Identifying Key Demographics

The Marshall data serves as an essential tool for assessing a client’s overall Awareness and Consideration. The next step involves leveraging this data to identify opportunities, particularly within key demographics. An appliance store (Store A) in a medium-sized market was effectively using our client’s digital platforms; however, the Account Executive aimed to incorporate a broadcast schedule into the client’s advertising strategy.

The Marshall research revealed a three-year trend of growing overall awareness. Yet, further analysis was required to see where a TV schedule could increase awareness and grow market share.

Examining the trend by age groups highlighted that the rise in awareness was primarily driven by adults aged 18-34 and those 50 and older, while awareness was declining among the 35-49 age group. Additionally, the data indicated a decrease in awareness among households earning over $100,000.

The charts above illustrate the growth potential within two significant demographic groups. The Account Executive presented this information to the owner of the local appliance store, along with a proposal for a TV schedule targeting the higher-income segment aged 35-49, which showed the most promise for growth. The owner agreed to increase the advertising budget and adopt the suggested program schedule while also maintaining their digital advertising initiatives.