by David De Rosa
BDI’s attendees, sponsors, speakers all come together to network. Many of our speakers’ presentations provide primary and secondary research that was conducted on various strategic platforms. A common theme of these presentations is to “reach the correct target”. This is a vital goal to every marketer. With the use of secondary research, marketers are enabled to deliver their message to the appropriate audience(s) without spending time or money on conducting primary research. As the Marketing Promotion & Research Coordinator for BDI, I am hoping to inform you of available online resources to use for your own consumer insights. Consumer insights are imperative and there are a few resources out there that are free or inexpensive, such as Nielsen’s MyBestSegments.
The Nielsen Company’s free geo-demographic database is available online and provides consumer insights researched using Nielsen’s PRIZM, P$YCLE, and ConneXions segmentation systems. Each system identifies your target(s) by postal code.
- PRIZM is geographically focused.
- P$YCLE is financially focused.
- ConneXions is technologically focused.
To access the free information, simply input your desired postal code and the database will provide the segment(s) that are identified within that area. For example, my hometown’s zip code is 08081.
Under the PRIZM Segmentation System, the area is home to the following audiences.
- 17 Beltway Boomers
- 36 Blue-Chip Blues
- 18 Kids & Cul-de-sacs
- 30 Suburban Sprawl
- 06 Winner’s Circle
For example, if you were a warehouse retail store conducting a competitive analysis, you would search geographically to determine where potential locations may be desired. The “Beltway Boomers” is a target that may be seen shopping at a warehouse retail store. Using the system, I was able to determine additional information on this target:
- Among The Affuentials and Young Accumulators social groups
- Ethnically diverse
- College graduates
- 45-64 years old
- HHI: $75,635
- Have young children
- Drives 4 door mid-sized sedan
- Buys electronic games
MyBestSegments also provides a brief description of each market segment. Below is the description of “Beltway Boomers”:
“The members of the postwar Baby Boom are all grown up. One segment of this huge cohort–college-educated, upper-middle class, and home-owning–is found in Beltway Boomers. Like many of their peers who married late, these Boomers are still raising children in comfortable suburban subdivisions, and they’re pursuing kid-centered lifestyles.”
Brands can analyze their consumers and determine whether or not this area has a potential to become profitable. Use MyBestSegments to learn about your targets’ age, income, household, lifestyle preferences, and social groups. Also, additional neighborhood, household, lifestyles, and media details and usage are available for purchase.
Stay tuned for future Research Resources blogs that will cover additional free research resources such as MRI+, GoogleAnalytics, and JigSaw. I will also post “how to” blogs on survey creation and analysis.
By Maria Xing
Want to network with the professional world? Meet experts in your field of expertise? Look no further than LinkedIn. This handy website allows you to take advantage of social networking like never before, especially in a professional setting.
I find the most appealing aspect of LinkedIn to be its universality. As of June 2012, the site reported there were more than 175 million registered users in 200 countries and territories. Look at those numbers! This surely leaves a large window of opportunity to extend influence and reach out to new clients. I am currently the Social Media Coordinator at Business Development Institute and cannot stress how useful LinkedIn has been in this regard. Below are three useful tips I’ve picked up. Let’s go over them!
- Keep your profile organized and professional. It is what LinkedIn users will first see, and as you probably know, first impressions are important! Make sure it says “Profile 100% Complete” on your homepage. An easy way to get a profile 100% complete is to upload your resume and LinkedIn will fill in the blanks for you. People searching for connections will judge you based on what content you put on your profile. If you’d like, you can send a message to current friends and family to help endorse you. Sneak in a URL to your company’s page – a little bit of promotion goes a long way!
- Join “Groups” and don’t be afraid to interact. I was recently introduced this tool and have been using it ever since. There are hundreds of groups in every industry imaginable. Find one that is related to your business and join. In my experience, it has been more rewarding joining more general groups as opposed to specific ones. I’ve joined some related to marketing, social media, and business as a whole. It’s been great for promotion as well: Business Development hosts an array of different events and I simply post in whichever group I think the most people would be interested in.
- Keep in touch with valued clients. Word-of-mouth is very important in the business world. At BDI, I notice several people who attend as many events as possible. They refer us to their fellow coworkers and bring in more attendees. You can see how important recommendations are! Additionally, co-workers, subordinates, managers, and clients can recommend your personal work as positive feedback on your page.
- Keep posted content unique. There are millions of small businesses on LinkedIn and it is crucial to make yours stand out. Come up with eye-catching titles, appealing visuals, and you’ll definitely be rewarded with great feedback. To add a humanistic touch, have employees of your business connect with third-parties by putting a face behind their posts. Another quick, easy way to connect would be to link your Twitter account to your LinkedIn account. Tweets can be automatically sent from LinkedIn posts.
Follow those tips and you’ll find yourself doing quite well. LinkedIn is a wonderful tool if used correctly.
Stay tuned for the next topic in this series. Click the Subscription button on the right to receive an e-mail when the next topic is posted.
Maria (Shuyu) Xing – Social Media Coordinator
As Social Media Coordinator at BDI, Maria engages, recruits, and experiments on different platforms everyday. These include Twitter, LinkedIn, and Facebook. Maria is currently a Finance student at New York University and has an interest in social media, marketing, and communications.
By Maria Feola-Magro
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