ACTP - Environics Analytics
Custom Segmentation
Inquirers and Visitors from Northeast and Pacific US
October 6, 2009
Catherine Pearson
Vice President
416-969-2835
catherine.pearson@environicsanalytics.ca
Objectives & Background
Objective
To update ACTP’s existing custom segmentation system to capture the most recent
changes in demographics, behaviours and attitudes in Ontario. The update will include:
– Identifying, locating and quantifying the segments in Northeast Region of US (NY, NJ,
PA)
– Identifying, location and quantifying the segments in Pacific Region US (CA, OR, WA)
– Refreshing the personification of the segments
Background
In 2007 ACTP’s custom segmentation system were created by analysing visitors from Ontario
East in Canada and the Northeast regions in the US (ME, VT, NH, CT, MA, RI, NY, NJ, PA)
The following target segments were identified:
•
Rustic Roadies
•
First Class Families
•
Young Provincials
2
ACTP Analytical Framework
ACTP Inquiries
linked to PRIZM NE
Simmons
Respondents linked
to PRIZM NE
Conversion Survey
Respondents
linked to PRIZM NE
TAMS Respondents
linked to PRIZM NE
Update “Target Groups” based on similarities among strong clusters
Young Sophisticates
Cosmopolitan Families
Exurban Explorers
Boomer Travelers
Refresh the Target Segments using PRIZM-Linked Data
Use response analysis
to continually learn and
fine-tune targeting and
communications
strategies
Imaging: Bring
your Target
Groups to Life
Reach them with the best media and message
Direct Mail:
Addressed and
Unaddressed
Targeted
E-Mail Blasts
Promotions
in markets
Mass Media
with a targeted
message
3
Methodology
Data Sources
Inquirer
ACTP 2007 & 2008
Inquiries from Northeast
US States and Pacific US
States
Zip + 4 codes
Visitation
• Visited Atlantic Region for
Pleasure (Pst 2 yrs)
TAMS Respondents
(2007)
• High Appeal to Visit Atlantic
Region
• Number of Trips to Atlantic
Region
Conversion Survey
(2007-2008)
• Likeliness to travel to Atlantic
Other Sources
Simmons Survey Data (2008)
Claritas PopFacts (2008)
Social Values
Global Tourism Watch
4
Background: PRIZMNE
•
•
•
An innovative consumer segmentation system that classifies all American into one of 66 groups based
on their demographics and behaviours
Allows marketers to tailor products and services, and craft messages that will resonate with their
target market
Partners around the world
01- Blue Blood
Estates
16 – Bohemian
Mix
50- Young and
Rustic
Captures
Social Group
Elite Suburbs
Urban Uptown
Middle America
Affluent Empty Nests
Young Achievers
Mainstream Families
Urbanity
Suburban
Suburban
Town
Income
Wealthy
Upper Mid
Lower-Mid
Median HH Income
$114,343
$54,237
$48,145
Lifestage Group
Age Ranges
45-64
<55
25-44
Presence of Kids
Mostly w/o kids
Family Mix
HHs w/ kids
Education Level
Graduate Plus
College Grads
High School Grads
Ethnic Diversity
White/Asian/Mix
Wh/Bl/Asian/Hisp
White/Black/Hisp.
Lifestyle Traits:
Shop at Saks 5th Ave
Shop at Au Bon Pain
Order BMG Music
Spend $3K+ on foreign
travel
Buy Spanish/Latin music
Buy infant toys
Read The Economist
Read Fit Pregnancy
Watch Soccer
Watch Nick at Nite
Drive Audi A4
Drive Nissan Titan
Read Washington Post
Watch Golf Channel
AstonMartin DB9
- Socio-economic status
(not
just income e.g. retirees with fixed
income but high disposable
income)
- Regionality
- Ethnic Diversity
- Urbanity
- Demographic changes
- Behaviours
- Attitudes/mindsets
5
Methodology – Creation of Segments
Young Sophisticates
Cosmopolitan Families
Exurban Explorers
ACTP Inquiries
Outdoorsy Elite
Simmons
Respondents linked
to PRIZM NE
Urbane Families
TAMS Respondents
linked to PRIZM NE
Conversion Survey
Respondents
linked to PRIZM NE
West Coast Hip
Boomer Travelers
Segments were created using all data sources
Emphasis was given to the Visitation information as it
reflects actual travelers to the Atlantic
The Inquiry and Conversion data was used to validate
chosen clusters
6
Refresh and
Updating of Personification
Survey Data
Simmons Survey Data
7
Comparison to previous study
2007
Target Segments
2009
Target Segments
Comparison
2009 Target Segment is:
Young Sophisticates
Young Provincials
Mainly young singles and couples living
in rented city apartments where only a
third of households contain children
A mix of young singles and married
couples with children, leading active
freewheeling lifestyles, living in midsize
to large cities
Rustic Roadies
Alike:
-Enjoy urban culture
(galleries, architecture
and historical sites
-Look for value in their
travel deals
2009 Target Segment is:
Exurban Explorers
Mostly Blue-collar households, a mix of
empty-nesting couples and middle-aged
families with teens living in predominantly
exurban communities
Different:
-Higher Income
-Presence of kids
-Look for young family
friendly venues
Upscale empty nest couples with the
means and time to travel
This group lives outside of large urban
cities in stable subdivisions
Outdoorsy Elite
Well off older couples without kids,
living in second cities and towns
Prefer outdoor activities over cultural
events
Different:
-Higher Income
-Management and
White Collar
occupations, with
some retirees
Alike:
-Living outside of urban
centres
-age is predominantly >55
-Nature and cultural events
motivate travel destinations
Different:
-Higher Income
-No children
-Predominant age
35-54
-outdoor activities
with higher price point
Alike:
-Living in second cities and
towns
-Travel to experience the
great outdoors
2009 Target Segment is:
First Class Families
Middle-aged upscale families with mixed
lifestyles, low ethnic presence, living in
apartments and high value homes
Cosmopolitan Families
An upscale sophisticated group of wellestablished families living in New York
City and its suburbs, in comfortable
homes and established communities
Alike:
-These groups have similar
descriptions
-Clusters in this group
represent true family
lifestyles, as all clusters have
children living at home
8
Northeast Target Segment Comparison
Size (#, % of Region HHs)
Young Sophisticates
Cosmopolitan Families
Exurban Explorers
Outdoorsy Elite
868,209 (5.7%)
1,553,675 (10.2%)
1,964,273 (12.9%)
1,548,831 (10.1%)
Younger singles and married couples with young
children
Affluent
Well-established families with school-age and
teenage kids
Upscale
Affluent couples with emptying/empty nests
Profes sional adult couples without kids
Low, some Asian
Low, Asian and other groups also common
Demographic Summary
Lifestage
Social Status
Ethnicity
Urbanity
Top Markets
Strongest Social Values
Upper-middle class
Upscale
Low, 87% are white
Very low, 91% are white
Mostly urban
Suburban
Outside of major urban centres
Secon d City/Town
New York, Philadelphia, Harrisburg, Pittsburg
N ew York, Philadelphia, Pittsburg, Buffalo
New York, Philadelphia, Pittsburg, Harrisburg
New York, Philadelphia, Harrisburg, Pittsburg
Value, Index vs Canada
Value, Index vs Canada
Value, Index vs Canada
Value, Index vs Canada
Traditional Gender Identity (162)
Pursuit of Intensity (183)
Parochialism (144)
Personal Control (146)
Patriarchy (127)
Multiculturalism (180)
Everyday Rage (139)
Ecological Concern (139)
Social Intimacy (126)
Global Consciousness (171)
Xenophobia (138)
Duty (136)
Anomie-Aimlessness (33)
Adaptability to Complexity (46)
Traditional Gender Identity (55)
Parochialism (57)
Fear of Violence (65)
Ethical Cons umerism (66)
Acceptance of Violence (60)
Just Deserts (61)
Modern Racism (46)
Saving on Principle (57)
Meaningful Moments (76)
Confidence in Big Business (62)
Leisurely trips to explore city life and natural
wonders
Active couples' getaways to the g reat outdoors
Weakest Social Values
Travel Highlights
Type of Trip
Travel Mode
Accommodations
Expense
Information Sources
Trips to explore cities and natural wonders to
educate the family
Scope out most efficient way to travel, ei ther by
Mainly by car, but air travel is also common
car or air
Strong for luxury B&Bs and hotels, as well as local
All types are common and at different price poi nts
cultural offerings
Strong spenders
Very strong spenders
Strong for guidebooks, travel webs ites, past
All sources, esp. strong for internet, travel guides
experiences and maps
Active cultural getaways and nature inspired trips
Airfare and road trips are both strong
Airfare and road trips are both common
Moderate to strong spenders
Variety of sources, guidebooks, official travel
guides, trade and travel shows
Strong for all types of midrange hotels, allinclusives, camping and cruises
Strong spenders
Most types, but especially pas t experience,
friends /relatives, guidebooks, web
Heavy viewers: news, movies, information shows
Heavy viewers: dramas , football, comedy
Midrange and luxury accommodation
Media Highlights
TV
Radio
Magazines
Newspapers
Internet
Moderate viewers: HBO, Showtime, IFC
Mod/Heavy viewers: sports, late night talk shows
Lighter listeners: all news/sports, adult
contemporary, alternative
Heavy readers: fas hion/beau ty, music and
entertainment, busines s
Heavy readers of daily papers
Heavy li steners: drive time and all-day, adult
contemporary, news/sports, classical, jazz
Heavy readers: highbrow pubs: business/finance,
news, fashion
Heavy readers of dailies
Heavy users: research and shop for most
purch ases
Heavy users: h igh activity at home and work
Heavy listeners: all news/sports, classical, jazz
Heavy readers: sports, news/current affairs,
bus iness/finance
Heavy readers of daily papers
M oderate users: banking, shopping, researching
consumer opinions
Heavy listeners: classic rock, all news/sports,
country, hot adult contemp., Christian
Mod Heavy readers: sportsmen's, general interest,
home s ervices
Mod Heavy readers of daily papers
Heavy users at home and work: shop and research
p roducts
9
Meet the
Northeast Target Segments
ACTP Segments have Core and
Tactical Components
Two ACTP segments have 2 components:
Example: Exurban Explorers
A Core Primary Group: Central to the “image”
of each ACTP segment, the Core group are similar
demographically, attitudinally, and behaviourally.
ACTP segments are personified based on these
core clusters.
Isolating the Core group facilitates identifying
predominant travel values in a household, while
preserving homogeneity for personification
A Tactical Reach Primary Group: While
these clusters are similarly attitudinally to the
core group, they vary demographically or by
socio-economic status. Often the tactical reach
group will aspire to the behaviours of the core.
Young Sophisticates and Exurban Explorers
contain Tactical Clusters
11
Northeast: Exurban Explorers
Core Clusters
01
Upper Crust
14
New Empty Nests
09
Big Fish, Small Pond
15
Pools & Patios
10
Second City Elite
12.9% of Northeast Region Households (1,964,273)
16.5% of Northeast Region Population (6,663,849)
26
The Cosmopolitans
Target Group Highlights
• Upscale Empty nest couples with the means and time to
travel
27
Middleburg Managers
• This group lives outside of large urban cities in stable
subdivisions
• These well educated travelers use all sources of
information at their disposal to research travel
Include for Tactical Reach
38
Simple Pleasures
41
Sunset City Blues
• They enjoy cultural events as well as active outdoor
pursuits during non-peak travel times
• Exurban Explorers are strong media users, listening to the
radio while commuting and during the day, watching
informational and news programs on TV in the evening
and strong readers of daily newspapers and magazines
12
Northeast: Exurban Explorers
Demographics & Geography
Demographic Highlights
Regional Composition
Lifestage: Affluent older and mature empty(ing) nest couples
HH Size: Almost two-thirds are two-person households (69%
greater than average). Under 20% have 3+ members
Housing Type: Homeowners; most have not yet downsized,
having lived in their homes for over 5 years. Greater than ¼
have homes valued at $500K+, 2x the average
New York
Pennsylvania
New Jersey
29%
42%
Education: High, Post-Graduate and Bachelor’s degrees are
held at rates above average for the region (47.9%)
Job Type: Skilled roles in business, management, education
29%
Diversity: 87% are white; other races at below average rates
New York
Pennsylvania
New Jersey
Average HH Income: Upper-middle class and affluent
incomes; 78% have incomes between $50-$150K; this group is
twice as likely to have incomes over $150K
Lifestyle Overview
The members of Exurban Explorers enjoy comfortable lifestyles
mostly outside the big cities of New York and Philadelphia. Many
of these households contain middle-aged and empty-nesting
couples living in spacious homes in stable subdivisions. With their
university degrees and positions in business and management,
these Americans have deep pockets and wide-ranging interests.
They’re more likely than average households to enjoy the
performing arts—from ballet and opera to rock concerts and
comedy shows. They have the financial wherewithal to be
spectators at sports like golf, soccer and baseball. And these
educated households have high rates for frequenting museums
and art galleries, especially those that feature tours with
interpreters and curators.
State
Northeast Region
Total
% of
Households
Mkt
7,184,280 47.0
4,907,949 32.1
3,178,888 20.8
Top Markets – Designated Market Areas (DMAs)
Name
New York, NY
Philadelphia, PA
Pittsburgh, PA
Harrisburg et al, PA
Albany et al, NY
Buffalo, NY
Rochester, NY
Syracuse, NY
Wilkes Barre et al, PA
Binghamton, NY
Legend
Target Group
Market
Pene tration
% of
% of
# of HHds
# of HHds
% Pen Inde x
TG
Mkt
1,122,564
53.61
7,527,072 47.41
14.91 113
504,897
24.11
2,968,531 18.70
17.01 129
107,828
5.15
1,161,035
7.31
9.29
70
71,619
3.42
750,314
4.73
9.55
72
69,456
3.32
558,873
3.52
12.43
94
68,280
3.26
636,909
4.01
10.72
81
44,369
2.12
391,645
2.47
11.33
86
30,847
1.47
390,037
2.46
7.91
60
30,281
1.45
598,790
3.77
5.06
38
11,119
0.53
139,161
0.88
7.99
61
Low Index (I<80)
High Index (I>120)
Source: Claritas PopFacts 2008, Simmons
13
Northeast: Exurban Explorers
Social Values & Travel Motivations
Vacations – Conditions Sought
Travel-Oriented Social Values
Key Travel-Related Social Values
Value
Index
Value
Adaptability to Complexity
100
Meaningful Moments
Attraction to Crowds
116
Multiculturalism
Culture Sampling
86
Need for Status Recognition
Equal Relationship w/ Youth
110
Ostentatious Consumption
Ethical Consumerism
66
Personal Challenge
Global Consciousness
94
Personal Control
Importance of Brand
92
Personal Creativity
Importance of Spontaneity
96
Personal Escape
Intuition & Impulse
91
Vitality
Joy of Consumption
109
Need for Uniqueness
High Index (110+)
Index
76
124
79
108
110
105
83
103
94
97
Low Index (90/less)
Feeling Safe
Familiar culture/language
As travelers, Exurban Explorers enjoy intellectually stimulating
activities. Their appreciation of Multiculturalism can be seen in
their fondness for travel to foreign countries where they can visit
local art galleries, archaeological sites, ethnic festivals and fine
arts performances. Many have an Attraction to Crowds and share
their passion for cultural events, pro sports, farmers’ markets and
fireworks displays. Exurban Explorers balance their cultural
interests with athletic pursuits and satisfy their need for Personal
Challenge through kayaking, sailing, snorkeling, skiing and
mountain biking. These households express their Joy of
Consumption through luxury accommodations and pricey
attractions like golf and water sports. But they have a surprisingly
low Need for Status Recognition and also like inexpensive
activities such as swimming, hiking and mini-golf.
89
108
Cultural differences
Friends/relatives live there
83
Children's activities
86
Info avl. on internet
97
Great shopping opportunities
89
Luxury accom. avl.
116
Mid range accom. avl.
116
Budget accom. avl.
Social Values Overview
Index on
average
106
77
Vacations – Benefits Sought
Do something different
114
Learn about history/culture/places
106
Enrich perspective on life
Break from day-to-day
104
Relax, relieve stress
102
98
Live w/ no fixed schedule
Stories to share
87
Enrich relation w/ spouse, kids
Feel physically challenged/energized
Pampering
Index on
average
106
100
90
96
Source: Environics Research, TAMS
14
Northeast: Exurban Explorers
Travel Characteristics
Atlantic Inquirers, Visitors, and Conversion
Personal Travel Highlights
Destinations: Likely to travel to domestic and international
destinations that offer a range of midscale/upscale accommodation,
good food, water sports, and a golf course
Travel Mode: Strong for both air and car travel
Accommodation: Enjoy midrange and luxury accommodation;
budget lodging and camping are unlikely to appeal
Activities/Attractions: All kinds of cultural activities including
fine arts performances, galleries and museums, and historical sites.
Seek a balance of high and low/no cost outdoor activities:
swimming, golf, skiing, viewing plant or wildlife
% of Inquirers within Target Group (by Destination)
40.0
% of Inquirers
Type of Trip: Leisurely, educational vacations, often taking in
activities in both the cities and the Great Outdoors
NY
NJ
PA
30.0
20.0
10.0
0.0
NS
NB
PE
NL
Conversion – Going to visit
% of Visitors within Target Group
28%
18%
24%
38%
58%
Seasons: Schedule for best weather, enjoy off-peak fares
Information Sources: Seek travel information from a variety of
sources including guidebooks and official travel guides, trade and
travel shows, past experience, maps, advice of friends, and internet
Trip Accommodation
(119)
(65)
New York
New Jersey
(233)
Pennsylvania
No
Source of Travel Information
Target
Index
60
Accommodation Used
35.1
10.0
50
164
40
30
130
102.3
Hotel/Motel (past year)
Camping (past year)
Index
21.5
20
131
10
79
0
150
100
50
0
Tr
av
Users per 100 HHs
200
el
Tr
W
av
eb
el
si
te
gu
s
Fr
id
ie
eb
nd
o
o
Tr
s/
ad
Re k s
e/
la
t
Tr
av iv es
el
S
TV how
s
Pr
og
ra
In
m
fo
s
TV
re
ce
A
iv
ed ds
Pa
i
n
st
m
ex
ai
pe
l
rie
n
O
ce
ff i
ci
al
tra M a
ps
ve
lg
ui
de
s
Cruise (past 3 years)
All-Inclusi ve (past year)
25%
Probably
Not sure
8%
Definitely
Source: Simmons, TAMS
Legend: Index ≤80 ≥120
15
Northeast: Exurban Explorers
Arts & Culture
Index
Performing Arts
5.6
Ballet/Dance Performance
139
6.2
Classical Symphony Concerts
158
5.3
Country/Western Concerts
97
13.6
Free Outdoor Concerts
3.7
Jazz Concerts
129
14.7
Live Theatre
143
6.5
Live Theatre with Dinner
Opera
126
131
2.5
Rock and Roll Concerts
Stand-up Comedy Shows
175
10.2
112
10.7
125
121
3.7
Circus
Spectator Sports
3.3
Auto Races
Professional Figure Skating
77
10.1
Professional Baseball Games
Professional Basketball Games
Index
125
2.4
96
0.6
121
Professional Golf Tournaments
4.0
1.5
155
Professional Ice Hockey Games
2.7
141
Professional Football Games
Professional Soccer Games
Horse Races
Equine Competitions
Curling Bonspiel
92
1.1
166
2.5
1.0
0.1
Amusement Parks
Aquarium
Botanical Gardens
Musical Attractions
Movie Theme Parks
Planetarium
Science & Tech Theme Parks
Water Theme Park
Zoos
17.4
3.8
7.5
4.4
4.3
10.1
17.2
International Film Festivals
Literary Festivals
Music Festivals
Theatre Festivals
Index
7.3
105
0.9
0.7
127
100
4.7
98
1.1
94
Farmers Markets
18.0
11.0
Exhibitions or Fairs
Religious Festivals
Food/Drink Festivals
Ethnic Festivals
Western Theme
Gay Pride Parades
75
9.0
117
5.2
2.2
125
90
0.9
80
14.5
Children's Museums
122
18.4
General History/ Heritage Museum
Observe Urban Buildings/Architechure
122
12.6
Military/War Museums
111
156
133
5.8
Science & Technology Museum
137
9.5
120
5.4
137
32.2
28.8
Well Know Historic Sites/Buildings
Other Historic Sites/ Monuments
25.4
20.1
Well Known Natural "Wonders"
118
Index
143
9.6
Replicas Cities/Towns
125
133
2.9
Fireworks Displays
Historic Sites & Museums
15.9
Art Galleries
Paleontological/Archeological Sites
28.2 109
11.9
Carnivals
107
Index
Theme & Amusement Parks
Festivals & Events
1.0
126
125
132
123
138
111
Archeological Digs
131
Cooking/Wine Tasting Courses
103
Learn Other Language Courses
0.6
101
139
Curatorial Tours
1.1
139
126
Harvesting/Other Farm Operations
0.8
116
Interpretive/Historical Site Parks
104
Wilderness Skills Course
110
Source: TAMS
Legend: Index ≤80 ≥120
3.6
2.5
0.6
¾% target group participates in activity
¾Index – compares TG to the US Northeast Region (NY, NJ, PA).
¾ Index of 100 is average
¾Most scaling is logarithmic for enhanced presentation
111
68
118
95
16
Northeast: Exurban Explorers
Outdoor Activities
Summer Activities
118
106
7.5
1.9
0.5
2.4
Scuba diving in sea/ocean
1.0
10.6
Snorkeling in sea/ocean
27.1
Sunbathing/sitting on beach
Swimming in lakes
13.4
26.9
Swimming in oceans
2.9
Water skiing
Wind surfing
ATV - overnight excursion
Bungee jumping
Climbing - rock climbing
4.0
4.6
1.9
Snowshoeing
127
Climbing - ice climbing
0.1
76
140
27
0
97
1.5
102
58
130
84
76
Hunting big game
1.6
73
9.3
Fresh water fishing
82
5.4
121
81
Trophy fishing
0.7
112
98
Nature & Wildlife
Viewing the northern lights
144
Wildflowers/flora viewing
118
113
Wildlife bird watching
122
0.2
0.8
0.8
90
5.6
72
Hunting small game
Ice fishing
134
3.0
Index
0.7
102
9.8
15.1
Hunting & Fishing
Hunting birds
Salt water fishing
133
1.2
Watch wildlife/marine life
Wildlife landbased animals
Nature park
Index
1.8
109
8.1
118
6.8
125
8.7
137
10.8
108
22.1
108
53
1.1
116
13.7
Mini-golf
1.9
Motorcycling - day excursion
107
0.2
0.8
9.5
3.3
Horseback riding - same day
Motorcycling - overnight excursion
Snowmobiling - overnight trip
98
Hiking - same day excursion
H orseback riding - night stay
In-line/roller blading
121
123
0.4
H iking - overnight settings
144
1.9
132
84
2.2
G olfing - golf resort
124
6.9
Snowboarding
Snowmobiling - organized trail
103
1.2
Golfing - played occasionally
Golfing - golf package
Skiing - ski jouring
84
Cycling - recreational
Cycling - overnight trip
Jogging/exercising outdoors
100
121
0.0
0.0
94
0.3
Cycling - mountain biking
Skiing - heli-skiing
144
0.7
Mountain climbin g/trekking
Skiing - cross country
123
2.1
1.6
126
108
0.4
ATV - day excursion
Ice skating
Index
0.3
100
2.5
White water rafting
Dog sledding
0.1
134
2.8
Winter Activities
Skiing - cross or back country
Skiing - downhill
124
Sailing
Snorkeling i n lakes or rivers
146
0.2
M otor boating
Parasailing
Scuba diving in lakes/rivers
128
2.6
Kayaking/canoeing - ocean
Kite surfing
Index
4.9
Kayaking/canoeing - freshwater
132
91
0.9
77
Source: TAMS
Legend: Index ≤80 ≥120
• Exurban Explorers are active travelers who seek thoughtprovoking entertainment and attractions in cities
• They enjoy mixing their culture with a little activity and seek
out opportunities to kayak/canoe, golf, hike, swim, and cycle
17
Northeast: Exurban Explorers
Media Highlights
Media Overview
Booked/Bought Travel on the Internet
With their educated and upscale profile, Exurban Explorers are
strong media consumers. They like to go online for banking,
shopping and researching products and services—including travel
accommodations and activities. These suburbanite households
typically commute to work and are a solid audience for drive-time
radio, especially jazz, classical music and news and sports
programming. And the educated couples here are avid readers of
newspapers and magazines. They typically go right to the sections
featuring general news, editorials, food and travel. And they like to
subscribe to publications such as The New Yorker, Smithsonian,
AARP and Golf Digest. With their extensive financial resources, they
can afford to get travel information from a variety of resources:
guide books, travel shows, websites and direct mail.
48.1
Per 100 HHs
37.9
40.6
39.8
Radio
64.7
Newspaper
41.9
Magazine
41.1
56.5
29.2
26.7
*TV, Radio Measure "All Day Quintile 1" Magazine, Newspaper Measures
"Quintile 1", Int ernet Measures "Internet Ac tive at Home/Work, Quintile 1"
Source: Simmons, TAMS
33.3
5.7
12.2
Two of above items
119
124
19.4
Car rental
126
129
31.9
Accommodation
Activities or attraction tickets
118
8.0
136
121
• Target Group C is open to technology and enjoys the
convenience of researching and booking many aspects of
their travel over the internet
Television: Strong daytime and evening viewers. Strong for
news programming (Fox News, CNN, MSNBC) and movies/
informational shows on A&E, AMC and Home & Garden network
Northeast Market
TV
Internet
Rail, bus or boat tickets
Index
44.1
Any part of trip
Airline tickets
Media Highlights
Media Usage
Target Group
Booked or Bought on Internet
Radio: Heavier listeners during drive time and throughout the
day. All news/sports radio, classical and jazz are particularly
popular
Newspapers: Heavy daily readers; likely to read the entire
paper. Especially strong sections are editorials, food, front page/
general news, and travel
Magazines: Strong readers; read a wide range of publications at
high rates. Strongest titles include AARP, Golf Digest,
Smithsonian, Consumer Reports, The New Yorker
Internet: Moderate use at home and work; skeptical of overt
advertising. Strong for banking, shopping, and researching
upcoming consumer decisions online
18
Northeast: Exurban Explorers
Marketing Considerations
Communication Themes
Travel Behaviours
9 Intellectual travelers – They enjoy learning while
travelling and don’t mind navigating through crowds
to experience foreign culture
9 Leisurely, educational vacations combining city lore
and nature exploring
9 Destinations: domestic and international locales that
offer good food, water sports and a golf course
9 Challenge their abilities – They exercise their bodies
as well as their minds in participating in outdoor
physical activities
9 Indulgence – They pamper themselves with luxury
accommodations and pricey activities like golf, but do
not have the need to be recognized for these
extravagances
9 Accommodation: a range of midscale to upscale
hotels
9 Information: A wide variety of information sources
are consulted; guidebooks, official travel guides,
maps, advice of friends and the internet
Creative Messaging
Touch Points
9 Upscale empty nest couples with the means and
time to travel
9 TV ads during daytime and evening news,
movies, and informational shows
9 They enjoy learning about different cultures and
travel to international destinations, however
including images of multicultural travelers will not
appeal to this group as they exhibit parochial and
xenophobic tendencies
9 Radio ads during drive time and throughout the
day on all news/sports, classical and jazz
stations
9 Features and ads in the editorial, general news
and travel sections of major daily papers; also
features and ads in magazines such as AARP,
Golf Digest, Smithsonian and The New Yorker
9 Exurban Explorers like to balance their cultural
experiences when travelling with physical activity
to personally challenge themselves
9 Websites with testimonials from other travelers
Confidential
19
Northeast: Cosmopolitan Families
Marketing Considerations
Communication Themes
Travel Behaviours
9 “Jet Set” – These world class travelers indulge in fine
hotels, good food and trips around the world in order
to satisfy intellectual curiosity and their need for
culture sampling
9 Leisurely, educational family vacations that provide a
range of experiences in cities as well as natural
surroundings
9 Destinations: Larger urban centres in the US and
Canada and also likely to travel overseas
9 Cultural Tourists – They enjoy opportunities to
sample new flavours and seek trips to locations that
let them fulfill their curiosity
9 Joy of Consumption – They are not afraid to seek out
activities with a higher price tag such as ethnic
festivals, heritage museums
9 Due to school-age and teenage children, they must
follow the school calendar when travelling with the
family
9 Information: Travel guidebooks, travel websites, past
experiences and maps
Creative Messaging
Touch Points
9 TV ads during late primetime on channels such
as CNBC, Bravo, Fox Sports, HBO and MTV
9 Very comfortable, well-established families with
school-age and teenage children
9 Radio ads during the driveto work as well as
during the day on adult contemporary, all
news/sports, classical and jazz
9 Some are visible minorities (esp. Asian), and
images of ethnic diversity will not make them
uncomfortable, they embrace multiculturalism
9 Features and ads in the travel or business
sections of major daily papers; also features
and ads in highbrow magazines
9 They like high culture, but prefer when it is
balanced with local flavour and moderate physical
activity
9 Internet ads will be well received and they are
strong for researching and shopping on the web
Confidential
20
Northeast: Outdoorsy Elite
Marketing Considerations
Communication Themes
9 Outdoor Enthusiasts – This group enjoys meaningful
experiences in beautiful natural settings
9 Escape the everyday – These travelers choose
domestic and foreign settings to escape the daily
grind
9 Spontaneous – Without children, this group can
travel when the weather is good or to take
advantage of an attractive deal
9 In control – this group likes to be in control of the
planning process by consulting websites and friends
for advice
Travel Behaviours
9 Relaxing couples’ getaways to participate in outdoor
activities
9 Look for the most convenient mode of transport, not
necessarily the most cost effective
9 Destinations: domestic and foreign locations where
good food and fresh air are abundant
9 Information: Most types of information are used,
particularly past experiences, advice from friends and
relatives, official and other guidebooks and the web
Creative Messaging
Touch Points
9 TV ads during late primetime network dramas,
football, comedy shows and on channels such
as CMT and Home & Garden
9 Upscale adult couples without children enjoying
lavish lifestyles
9 Radio ads on classic rock, all news/sports,
country, hot adult contemporary and Christian
stations
9 These Americans prefer outdoor activities to
cultural events and would rather play than watch
athletic activities
9 Features and ads on the front page or business,
sports and classified sections of major daily
papers; also features and ads in magazines with
sportsmen’s, general interest and home service
titles
9 Very low ethnic diversity in this group, however,
they have a high acceptance of different cultures
9 More likely to use internet to research and shop
than for entertainment
Confidential
21
Northeast: Young Sophisticates
Marketing Considerations
Communication Themes
Travel Behaviours
9 Environmentally conscious: These young families look
for travel destinations and attractions committed to
their ethical standards
9 Nature Lovers: Young Sophisticates like to get close
to nature and enjoy its beauty in fun-filled and action
packed holidays
9 Kid Friendly: Looking for hassle-free and economical
destinations that cater to young children
9 Active outdoor activities and nature inspired trips
9 Cultural venues are also attractive to this group
9 Destinations: Regions in North America where they
can experience natural beauty and light urban culture
9 Information: Rely on a variety of sources including
the Internet, travel guidebooks and advice from
friends and relatives
9 Traditional Gender Identity: This group believes in
traditional roles for men and women
Creative Messaging
Touch Points
9 TV ads on premium content channels like HBO,
Showtime, IFC, also sitcoms, and late night talk
shows
9 Younger singles and married couples with young
children leading high energy lifestyles
9 Radio ads on all news/sports, adult
contemporary and alternative stations
9 Urban, but not an ethnically diverse group
9 They are sports-happy singles who are young
enough to enjoy extreme sports like mountain
climbing, white water rafting and scuba diving
9 Features and ads in the business and
entertainment sections of major daily papers
and magazine ads in fashion/beauty, music and
entertainment genres
9 Those with small children enjoy visiting zoos,
aquariums and botanical gardens
9 Internet ads are not very well received,
however internet is their “go-to” source for all
types of information
Confidential
22
Meet the
Pacific Target Segments
23
Pacific Target Segment Comparison
West Coast Hip
Size (#, % of Region HHs)
Urbane Families
Boomer Travelers
1,169,800 (7.1%)
1,859,072 (11.2%)
3,061,612 (18.5%)
Young professional singles and couples
Comfortable, sophisticated fami lies with teens
Comfortable boomer couples with empty nests
Upper to lower midscale
Higher proportion of visible minorities: Blacks, Asians
and others
Urban
Upper-middle to Upscale
Low, 70% are whi te, Blacks, Asi ans and other groups
present
Urban and suburban
Low, 88% are white
Suburbs and Second Cities
Los Angeles, San Francisco
Los Angeles, San Francis co, Sacramento
Monterey, Santa Barbara, San Diego
Value, Index vs Canada
Value, Index vs Canada
Value, Index vs Canada
Demographic Summary
Lifestage
Social Status
Ethnicity
Urbanity
Top Markets
Strongest Social Values
Upper-middle class
Active Government (159)
Fatalism (179)
Cultural Assi milation (132)
Religion a la Carte (155)
Anomie-Aimlessness (176)
Rejecti on of Authority (130)
Introspection & E mpathy (154)
Interest in the Unexplained (172)
Personal Control (126)
Weakest Social Values
Ostentatious Consumption (40)
Parochialism (64)
Fatalism (50)
Everyday Ethics (41)
Rejection of Authority (64)
Patriarchy (55)
Crude Materialis m (54)
Saving on Principle (65)
Importance of Brand (60)
Short to mid-length holidays with significant others
Relaxing couples' getaways and family destinations
with outdoor activities
Travel Highlights
Type of Trip
Travel Mode
Accommodations
Expense
Information Sources
Mainly by car, but air travel is also common
Air travel with rental car upon arrival, also cruises
Lodging offering unique experiences: B&Bs
Midrange to upscale hotels, high -end all-inclusives
Moderate s penders
Strong spenders
Strong for guidebooks and social media
Strong for websites and guidebooks
Light viewers: CNN, Bravo, BBC America
Weak listeners: alternative, jazz, Spanish language
radio
Light readers: Spin, Men's Fitness, Vanity Fair, GQ,
InStyle
Light readers: skim entertainment section
Moderate internet users, average for communi cation,
banking, booking travel
Mod/Heavy viewers: sitcoms, sports, news
Mod Heavy day listeners: all news/sports , classical,
jazz, urban
Heavy readers: business/finance, home making,
culinary, fashion
Heavy readers of dailies
Leisurely couples vacations
Strong for all travel modes, some trips will include
more than one type of transportation
Midrange and luxury accommodation
Moderate to strong spenders
Strong for travel guidebooks, past experiences, the
internet, maps and official travel guides
Media Highlights
TV
Radio
Magazines
Newspapers
Internet
Active users: shopping and entertainment
Mod/Heavy primetime: cri me/legal/medical dramas
Moderate drive time listeners : classical, all
news/sports, class ic rock
Heavy readers: home services, Epicurean, Travel,
Bus/Finance
Heavy readers of daily papers
Moderate users: info., travel, business, shopping,
medial info
24
Comparison by Region
2009 NE
Target Segments
Young Sophisticates
A mix of young singles and married couples
with children, leading active freewheeling
lifestyles, living in midsize to large cities
2009 Pacific
Target Segments
West Coast Hip
West Coast Hip
Young professional singles & couples,
highly ethnic, mid scale living in urban
areas
Unique to each
region
Outdoorsy Elite
Well off older couples without kids, living in
second cities and towns
Prefer outdoor activities over cultural events
Boomer Travelers
Exurban Explorers
Upscale empty nest couples with the means and
time to travel
This group lives outside of large urban cities in
stable subdivisions
Cosmopolitan Families
An upscale sophisticated group of wellestablished families living in New York
City and its suburbs, in comfortable
homes and established communities
Boomer Travelers
Upper Middle Class boomer couples with
emptying nests living in suburbs and
second cities like Monterey, Santa Barbara
Urbane Families
Urbane Families
The same in
both regions
Upper middle class, sophisticated
families with teens living in urban and
suburban areas in LA, San Francisco and
Sacramento
25
Reaching your Target Guests
26
Quantify and Locate Target Segments in the NE
27
Quantify and Locate Target Segments in the Pacific
28
Optimizing your Media
Use Environics Analytics PRIZM to identify their favourite types of shows and publications. Then buy
strategically, focusing on the areas where they live.
Outdoorsy
Young
Cosmopolitan Exurban
Explorers
Elite
Sophisticates
Families
•Heavy viewers
TV
•Heavy viewers
•Moderate viewers
•Moderate viewers
Radio
Internet
Newspapers
Magazines
•Shows: CNBC, Bravo,
Fox Sports, HBO, MTV
•Shows: Fox News,
CNN, MSNBC, movies,
A&E, Home & Garden
•Light/car listeners
•Heavy listeners
•Heavy listeners
•Stations: news, sports,
adult contemporary,
alternative
•Stations: adult
contemporary, all
news/sports, classical
•Stations: news/sports,
classical, jazz
•Strong use home/work
•Active home/work
•Moderate users
•Active home/work
•Use: Go to source for
info, shopping and
research. Skeptic to ads
•Use: research & shop,
email ads useful
•Use: Skeptic of overt
advertising. Banking,
shopping, research
•Use: Skeptical to
ads, research &
shop
•Heavy daily readers
•Heavy daily readers
•Heavy daily readers
•Sections: NY Times &
Wall Street Journal
business, movie, Ent.
•Sections: Front page,
travel, sports, business,
entertainment
•Sections: Editorials,
Food, front page,
general news, travel
•Heavy readers USA
Today
•Heavy readers
• Heavy readers
•Moderate readers
•Titles: AARP, Golf
•Titles: Real
Simple, Outdoor
Life, Golf,
Consumer Report
•Heavy readers
•Titles: Lucky, InStyle,
Rolling Stone, Vanity Fair
Best media for each
group are highlighted.
•Shows: Dramas,
football, Comedy,
Home & Garden
•Shows: HBO, Showtime
Conan, E!, News Live,
Mad TV, Seinfeld
•Titles: New Yorker,
Digest, Smithsonian,
Barrons, Architectural
Digest, Fortune, Vogue, Consumer Report, The
New Yorker
The Economist
•Heavy listeners
•Stations: Classical
Rock, all news /
sports, country
•Sections: front page,
business, sports
29
Optimize your Media Spend
30
For each segment – across all touchpoints
Customized offers
Targeted mail
Targeted email
Targeted mass
media
Interaction with existing
visitors
Targeted
SMS
Target locations/outdoor
media/POS
Tailored content
Call centre
scripting
31
Measure Your Success
3
Learn…
Response by Cell
Campaign Spring '09
Responses
Mailed
Total HHs
Responses
Not Mailed
Total HHs
Lift
Target
Non-Target
Total
7,664
455
8,119
1.63%
1.92%
0.46%
399,907
99,148
499,055
1,699
19,071
20,770
0.51%
1.59%
0.48%
107,080
3,952,149
4,059,229
120.78%
-4.90%
317.95%
Postal Walks
Direct Mail
2 Test/Execute
E-Mail
1 Target
4
…and Refine
32
32