Setting Your Sights to Hit the Target: Tips and Tools to Help Identify Your Key Audience
•Download as PPTX, PDF•
2 likes•903 views
Jill Stockton presented tips on identifying key audiences. She discussed setting clear goals, researching demographics and psychographics, and using tools to understand audiences. Stockton provided a case study on her work with Dear World Nevada. She identified four events - a VIP shoot, student pizza event, open community shoot, and keynote. Stockton researched audience types and leveraged relationships to promote the events, engaging over 200 people total and gaining media coverage. The presentation emphasized carefully selecting audiences and building relationships to effectively promote campaigns.
Recommended
Recommended
More Related Content
What's hot
Similar to Setting Your Sights to Hit the Target: Tips and Tools to Help Identify Your Key Audience
Similar to Setting Your Sights to Hit the Target: Tips and Tools to Help Identify Your Key Audience (20)
More from RenoTahoeAMA
More from RenoTahoeAMA (20)
Recently uploaded
Recently uploaded (20)
Setting Your Sights to Hit the Target: Tips and Tools to Help Identify Your Key Audience
- 1. Setting your sights to hit the target: tips and tools to help identify your key audience Presented by Jill Stockton #audienceAMA
- 2. Who is Jill Stockton? • Award winning public relations practitioner • Communications Specialist for the Reynolds School of Journalism • AMA Advisory Board member • High Fives Foundation Board member • Past President for Sierra Nevada Chapter of PRSA #audienceAMA
- 3. Presentation overview • Setting your sights • Research • Hitting the target • Case study example • Questions #audienceAMA
- 4. Setting your sights You have to aim to hit the board. Hit the board and you score. Hit the bull’s eye…even better. #audienceAMA
- 5. Setting your sights Be Memorable •Be #audienceAMA
- 6. Setting your sights • Demographics – Age – Gender – Location – Ethnic background – Marital status – income • Psychographics – Interests – Hobbies – Values – Attitudes – Behaviors – Lifestyle #audienceAMA
- 7. Setting your sights Demographic information will help you identify the TYPE of audience member you will want to connect with. Psychographic information goes one step further and nails down WHY that audience member may want to engage with you/your brand. #audienceAMA
- 8. Exercise • What do you know about your audience? – Three demographic traits (type of audience member) – Three psychographic traits (why they’d want to engage with you) #audienceAMA
- 9. Setting your sights • Doesn’t make sense to try and market to everyone –Be specific –Be memorable –Save time & money –Save resources (staff and funds) #audienceAMA
- 10. Research • Doing the research BEFORE you try to engage with your audience is critical • Allows you to be better equipped to serve your audience, which helps increase success #audienceAMA
- 11. Research About YOU • Questions to answer: – What is your unique selling point? – Do your products or services solve a problem? – How do you differ from your competition? – What makes you stand out? About your AUDIENCE • Questions to ask: – Who are they? – What is their most pressing issue or problem? – Where do they get their information? – How can you help solve their problem? – Who do they trust? #audienceAMA
- 12. Research Exercise Answer one question about YOU – What is your unique selling point? – Do your products or services solve a problem? – How do you differ from your competition? – What makes you stand out? Answer one question about your AUDIENCE – Who are they? – What is their most pressing issue or problem? – Where do they get their information? – How can you help solve their problem? – Who do they trust? #audienceAMA
- 13. Research • Tools – Understand market demands and trends – Conduct surveys – Talk to your network – Utilize social media – Conduct a focus group #audienceAMA
- 14. Research • Research never ends – Stay current on trends – Stay current on competition – Monitor audience • Have they evolved? • Have they changed? #audienceAMA
- 15. Hitting the target • Build relationships with audience • Cross-promotional opportunities • Share: Sharing IS Caring! • Add value, be a part of the community • Give them what they want • Track activity and follow through #audienceAMA
- 17. Setting my sights • What is Dear World? • Dear World Nevada had four components where an “audience” was needed. – Private VIP shoot – Pizza with the Dean event – Open shoot – Keynote address, portrait release #audienceAMA
- 18. Research • Audience identification – VIP: campus and community influencers; local celebrities – Pizza: Reynolds School students, faculty and staff – Open shoot: University and Reno communities – Keynote: photo-shoot participants, university students, faculty, staff, community members #audienceAMA
- 19. Hitting the target VIP shoot – Leveraged existing relationships – Established shoot as cross- promotional opportunity for participants to work with nationally recognized photographer – Portraits are shareable content – Create/enhance sense of community on/off campus – Track activity, “buzz,” on social media Pizza with the Dean – Social media – Video boards – Faculty – Email listserv – Posters #audienceAMA
- 20. Hitting the target: VIP Shoot #audienceAMA
- 21. Hitting the target: Pizza with the Dean #audienceAMA
- 22. Hitting the target Open shoot • Broad audience – Used public relations efforts/campus and community relationships to drive audience participation to this event – Outreach to University groups, clubs and org.’s • ASUN, The Joe partnership – Leveraged portraits from VIP shoot to build interest, grow awareness for open shoot Keynote, portrait release • Broad audience – All participants – VIP/Open – Reno-Tahoe community, campus community – Reno community looking for a humanities-type of event – Local media #audienceAMA
- 23. Hitting the target: Open Shoot #audienceAMA
- 24. Hitting the target: Keynote, portrait release #audienceAMA
- 25. Results & Participation • VIP Shoot: 60 • Pizza with the Dean: 60 • Open Shoot: 200+ • Keynote, portrait release: 200+ with overflow • Bonus: Silver and Blue Feature, local media coverage #audienceAMA
Editor's Notes
- The benefit of targeting your audience will help you/your company or brand increase the odds of becoming memorable in the minds of the people you are trying to get in front of.
- Have one person share. Was anyone able to name three and have them share with the group. Was this hard or easy.
- Remembering these key points will allow for deeper more engaging communication with your audience With the current state of the economy, having a well-defined target audience is more important than ever. No one can afford to target everyone. Small businesses can effectively compete with large companies by targeting a niche audience. Many businesses say they target “anyone interested in my services.” Some may say they target small business owners, homeowners, stay-at-home-moms. All of these targets are TOO general. Targeting your audience allows you to focus your marketing dollars and brand message on a specific market that is more likely to buy from you rather than someone else. This is much more affordable, efficient and effective way to reach potential clients and generate business.
- …before you create the content, before you start the blog, before you run the ad or send the news release. The better you understand your audience the faster awareness grows
- YOU: -Figuring out what things make you unique is the first step in identifying your key audience -Understand the problem that your product or service can solve – Using this info to determine who would be willing to pay for a solution -Evaluating your competition can help you define your own target audience -You must have a way of differentiating what you are doing from what the other guy offers AUDIENCE: It’s not about YOU. It’s about THEM. You have to ask them and talk to them to really understand them – don’t allow your personal experience and knowledge to have you believe that you understand your audience before you do any research Not who you would like to sell or market to, BUT think of it as WHO is looking for the product or service you offer. It’s about understanding your audience’s core attributes and learning to communicate with them in a way that resonates deeply and leaves them wanting more. The best way to resonate with your audience is to become a reflection of it.
- Ask audience members to share responses Was this hard or easy Being able to answer these questions before you begin communicating with your audience will set you up for success
- Seek feedback from your audience by using research tools, many of which are free It may be beneficial to conduct survey’s, interviews or focus groups to gain a greater understanding of your audience Reach out to potential audience members to get a more realistic picture of your audience and narrow down your marketing efforts Learn where they are – what websites they visit; social media sites they engage in; networks they belong to; This info will help you determine where to deliver your message.
- Build relationships: By building and strengthening relationships with your audience you can become empowered to take your brand/company to a new level Do more listening than talking – listen to learn what they really need/want Constructive conversations can create trust Cross Promotional opportunities: ID new allies/partnerships to increase/grow exposure to your audience and beyond Share: share content, resources if possible (another opportunity for cross promotion on social media and websites) Add Value: Don’t pretend to be a part of the community. Mean what you say and play a role Give them what they want: Call to action Content Point of purchase Track and monitor: sales, interactions, requests for information and more. This will help ID trends, patterns, and possible areas of improvement
- Dear World asks people to write messages on their bodies that have meaning, then their portrait is taken Robert X. Fogarty, the photog, has photographed everyone from Drew Brees to Deepak Chopra, Seal, Ed Norton, Elle Macpherson, Boston Marathon bombing victims and Syrian Refugees Elevate rep of RSJ/Nevada via large-scale special event Dear World has been featured on CNN, The Oprah Winfrey Show, The Washington Post, USA Today, PBS, New York Times and more. Dear World Nevada celebrated all of the people that make the Nevada community unique. “Invest in your voice” approach allowed individuals from all corners of campus to come together and share very personal stories with one another. It’s part journalistic storytelling, part entrepreneurial venture and part social experiment. Robert’s approach aligned with the RSJ mission of media innovation. Explain how long I worked on this project. Started conversation with Robert in Dec. 2013. Event took place Sept. 2014. Almost one full-year’s worth of work, outreach, planning and coordination.
- VIP Shoot: Purpose was to identify influential audience to participate in private event, share images on social media to drive traffic to the afternoon open shoot. Pizza with the Dean: Create exclusive opportunity for RSJ students, faculty and staff Foster sense of community within the RSJ Showcase interactive and engaging learning environment Create networking opportunities for students with prominent people working in the field
- Brian Polian, Nevada Football Wendy Damonte, newscaster/breast heath advocate Heidi Parker, executive Director, Immunize Nevada Mignon Fogarty, Grammar Girl/ RSJ faculty – Donald W. Reynolds Chair in Media Entrepreneurship Marcelo Vazquez, NV Assoc. Dean of Students Reg Stewart, NV Chief Diversity officer
- Compare attendance and participation to other events On average events draw 50ppl. This produced more than 200 attendees… Explain why this was a big win Big success Generated awareness for RSJ and its programs and Dean Has lead to other partnership opportunities for large-scale, University-wide events – Daymond John
- Exceeded all goals and was executed within the $8,000 budget VIP Shoot: Goal: 50 participants Result: more than 60 VIPs participated *Private shoot participants successfully shared portraits via social media (gave them instructions ahead of time telling them how to do this – Keep It Simple) *This increased awareness and drove traffic to the open shoot the day of the event (excluding all of the advance PR work) Used #DearWorldNevada hashtag Hundreds of user generated posts on FB and Twitter and more than 73 posts on Instagram Pizza with the Dean: Goal: 30 students Result: more than 60 RSJ students participated *20 percent of students engaged in conversation with Robert related to his career, how he started Dear World, networking Open Shoot: Goal: 100 participants Results: 200+ posed for portraits Keynote, portrait release: Goal: fill JCSU theater (206 capacity) Result: 200+ with overflow *livestream online to accommodate overflow