Artist Strategy Game Plan Client Liaison| July 2020 - Webflow
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Artist Strategy Game Plan Client Liaison| July 2020
Introduction to Artist Strategy Report
This report is designed to deliver you two things…
Identify the two DNA segments that best fit your current fan profile and your
growth objective. These DNA segments have the highest potential to be your
future fan.
Provide you with unique insights that help you understand The DNA Segments and
all their relevant touchpoints. These insights span the breadth of your marketing
opportunities allowing for all marketing efforts to align to a DNA Segment.
We have highlighted the DNA Segment sweet spots, however if you would like a
wider list on any of the data points in the report please contact the AP team.
Copyright © 2020 Prepared by Audience Precision: www.audienceprecision.com Page 2
Source: GlobalWebIndex
Key Takeaways
1 2 3 4 5
DNA Segments Stand Outs Brand Attitudes Media Consumption Social Media Actions
The Suave Gent and Creatives Like Client Liaison, both the Each AP DNA Segment expect Both the Suave Gent AP DNA Both AP DNA Segments follow
AP DNA Segments have been Suave Gent and Creatives AP brands to provide innovative Segment and Creatives AP brands online.
identified as a key potential DNA Segments like to stand new products and improve DNA Segment are tech savvy These AP DNA Segment’s
fan base for Client Liaison. out in a crowd. However they overall knowledge; their owning an average of 4 follow musicians on socials
Both AP DNA Segments skew also enjoy being a part of the consumption habits however devices each. because they share common
younger, the Suave Gent community around a product do differ.
They are heavy social media interests with them creating
audience are likely to sit or brand.
Suave Gent audience are likely users, with high reach an opportunity to create an
between 16-24 while The Suave Gent AP DNA to spend on premium brands, opportunities across YouTube authentic connection
Creatives are likely to span Segment are interested in that are long term and and Facebook. between Client Liaison and the
from 16 - 34. keeping up with fashion and practical products. potential fan.
technology; while Creatives Each audience engage in
Both audiences skew Creatives however enjoy Youth entertainment content Being passionate about music
Suburban; Suave Gent are of a are interested in being risk
spending on fashion, design and spend time online for and engaged on social, there
higher affluency while takers and engaging in
and experience. both business/education and is opportunity to present
Creatives are of a low adventure.
entertainment. tickets, and artist information
There is opportunity to reach
affluency. Aligning the band with stand to an audience who are willing
both the Suave Gent and They are high online video
NSW, VIC and QLD are high out brands, within these key to purchase tickets and join
Creatives audience via high streamers watching culture,
reaching areas while the focus areas will create an mailing lists/fan clubs.
reaching brands which overlap art, music and education
propensity regions differ for opportunity for further artist
around convenience food and content as well as talk shows.
these audiences. awareness and growth.
drink as well as tech & travel.
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Source: GlobalWebIndexDNA
SEGMENTS.
Best matched…
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Source: GlobalWebIndexAudience Brief
Objective:
Identify key growth opportunities for Client Liaison in the
Australian market; and understand the media and brand
attitudes of this potential fan base.
Audience Profile provided for DNA Segment Match:
Interested in Indie Pop, Electronic and 80s Music
Audience likely to enjoy going out, eating out, live gigs
Interested in art and fashion
Creative and open-minded personalities
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Source: GlobalWebIndexWhich DNA Segments?
Audience Precision have built a segmentation model framework within the data, allowing
us to profile the general population across a combination of psychographic attributes.
We undertake an analysis using our DNA Segments and select the Segments to best
match your audience brief and meet your overall objective
Attitudes Status
Motivations
Psychographic
Activities
Socio Economic Education
Beliefs
Interests
Lifestyle / Lifestage
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Source: GlobalWebIndexSegment Match
Greatest opportunity exists against…
Suave Gent
Men who are well groomed. They
seek out products and services to
help them look their best The best for a high reach goal,
this is a broad audience.
1.2Mil Interested in fashion, taking
risks and likely to connect with
A bullseye audience, interested arty and creative content.
in Electronic Music. Passionate
about music and willing to
engage and get involved.
Creatives
People engaging in multiple artistic
endeavours or who work in a
creative field
2.4Mil
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Source: GlobalWebIndexAUDIENCE
INSIGHTS.
Let’s look at…
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Source: GlobalWebIndexSegment Demographics
Age
16-24: 28% Region
25-34: 27%
Urban: 22%
35-44: 21%
Suburban: 65% Affluence
45-54: 16%
Gender Rural: 14% Score
55-64: 8% Action the insight
Male: 100%
Low Affluency
Female: 0% Insights for Everyone
The standard audience profile is made up
of audience demographics. Consumer
research delivers you a clear picture of
what the audience profile is from a
general population point of view. This
allows you to get a true top-level picture
of the audience.
Region Gender Age
Affluence Male: 40%
Urban: 32% 16-24: 26%
Score Female: 60%
Suburban: 61% 25-34: 26%
Rural: 7% 35-44: 18%
High Affluency
45-54: 18%
55-64: 12%
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Source: GlobalWebIndexWhere are they hiding?
Highest Volume Region Highest Volume Region Action The Insight
NSW NSW
Insights for Marketing,
VIC VIC
Promo & Touring
QLD QLD
When trying to decide what locations
to focus on for an audience you have
Highest Propensity Region two considerations.
ACT Highest Propensity Region
TAS High volume regions have the largest
NSW % of the audience, these are usually
QLD the same across most Segments as
VIC
SA they are the largest regions in the
county population-wise. Because of
this, it can be hard to create an
impact on an individual audience.
Therefore, to make an impact on an
audience High Propensity region can
be a strategic option as the audience
is more likely to live in these regions
than the general population allowing
for greater opportunity.
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Source: GlobalWebIndexSegment Attitudes
What do they agree or believe more than the general population?
Action the insight
Suave Gent Creatives Insights for Content Creation
& Marketing
Today more than ever
understanding an audience’s
attitudes is a critical part of
I like to keep up with the latest fashions I would consider myself to be a creative person successful content marketing.
By understanding their
mindset & motivations you can
I would buy a product / service simply for the experience of being craft a creative message that is
I am a brand conscious person
part of the community built around it going to genuinely connect
with them.
We measure over 50 DNA
I would buy a product / service simply for the experience of being segment attitudes!
I like to stand out in a crowd
part of the community built around it
Contact AP for more
I like to stand out in a crowd Other people view me as adventurous
Having the latest technological products is very important to me I am a risk taker
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Source: GlobalWebIndexInterests & Activities
Action the insight
Insights for Brand
Long-distance Partnerships, Promotions &
running Event Marketing
Volleyball Business Entrepreneurship
A smart way to build brand
Table tennis awareness across an audience
Title
Handicrafts is through their interests &
A good hobbies as it allows you to
business plan make a more authentic
starts with an connection through something
executive they enjoy.
Esports LGBTQ rights
E.g. if they enjoy gym or
fitness, get your music into as
Urban / modern Fine art many gyms as possible!
Dance
art
Adventure /
extreme sports Gymnastics
Want to see their top
Exercise classes Racial equality 20 interests?
Ask the AP team
Martial arts
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Source: GlobalWebIndexDevice Behaviours
Understanding their device, OS, service provider information is helpful
insights for Brand Partnership, Marketing & BD.
Action the insight
Own Own
4 4
Insights for Brand
Devices Devices Partnerships, Marketing &
Business Development.
How tech savvy is your
audience? Do they juggle life
across multiple devices? If so,
it’s important to make sure
your strategy is in line with
14% their behaviors.
11%
own a Understanding their device,
own a OS, service provider
Smart Speaker information will help guide
Smart Speaker this.
Recent
Service Recent
Digital Purchases Service
Provider Digital Purchases
Mobile game Provider
Study programs /
Telstra learning materials
Music download Telstra
Optus In-app purchases
Mobile app Optus
Movie or TV download
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Source: GlobalWebIndexBRAND
INSIGHTS.
Moving onto…
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Source: GlobalWebIndexConsumer Behaviour
Compared to the general population they are more likely to …
Action the insight
Insights for Brand
Purchase Partnerships, Marketing &
from Recent Business Development.
Purchases
Country Road Consumer insights let you
Digital camera know what they like to spend
Zara their money on and where…
Jewelry
The Iconic Recent Garden furniture Understanding recent
Purchase Household purchases or retail preferences
Experience can help deliver insights for
Bicycle Income Purse / wallet merchandise or retail
collaboration.
2-in-1 laptop / tablet Bottom 25%
Housing / property
Broadband / fiber optic Looking for a specific
Purchase retailer? Ask the
Household Life insurance AP team
from
Income
ASOS
Top 10%
Cotton On
H&M
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Source: GlobalWebIndexHigh Reach Brands
Action the insight
Insights for Brand Partnerships,
Product Marketing, Merchandise,
Touring & Marketing
High Reach brands are brands that
the large part of the audience like
and use regularly.
When thinking about brand
partnerships if a large portion of the
audience you are trying to reach like
a brand, then this could be a great
opportunity for you to grow your
awareness across the desired
audience.
These are also great insights for
departments like touring, knowing
what food and beverage
preference are liked by this
Audience
Copyright Potential
© 2020 1.2Mil Prepared by Audience Precision: www.audienceprecision.com Audience Potential 2.4Mil Page 16 audience.
Source: GlobalWebIndexBrands they Love
Action the insight
Insights for Promotions, Marketing,
Content Production & Sync
Brands they love are brands that the
audience are advocates for… It would
be advantageous for these brands to
partner with you to try and grow their
own audience and advocacy.
We have 300+ brands in our database! if you
want a specific brand or brand category,
contact the AP team.
Audience
Copyright Potential
© 2020 1.2Mil Prepared by Audience Precision: www.audienceprecision.com Audience Potential 2.4Mil Page 17
Source: GlobalWebIndexWhat they expect from brands
Provide Improve Make you
innovative your feel like a
new knowledge valued Action the insight
products and skills customer
Insights for Promotions,
Marketing, Content
Production & Sync
Knowing what your audience
expects from brands allows
you to position yourself in a
way that is appealing to the
consumer.
These are powerful insights for
content creation.
Produce Provide Improve
eco- innovative your
friendly new knowledge
products products and skills
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Source: GlobalWebIndexMUSIC
INSIGHTS.
Now for…
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Source: GlobalWebIndexStreaming Platforms
SoundCloud Paid Vs Free SoundCloud
16% Streaming 12%
Subscriptions
Spotify Spotify
24% 25%
Apple Music Apple Music
Free 11% 6% Free
Spotify Spotify
27% 23%
$ Paid $ Paid
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Source: GlobalWebIndexMusic Behaviours
Compared to the general population they are more likely to
Why they follow
musicians/ bands?
Fan of
I want updates
onefour about their
careers or current Action the insight
Dan + Shay projects
Insights for Promotions,
Rüfüs Du Sol Fan of Marketing, Content
Production & Sync
A Boogie wit da Hoodie
Why they follow Cardi B
Royal Blood Music insights can be
musicians/ bands?
Rüfüs Du Sol invaluable in marketing
They are good strategy. They help you
sources of Lizzo understand the audience's
information about relationship with music.
what I'm into Twenty One Pilots
They can be used to help with
Why they follow 1975 partnership deals, inspiring
musicians/ bands? content creation, steering
distribution strategy, we give
I share common you insight into what type of
Listen to interests with music your audience enjoys to
them Why they follow Listen to help inform release strategy or
House musicians/ bands? even production.
Techno Funk
I share common
EDM interests with Classic Soul
them
Electronic / Techno Punk Looking for a
particular genre?
Rap Indie Pop We measure 35+
genres globally.
Soul Contact the AP team
for more.
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Source: GlobalWebIndexMusic Attitudes & Activities
Compared to the general population they are more likely to …
Action the insight
Insights for Marketing,
Promotions, Strategy,
Merchandise & Touring
I mainly listen to music artists that are well-known / I mainly listen to music artists that are less well-known These insights focus on the
popular / popular music activities and interests
for the audience.
Maintained membership in an artist / band fan club Purchased merchandise that featured a music artist / Whether its purchasing vinyl
band or streaming live music events,
you can use these insights to
I'm usually one of the first people to discover new music I'm usually one of the first people to discover new music connect with your audience
artists artists through their music
preferences.
Purchased VIP ticket Subscribed to an artist / band / record company email
or newsletter list Want to see their top 10 music
activities? Contact AP
I am passionate about a really wide range of music I am passionate about a really wide range of music
artists artists
Participated in or attended karaoke Purchased ticket
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Source: GlobalWebIndexMEDIA
INSIGHTS.
Moving onto…
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Source: GlobalWebIndexPlatform Consideration Set
The key benefits of each media platform
Despite losing some of its audience dominance to digital Radio is one of the great frequency builders in the media
media channels, Television is still one of the most marketplace.
powerful communication platforms available to Listeners can develop a very special relationship and
Advertisers. connection with their favorite programmes/stations. They
Nothing can create a brand image more dramatically or can become very involved through chats, phone-ins,
rapidly than a combination of vision, emotion, sound, games, competitions, etc. making this an engaging medium
humor and personalities. for your brand.
Out of Home delivers high frequency to a mass market
audience and as such are often used as support media
The online media world’s ability to deliver highly targeted
platforms to brand building campaigns.
audiences allows you to create one-to-one relationships
which will extend and build brands at a more ‘personal’ Creative messages must be short and clearly
level. comprehended due to the short time frame of each
message exposure. Fantastic results have been achieved
And, as individuals continue to search for information,
with groundbreaking creative executions.
rather than passively receiving it, the online environment
represents a “pull” medium, which contrasts with
traditional “push” media like TV.
Cinema delivers a captive audience in a completely
engrossing environment.
Capitalizing on these audience dynamics can be a truly fun,
Social Media captures audiences where they already are inventive process that can deliver huge dividends -
without being overly disruptive. Advanced targeting especially given the word of mouth extensions that social
capabilities and the ability to retarget engaged users media provides to well received campaigns.
becomes extremely effective.
This environment is perfect for understanding the potential Print is a tactile medium and can provide highly effective
audience through their interaction with content in the audience targeting in an environment that transfers
ways of comments, likes and shares with friends. significant influence from the host title to the brand
An active social media presence will effectively assist in campaign.
building an authentic relationship between brands and Often the online versions of these titles delivers more
their consumer without heavily pushing content. audience reach.
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Source: GlobalWebIndexOnline & Social Media Insights
What your audiences’ preferences are across online & social media?
Clever & Connected
Consumption Habits Consumption Habits
Social Media Heavy Social Media Heavy
Online Browsing Via Mobile Medium Online Browsing Via Mobile Light
Online Browsing via Computer High Online Browsing via Computer Medium
Action the insight
Most Engaged TikTok Most Engaged Pinterest
Insights for Marketing &
Social Platforms Twitch Social Platforms Twitter Promotions
The world of online is so
High Reaching YouTube High Reaching YouTube fragmented and difficult to
Social Platforms Facebook Social Platforms Facebook navigate through. These
insights help you understand
where your audience is
Who they follow Brands you like Who they follow People you know in real life allowing you to craft a strategy
online Singers, musicians or bands online Brands you like that will catch their attention.
High Reach Socials are great
Online Content Youth Entertainment Online Content Youth Entertainment for creating awareness
preferences Family Preferences however if you are wanting
Arts & Entertainment
engagement or attention the
social channels with high
Business engagement would
Types of apps Types of apps Education be a better option.
used regularly Dating and Friendship used regularly Books
We have their full list
of social platforms
Used an online dating service / app Watched a vlog Contact AP
Online Activities Online Activities
Visited a business news website Visited / used a blogging service
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Source: GlobalWebIndexSocial Media Top Actions
Compared to the general population they are more likely to…
Live-streamed a video Watched a video or ad made by a brand
Watched a trailer for a game Liked or disliked a video
Watched a sports video or clip Watched an educational video
Commented about a sports event or match I'm
watching Uploaded and shared my own videos
Posted a comment about a product or brand Posted a comment about a product or brand
Read or clicked on the Trending Topics Created or viewed a story
Uploaded a video clip Clicked on a product tagged by a brand / seller
Watched something on IGTV Watched something on IGTV
Clicked on a sponsored post Swiped up on a user/brand’s story to see more
Created a Story Sent a video Snap
Action the insight Added a friend Saved a Snap
Saved a Snap Sent a photo Snap
Insights for Content Creation,
Marketing & Promotions
Can’t decide if you should do an
Instagram story or focus on the
social feed? Do they follow brands
or influencers?
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Here is some © 2020
insight to help guide Prepared by Audience Precision: www.audienceprecision.com Page 26
Source: GlobalWebIndex
you.Video Media Insights
What are your audiences’ preferences across video media?
Clever & Connected
Consumption Habits Consumption Habits
Cinema Medium Cinema Light
Broadcast TV Light Broadcast TV High Action the insight
Online Video/Streaming High Online Video/Streaming High
Insights for Promotions,
Marketing, Content
Superman Pixar Production & Sync
Film Film
Spider-Man Disney
As the world of traditional &
Mr Black digital channels merge, we
The Feed
now need to look at video
TV Shows The Feed TV Shows Regular Show
media platforms as device
Bride & Prejudice SBS World News
agnostic.
ESPN Viceland It’s about the content they are
TV Channels CNN TV Channels BBC World News consuming more so than the
BBC World News CNN platform.
Education Culture/Arts & Music This data allows you to
TV Genres Culture/Arts & Music TV Genres Education evaluate which video media
Talk shows Talk shows properties will maximise reach
and connection with your
audience.
Amazon Prime Video Google Play
Streaming Platforms Streaming Platforms
iTunes SBS On Demand Want to their Top 15
TV shows? Contact
the AP team
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Source: GlobalWebIndexAudio Media Insights
What are your audiences’ preferences across audio media?
Clever & Connected
Consumption Habits Consumption Habits
Traditional Radio High Traditional Radio Light
Digital Radio High Digital Radio Medium
Music Streaming High Music Streaming High
Podcasts High Podcasts High
Action the insight
Smooth 95.3 96FM
Radio Stations Nova 100 Radio Stations Smooth 95.3 Insights for Promotions,
Triple J Kiss 101.1 Marketing, Content
Production & Digital teams
7pm - 12am - Weekdays Do not listen - Weekdays
Audio is still one of the most
Radio Session Times 7pm - 12am - Weekends Radio Session Times 4pm - 7pm - Weekends
impactful channels in the
4pm - 7pm - Weekends 7pm - 12am - Weekends marketing mix.
Music Streaming Spotify Music Streaming Spotify Knowing what radio stations
Platforms Google Play Music Platforms SoundCloud and session times allows you
to make a smarter audio plan
removing any demographic
New Music Friday-Spotify A-List Pop-Apple Music wastage.
Playlist Preferences Playlist Preferences
Chill AF-Spotify Front Left-Spotify
You may find that you don’t
need to compete for the
premium session times
because your audience
is more likely to be
listening at a
different time.
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Source: GlobalWebIndexPrint Media Insights
What are your audiences’ preferences across print media properties?
Clever & Connected
Consumption Habits Consumption Habits
Physical Press Light Physical Press Light
Online Press Light Online Press Light
OOH Heavy OOH Light
Action the insight
Rolling Stone Boss
Magazines Magazines Insights for Promotions,
GQ GQ Marketing, Content
Production & Sync
Rolling Stone Boss Use this insight to help place
Physical Press Physical Press
GQ GQ marketing in front of your
desired audience.
The Economist Vice Knowing what type of
Online Press Online Press publications your audience
CNBC The Washington Post
likes to consume can also help
you understand the type or
At a music concert venue, music festival, On newsstands tone of content they prefer.
OOH nightclub, etc. OOH
Outside of an airport / terminal At a bar or restaurant
Copyright © 2020 Prepared by Audience Precision: www.audienceprecision.com Page 29
Source: GlobalWebIndexThank you.
Reach out if you have any questions
APinsights@audienceprecision.com
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Source: GlobalWebIndexYou can also read
