making the best marketing campaigns even better- uk- 2014

MAKING THE BEST MARKETING CAMPAIGNS EVEN BETTER

TARGETING BOOK BUYERS WITH NIELSEN'S BOOKS & CONSUMERS SURVEY

Jo HenryNielsen Book Research

Booksellers Marketing Conference 2014

AGENDA

DATA SOURCE

WHAT IS A MARKETING HEALTH CHECK?

CHECKING ADULT FICTION BUYERS

CHECKING YA FICTION BUYERS

CHECKING ADULT NON‐FICTION BUYERS

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• Survey of 3,000 book buyers per month, selected from a nationally representative sample by age, gender, location

• Online questionnaire of c.50 questions

• Representing c.90,000 book purchases per year and 36,000 buyers

• Comprehensive database with details of book buyers – and the books that they buy

NIELSEN’S BOOKS & CONSUMERS US SURVEY

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METHODOLOGY

Book consumersBook consumers

What?What?

Where?Where?

When?When?

DemographicsDemographics

Media usageMedia usage

Leisure habitsLeisure habitsWhy?Why?

Who for?Who for?

Book spendBook spend

Publisher, format, genre, author, price, discounting

Channel, retailer

Month, quarter, YTD

Discovery, influences, use

Sex & age, relationship, occasion

Books bought

AttitudesAttitudes

Sex, age, region, socio‐economic, family

Papers, magazines, radio, devices, social media

Online, offline, cultural, commuting

Reasons for reading; value of reading

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SO….

WHAT IS A MARKETING HEALTH CHECK?

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May 28, 2012

“MARKETERS ARE GETTING WORSE AT DIRECTING THEIR BUDGETS WISELY”

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AND WHAT ARE WE GOING TO CHECK?

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GILLIAN FLYNN (ADULT FICTION)

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THE TYPICAL GONE GIRL BUYER IS….

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SO…

HOW DO YOU REACH WELL EDUCATED, ABC1 WOMEN IN THEIR 20S AND 30S, LIVING IN LONDONAND THE SOUTH EAST IN FULL TIME EMPLOYMENT?

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THE BOOKS THEY BUY ARE FROM…..

BUT NOT…

AND

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OVER HALF HAVE…

AND NEARLY 3 IN 4 HAVE

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THEY READ…..

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THEY GO TO….

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BUT….

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1 Read author/series/book before

2 Physical shop

3 Friend/relative/colleague/request

4 Bookseller website/email

5 Author website/interview/event

6 Bestseller list

7 Place of study/work

8 Film/TV/radio adaptation

9 Reading group

THEY LIKE PERSONAL METHODS OF DISCOVERY…

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2 Physical shop x



5 Author website/interview/event x

6 Bestseller list



9 Reading group


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2 Physical shop x




6 Bestseller list



9 Reading group


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JOHN GREEN (YA/CROSS OVER FICTION)

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THE TYPICAL JOHN GREEN CONSUMER IS…..

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SO….

HOW DO YOU REACH YOUNG UNMARRIED WOMEN, LIVING IN THE SUBURBS, WHO DON’T BUY MUCH FICTION?

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AND PARTICULARLY

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THEY BUY…..

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AND OWN….

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THEY ARE VERY WELL CONNECTED…

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THEY READ…..

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BUT NOT…..

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OR INDEED

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2 Physical shop






8 Bestseller list

9 Social network site

THEY DISCOVER THEIR BOOKS….

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1 Read author/series/book before ×

2 Physical shop




6 Bookseller website/email ×


8 Bestseller list



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1 Read author/series/book before ×

2 Physical shop




6 Bookseller website/email ×


8 Bestseller list



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THE FAST DIET (ADULT NON‐FICTION)

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SO…

HOW DO YOU REACH UPMARKET OLDER WOMENLIVING IN THE COUNTRYWHO ARE LIGHT BUYERS OF NON‐FICTION?

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THEY ARE VERY LIKELY TO OWN…

47% (vs 33% on average)

AND (SADLY!)

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3 Physical shop



6 Bestseller list


8 Printed newspaper

THEY USE A MIXTURE OF DISCOVERY MECHANISMS…

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3 Physical shop



6 Bestseller list x

7 Film/TV/radio adaptation x

8 Printed newspaper


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3 Physical shop



6 Bestseller list x

7 Film/TV/radio adaptation x

8 Printed newspaper


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SO….

LEARN HOW TO HIT THE BULL’S EYE

THANK YOU!FOR MORE INFORMATION CONTACT

[email protected]

[email protected]

making the best marketing campaigns even better- uk- 2014

Marketing

1 readauthorseriesbookbefore92

7 placeofstudywork

6 booksellerwebsiteemail

2 physicalshop

3 friendrelativecolleaguerequest

thebookstheybuyarefrom

theylikepersonalmethodsofdiscovery

theyread