Thompson Everett, Inc. - Results : Case Study

CREATIVE, STRATEGIC PROBLEM SOLVING

Situation: A high-end client is considering buying a cable interconnect in a designated market area. The client specifies their target consumers' household income (HHI) is significantly higher than that of the average U.S. household. The client wants us to determine if it is efficient and cost-effective to purchase the interconnect.

Marketing Challenge: Target the highest areas of opportunity for the client, using the media budget more effectively to increase reach and frequency of exposure to desired consumers while decreasing geographical waste associated with the interconnect.

Application of Solutions:

Using MRI qualitative research, identify the average HHI of adults who purchase the product. This income level is determined to be at or above $100,000.
Census data reports the average HHI of total U.S. is $56,643.
Create index comparing XYZ HHI (the high-income group) and National HHI.
100,000/ 56,643 = 176 index
Census data reports the average HHI in the designed market area is $72,047.
Apply XYZ index to the designated market's average HHI.
72,047 x 176% = 126,802.
Rank cable systems in the designated market on average HHI. Systems with an average HHI of $126,802+ are tagged as primary and the systems between 100,000 (the national average of those who buy the product) and 126,802 are secondary.

Results: Buying the individual systems designated as primary and secondary, as opposed to buying the interconnect, cuts geographical waste by 83%. Out-of-pocket cost is decreased, and the schedule is enhanced to include premium programming and obtain higher frequency.

Thompson Everett maximizes every penny of your advertising budget, making television, radio, internet, and phone buys that make a great impression.

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