4 minute read
Opinion - Generation Media
What do Boris Johnson and Ryan Reynolds have in common?
Lauren Whyman explores how leveraging Pre-School parent mindsets can be instrumental in informing media planning and buying strategies.
In today's dynamic marketplace, where consumer behaviour is constantly evolving, understanding the mindset of different buyer personas is paramount for successful media planning and buying. This is particularly true in the realm of Pre-School parents, a diverse group encompassing a variety of attitudes and approaches to purchasing. For example, even though Boris Johnson and Ryan Reynolds are both parents to children under the age of five, it doesn’t mean the way we would target them is automatically the same. We need to delve into the nuances of the mindsets, so that plans can tailor media strategies to effectively engage and influence the target consumers.
Following in-depth analysis this Spring, we have used Target Group Index survey to home in on five key Pre-School shopper mindsets: the Savvy Browser, the Impulse Buyer, the Unassuming Shopper, the Bargain Hunter and the Cautious Clicker. The reason it is important to highlight ‘mindset’ and not ‘segmentation group’ is because, at any one time a parent can move between the five mindsets, never being limited to one group indefinitely.
The Savvy Browser
Firstly, the Savvy Browser epitomises the modern consumer who navigates the internet with ease, seeking credible information and safeguarding their finances. For marketeers, understanding this mindset's digital habits and preferences is essential. Targeted advertisements placed strategically on reputable social platforms can capture their attention while emphasising product reliability and value. Additionally, investing in search engine optimisation (SEO) to ensure visibility on relevant search platforms can enhance brand visibility among Savvy Browsers, maximising the impact of marketing efforts. Interestingly, nearly a quarter (24%) of this mindset will wait until November to start planning their Christmas present purchasing for their children, perhaps to tie in with Black Friday and Cyber Monday. In contrast, 29% of Impulse Buyers will be focusing mostly on October, starting a month earlier.
The Impulse Buyer
Next, the Impulse Buyer represents a mindset prone to spontaneous purchases driven by fleeting desires or external influences. Media planners can capitalise on this mindset by employing persuasive messaging in their creative ad copy and compelling visuals in assets. As this mindset is 27% more likely to be high users of social media, platforms such as TikTok, with the ability to create immediate engagement and trigger impulse buying behaviour, serve as valuable channels for reaching this group. By leveraging targeted ads and sponsored content on Meta platforms, media buyers can effectively tap into the Impulse Buyer's propensity for instant gratification.
The Unassuming Shopper
In contrast, the Unassuming Shopper highlights a more reserved approach to purchasing, prioritising simplicity and practicality. For example, this mindset is 165% more likely to be buying Toys & Games from Amazon versus other Pre-School parents. For this shopper mindset, subtle and unobtrusive advertising tactics are key. Placing ads in relevant online print publications or incorporating influencer led activations can resonate with unassuming shoppers without overwhelming them. Emphasising product reliability in messaging can also align with their preferences for straightforward purchases.
The Bargain Hunter
Meanwhile, the Bargain Hunter is characterised by their diligent pursuit of deals and discounts. Your media campaigns can leverage this mindset by strategically targeting bargain-oriented platforms and eCommerce channels. Promotional campaigns, copy highlighting discounts and exclusive deals can attract the attention of bargain hunters, driving that ultimate conversion. Furthermore, featuring promotional codes in advertising copy can incentivise purchases, while catering to this cost-conscious mindset. This is backed-up by the fact that 32% of this mindset are mostly buying their Christmas presents online vs in-store.
The Cautious Clicker
Lastly, the Cautious Clicker exemplifies meticulous consumer behaviour, prioritising product research and quality assessment before making any purchase decisions. Marketeers can appeal to this mindset by providing comprehensive product information, user reviews and comparisons across multiple channels. Content should centre around establishing trust and credibility with Cautious Clickers. So, it is little surprise that 26% of this mindset say that they pay most attention to social media advertising versus other platforms.
In conclusion, leveraging Pre-School parent mindsets can be instrumental in informing media planning and buying strategies. It allows us to tailor brand needs to the different buyer personas. By understanding and effectively engaging with the Savvy Browser, Impulse Buyer, Unassuming Shopper, Bargain Hunter, and Cautious Clicker, media professionals can optimise their efforts to drive engagement, conversion and ultimately, business success in this increasingly competitive marketplace.
If you would like to see the research in full or understand which mindset could be most effective for your brand, please don’t hesitate to reach out to us at contact@generationmedia.co.uk.
Source: TGI GB 2024 March (Feb 2023 - Jan 2024) - PMAA
