HUMBUG
Four Unique Services To Get You Going
1. The Humbug, Uniquely Positive,
Mustn’t Grumble Advertising Review
Purpose
An independent review of your advertising’s effectiveness to the mature consumer which draws on our unique research insights developed from working with professors from Brunel University, our surveys with the Humbug Club and over 200 proprietary video interviews with mature consumers on attitudinal and behavioural criteria impacting on their engagement with advertising.
Process
One of the Humbug Partners of your choice will review your advertising campaign using our proprietary checklist and scorecard to provide an overall score for its effectiveness in engaging with the mature consumer.
You provide an advertising campaign, we run our checklist covering 7 sections, each with several criteria against which we score the campaign.
We can then run the advertising past our Humbug Club Panel to gather a minimum of 100 qualitative responses to gather a combined effectiveness score.
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Output
A report highlighting strengths and weaknesses with uniquely positive recommendations on how underperforming scores might be improved, supported with the evidence as to why.
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Timings
3 weeks upon receipt of materials to review.
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Costs
Cheap as chips! Give us a tinkle.
2. The Humbug, Really Rapid,
Later Life’s Cresta Run Model
Purpose
To give you a view of where your mature customers might be regards key personal life events impacting their spending on non-essential consumer goods and services.
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We have spent the best part of a year understanding these challenging life events and have now identified opportunities for brands and services to jump on for the ride.
We will help you understand where to join the mature consumer on their run to the finish line, offering them relevant stuff to do and buy on the way, based on their real-life experiences.
Process​
This is a really rapid exercise in data mapping where you provide us with customer data which we map against 1000+ data points gathered from our segmentation and cluster project, developed with Brunel University.
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A Humbug Partner will review the output and produce a unique planning model with a bit more detail than in the graphic below!
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Output​​
A simple Excel report and chart highlighting where your customers are likely to be vs the 20+ Later Life Events we know have, are, or will happen to them between the ages of 55 and 80.
Timing
2 weeks from receipt of customer data file.
Costs
Give us a call to discuss. But hurry, hurry while stocks last.
3. The Humbug, Tried & Tested,
Generation Game Consumer Audit
Purpose
To quickly paint a picture of how your brand is aligned with mature consumer’s and their engagement needs, wants, attitudes, behaviours, and preferences in the context of sales and marketing materials.
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Process
One of the Humbug Partners of your choice will lead the team to evaluate how you’re engaging with a generation who have maturity, cash, deep experiences of life, and high expectations from goods and services providers.
This review will cover 6 topics and will be exhausting, exhaustive (apologies).
1. Brand/service review
2. Marketing communications review
3. Mature customer review
4. Research (yours) review
5. Employee awareness review
6. Sales channel(s) review
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Output
A 10-page report reviewing key engagement criteria, highlighting strengths, weaknesses and suggesting next actions.
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Timings
You will need to complete a briefing document (never fear, we will supply the template) and set-up access to data, marketing collateral, internal docs, etc.
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10 working days from receipt of the briefing document to delivery of our report.
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Costs
Bit more expensive than the Advertising Review, but worth every penny.
4. The Humbug, Distinctly Different,
Really Mature Cluster Analysis Tool
Purpose
To provide you with a unique cluster analysis of mature consumers in the context of your customers/prospects, with pen portraits that will help you create more effective advertising campaigns to them by enabling you to write searingly insightful advertising briefs with target audience descriptions offering more than just 'aged 55+, male, white, AB'.
Process
An exercise in data analysis and mapping where you provide us with customer data which we map against 2000+ data points, segment the data, allocate it to our unique mature consumer cluster groups, to provide unique insights for effective advertising purposes.
A Humbug Partner of your choice will review the output and produce an invaluable report highlighting the key cluster groups your customers (or prospects) fall into, accompanying pen portrait descriptions, and what that means in terms of you, your creative agencies, or us, when planning how to deliver effective advertising to them.
We can further offer access to our Humbug Club to ask additional questions specifically relating to your brand which will allow us to further bespoke the pen portraits around the cluster groups your targeted customers/prospects fall into.
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Output
A distinctly different cluster analysis report and accompanying pen portrait descriptions with recommendations as to the most effective approach for you to consider when advertising to the mature consumer.
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Our report will offer detailed understanding of the most effective mix of media channels, advertising content (aspirational vs information for example) and presentation format (e.g. audio visual vs textual) that is most likely to maximise the effectiveness of the advertising to that cluster group.
Timings
We will be ready to take on our first set of client data early December 2024!
Costs
Given its Xmas and all, we are happy to talk early bird discounts…