Connect with Over 39M Tobacco Consumers

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With thick layers of regulatory scrutiny, a limited selection of communication channels and a dearth of data to make informed decisions, the stakes for executing the wrong tobacco product marketing strategy are high.  

Fortunately, there is a new solution for tobacco brands to understand, address and measure the success of their efforts to engage with U.S. adult tobacco consumers while confidently adhering to marketing principles and federal government compliance requirements.  

Understanding the Adult Tobacco Consumer Population At Scale 

In 2017, Resonate launched the most extensive consumer tobacco study of its kind, defining the adult tobacco consumer population on an individual, anonymized basis across 10,000 traits that describe not only who they are, but what drives their everyday decisions. This proprietary understanding includes tobacco usage traits such as:

  • Smoking Habits 
  • Smoking History 
  • Tobacco Products Used 
  • Cigarette Brand Preference 
  • Cigarette Brand Selection Criteria 
  • Cigarette Brand Switching Consideration 
  • Innovative Product Usage 
  • Innovative Product Consideration 
  • Innovative Product Selection Criteria 

How Did We Do It? 

Resonate operates the largest long-form survey of online adult consumers in the U.S. We maintain 200,000 age-gated responses in our platform and marry responses with individual web content browsing history to form our “ground truth.” Resonate achieves scale by training models that project our primary research to the online population. 

The result is the most accurate, up-to-date understanding of the U.S. adult population that brands use for research, consumer insights, segmentation, media activation and measurement across digital touchpoints.  

What Did We Learn? 

Our survey projects an estimated 39.2 million U.S. adult tobacco consumers, primarily made up of men age 25-34, who enjoy expressing their individuality and value harmony and humility: 

Tobacco Users Snapshot
When it comes to brand preference, taste and experience are the most important factors for cigarette smokers, followed by price and coupons: 

Cigarette Brand Preferences

Only 36% have considered switching to e-cigarettes, suggesting an opportunity for product trial among these smokers: 

Considered e-cigarette

When it comes to their digital media consumption habits, 33% of tobacco consumers clock in 20-40 hours online per week:  

Tobacco Users Media Consumption

How Can Tobacco Brands Use Resonate? 

For the first time, tobacco marketers can leverage the same dataset and single view of U.S. adults for end-to-end insights to action: 

  • Consumer Insights: Who are the right people for my brand?  
  • Brand Personas: What do they care about? 
  • Creative and Copy Design: What should my brand say to them? 
  • Campaign Tactics: How do I efficiently segment adult tobacco consumers into retention, competitive conquesting and innovative product segments and apply the right creative to segments?  
  • Media Execution: What websites are they visiting and how can I expand my site whitelist to achieve more scale? 
  • Audience Analysis: How well am I executing against my strategy? 

Want to see the many more insights on today’s tobacco consumer in the Resonate Platform? We’d be happy to show you more.  

Are you winning the swing vote?

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Undecided voters can decide elections. If your campaign’s in a close race down the stretch, you understand the importance of putting dollars behind identifying and targeting known swing voters well before they head into the voting booth. With just three weeks remaining until Election Day, engaging this critical segment with a message worthy of their vote needs to be a part of any savvy campaign strategy.

At Resonate, we put our dynamic artificial-intelligence driven models to work to find and target swing voters – from the national to local level – with surgical precision. With just a few clicks in our voter insights platform, we’re ready to analyze swing voters across thousands of the most relevant political persuasion insights and target them wherever they are online. This is how winning is done.

Let’s take a quick look at what’s driving the 2018 midterm swing voter on the national scale and in a couple of key 2018 election battlegrounds.

National Swing Voters – Likely to Vote in 2018 Midterm

Audience size: 16M

Compared to the average registered U.S. voter, national swing voters are:

  • 22% more likely to be passionate about local issues
  • 48% more likely to be 65 years or older
  • 47% more likely to lean fiscally conservative

Bonus insight: at least 50% of this audience will vote in the midterms primarily because they feel it is their civic duty. 12% will vote because of state-level concerns.

Pennsylvania Swing Voters – Likely to Vote in 2018 Midterm

Audience size: 743K

Compared to the average registered Pennsylvania voter, Pennsylvania swing voters are:

  • 38% more likely to be motivated by maintaining traditions
  • 97% more likely to want President Trump to identify and address foreign trade abuses
  • 57% more likely to believe water conservation is a top societal concern

Bonus insight: 50% of this audience voted for Donald Trump in 2016.

Wisconsin Swing Voters – Likely to Vote in 2018 Midterm

Audience size: 387K

Compared to the average Wisconsin voter, Wisconsin swing voters are:

  • 75% more likely to believe improving infrastructure and transportation is a top priority
  • 33% more likely to be accepting of those who are different
  • 60% more likely to support enacting congressional term limits

Bonus insight: 25% of this audience voted for a candidate besides Donald Trump or Hillary Clinton in 2016.

If your campaign needs to engage and win swing voters in the final 3 weeks, contact Resonate’s Campaign Hotline today to get started immediately. Don’t leave the swing vote to chance, start engaging and winning now!

CONTACT CAMPAIGN HOTLINE

How Today’s Auto Marketers Can Connect With Tomorrow’s Self-Driving Car Owners

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Today’s automotive marketers face a unique challenge: They need to market cars to a growing audience of consumers who are eagerly anticipating the day that they no longer have to drive cars.

As more self-driving car pilot programs take to the streets, the promise of this category of vehicle is rapidly taking hold with many of today’s car shoppers—despite the fact that such automobiles have yet to become commercially available.

To connect with these forward-thinking consumers, automotive dealers and brands today need to be fundamentally repositioning themselves. They must seek a deeper understanding of the consumers they intend to attract.

They must harness the “why” behind their consumers’ buying behaviors—the values and motivations that influence their opinions and drive their purchases in the auto industry.

In a recent study, we tapped into our consumer intelligence marketing platform (covering more than 10,000 attributes across 185 million people in the U.S.) to better understand the values and motivations that drive today’s car buyers.

A key segment that emerged in this research was an audience defined by its inherent comfort with the concept of a  self-driving car. Here is an overview of the defining characteristics of this compelling group of consumers, as well as advice for connecting with them for current and future marketing and sales efforts.

Consumers comfortable with self-driving cars

Self-driving car consumers represent a promising group for car companies, with a wide age range between 18–44. They are also a wealthy group, many with a household income of more than $150,000. In addition, they’re willing to spend anywhere between $25,000 to $75,000 on their next car purchase.

When shopping for a car, they do so with an eye toward innovation. For these consumers, features such as Bluetooth, Wi-Fi, and navigation aren’t just conveniences—they’re must-haves.

In addition, this eye toward innovation extends to their own purchasing habits, as many would consider making their next car purchase online.

Not surprisingly, these consumers say that self-driving cars would have versatile applications in their lives. These include getting to and from work, getting home after drinking alcohol, taking long trips, running errands, and taking their children to and from activities and daycare.

When making car purchases, these consumers look for cars that not only enable them to express their individuality, but also create memories with other people. Both of these desires must be taken into consideration by today’s dealers and auto brands.

When buying a car, these consumers are highly likely to be sharing their experiences online as they go. Perhaps the only noteworthy caveat about this wealthy, forward-thinking group is that it would also be willing to get rid of its cars if it were practical.

This is likely due in part to the relatively high level of environmental awareness among these consumers, because most say they feel guilty when considering the impact of their driving habits on the world around them.

How marketers can connect

Auto marketers looking to engage with tomorrow’s self-driving car owners should do so with messages of authenticity. These consumers value straightforward information over vague showmanship.

Likewise, marketing that focuses on a car’s role in allowing drivers to enjoy experiences with others is likely to resonate strongly. Messaging to this group should also focus on the underlying value of cars themselves, as many of these consumers would not own a car if they had the option.

Reminding them that personal car ownership can aid in their connections with those around them is a theme that will speak to these individuals.

In addition, because these consumers are so likely to share their car-buying stories online as they go, auto marketers must be exceptionally cognizant of the experiences they create for consumers. One bad encounter is likely to be broadcast well beyond that individual consumer.

The upside, however, is that when one of these consumers selects an automobile, he or she becomes a spokesperson for the dealer and brand to a broader sphere of potential car shoppers. Auto marketers would be wise to give these consumers some added assistance in telling their tales.

Note: The insights in this article are included in Resonate’s forthcoming “The State of Consumer Audiences” report, which provides an in-depth look at the consumer values and motivations that drive purchases in today’s most important vertical markets. The full report was released in late September. Please go to www.resonate.com for more information.

This article was originally published on DealerMarketing.com.