Cars Final Report (2).ppt

FINAL REPORT – DECEMBER 2011

CAR CONSUMERS

Project TeamProject TeamEssowe Anate

Stephen MahoneyRashaad Peters

Math 110Brought to life with Addressable Minds

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Topics• How can car dealerships create advertisements that generate more

sales?

• How was Addressable Minds used throughout this project?

• How was the survey broken down and analyzed to be understood better?

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Business Issue• An increased number of people are looking at cars to buy from

dealerships.

• But….there are people that are unsure about what exactly they want in a car.

• The car dealership’s marketing and advertising to new/prospective buyers needs to know what to say & how to say it to increase sales

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About Addressable Minds

• Addressable Minds is a scientific form of “predictive consumer intelligence” for business and social issues, defining consumer references both stated and unstated

• It has been described by Malcolm Gladwell and others as discovering the “DNA of the Consumers Mind”

• This patented science was created by Dr. Howard Moskowitz

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Dr. Howard Moskowitz.Addressable Minds Inventor...

• A graduate of Queens College and holds a Ph.D. in Experimental Psychology from Harvard University

• 2005 Charles Coolidge Parlin Marketing Research Award

• 2010 Walston Chubb Award for Innovation across all sciences

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Addressable MindsAddressable Minds

Psychographic Segmentation - Social Class - Lifestyle Type - Personality Type

Behavioral Segmentation - Product Usage - Brand Loyalty - Attitudinal

Demographic Segmentation - Age - Gender - Income

Addressable Minds

Cuts across traditional segmentation & detects hidden preferences

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Messaging for More Effective Sales at Car Dealerships

DEVELOP SURVEY QUESTIONS

Potential car buyers

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET

IdeaMap™SUY SURVEY

IDENTIFY TARGET MARKET

Total Sample

Seg 1 Self Driven Online

Banking Seekers

Seg 2 Technology/

High Security Seekers

Seg 3 Collaborative

Online Seekers

Seg 4 Personal Touch with Technology

Base Size: (267) (105) (50) (59) (53) Constant: 31 34 28 31 26

OC1 Connect online in 'real time' with a customer rep via instant messaging, voice over IP or video conferencing via your computer 0 2 2 5 -13

OC3 Faster loan application process…work in real time online with a loan officer 0 0 -8 12 -8

OC4 Our bank's customer service reps will help you browse and use our online banking services -1 0 -6 10 -10

OC2 Use our online tool to find and schedule at your convenience an online working session with an expert such as investment broker, insurance agent, and/or loan officer -3 1 -11 6 -12

ON3 We will answer all your requests in 'real time' by email, instant or text messaging 1 7 -11 3 -1

ON4 We offer 'On demand' status reports for services requests (e.g., loan application) delivered to you via e-mail, text or instant messaging

1 6 -4 -3 0ON2 No more paper mail... We will send you statements and images of

transactions securely by email -2 5 -17 -5 2ON1 We allow you to pay bills securely using your mobile devices (cell

phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2

BR3 We offer a bank-issued smart card so we can recognize you entering the branch and process your needs faster 4 2 6 -3 13

BR4 Choose a secure eye or finger security scan to identify you immediately in-branch and at ATM 4 3 10 -1 3

BR2 We have the most secure biometric system that identifies you as you enter the branch so we can process your needs faster 2 -1 8 -5 6

BR1 We will recognize our customer's mobile phone signal when entering a branch so we can recommend appropriate bank products, promotions and special services -4 -3 -6 -11 2

Online Collaborative

Online Other

In-Branch Recognition

No more paper mail – we will send you copies of statements by secure e-mail

Securely manage your account by PDA, Internet of automated telephone

Our banks customer services reps will help browse & use our on-line services

Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it





MARKET SEGMENTATION SEGMENTATION WIZARDMARKETING PHRASES

10 – 15 minutes

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SURVEY OVERVIEW(1 of 2)

An Addressable Minds Survey is a survey of key ideas for car dealerships advertising to buyers.

Survey conducted on November 6, 2011 :◦ Population Ages 18 and over of Males/Females across the US

Created key marketing and advertising messages with the intent to entice the survey taker to buy a certain car.

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SURVEY OVERVIEW(2 of 2)

• 51 Individuals responded

• Assess two major aspects of messages– Does it convince a consumer to buy?– How does it make the consumer feel?

• Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’

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The Survey begins with an orientation screen

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Each respondent evaluates 48 unique combinations of elementsFirst on overall interest

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Then select a single emotion

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What convinces?

What drives feelings?

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Total Panel – Interested in durability and safety of the car, but not interested in cosmetics

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The Total Panel’s Interest is Different From That in Each of Three Identified Segments

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There are three unique segments Different Drivers – Different Approach

Messaging for one isn’t necessary going toappeal to the other…and could actually hurt

Average Jane/Joe51%

Top of the Line37%Low Technology

12%

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Average (Seg1) –Interested in many different aspects of the vehicle except style

1) How likely are you to buy this car based on this information?

<-- Not likely at all Very likely - ->1 2 3 4 5 6 7 8 9

Sorted by Total Sample : Highlighted >+9 winners & <-9 losers

Total Sample

Seg1 of 3

Seg2 of 3

Seg3 of 3

Base Size 51 26 6 19Constant 19 25 17 12

Having the best crash test ratings in its class 18 32 -7 8

Great fuel efficiency means less money on gas and more money for you 15 26 3 5

Use less fuel, save the planet and save money 16 18 28 9

Built to last a lifetime, so long that you can pass it on to your kids and your kid's kids

18 17 10 21

Available to buy or lease, so you can fit your needs 7 16 -6 -2

New technology being created everyday to keep you and your loved ones safe 9 15 -24 12Frontal Crash Test safety rating of 4/5 stars by the NHTSA 11 14 10 9With the wheel direction assisted, the car moves freely 7 13 -6 2Child safety locks to keep the little ones where they should be 8 12 2 4Options of hardtop or softop convertible, and sedan or coupe -3 -11 20 0

Variety of many different colors including yellow, neon green, or bright red -5 -11 13 -3

Different packages that come with many options of rims and spoilers -8 -21 21 1

Winners: Safety, fuel efficiency, dependability, financially flexibleLosers: Style

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Low Tech (Seg2) –Most technology statements received negative ratings

1) How likely are you to buy this car based on this information?<-- Not likely at all Very likely - ->

1 2 3 4 5 6 7 8 9Sorted by Total Sample : Highlighted >+9 winners & <-9 losers

Total Sample

Seg1 of 3

Seg2 of 3

Seg3 of 3


Use less fuel, save the planet and save money 16 18 28 9Only needs servicing every 8,000 miles. 12 11 25 9Towing capability of up to 6.7 tons so it's moving made easier 13 10 25 13

Different packages that come with many options of rims and spoilers -8 -21 21 1

Financing plans available for everybody 6 10 21 -5Options of hardtop or softop convertible, and sedan or coupe -3 -11 20 0Sporty, aerodynamic design so your car cuts through the air without much resistance

1 2 19 -5

The car is capable of reaching 60 mph in 5 seconds 1 0 16 -2Sleek leather designed interior with chrome lining -3 -5 16 -7Many luxurious features such as GPS, central air conditioning, seat warmers, attention assistance, etc.

4 -1 14 9

The cars’ emission of CO2 is the lowest, making it the future of cars 5 0 13 9

Variety of many different colors including yellow, neon green, or bright red -5 -11 13 -3

The high technology makes them very easy cars to handle 4 11 -13 -1Brakes that can stop on a dime 5 10 -17 5Two clean engines in one, providing to the car maximum power 4 4 -18 11Seat belts that will keep you safe in the event of a crash 1 5 -20 2

New technology being created everyday to keep you and your loved ones safe 9 15 -24 12

Winners: Economical, stylish, powerfulLosers: Technological

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Top of the Line (Seg3) –These people not interested in discounts and cheap prices

1) How likely are you to buy this car based on this information?<-- Not likely at all Very likely - ->

1 2 3 4 5 6 7 8 9Sorted by Total Sample : Highlighted >+9 winners & <-9 losers

Total Sample

Seg1 of 3

Seg2 of 3

Seg3 of 3


Drive less pollutant cars, be green 6 -5 3 21Built to last a lifetime, so long that you can pass it on to your kids and your kid's kids

18 17 10 21

Built with strongweight heavy duty material so it's steady like a rock 7 3 2 14A great amount of the material used is recyclable and environmentally friendly 8 3 11 14Towing capability of up to 6.7 tons so it's moving made easier 13 10 25 13New technology being created everyday to keep you and your loved ones safe 9 15 -24 12Two clean engines in one, providing to the car maximum power 4 4 -18 11Cars are equipped with the latest audio sound; all the system is computer assisted

7 3 5 11

Includes 8 airbags to keep you safe 7 7 -2 10Used models are just as great but at a lower price 1 11 -7 -10Discounts for everybody -4 1 4 -12

Winners: Safety, powerful, and environmentally friendlyLosers: Discounts and used models

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The “Segmentation Wizard”- a shortcut survey that is taken from the main survey and identifies the segment membership of that individual

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DEVELOP SURVEY QUESTIONS

Potential car buyers

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET

IdeaMap™SUY SURVEY

IDENTIFY TARGET MARKET









SEGMENTATION WIZARD

10 – 15 minutes

Segmentation Wizard consists of 3 or 4 elements identified in the in-depth 10 – 15 minute survey

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The Cars Segmentation Wizard– Online example

The Segmentation Wizard is a short survey with the questions derived from the full survey to identify

segment membership

http://mjiweb.com/mjitt/QC_Fall2011_Cars/index.htm

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Conclusions• Three Segments discovered by Addressable Minds point to the

need for 3 individual messaging groups:1. Average Jane/Joe2. Low Technology3. Top of the Line

• Positive Emotions can be uncovered and subsequently reinforced in the marketing elements

• Conclusion => You can improve messaging...but you have to– Know what to avoid for all segments– Give the right message to the right segment

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Cars Final Report (2).ppt

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