presentation on the premium cable viewer todays agenda: 1) al berrios & co. imarketing...
TRANSCRIPT
PRESENTATION ON THE PREMIUM CABLE VIEWER
TODAY’S AGENDA:
1) AL BERRIOS & CO. IMARKETING METHODOLOGY;
2) PREMIUM CABLE CONSUMERS, OUR DATA ON SHOWTIME VS. HBO*;
3) KEY CHALLENGES AND RECOMMENDATIONS BASED ON CONSUMER DATA GATHERED USING OUR METHODOLOGY**.
* Based on a study conducted by Al Berrios, Managing Director, al berrios & co., from October 21st through October 31st 2002 from data collected December 2001 through October 2002 using our iMarketing methodology. The basis for understanding this study is whether or not a viewer is a subscriber AND whether or not they are aware of Showtime original programming. Figures are not representative of actual totals. They are percentages of subscriber, non-subscriber, and subscription-status-unknown segments.
** Consumers targeted for this engagement are U.S. Based, with internet access and unaware of specific premium cable programming.
The contents herein are PRIVATE AND CONFIDENTIAL and may not be reproduced or redistributed in any form without written permission from al berrios & co., subject to penalty. (c) 2003. All Rights Reserved. al berrios. Published by al berrios & co.
researcher
CURRENT RESEARCHING APPROACHES
consumer
survey
response
“As researchers, we have become accustomed to looking at the internet as just another medium by which it is possible to send out requests for information, and await its return”
“The internet serves one fundamental purpose - to connect people and allow them to interact with each other.” It is a social gathering place. And, “as an environment, the internet provides the researcher with a practical, convenient, and quality alternative to sending requests.”
al berrios & co. IMARKETING METHODOLOGY
researchers consumers
al berrios & co. IMARKETING METHODOLOGY
“The internet serves one fundamental purpose - to connect people and allow them to interact with each other.” It is a social gathering place. And, “as an environment, the internet provides the researcher with a practical, convenient, and quality alternative to sending requests.”
WHY IMARKETING WORKS - CONSUMER VALUE MODELTM
QUALITY
INNOVATION
UTILITY
SATISFACTION
CONVENIENCE
RECOMMENDATIONS
“The value to the consumer in answering up to 3 questions: the quality of the interaction, the innovation of the approach, the satisfaction of having the choice to share an opinion or meeting someone new to interact with, and the convenience of the approach, short and sweet.”
value...
whati...
IMARKETING HAS EFFECTIVELY
ELIMINATED ~95% OF THE COST OF
CONDUCTING SURVEYS FOR ANY SIZE GROUP OF
CONSUMERS.
VS.
RECOMMENDATIONS
LOW AWARENESS
Non-Subscriber Awareness of SHO programming
were NOT aware
68.48%
DIDN'T say6.52%
WERE already aware
25.00%
INCREASE DISTRIBUTION INTO QSRS, RETAILERS, HOSPTIALS, HOTELS
RECOMMENDATIONS
POOR PRICING, POWERFUL INFLUENCE
NEGOTIATE BETTER TERMS WITH DISTRIBUTORS FOR PRICING AND CONTROL OVER RELATIONSHIPS WITH VIEWERS
Consumers tell us “price is not an issue”, value is. And viewers will buy based on what they see on pay cable shows.
PPL W/O CABLE
Female25.04%
Other0.00%
Male74.96%
Source: Premium Cable Study Data, Depicts non-subscribers to Showtime, also not aware of Showtime programming.
0.75%
1.49%
1.49%
1.49%
1.49%
1.49%
1.49%
1.49%
1.49%
2.24%
2.24%
2.24%
2.24%
2.24%
2.99%
3.73%
3.73%
4.48%
5.22%
5.22%
5.97%
8.21%
0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% 9.00%
SO PRANO S
SIMPSO NS
6' UNDER
WIRE
O Z
FRIENDS
SG-1
SEX/CITY
JACKASS
LAW/O RDER
SEINFELD
SHIELD
WILL/GRACE
CO PS
CRIBS
FUTURAMA
JEREMIAH
REAL WO RLD
SMALLVILLE
STREET SMARTS
NY UNDER
IDO L
TV SHOWS
VIEWER’S CHOICE (of percentage of population that mentioned a favorite program)
12.79% OF POP MENTIONED A FAVORITE PROGRAM
The contents herein are PRIVATE AND CONFIDENTIAL and may not be reproduced or redistributed in any form without written permission from al berrios & co., subject to penalty. (c) 2003. All Rights Reserved. al berrios. Published by al berrios & co.
“Prime time is no longer a ‘time of day.’ It’s a frame of mind.”
broadband
digital content
playlists, libraries, filters
RECOMMENDATIONS
AMBIGUOUS MARKETING STRATEGY
RELEVANT COMMUNICATION
RECOMMENDATIONS
CLEAR AND CONCISE DIFFERENTIATION: WHO SHOULD IT BE CLEAR TO?
PREFER HBO
Female66.67%
Other0.00%
Male33.33%
PREFER HBO
Female20.25%
Other0.00%
Male79.75%
Source: Premium Cable Study Data, Depicts non-subscribers to Showtime who are aware of Showtime programming.
Source: Premium Cable Study Data, Depicts subscribers to Showtime who are aware of Showtime programming.
vs.
WHY DO MORE GUYS PREFER HBO AFTER THEY SUBSCRIBE TO SHOWTIME?