Marshall Marketing Nation's Leading Market Research Company Fri, 28 Jun 2019 14:40:32 +0000 en-US hourly 1 Millennials are more than just an age range Fri, 28 Jun 2019 14:00:36 +0000 The post Millennials are more than just an age range appeared first on Marshall Marketing.



More than just an Age Range

In the early 1930’s, a college dropout began selling cooking stoves door to door.  He was so successful that his boss asked him to write an instruction manual for the other salespeople.  The dropout’s older brother got a look at the manual and shared it with his bosses at the advertising agency where he worked.  The ad agency liked the manual so much they hired the dropout.  That’s how the “Father of Advertising,” David Ogilvy started his career.

Ogilvy is credited with many insightful quotes on the business such as, What you say in advertising is more important than how you say it,” and “In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.

Possibly his most famous quote is:

“Don’t count the people you reach.
Reach the people that count.”

~ David Ogilby

That quote has stood the test of time and is true today, especially when trying to reach Millennials.  Do you want to reach Millennials or the Millennials that count?

In 2019, the oldest Millennials will turn 37 and the youngest will be 23.  Logically, a 23-year-old is at a different stage in life than a 37-year-old both demographically and as a consumer.  Using your Marshall data is a good way to highlight the differences.

By using Defined Age when building a target in My Marshall Software, it is possible to group age ranges 28-37 and 27 and under. 

(NOTE: for the purpose of this example, the younger Millennial target combines 18-27.)

Millennial Segment Comparison

The older Millennial segment is more educated, further in their career, has higher incomes, more likely to be married with kids, and be a homeowner.

The influence of media also differs…….

The younger Millennial segment is more influenced by Internet ads and Social Media than the older segment.  It should be noted that Television ranks as high as Internet among the younger segment and is the most influential among the older segment.

However, when both segments begin a purchase journey on the Internet and are using search, the behavior is similar……

When searching for a product or service online, do you typically…?

Both groups will click on a business they recognize first by a 6 to 1 margin.  This makes building awareness on television extremely important.  Ogilvy’s advice about effective advertising messages used on television will pay off when Millennials are at the bottom of the purchase funnel, searching online for a product or service, and are ready to buy.

True or false – Millennials don’t watch local television?


Millennials do watch local television stations.  In addition to TV being the most influential, below is a look how a Marshall station in the Northeast reaches both segments….

With this data, an AE can demonstrate the impact of TV and digital and then identify programs that will impact both Millennial segments. A client will be reaching the Millennials that count.

David Ogilvy had a long and successful career.  He was a huge believer in research.  He also believed in following the research, instead of ignoring it if it didn’t provide an expected result. 

Among the many quotes attributed to Ogilvy, my personal favorite is this,

Our business is infested with idiots who try to impress by using pretentious jargon.”

 Piece of advice, don’t be that guy.  You will make Ogilvy happy.

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Marshall Marketing Data | A Swiss Army Knife for TV Stations Thu, 25 Apr 2019 19:59:30 +0000 The post Marshall Marketing Data | A Swiss Army Knife for TV Stations appeared first on Marshall Marketing.


Marshall Marketing Data

The Swiss Army Knife for TV Stations

In the 1880’s, members of the Swiss government were looking for one tool that could do many things for their soldiers.  The generals knew their soldiers needed a tool that could open canned food and also be used as a screw driver to disassemble a rifle.

The first solution was to order 15,000 knives from a German company.  Several years later, a Swiss manufacturer of surgical equipment named Karl Elsener decided to improve the knife by modifying the design in which he was able to attach twice as many tools to the knife.  It wasn’t officially referred to as a Swiss Army knife until it was used by American soldiers that couldn’t pronounce Offiziersmesser, the official name. 

Having one tool that can do many things is exactly what Marshall Marketing provides for its television stations.  There are tools attached to Marshall Marketing that helps sales, promotion, and news.  Using the right tool for a specific department in the station is simply a matter of pulling data from the Marshall Marketing software.  No knives, screwdrivers, corkscrews, tweezers, or scissors are required.

All stations use social media in a variety of ways.  One Marshall Marketing station wanted to know which consumers would be motivated to choose a newscast based on a social media post.


In the past 30 days, have you turned to local news coverage after seeing a Facebook post, tweet, or other social media post from a local TV station?

The promotion department discovered that Gen Xers are the generation most likely to respond to a social media post.

Another Marshall Marketing client was looking for data that could help format the newscast.  Certainly weather, traffic and crime are key components to a newscast but this station was looking deeper for topics that would appeal to viewers and attract them to their newscast.

News Elements Rated: Morning News by Age Generations

On a scale of 1 to 10, with 1 meaning not at all important and 10 being very important, please rate how important ___________are when watching an early morning newscast.

The most important nugget from this question is that Millennials rank Safety Alert stories much higher than the other age generations.

Most stations that have news departments typically have one station that is its’ biggest competitor. 
Below is a look at two stations.


It’s a simple cross tab that identifies the reach among total adults

Usually, news viewers watch more than one station.  The Marshall Marketing software “And/Or/ Not” option allows a station to determine total viewers, viewers that DO NOT watch the main competitor, and viewers they SHARE with the main competitor. 

News Viewing Segments: Total, Exclusive and Shared

In looking at the ABC station’s 24.6% total reach, 11.1% does not watch NBC while 13.5% also watches NBC.  For the NBC station’s 20.3% reach, 13.5% also watch ABC and 6.8% do not watch ABC.

The most important nugget here is that 13.5% is the battleground.  Swaying this group to watch 1-2 times more per week will result in higher rating points and more dollars for the station.

Here is look at the segments by age generation.  Note the ABC station total viewer is older than the NBC total viewer.  Also note that the “battle ground shared viewer” is younger, 51.9% are Millennials.  Most likely this group is a light news viewer.  While neither the ABC nor NBC station want to get away from its core viewer, attracting the younger shared viewer with a dedicated regular Safety Alert story segment might attract that viewer to the 6pm newscast more often.

News Viewing Segments: Total, Exclusive and Shared | By Age Generation Composition

Having the right tool at the right time is as essential to the Swiss Army in 1880 as it is to TV stations today.  Concentrating resources in one place, whether it be for soldiers to eat and take care of a rifle or for a TV station to attract viewers, format newscasts, or selling multi-screen ad solutions to advertisers, is an effective way to compete. 

Investing in Marshall Marketing will produce positive results in many areas

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Marshall Marketing Mapping Fri, 25 Jan 2019 17:28:49 +0000 The post Marshall Marketing Mapping appeared first on Marshall Marketing.


MyMarshall Mapping

a telescope & a microscope

Believe it or not, there is debate over the person that invented the telescope.  Galileo, the Italian astronomer in the 1500-1600’s, used a telescope he built to see mountains on the moon, light from the Milky Way, and to discover 4 of Jupiter’s moons. 

However, Galileo’s telescope wasn’t the first.  In 1608, Hans Lipperhey, a Dutch spectacle maker filed the first patent for a tube with two lenses that could magnify objects by 3x.  Galileo, being the overachiever that he was, heard of the patent and built a telescope that could magnify objects 10x without ever seeing a prototype.  Lipperhey is also credited with the invention of the microscope.  It makes one wonder if Lipperhey reasoned to himself, “If I can build a device that can make things very far away look closer, can I build a device that makes very small things look big?”  (No one is sure if he wondered that, but it could have happened.)  Well, it turns out that he could.

Making things closer and small things bigger is something an AE must do every day.  The television “device” is a telescope that can go far and wide to build awareness and response while the digital “device” is the microscope that looks deep into the market to create big business out of what might seem to be something small.

The Marshall Marketing mapping “device” does both

At a southern Marshall station, a business that specializes in financial planning is wanting to expand its customer base while also capturing as many customers as possible close to its main office. 

These are the services the company can help customers plan for financially.

In the next 12 months, which of the following will you consider?

High Index

This is a telescope view of the market potential. The client’s main office is in the center of the 15-mile radius.

Revising or creating a retirement plan for investments

On the map above, the concentration of potential customers by ZIP codes is color coded.  Red has the highest concentration and dark blue has the lowest concentration.

This is a microscope view of the customers within the 15-mile radius:

Revising or creating a retirement plan for investments

The GEO feature in MyMarshallSoftware is also a great way to use the microscope to look even deeper.

This data table displays two very important things. The overall population within the radius and the zip codes that have the highest number of customers.  While 71111 has the highest population, it has a very low number of potential clients.  An AE can use this to pinpoint areas to reach digitally.  It’s an ever-changing world out there and it requires an AE to show a client how to reach far and wide while at the same time hitting customers close to home to increase business

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Content Marketing & Marshall Marketing Fri, 02 Feb 2018 01:27:45 +0000 The post Content Marketing & Marshall Marketing appeared first on Marshall Marketing.


What Can I Say?


It ain’t easy being a consumer these days. With just a few exceptions, no matter what media a consumer uses, it comes with a wide range of marketing messages. Now, don’t misunderstand, that’s not necessarily a bad thing. Providing marketing messages has paid the bills for a lot of people and is a pretty good business. The beauty of Content Marketing is that it can get a message through to a consumer without them even being aware. It is the “stealth” technology of marketing.

Marshall Marketing continuously works to provide data that is effective in selling all the products on the plates of Marketing Consultants. This year, a Content Marketing series of questions has uncovered some terrific data that will position Content Marketing as a “must have” for local advertisers.

In a recent Forbes blog post, Gary Henderson Founder & CEO wrote,

“In 2018, content marketing is about creating interesting content people actually want to engage with. Stop talking about your brand, and start creating content people want to read, watch or listen to.”

Good advice, Gary!

In this market, the station wanted to know which topics are interesting to consumers. 

When online, which of the following article topics do you click on for leisure reading or for more information?

Travel, Food/Wine, Home Improvement, and Home Decorating
are in the top five responses.

What is great about this question is a Marketing Consultant can profile all of these topics and target advertisers within each category!

For instance, 14% of consumers will read an article about Health Care. What types of health care providers or clinics can benefit from this data? A simple cross-tab by Health Concerns show this consumer indexes high with 4 issues……..

Which of the following health issues are you concerned with…?

But, will a consumer actually contact an advertiser that uses Content Marketing?

To make sure, the station added this follow up question…….

If an article you read online is sponsored by a business that sells a product or service you are interested in, how likely are you to shop at that business?

78% of consumers that read Health Care content are Very or Somewhat Likely to contact a business. Content Marketing can become a key component for a local advertiser.
What can I say? It ain’t easy being a Marketing Consultant either.
Marshall Marketing data can connect the dots for a Marketing Consultant to convince an advertiser to use Content Marketing.

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TV Impacts Millennials Thu, 29 Jun 2017 19:46:17 +0000 The post TV Impacts Millennials appeared first on Marshall Marketing.


TV Impacts Millenials!

Stop reading if you haven’t heard this from a client, “We need to reach Millennials, it is the future of our business.”  Now, how many times have you heard that today? Past week? Month?

Without going into all the data that supports the buying power, consumer activity, and value of age groups outside the Millennials, the reality is that businesses need to reach consumers between 18-35.  (Pew Research Center defines Millennials as beginning in the year 1982.  (Side Note: in 1982, Henry Fonda and Katharine Hepburn won Academy Awards for their performances in On Golden Pond.  Chariots of Fire, a film about two British Olympic runners in their early 20’s….original Millennials maybe?…won Best Picture.)

Today, unlike 1982, there are a mind-boggling number of ways to reach Millennials ranging from traditional media to all things digital.

However in 2017, just like in 1982, the first step in making a Millennial a customer is to become part of the  consideration set when that consumer is in the market to make a purchase.  How does a client build awareness?  How does a client influence a Millennial, or any customer, with a media mix?

Marshall Marketing data is a key component in positioning television as a key player in building awareness.

This aided question from a Marshall Marketing station in the south that determines the influence of media is a good start in positioning television as the anchor of awareness building.

Influential Medium
Which one of the following media types is most influential?

This question yields even more important data when broken down by age group.
Note that television ranks first among all age segments, even Millennials.

It is also important to note that Millennials rank Internet and Social Media higher than the other age segments.

Remember, building awareness and being part of the consideration set result in higher sales.  How does awareness building help when a consumer is in the market and online?

Businesses that are familiar to the customer get the first opportunity to capture them. The same is true by age segment

Reality in 1982, viewers of On Golden Pond and Chariots of Fire were key consumers to reach.  Reality in 2017, Millennials are a key consumer group to reach.

The American Research Foundation released a study last year that analyzed over 5,000 advertising campaigns in over 100 categories.  Some of the key findings are….

  • Spending across multiple platforms delivers greater ROI than any single platform – including for Millennial consumers. TRANSLATION: TV AE’s need to expertly utilize Marshall Marketing data to pinpoint the most effective medium.
  • “Silo-investing” – too much frequency via a single platform can lead to diminishing returns.
    TRANSLATION: No advertiser can build sales using one medium.
  • To jump start growth, marketers can take advantage of the “kicker effect” of smart spending with specific combinations of traditional plus new media on the right platforms.
    TRANSLATION: Use Marshall Marketing data to position TV as the BEST traditional medium to use with digital to increase sales.

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Don’t try to stand out from the crowd Tue, 07 Feb 2017 14:26:57 +0000 The post Don’t try to stand out from the crowd appeared first on Marshall Marketing.


Don’t try to stand out from the crowd

“Successful transformations reframe the problem that makes the solution possible.  They erase existing boundaries and start from scratch.” – Malcolm Gladwell


Many times we hear from our stations about the need to help position their news products to clients that won’t consider them since they are not the number one news station in the market.  Why not try to reframe the problem, as suggested by Mr. Gladwell?

One way to reframe the problem is by looking at your exclusive news viewership – people who watch only your newscasts and not the competitions’.  By showing the amount of people missed by not buying your station, you can begin to reposition their stance of not including you.


Here is an example from a station in the Southeast;

You can convince them further by highlighting the “Plan to” people also overlooked by not buying your news;

Future Purchase 12 Months
Within the next 12 months, do you anticipate on purchasing or doing any of the following…?

To put it simply…

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