Tips 70

New Advertisers Beware: Expensive-Testing

We had our minds blown while concluding our negotiations with Claritas.

Imagine: knowing where, how and when to target your media without a huge investment.  Imagine getting a clear picture of who is responsive to your offer and being able to target buyers—not tire kickers.  Imagine learning what magazines, newspapers, TV shows, networks, times of day that buyers will likely use --from the very first media test.  Well, you can now with our Direct Marketing Module with Claritas PRIZM NE (Starting cost at $3,500 from Last Second Media).

The PRIZM NE system was developed by demographers using census data compiled with MRI and Simmons survey research. The PRIZM (Potential Rating Index for Zip Markets) system provides us marketing folks with a standardized set of characteristics, known as clusters, for each ZIP Code in the United States.

So, now you can take the first 1,200 respondents from any national TV commercial offer and learn where, how and when to target the rest of the Universe.

HERE'S HOW IT WORKS:  In PRIZM, each Zip Code is assigned one or several of sixty-six clusters, based on the shared socioeconomic characteristics of the area. The clusters each have snappy names and short one-line descriptions encompassing the key demographic for the cluster. These clusters "range" from #1 Upper Crust (Empty-Nesting couples enjoying the wealthiest lifestyles in America), to #66 Low-Rise Living (Ethnically-diverse and economically-challenged singles and single-parents).

Claritas information from census data comes with data from millions of purchase records and customer surveys (you know, the kind that come with new toasters and coffee bean grinders). Integrated, the information from these various data sources creates a fascinating look at the communities that comprise our country.

Searching for Fargo, North Dakota's ZIP Code 58104 reveals a different set of clusters - 5 Kids & Cul-de-Sacs (Upscale Suburban Families), 25 - Mobility Blues (Young Blue-Collar/Service Families), 41 - Big Sky Families (Midscale Couples, Kids & Farmland), 48 - Smalltown Downtown (Older Renters & Young Families), and 49 - Hometown Retired (Low-Income, Older Singles & Couples).

Here's some amazing results we found for a client currently airing on TV:

Currently, the #1 respondent has the following characteristics to their household:

  • Women 22-43 years old with a computer and kids.
  • About $40-$44,000 a year household income.
  • Some college...but very few degrees.
  • She's in a dual-income family that might be called as "Strivers".
  • They just bought a house. One of the kids is nearing school age.
  • They camp a lot.  Road trips and soda coolers.
  • Heavy motorcycle, motocross and boat influence.
  • It's Midwest and growing cities.  Lower DMA 65-180.
  • Look at suburbs with population growth and higher housing starts.
  • Look for kids. It's all about families trying to make it.
  • They Watch: Discovery Health and Cartoon Network
  • They Watch: Soaps, evening news and lots of cartoons.

These are the top 10 categories of respondents and Household Universe in the US.
This is based on your respondents who indicated they were VERY INTERESTED in getting started :

20

Fast-Track Families

1,580,136

1.44

32

New Homesteaders

1,974,666

1.8

34

White Picket Fences

1,369,285

1.25

18

Kids & Cul-de-sacs

1,642,816

1.5

5

Country Squires

1,898,884

1.74

24

Up-and-Comers

1,342,356

1.23

50

Kid Country, USA

1,334,255

1.22

6

Winner's Circle

1,095,401

1

35

Boomtown Singles

1,345,166

1.23

33

Big Sky Families

1,860,194

1.7

44

New Beginnings

1,675,390

1.53

13

Upward Bound

1,685,187

1.54

36

Blue-Chip Blues

1,336,378

1.22

57

Old Milltowns

1,566,540

1.43

30

Suburban Sprawl

1,441,480

1.32

 

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