Unique: Era Media explores media planning and shopping for strategiesToy World Journal

This month, Lauren Whyman, director of Shopper Companies/deputy MD at Era Media, explored how leveraging Pre-Faculty father or mother mindsets might be instrumental in informing media planning and shopping for methods.

In at the moment’s dynamic market, the place shopper behaviour is consistently evolving, understanding the mindset of various purchaser personas is paramount for profitable media planning and shopping for. That is significantly true within the realm of Pre-Faculty dad and mom, a various group encompassing quite a lot of attitudes and approaches to buying. For instance, though Boris Johnson and Ryan Reynolds are each dad and mom to youngsters beneath the age of 5, it doesn’t imply the way in which we might goal them is routinely the identical. We have to delve into the nuances of the mindsets, in order that plans can tailor media methods to successfully have interaction and affect the goal customers.

Following in-depth evaluation this Spring, we’ve got used Goal Group Index survey to dwelling in on 5 key Pre-Faculty shopper mindsets: the Savvy Browser, the Impulse Purchaser, the Unassuming Shopper, the Cut price Hunter and the Cautious Clicker. The rationale it is very important spotlight ‘mindset’ and never ‘segmentation group’ is as a result of, at anyone time a father or mother can transfer between the 5 mindsets, by no means being restricted to 1 group indefinitely.

Lauren goes in-depth into every mindset, just like the Savvy Browser, who epitomises the trendy shopper who navigates the web with ease, looking for credible data and safeguarding their funds, and the Cut price Hunter, who’s characterised by their diligent pursuit of offers and reductions.

To learn Lauren’s full article on Pre-Faculty parental mindsets within the June difficulty, click on right here.