture them. The same is true by age segment

Reality in 1982, viewers of On Golden Pond and Chariots of Fire were key consumers to reach.  Reality in 2017, Millennials are a key consumer group to reach.

The American Research Foundation released a study last year that analyzed over 5,000 advertising campaigns in over 100 categories.  Some of the key findings are….

• Spending across multiple platforms delivers greater ROI than any single platform – including for Millennial consumers. TRANSLATION: TV AE’s need to expertly utilize Marshall Marketing data to pinpoint the most effective medium.
• “Silo-investing” – too much frequency via a single platform can lead to diminishing returns.
  TRANSLATION: No advertiser can build sales using one medium.
• To jump start growth, marketers can take advantage of the “kicker effect” of smart spending with specific combinations of traditional plus new media on the right platforms.
  TRANSLATION: Use Marshall Marketing data to position TV as the BEST traditional medium to use with digital to increase sales.

Don’t try to stand out from the crowd

“Successful transformations reframe the problem that makes the solution possible.  They erase existing boundaries and start from scratch.” – Malcolm Gladwell

Here is an example from a station in the Southeast;

You can convince them further by highlighting the “Plan to” people also overlooked by not buying your news;

Future Purchase 12 Months
Within the next 12 months, do you anticipate on purchasing or doing any of the following…?

To put it simply…