Avant Card Market Research

MARKET RESEARCH REPORT

The resultant data set from 2,900 respondents was supplied to Woolcott Research for coding, analysis and reporting.

MARKET RESEARCH REPORT OBJECTIVE In October 2011 Avant Card conducted a quantitative market research project to gather data about the audience: demographics, psychographics, relationship to Avant Card and perceptions of other media.

METHOD The market research took place in the form of an online survey promoted via a national multi-creative postcard campaign that could be accessed via a website or a QR Code.

PERCEPTION OF MEDIA Other Media__________ 3

AUDIENCE PROFILE: DEMOGRAPHICS Gender_____________ 4 Age ________________ 4 Marital Status_________ 4 Education ___________ 4

Role in Occupation ____ 5 Work_______________ 5 Income _____________ 5

AUDIENCE PROFILE: PSYCHOGRAPHICS General Interest ______ 5

Passing the Time _____ 6 Event Attendance _____ 6

Expenditure Behaviour _ 7

RELATIONSHIP TO AVANT CARD: BEHAVIOUR Action Taken_________ 8 Post Pick-Up _________ 8 Campaign Longevity ___ 8 Brand Loyalty________ 8

Venue Network _______ 9 Pick-Up Venue________ 9 Pick-Up Frequency ____ 9 Pick-Up Amount ______ 9

RELATIONSHIP TO AVANT CARD: PERCEPTION General Perception___ 10 Card Types _________ 10

Creative Qualities ____ 11

PERCEPTION OF MEDIA The Avant Card audience is full of loyal, long-term advocates that champion the postcard medium.

Avant Card delved into how this group who respond well to creative and act on calls-to-action, respond to other media.

84

%

54

%

30

%

Avant Card

magazines

outdoor

television

21

%

15

%

public transport

radio

8

%

direct mail

38

%

30

%

social networking

%

17

newspapers

11

%

online

2

%

SMS

3

AUDIENCE PROFILE: DEMOGRAPHICS We know who is picking up postcard media, their interests and behaviours.

GENDER

%

78 22 female

%

male

AGE

%

%

%

%

46 34 13 7 18-29

30-49

under 18

over 50

MARITAL STATUS

%

%

45 30 25 single

married or de facto

%

in relationship

CHILDREN

%

70 30 no children

%

have children

EDUCATION, completed:

%

%

%

%

35 26 19 17 bachelor degree

high school

3% did not complete secondary schooling

diploma or TAFE

post-graduate

ROLE IN OCCUPATION

%

%

%

44 19 19 12 professional or executive 6% technicians

senior or mid-level

junior-level

%

entrepreneurs or self-employed

WORK

%

%

43 30 22 full time

3% retired 2% unemployed

part time or casual

%

students

INCOME

%

89 11 up to $80K

%

over $80K

AUDIENCE PROFILE: PSYCHOGRAPHICS The Avant Card audience has varied interests, here’s what they flagged as their favourites:

84 % 79 % 76 % 69 % 65 % 50 % 31 % 30 %

movies music travel theatre & concerts reading shopping pets sport & fitness

5

DINING OUT, per month

%

%

49 38 13 2-5 times

6+ times

%

at least once

CINEMA ATTENDANCE, per month

%

85 11 1-2 times

%

3-4 times

EVENT ATTENDANCE, per year

%

%

%

42 31 27 attend 7

76 % 71 % 64 % 62 % 59 % 26 %

attend 4-6

music events cultural festivals visual arts film festivals performing arts sports

attend 1-3

LIKELY PURCHASES The Avant Card audience has disposable income, items likely to be purchased in the next 12 months include:

52

%

49

%

28

%

23

%

branded fashion

audio & hi-fi

computer

18

%

13

%

sports gear

25

%

tablet

video or digital camera

8

30

%

home decor or furniture

jewellery

television

50

%

22

%

smartphone or PDA

16

%

watch

8

%

game console

%

MP3 player

7

RELATIONSHIP TO AVANT CARD: BEHAVIOUR Whether they are loyal followers or new to postcard media, the Avant Card audience has a relationship with the medium and brand that sees them behaving in a certain way.

ACTION TAKEN

%

%

98 76 84 look at information

act on offers

%

visit displayed websites

www

POST PICK-UP

74 % 48 % 34 % 33 % 28 %

put them on display keep them pass on to a friend hold for a while post to someone

CAMPAIGN LONGEVITY, keep cards for

%

%

69 20 1 0 more than 30 days

%

up to 7 days

7-30 days

1% keep cards for less than a day

BRAND LOYALTY, following Avant Card for

%

%

%

35 25 24 16 1-3 years

4-6 years

7+ years

%

less than 1 year

VENUE NETWORK, pick-up from

%

78

48

cafĂŠs and bars

31

%

arts and culture

%

12

universities and TAFEs

%

high schools

PICK-UP VENUE

%

67 33 in different venues

%

at the same venue

PICK-UP FREQUENCY

%

%

%

30 30 21 19 once a week or more

once a fortnight

once a month

%

a few times a year

PICK-UP AMOUNT, per visit

%

%

%

58 18 14 1 0 2-3 cards

4-6 cards

7 or more

%

1 card

9

RELATIONSHIP TO AVANT CARD: PERCEPTION The audience looks to the displays for a high standard of creative that appeals to their interests. The audience has many general perceptions about Avant Card and think they are:

82 % 78 % 57% 51 % 40 % 39 %

fun part of the arts and entertainment scene a good source of information a respected form of advertising handy current

CARD TYPES Postcards in displays span an array of subject matter, the campaigns found most interesting by the audience include:

62

%

58

%

62 social messages

events or festivals

42

music

%

movies

48

%

29

%

P OW

brands or products

tourism

%

39 fashion

%

CARD QUALITIES Avant Card continues to attract a loyal following, the qualities that the audience look for in a creative design include:

89 % 72 % 66 % 50 % 43 % 42 % 28 % 26 % 23 % 22 %

nice image or photo funny bright important message fun words shapes & pop-up/out special offers animals card series cartoons

11

Want to reach the Avant Card audience? Our Campaign Managers can plan a media campaign to meet your specific needs, contact us today.

NSW, ACT & WA 02 9699 4433 165 Victoria Street Beaconsfield 2015 Sydney NSW

VIC & TAS 03 9388 0488 1-5 Wilkinson Street Brunswick 3056 Melbourne VIC

info@avantcard.com.au avantcard.com.au

Avant Card Pty Ltd: ABN 81 003 037 143. Printed March 2015.

QLD, SA & NT 07 3256 1925 3 Beaumont Street Albion 4010 Brisbane QLD