Client Success Stories » Media Spending Allocation
Focusing Media Spend Against an Attitudinal Target
The Issue:
A leading manufacturer of disposable diapers has redefined its target segment as the “Ultra Value Conscious Mom”. Rather than targeting all new Moms, the brand wishes to focus its media spend against a single attitudinal segment – Moms who are driven by value.
The Approach:
Build a targeting engine using Twenty-Ten’s patented technology linking the brand’s attitudinal segment to its media planning. The four-step process works like this:
- Use the brand’s existing quantitative study (which defined the “Ultra Value Conscious Mom” segment), as the source for the analysis by matching the respondents with outside databases
- Create a unique score for each respondent based on their “fit” with the “Ultra Value Conscious Mom” ideal score
- Integrate these scores with the Simmons National Consumer Survey on Media Usage, to identify the media being consumed by the consumers with high fit scores
- Score each medium based on its “fit index” to the ideal target
Twenty-Ten applied this analysis to filter and analyze hundreds of individual media properties across a range of media including broadcast and cable TV, radio, print and on-line.
The Results:
The client's media plan included significantly unequal outlets in delivering the brand's key segment – especially print media, which had very wide indices across leading titles:
And based on that learning, the client significantly changed and improved the print plan:
We identified significant differences in the delivery of the key segment on TV media:
And based on that learning, the client made changes to the TV plan:
By focusing on the Ultra Value Mom segment and integrating the Simmons Media Usage analysis with our proprietary model, we were able to drive significant media efficiencies:
PRINT MEDIA: + 15.7%
CABLE TV: + 20.4%