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MARCH 9, 2009 YUMMY MUMMIES TARGETED THROUGH NEW TRIBAL ADVERTISING SOLUTIONClear Channel Outdoor UK is offering advertisers and agencies the opportunity to target ‘Yummy Mummies’ where they live and shop as well as during their daily travel routines such as the school or nursery run.Clear Channel Outdoor has defined the Yummy Mummies tribe as AB, with children under 10 years old and agreeing with the TGI statement “I look after my appearance, my image”. Outdoor is an ideal medium for reaching this tribe as the majority of Yummy Mummies spend their day out-of-home. According to TGI, they are 19% less likely than all women to agree to the statement “I like spending a lot of free time at home”. More and more brands are seeking to engage with their target audiences on a regular basis and Clear Channel’s advertising solution focuses on daily activities to build frequency and awareness for brands as part of a Yummy Mummy’s routine. Pip Hainsworth, Marketing Director at Clear Channel Outdoor UK, explains: “Outdoor is ideal to reach Yummy Mummies as it enables clients to maintain a consistent brand message across multiple touchpoints. While it is unavoidable, it can also be finely targeted enabling advertisers to reach their chosen audience in a relevant environment. “Yummy Mummies are ABs with sufficient income to justify continuing to spend, particularly when it comes to their lifestyles and children, and they will pay more for quality.” Clear Channel Outdoor’s Yummy Mummies Audience solution has been devised around two high frequency outdoor activities – shopping and the nursery/primary school run. Nursery/Primary School run A day in the life of a Yummy Mum involves travelling to and from nursery or primary school. Clear Channel’s Campaign Planning department firstly identified residential hotspots for this tribe and then selected 370 6-sheets within 300m proximity to the best* nurseries and primary schools within the area. *The nurseries were selected according to the latest Ofsted report and the primary schools were selected using The Sunday Times Top Primary Schools list. Shopping According to TGI, a Yummy Mummy is more than twice as likely to frequently visit a department store, more than three times as likely to frequently visit major shopping centres and is 70% more likely than the average woman to regularly shop at Sainsbury’s. Clear Channel’s Campaign Planning team has therefore devised a Sainsbury’s campaign, a Retail 6-sheet campaign within shopping malls across the UK and a High Street 6-sheet campaign within 300m to Department stores.
Author: Zoe Jones Reply Email: zoe.jones@clearchannel.co.uk |
