Focusing on the strengths of traditionally stronger dayparts can lead to overlooking the strengths of those that appear to offer less reach. This edition of Scarborough’s Sales Manager Toolkit focuses on understanding and profiling audiences across both “desirable” and “less desirable” dayparts in order to maximize your revenue across the day. Analyzing the quick service restaurant (QSR) category, this piece will discover the strengths of the varied dayparts, look at lifestyle questions to help further the story and focus on local online marketing and customization to a specific client. This analysis is featured visually in a sample one-sheet, shown above, which you can download here.
Find the strengths in your varied dayparts
Comparing a single daypart to the total audience of a smaller competitor can illustrate the dominance of your media buy. Even if the general audience size is similar, adding a qualitative piece, like people who frequent Quick Service Restaurants (QSR), can differentiate the two groups. Running key target groups and lifestyle reports against each of your dayparts will not only help understand these audiences better but also aid in crafting targeted messages. For instance in the chart above, we can see that WAAA’s morning audience are health enthusiasts which can help promote a new QSR menu item which offers a different strength than the evening audience who would more likely be interested in feeding their families.
Think outside of the box
Whether looking at your total audience or highlighting a custom daypart, telling your story outside of demographics is important in further differentiating your audience. Go beyond the obvious questions and think of the Four Ws (Who, What, Why, When) that are applicable to the advertiser. By showing that WAAA’s audience spends a considerable amount of time traveling in their cars, we can show the strength in reaching the QSR customer who can be reached during these long drives.
Include marketing tactics and customize
Continue the conversation to your website and help the advertiser understand how your digital audience will impact the growth of their products or services. Scarborough also measures dining dayparts which can allow you to match your audience by daypart with your client’s dining opportunities.
It is important to show the strengths of all dayparts in order to grow overall revenue. Highlight the benefits that these individual audiences bring to your client and increase your share of the marketing dollars. Please contact your Scarborough representative or email us for additional help.To gain access to a free one-sheet template in which to add your own data simply fill out the form below.