As the vibrant colors of spring emerge, so do opportunities for marketers to engage with their audience in fresh and meaningful ways. Crafting effective spring advertising campaigns requires a deep understanding of your target audience. In this blog post, we’ll explore five key audience categories, each presenting unique opportunities for impactful spring advertising campaigns.
Spring cleaning and home improvement
Embrace the energy of renewal associated with spring cleaning. Target audiences interested in home improvement and organization with Experian syndicated audiences like “Gardening Mothers” or “Home Improvement & DIY Frequent Spenders.” Share tips, hacks, and products that align with the desire for a fresh start, turning mundane chores into exciting opportunities for your brand to shine.
Here are 6 audience segments that you can activate to target consumers focused on spring cleaning and home improvements:
- Purchase Transactions > Household Goods > Frequent Spenders
- Purchase Predictors > Shoppers All Channels > Home Maintenance and Improvement
- Purchase Transactions > DIY and Advice Seekers > High Spenders
- Purchase Transactions > Home Improvement/DIY > High Spenders
- Retail Shoppers: Purchase Based > Home Improvement & DIY > Hardware & Home Improvement
- Retail Shoppers: Purchase Based > Shopping Behavior > Big Box and Club Stores: Walmart Frequent Spenders
Gardening
Spring is the time when consumers are investing in gardening equipment for lawn care. Here are a few audience segments you can activate to target consumers focused on gardening:
- Retail Shoppers: Purchase Based > Home Improvement & DIY > Garden & Landscaping Stores: Frequent Spenders
- Lifestyle and Interests (Affinity) > Hobbies > Gardening
- Lifestyle and Interests (Affinity) > Moms, Parents, Families > Gardening Mothers
- Purchase Predictors > Shoppers All Channels > Lawn and Garden
Movers and new homeowners
Did you know?
44% of new homeowners are between the ages of 25-39*.
Improve engagement for your spring targeting by pairing our new homeowner audiences with our Demographics > Ages > 25-29, 30-34, and 35-39 syndicated audiences. Here are a few you can activate now:
- Life Events > New Homeowners > Last 6 Months
- Life Events > New Movers > Last 12 Months
Mother’s Day: Unveil the perfect gift
Appealing to the emotion of gratitude and love, Mother’s Day is a significant occasion for marketers. Activate Experian syndicated audiences such as “Mother’s Day Shoppers” and “Florists & Flower Gifts High Spenders” to tailor your spring advertising campaign toward those likely to purchase heartfelt gifts. Share ideas and promotions that resonate with the nurturing and caring spirit of this celebration.
Here are 6 audience segments that you can activate to target consumers getting ready to celebrate Mother’s Day:
- Retail Shoppers: Purchase Based > Seasonal > Mothers Day Shoppers Spenders
- Lifestyle and Interests (Affinity) > Moms, Parents, Families > Mothers with 2+ children
- Mobile Location Models > Visits > Mothers Day Shoppers
- Lifestyle and Interests (Affinity) > Moms, Parents, Families > Moms Age 25-54
- Mobile Location Models > Visits > Jewelry Retail Stores
- Retail Shoppers: Purchase Based > Shopping Behavior > Florists & Flower Gifts: High Spenders
Father’s Day: Celebrate Dads in style
Highlighting the significance of paternal bonds, Father’s Day is an excellent opportunity to showcase thoughtful gifts and experiences. Engage the “Father’s Day Shoppers” or “Growing and Expanding families” with content and products aligned with their interests. Craft a campaign that acknowledges the varied roles fathers play and the unique gifts they would appreciate.
Here are 6 audience segments that you can activate to target consumers getting ready to celebrate Father’s Day:
- Retail Shoppers: Purchase Based > Seasonal > Fathers Day Shoppers Spenders
- Mobile Location Models > Visits > Fathers Day Shoppers
- Mosaic – Personas – Lifestyle and Interests > Group M: Families in Motion > M45 – Growing and Expanding (Young, working-class families and single parent households that live in small city residences)
- Geo-Indexed > Demographics > Presence of Children: Ages: 7-9
- Lifestyle and Interests (Affinity) > Activities and Entertainment > Home Improvement Spenders
- Life Events > New Parents > Child Age 0-36 Months
Plan for the 2024 TV Upfronts
When gearing up for the 2024 upfronts, you can expand your TV planning by incorporating diverse audience categories into your spring advertising campaigns. It’s not just about targeting a demographic; it’s about captivating your unique audience. Whether it’s cord cutters, ad avoiders, avid streamers, or households that watch TV together, understanding and engaging with these distinct segments is paramount. To maximize impact, use comprehensive TV data that goes beyond broad demographics.
Here are 6 audience segments that you can activate as part of your TV planning strategy:
- Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Cable/Broadcast TV: Cord Cutters: Recent
- Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Streaming Video: High Spenders
- Television (TV) > Ad Avoiders/Ad Acceptors > Ad Avoiders
- Television (TV) > TV Enthusiasts > Paid TV High Spenders
- Television (TV) > Ad Avoiders/Ad Acceptors > Ad Acceptors
- Television (TV) > Household/Family Viewing > Pay TV/vMVPD Subscribers Households
To find consumers who are most likely to engage with your TV ads, you can layer in our TrueTouchTM engagement channel audiences:
- TrueTouch: Communication Preferences > Engagement Channel Preference > Digital Video
- TrueTouch: Communication Preferences > Engagement Channel Preference > Streaming TV
Summer preparation: Anticipate the fun ahead
As spring transitions to summer, help your audience gear up for the upcoming season. Target “Summer break travelers” or “Memorial Day Shoppers” with offerings that align with their summer plans. Whether it’s fashion, travel essentials, or outdoor gear, position your brand as an essential companion for their summer adventures.
Here are 6 audience segments that you can activate to target consumers getting ready for summer:
- Mobile Location Models > Visits > Summer Break Travelers
- Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event Shoppers: Independence Day Shoppers
- Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Summer Trips
- Mosaic – Personas – Lifestyle and Interests > Group B: Flourishing Families > B09 – Family Fun-tastic (Upscale, middle-aged families with older children that live in suburban areas and lead busy lives focused on their children)
- Mobile Location Models > Visits > Memorial Day Shoppers
- Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event Shoppers: High Spenders: Memorial Day Shoppers
Did you know?
Consumers between the age of 45-49 make up the largest percentage of top apparel shoppers*.
Improve engagement for summer apparel shopping targeting by refining your audience with our Demographics > Ages > 45-49 syndicated audience.
Spring into effective advertising with Experian’s syndicated audiences
For spring advertising campaigns, understanding your audience is the key to success. By activating Experian’s syndicated audiences, you can refine your approach and resonate by activating specific segments. Embrace our syndicated audiences so you deliver campaigns that not only capture attention but also build lasting connections with your audience. As you embark on this spring marketing journey, remember – the possibilities are as endless as the blossoming flowers.
You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list of Experian’s syndicated audiences and activation destinations, download our syndicated audiences guide below.
Check out other seasonal audiences you can activate today.
Footnote
*Experian looked at our demographic and purchase-based data to understand retail trends over the past year. Our demographic and purchase-based data covers credit and debit card usage across 500 top merchants.
Latest posts
It is time for us to polish off our crystal ball and give our predictions straight from consumers’ fingertips for the hot products of the 2012 holiday season. Gadgets will reign across many ages Tablets including LeapPads, Tabeos, iPads, Kindles and others will continue to be a popular gift this year, with more choices than ever. On the list of top product-related search terms driving traffic to the Retail 500 category of sites, Kindle Fire HD and Windows 8 top the list as new products. Additionally, Meep!, a child friendly tablet appeared in the top fifteen. Accessories for both phones and tablets will also be popular, especially as the variety grows for iPhone 5 and iPad Mini. A reoccurring favorite gift for the holidays is UGGs which shows a decrease year over year. However, another brand with a similar product is Bearpaw, which is in the top ten searches and has seen big growth year over year. Source: Experian Hitwise Dolls, video games and Furbys, oh my! To identify the popular toys for gifts this year, we researched product-related search terms driving traffic to ToysRUs.com compared to last year’s holiday season. We uncovered trends in the doll category, Doc McStuffins as number one on the list, along with the classic Barbie, which saw a growth in searches year over year. The Furby is making a strong comeback at the number two spot with a reboot and new features. Another trend here is tablets, from branded searches like LeapPad and Kurio there is also the generic term ‘tablets for kids’. In the video game category, the new Wii U that is debuting just in time for Black Friday and should be a big gift this year, along with searches for PS3 games and the Nintendo 3ds xl are all in the top 20 searches. Source: Experian Hitwise Keywords of the consumer to identify demand Beyond product names, it is important to understand the actual way people search, using key phrases and questions. Last year, for example, there was a lot of activity around ‘in-stock’ products, such as the LeapPad explorer, which was hugely popular and quickly sold out in many stores. Retailers and marketers should monitor this throughout the season and make sure to optimize for in stock if there is a popular product that they have available. Source: Experian Hitwise Consumers also focus on what is the ‘best’ – so we see search activity around ‘best place to buy’, particularly around electronics. Questions such as ‘where to buy a’ specific product are also common, such as ‘where to buy a kindle’. These phrases offer opportunities to boost search campaigns by considering how consumers phrase their questions to ensure to capture these searches. Source: Experian Hitwise Quick tip: In the retail category there will tend to be a lot of retail branded store terms but to keep up with holiday search behavior and help make analysis quick, create portfolios of branded terms to easily exclude those from a certain category. When you strip out all the variations of that term you are able to gain insight into product searches that are most popular to a certain site or category. For more insight on the hot product trends for this year from our Hitwise trend-spotters, watch our webcast.
The holiday season – a most wonderful time of the year for retailers – is underway and marketers are tweaking their campaigns for better customer engagement and enchantment. There are many channels in which to reach top customers and prospective customers, and the new holiday season is a great time to refine strategies and tactics to ensure success. To help marketers in their quest, Experian Marketing Services recently conducted a market research study and learned that email marketing trumped all other tactics as the most successful initiative during the 2011 holiday season. Of the 84.2 percent who used email marketing, 95.8 percent reported that their campaigns were successful. Ninety-three percent said they planned to increase or maintain the same level of investment for the 2012 season. In addition to email, the study showed that paid search and online display advertising were the next most successful marketing tactics of the 2011 holiday season, with 48.9 percent naming search and 34.8 naming online display advertising as extremely or very successful campaign tactics. Our internal experts are currently looking at real-time data around these and other marketing channels and will present what they’ve learned during a live webinar on Thursday, October 25th at 1:00 p.m. EST. This information should prove very helpful to marketers who want to improve their campaigns based on current trends and results. Register for the holiday webinar and you’ll receive all of the survey data in the form of a 2012 holiday marketing white paper. Here’s to a joyous and profitable holiday season!
Experian Marketing Services pinpoints rising social network sites in new study – Instagram and Pinterest lead the pack According to a new study by Experian Marketing Services, niche social networks significantly increased their market share of all visits to social sites, with Instgram and Pinterest leading the pack. The following graph illustrates the global growth between July 2011 and July 2012, based on share of visits to all sites by country: Social site North America Australia Hong Kong New Zealand Singapore UK Instagram 17,319% 362% 132% 843% 8121% 2028% Pinterest 5124% 798% 2373% 643% 623% 1489% Other niche social networks that have experienced significant gain include Stock Twits in the US, Redidt in Australia, and FanPop in the UK. According to Bill Tancer, head of Global Research at Experian Marketing Services, the growth of Instagram and Pinterest over the past year has been successful because they haven’t tried to be ‘another Facebook.’ Both networks are image based – something people love and relate to better than just words. For retail brands, sites like Pinterest present a great opportunity to promote products in a compelling and organized way to a wide group of people, globally. Deeper functionally, combined with a lower technical barrier to entry, will result in new leaders in social media being created, accepted and used within a matter of days – compared to the rate of adoption happening now over the course of weeks and months. Also included in the study for July 2011 to July 2012: Country Social network Description Percentage increase of market share of visits to All Sites between July 2011 to July 2012 North America www.skillwho.com Social networking community which allow users to find people with skills from friends, friends of friends, local area or the community. 7435% increase http://stocktwits.com StockTwits is an open, community-powered investment idea and information service. 943% increase Australia www.reddit.com Site where users vote for what is popular or not. 177% increase Brazil Google+ Google+ integrates social services such as Google Profiles, and introduces new services identified as Circles, Hangouts and Sparks. 5750% increase New Zealand www.reddit.com Site where users vote for what is popular or not. 107% increase Singapore https://steamcommunity.com Community site that assists users in finding games to play, people to play against, and serves as a meeting place for friends and team mates. 124% UK Google+ Google+ integrates social services such as Google Profiles, and introduces new services identified as Circles, Hangouts and Sparks. 476% http://www.fanpop.com Network of fan clubs for fans of television, movies, music and more to discuss and share photos, videos, news and opinions with fellow fans. 178% What social networks do you use most frequently? Do the results of this study surprise you at all? Feel free to share your thoughts with our readers in the comments section below.