Experian Simmons

A national magazine with a targeted audience, wanted to identify influential word-of-mouth readers within its subscriber database and profile.

The Tipping Point Segments allowed the magazine to identify and leverage those individuals with superior ability to create traction on specific products and services. 

By scoring its subscriber database with the Tipping Point Segments, the client was able to better target current subscribers for ad sales purposes. 

A regional cable operator client planning a special promotion package needed to determine if cable television would be effective in reaching high-value casino customers residing within a two-hour drive from a casino.

Using SimmonsLOCAL, the client was able to identify the unique characteristics of frequent casino patrons and demonstrate that this prospect had more exposure to cable television than any other medium.   

Not only did the regional cable operator prove to the casino the effectiveness of cable in reaching the target consumer, it was able to determine the mix of networks frequent casino patrons watch most often and even identify the best cable ad zones for the most effective campaign.  

A cable company was unveiling a new program and wanted to understand how to promote it to advertisers, when to program it, and how to advertise it to viewers.

By using BehaviorGraphics the cable network was able to create a BehaviorGraphic profile of the program and show advertisers how its core viewers were excellent targets for a variety of key consumer products. The cable network also gained valuable insights on the viewing patterns of the key target group and identified when they would be most available to view the program for more efficient scheduling and audience projections.  Finally, the network was able to better understand other media usage and determine where best to promote the new program to their key target.

Successful launch of the new program resulted in hitting projected audience figures and increased ad sales revenue.

A cable network wanted to show the unique benefits of their audience to advertisers. They found viewers had a high propensity to fall into two of the basic Tipping Point categories: Mavens and Innovators.

Thanks to Tipping Point analysis, the cable network was able to profile its consumer products against those Tipping Point Segments that have a propensity to watch their programming. 

The client was able to position itself as an attractive option for advertisers seeking to reach a lucrative influential.  They were able to compare their effectiveness with targeted viewer segments to competitors, and show they were more efficient at reaching key consumers who will spread the word on products to others.