Newspaper Target Marketing Coalition Thérèse Mulvey Consumer Engagement Officer February 4 th 2015 Consumer Trade Area The Newspaper Advantage.

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Presentation transcript:

Newspaper Target Marketing Coalition Thérèse Mulvey Consumer Engagement Officer February 4 th 2015 Consumer Trade Area The Newspaper Advantage

The Consumer Why We Are Here Today? Media Print & Digital The Newspaper Edge The Retailer CTA

A Day In The Life…

Media Influence – Then & Now Source: Prosper Insights & Analytics Media Behaviors & Influence Study, January Average influence across 9 categories.

Media Influence – Then & Now Online Gaming Ads Satellite Radio Instant Messaging Video on Mobile Texting Blogs Mobile Social Media Internet Web Radio Yellow Pages Outdoor Billboards Product Placement Radio Magazines TV/Cable Newspaper Ad Inserts Direct Mail TV/Broadcast In-Store Coupons Traditional = 73% of influenceDigital = 27% of Influence 2011: Traditional = 67% of influenceDigital = 33% of Influence 2014: Source: Prosper Insights & Analytics Media Behaviors & Influence Study, January Average influence across 9 categories.

Media Influence – Now and Then Average % Source: Prosper Insights & Analytics Media Behaviors & Influence Study, January Digital Traditional

Online Search Triggers Q: Which of the following triggers you to start an online search? (Check all that apply) Top Ten Responses Source: Prosper Insights & Analytics Media Behaviors & Influence Study, January 2014.

The Power of Integrated Media Reach your target consumer in print, on line At home and on the go 1.Embrace the concept of Consumer Trade Areas 2.Leverage offline data and insights…online 3.Consider media as complementary not competitive = 3 Consumer Trade Area On line & Off line consumer data & insights Optimized Multi Media Plan

Retail Trade Area

Consumer Trade Area

Media Engagement Not All Impressions are Equal! 6am – 7:30am Start the Day

Media Engagement Start the Day! 6am – 7:30am Start the Day Who Can Benefit: o Dunkin Donuts & Restaurants o Research Purchase Categories o Time Sensitive Retail Promotions

Media Engagement Not All Impressions are Equal! 8am – 4:30pm Work

Media Engagement Workplace 8am – 4:30pm Work Who Can Benefit: o E-commerce o Dinner Solutions Grocery / Restaurants o Research Purchase Categories o Time Sensitive Retail Promotions

Media Engagement Not All Impressions are Equal! 8:30pm – 10pm Me Time!

Media Engagement Me Time! 8:30pm – 10pm Me Time! Who Can Benefit: o E-commerce o Dinner Solutions Grocery / Restaurants o Research Purchase Categories o Time Sensitive Retail Promotions

1 +1 = 3! Source: Specialty Retailer 2014, Valassis

Key Takeaways Talk CTA not RTA Media is Complimentary not Competitive Ask for Measurement to prove your reach and effectiveness Help your clients build the Media Mix story leveraging your insights and strengths

Thank You Beth A. Keegan President Thérèse Mulvey Consumer Engagement Officer