A Study of Her
Marketing Strategy
Project Overview
I was the Client Strategist at SCA in 2017 and we had recently relaunched our commercial radio station from heritage brand “SAFM” to a more contemporary station “Hit107”. Commercial ratings were lagging, and our sales team needed a refreshed go-to-market strategy.
Product
Sales go-to-market strategy, including presentation, media planner and creative strategy. Presentation included audience videos and creative audio mocks.
Objective
Create a compelling go-to-market strategy for the sales team, marrying the station’s brand identity with audience profiling. Strategically reposition Hit107 in the B2B market to increase market share and drive revenue growth.
The Study
Our SCAiQ team had conducted a comprehensive study in 2016 of almost 5000 Australian women. They asked about their goals, career, family life, mental health and concerns. They then build four life stages based on psychographics.
Young and Free
prioritising experiences over material possessions, focussed on the now, environmentally conscious, values feeling good over looking good, appetite for life and experience, seeking affordable on-trend brands.
Style Seeker
single or coupled without children, higher disposable income, goal driven with big dreams for her career, home and relationships. Style is important to her and she views it as an extension of her personality. She prioritises looking and feeling good, so is happy to spend more on quality items.
Mrs Multi Tasker
coupled with children. Her family’s health, safety and happiness is her number one priority. Juggling the mental load for her family and struggles to find time for herself. Seeking mini opportunities for escapism and loves to connect with other mothers.
Wise and Free
she has come full circle, finding more time for herself and her marriage as her kids have left home. Has a renewed sense of self, prioritising new experiences as she has the wisdom and confidence that she has built over time. Reclaiming and rediscovering her self-indulgent passions. Self aware and embarking on new experiences and adventures.
Campaign Approach
Using radio ratings data, I created demographic groups that related to each segment, then ran a 30 minute listenership graph across each day of the week.
I could start to see distinctions in audience listenership. For example,
Style Seekers had a peak in listenership between 8-9am and 5-6pm as they commuted to work
Mrs Multi Tasker peaked between 8.30am - 10am, perhaps as they completed the school and childcare drop off
Using these insights together with our Mood Monitor study, I considered listener moods and activities across the day.
Example recommendation for Mrs Multi Tasker:
Narrow commercial placement between 8.30-10am and 2.30-5pm
Talent Live Reads placed at 2.50pm as she was getting in the car for school pick up
News and traffic sponsorships as she leans in for quick updates
Targeted audio streaming to our modern families segment
Podcast sponsorships of relevant titles as she seeks moments to escape
Relevant creative that connected to her values: avoiding shouty retail messaging in her already chaotic life. Rather than a “buy four pay for three” retail message for a tyre company, we opted to talk about tread safety as to connect to her priority of her family’s safety.
I collaborated with our research team and keynote speaker Amanda Stevens to interview four listeners that represented each life stage. Working with a video producer, we edited these into short videos that were included in the sales presentation to create a compelling story.
Creative Approach
To demonstrate how the research could be actionable for advertisers, I wrote creative briefs for each segment and conducted a brainstorm with our campaign writers and audio producers. We created four tailored commercials to show marketing teams how they might appeal to each life stage segment.
To connect to Style Seekers, we chose a health insurance brand. I was currently in this life stage and during a brainstorm, mentioned how I didn’t really care for hospital cover. The main reason that I was with Health Partners was their optical range and pharmacy discounts. Relating this to the research, we knew that the Style Seeker segment were:
Happy to spend more for quality
That style was important to them, and viewed as an extension of their personality
They liked to reward themselves after working all week
Rather than focusing on comprehensive hospital cover that she was unlikely to need or care about, we focussed on the benefits of designer optical and beauty discounts. If we were were appealing to Mrs Multi Tasker, we may have focussed on physio and massage offerings to offer moments of escape. For Wise and Free, this may have been alternative therapies and comprehensive hospital cover as she got older.
To connect to Mrs Multi Tasker, the research indicated brands needed to:
Save her time and money: help her with the daily juggling act. Offer her solutions that save her time and serve as a stress relief value. Help her be more organised and have interrupted time with her family
Be authentic: she deals in real and values transparency. Tell it to her straight and consider talking to her through the voices of other mums she can relate to
Results
Delivered go-to-market strategy within two months, with a comprehensive sales presentation including user interview videos. I delivered the presentation and trained the sales team, then drove the presentation in market, presenting as the strategy lead with the account managers. We increased our sales market share and won 15 pieces of new business worth $900K within six months.