Building the Perfect Audience is Like Building the Perfect Burger

Published: May 18, 2022 by Kirsten Von Busch

Today’s OEM marketers, agencies and large dealer groups are under tremendous pressure to connect with consumers across multiple marketing channels. Finding a wide variety of relevant audiences is critical to campaign success. Because May is National Hamburger Month (yep, it’s a real thing), I will compare building the perfect burger to building the ideal automotive audience. Here we go.

First, imagine your favorite burger joint (or gourmet burger eatery). You start by opening the menu and likely seeing some of the house “standards.” These are the traditional favorites available “off the menu” with little fuss. Burger with American cheese, Burger with lettuce, onion and tomato. Easy peasy. These types of offerings are similar to what we call our Syndicated audiences. Experian has more than 600 syndicated audiences that are readily available and on the shelf of most trusted platforms.

More Choices and Options

After that, things get interesting with lots of options to make your burger exactly how you want it. Do you want beef, veggie, portobello mushroom or maybe even bison as your “burger” choice? Cheese? Sure, but what kind? American, cheddar, swiss, blue, pepper jack? And what about toppings? Fried onion strings, raw, cooked? Mushrooms? Jalapenos? Ketchup, mustard, hot sauce, chipotle? Don’t even get me started about your bun choices! You see where I am going with this. With Experian’s Audiences, we have four more levels after our Syndicated Audiences that can help you create the targeted audiences you need based on your specific strategy.

From Syndicated to Premium to Custom: Build the Perfect Audience

For example, do you need to target in-market customers for a new or used vehicle?  Equity positioning? End of term? Alternate fuels? A specific make and/or model? Do you need to target consumers by a particular price range? We can also build custom audiences based on your first-party data coupled with our data resources to help with vehicle launches, services campaigns and any unique audience need you have.

We don’t expect you to understand all of this in a short blog, so we’ve written a complimentary resource, Automotive Audience Choices are Key to Ever-Changing Strategies, explaining each of the five categories of audiences. Download it to learn how to build the perfect burger—I mean audience. By the way, as a Midwestern girl, my favorite burger is a traditional cheeseburger with all the fixins—so bring on the sharp cheddar, lettuce, tomatoes, pickles and fried onions. What’s yours? Feel free to email me about burgers or audiences!

Audiences is part of the Experian Marketing Engine marketing solution that helps automotive marketers, manufacturers, advertisers, agencies, and platforms identify the right audience, uncover the most appropriate communication channels, develop messages that resonate, and measure the effectiveness of marketing activities.

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