understand your consumer before you define your strategy
DESCRIPTION
…are you missing opportunities because of false assumptions and generalizations about your consumers. TOC for publishers 2009 in NY.TRANSCRIPT
Understand Your Consumer Before You Define Your Strategy
What we’ve been hearing…“We publish great books. It’s up to the retailer to
sell them.”
“We’d love to know who is buying our books and why.”
“We throw out a bunch of lines into the water and hope something catches.”
“We look at what other houses are doing.”
“It’s all women.”
Why is consumer info important?
POS data tells you what sold, and where Consumer data tells you who, bought what,
where, and why Online migration of information gathering
means greater opportunity for publishers to reach consumers directly
Economic pressure makes better intelligence even more critical
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PubTrackTM Consumer – MethodologySurveyType: OnlineLength: Between 60-75 questionsKey Information Book Acquisition Information Individual Activities Key Demographics Quarterly sample size: 9,000 book buyers 21,000 shopping occasions 33,000 book purchases
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Consumer Metrics move beyond just units sold
Book Buyer Profiles
Purchase Metrics
Dollars($)
Actual Selling Price
Occasions
Reasons For Purchase
Marketing Awareness
Competing Activities
Share of Wallet
ALL Retail Channels visible with Consumer Data
Big Box Retailers
Book Clubs
Book Fairs
Religious Book Stores
Drug Stores
Grocery Stores
Online Retailers
Warehouse Clubs
Close Out Stores
Airport Stores
Department Stores
Libraries
Churches
Bookstores
Insights possible through Consumer research
What are the genres and formats being purchased by which demographic group in which channels?
How are they finding out about your titles? Why did they purchase at this outlet? Was it a planned or impulse buy? What are the demographics of your
customer/reader/retailer?
Publisher perspectives on using Consumer Data
Who bought what, where, and why?
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Dollars Spent on Adult Books by Gender 2007All Outlets
Source: Bowker PubTrack Consumer
Male47%Female
53%
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Dollars Spent on Adult Books by Gender 2007Source: Bowker PubTrack Consumer
97%
71%
64%
59%
55%
51%
22%
8%
47%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Harlequin Book Club
Wal-Mart
Grocery Stores
Warehouse Clubs
Barnes & Noble
Borders
Amazon.com
audible.com
Comic Book Stores
Female %Male %
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Adult Book Purchases by Format by Gender 2007Source: Bowker PubTrack Consumer
74%
61%
56%
50%
45%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Mass Market
Trade Paper
Hardcover
Audio
E-Book
FemaleMale
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Planned vs Impulse Purchases Adult Books 2007Source: Bowker PubTrack Consumer
Planned , 43%
Impulse, 57%
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Planned vs Impulse Adult Book Purchases 2007Source: Bowker PubTrack Consumer
93%
83%
74%
71%
59%
51%
45%
31%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Airport Stores
Grocery Stores
Warehouse Clubs
Wal-Mart
audible.com
B&N
Borders
Amazon
ImpulsePlanned
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Book Awareness - Adult Book Purchases 2007 -- All OutletsSource: Bowker PubTrack Consumer
37.7%
4.5%
2.3%
12.3%
3.9%
3.3%
6.5%
6.4%
3.5%
4.3%
4.5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Store display
School materials
Saw/heard author on radio/TV
Recommendation from friend
Recipient asked for item
Online: forums, blogs
Online: book review
Online Ad
Book review (not online)
Best seller list
Ad - Print
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Book Awareness - Adult Book Purchases 2007 -- AMAZONSource: Bowker PubTrack Consumer
3.6%
7.1%
3.8%
18.2%
6.5%
7.8%
18.0%
14.4%
5.6%
3.2%
6.1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Store display
School materials
Saw/heard author on radio/TV
Recommendation from friend
Recipient asked for item
Online: forums, blogs
Online: book review
Online Ad
Book review (not online)
Best seller list
Ad - Print
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Book Awareness - Adult Book Purchases 2007 -- WAL-MARTSource: Bowker PubTrack Consumer
67.0%
0.4%
1.1%
8.9%
2.7%
1.6%
1.3%
1.8%
2.9%
7.5%
2.6%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Store display
School materials
Saw/heard author on radio/TV
Recommendation from friend
Recipient asked for item
Online: forums, blogs
Online: book review
Online Ad
Book review (not online)
Best seller list
Ad - Print
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Book Awareness - Adult Book Purchases - 2007 -BookstoresSource: Bowker PubTrack Consumer
49.2%
3.2%
2.3%
13.7%
4.6%
2.6%
4.3%
3.7%
3.3%
4.1%
4.4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Store display
School materials
Saw/heard author on radio/TV
Recommendation from friend
Recipient asked for item
Online: forums, blogs
Online: book review
Online Ad
Book review (not online)
Best seller list
Ad - Print
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Bowker PubTrack Consumer Data
• How Purchased• Why Purchased• Where Purchased• Book Awareness• Why Store Chosen• Planned/Impulse
• Related Activities• Hours Spend on
Activities• Book Ownership• Book Readership• Employment, Income,
Education Level
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Target and Wal-Mart Book Purchasers by Income Range 2007 Source: Bowker PubTrack Consumer
12%
6%
16%
21%
17%
28%
32%
16%
20%17%
7%8%
0%
5%
10%
15%
20%
25%
30%
35%
<$25,000 $25,000 -$34,999
$35,000 -$49,999
$50,000 -$74,999
$75,000 -$99,999
$100,000+
TargetWal-Mart
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Concluding thoughtsHow well do you know the consumers of your
products?
…are you stuck on stereotypical images?
…are you missing opportunities because of false assumptions and generalizations?
…do you have the data you need to have strategic discussions with your retail partners?
…sales data is indispensable… but it can’t tell you anything about the reason behind the sale.
Thank You
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For your time…Contact Information:David ThompsonVice President of Sales AnalysisRandom [email protected]
Contact Information:Angela D’AgostinoSenior Vice President, Business [email protected]