Marketing to Consumers' Interests & Intentions — Instead of New Year's Resolutions

Marketing to Consumers’ Interests & Intentions — Instead of New Year’s Resolutions

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Every January 1st, consumers press the reset button and make new commitments to improve their lives

JANUARY

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Be a better personLose weightExercise moreSpend less money and save moreImprove healthEat healthier

2017

TOP RESOLUTIONS

Source: http://maristpoll.marist.edu/1222-being-a-better-person-tops-list-of-2017-resolutions/

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http://maristpoll.marist.edu/1222-being-a-better-person-tops-list-of-2017-resolutions/

But after just a few months into the new year, only 9% feel successful in achieving their resolutions 9%Source: http://www.statisticbrain.com/new-years-resolution-statistics/

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http://www.statisticbrain.com/new-years-resolution-statistics/

Why do the majority fail?

Consumers tend to set resolutions that

often lack meaning for them

are based on the expectations of people around themreflect the media and marketing messages about what is right for them

focus on short term gain vs. long term benefit

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Sources: http://www.cnn.com/2015/12/30/opinions/parks-keeping-new-years-resolutions/http://www.hbs.edu/faculty/Publication%20Files/09-083.pdf

http://www.cnn.com/2015/12/30/opinions/parks-keeping-new-years-resolutions/

http://www.hbs.edu/faculty/Publication%20Files/09-083.pdf

A resolution tends to be a short term commitment based in cultural norms and the priorities of others

A meaningful, process-oriented intention they feel a strong connection to

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of

This presents an opportunity for brands to support consumers as they strive for self-betterment by tailoring their engagement to what consumers consider meaningful

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How do you uncover what consumers care about?

Look at how they spend their free time

Reveals their passions and what is most meaningful to them 10

We analyzed a random sample of 1.3 million U.S. households and identified 5 personas with different areas of interest

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Consumer Interest Personas

Artsy Social Watchers Collectors Escapists12

Persona Profile: Artsy

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Artsy

Consumer Interest Persona

Consumers34% described as very artsy

46% higher than U.S. median income

$82,500

– Art galleries– Book clubs– Dance performances

– Music– Radio concerts

Leisure Activities

Annual Income

Sara is a professional on the go. In addition to music and dancing, she likes extending her knowledge of culture by visiting museums and art galleries and participating in a monthly book club.

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Sara’s intention could be to become a board member and have a large impact on the arts. A local museum should target her with an annual membership that includes exclusive access to networking opportunities with the board of directors.

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Persona Profile: Social

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Social


Consumers18% described as highly social


$103,713

– BBQs / cooking– Auto shows– Playing musical instruments

Leisure Activities

Annual Income

Michael enjoys spending time with his neighbors and friends at summer barbecues and occasionally invites them over for one of his special home-cooked meals.

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Michael’s intention could be to ensure the food he serves at his gatherings is healthy. A CPG company could tout how its condiment is organic and great for get-togethers.

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Persona Profile: Watchers

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Watchers


Consumers28% described as avid watchers


$57,700

– TV– Theater / performance arts– Traveling– Crafts

Leisure Activities

Annual Income

Lucille is retired and enjoys sewing, knitting and crafts while she watches her favorite programs on television during the day.

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With her newfound free time in retirement, Lucille’s intention may be to visit cultural meccas. A credit card company could target her with a special offer to visit New York to see Hamilton and attend an exclusive Q&A after the musical.

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Persona Profile: Collectors

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Collectors


Consumers25% described as highly social

17% lower than U.S. median income

$46,900

– Stamp collecting– Sports team memorabilia– Scrapbooking

Leisure Activities

Annual Income

Juan has an extensive collection of sports memorabilia and recently began thinking about ways to put some of it to use.

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Juan’s intention may be to find ways to leverage his passion for collecting for charitable causes. A retailer could notify him about its exclusive autographed jersey and how a portion of the proceeds will benefit the athlete’s foundation.

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Persona Profile: Escapists

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Escapists


Consumers39% described as great escapists

17% lower than U.S. median income

$46,700

– Zoo– Comic Books

Leisure Activities

Annual Income

Tom is a quiet young man who enjoys reading comic books and taking long walks to the zoo, the park and to see various outdoor cultural exhibits.

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Tom’s intention may be to improve his overall health and maintain his mental acuity as he ages. A consumer electronics brand could showcase its virtual reality experiences that blend adventure with learning.

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Key Takeaways For Marketers

Go beyond tailoring marketing to specific New Year’s Resolutions that few consumers follow through on.

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Takeaway #1

loseweight

Instead, connect consumers’ interests with their intentions to develop deep, long-lasting relationships.

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Takeaway #2

Meaningful engagement means going beyond recognizing consumers to knowing them.

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Takeaway #3

Know who they are

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Acxiom provides the data foundation for the world’sbest marketers. We enable people-based marketingeverywhere through a simple, open approach toconnecting systems and data that drives better customerexperiences and higher ROI. A leader in the ethical use ofdata for more than 45 years, Acxiom serves thousands ofclients and partners around the globe and seeks to powera world where all marketing is relevant.

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