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Researching Your Target MarketLean Startup Series #2Image source: surveyshack.com, whicheb5.com
About Me Art Lee is a seasoned digital marketer with   extensive experience in leading and managing   technical projects ...
Image source: brainzooming.com                                    Session #1 - Idea generation  Coming up with your own i...
 Helping business owners to build their own           businesses on a lean(er) budget       To educate business owners t...
Where to start        How to approach your target market research        Where to start your search        How to apply...
Multi-pronged ApproachBehavioralDemographicGeographicSocialgraphicPsychographic
Behavioral Observing behaviors    How are people using      Facebook What conditions a person    Normal reactions How...
DemographicsStatistical characteristics of a population. age income education employment location                  Im...
Geographic   Population, industries, etc., of a region or regions.Image: userinterfaced.com
PsychographicsStudy of personality, values, attitudes, interests, andlifestyles. activity opinion attitudes behavior ...
SociographicsIntegration of Demographics & Psychographics. Listen to theneeds, values, and behavior of the influential. p...
Not a Debate of Analysis   Demographics               Interaction of Usage   Psychographics            Information of Usag...
Integrated Research & Analysis    Analyze                Feedback      Website            Data Analysis ReportSocial Media...
Where you want to be (viability)                                  High ValueVery Useful                                   ...
Caffé Habitu Promotion
A Society Slow to Change
Some Things Don’t Change
 All Likes do not equate to real                        conversion   Case Study:             It expands total eyes fromN...
ExerciseiPhone (IOS)           Samsung Galaxy (Android)               Behavioral               Demographic               G...
Image source: drpop.org                                                      How and where to research  Defining the Goal...
Look for Promoting Brand Advocacy       Product or Service Experiences         worth advocating, sharing
Discover Hit the Heart & MindAdityaKedia.com - Emersense
Identify Social Segments                Tools                       Locating Culture, Discovery, Real Time    People loo...
Using Facebook Research Groups based on keywords Ads based on profiles Competitor ads What is being shared Engage in ...
Using Twitter & Tools Search hastags # (keyword: topic, industry, product) Find people (influencers), Observe who follow...
Using Linkedin Keywords for   people and   groups Engage with   groups, share   your idea Find what   motivates, what  ...
Using Blogs Track buzz, what’s   going on Comment on blogs Share your idea
Use Discussion Boards/Forums Track buzz,   what’s going on Comment on   blogs Share your idea
In-Person Networking Events Organizations Coffee Meetings Meet competitors Meet industry   related companies
Exercise 2 Phone Case   Come up with phone case idea that serves a specific    customer based on your research.   For e...
Digital Marketer Many companies offer direct solutions (FB   Marketing, list building, mobile apps, social media) What p...
Research Points Understand what people want (can be unrelated to   you), what they need (PAIN) Understand what drives co...
Get Busy Doing                                                   or                                             Get Busy L...
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Researching Your Target Market - Lean Start Up Hong Kong

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Effective target marketing to reach a specific audience allows a higher probability to acquire your ideal client or customer. With changing technology and consumer behaviors, it has become increasingly hard to achieve results. As a lean start-up: Where do you start? How much money should you spend?


In this session, we will discuss the most effective strategies to perform local and global market research. This includes sizing up your competitors and figuring out whom you want to reach and where you need to market.


With this information, you are enabled to clearly define the features and benefits of your product and service. You are also able to create a stronger branding message that resonates with your target client or customer and effectively increase sales conversion.

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  • Examples to give?
  • Teams, Corp Consultant Freelancer, Big or Small Company, work together to provide an integrated research
  • Goal: People into seeing and hearing, within trusted networks
  • HEART: What makes it emotionally engaging?HEAD: What makes it logical and sensible?HAND: What makes it tangible and practical?
  • Transcript of "Researching Your Target Market - Lean Start Up Hong Kong"

    1. 1. Researching Your Target MarketLean Startup Series #2Image source: surveyshack.com, whicheb5.com
    2. 2. About Me Art Lee is a seasoned digital marketer with extensive experience in leading and managing technical projects across APAC and U.S. He has both extensive technology and business skills which are both required to effectively manage any digital marketing campaign and to ensure business objectives are met. The skills that are most valued by clients is his ability to listen and to create solutions.
    3. 3. Image source: brainzooming.com  Session #1 - Idea generation Coming up with your own ideas
    4. 4.  Helping business owners to build their own businesses on a lean(er) budget  To educate business owners to make informed decisions (simple and effective)  Accommodate lowest common denominator - semi- seasoned business owners  Encourage audience participationImage: hymnindia.com
    5. 5. Where to start  How to approach your target market research  Where to start your search  How to apply it to your product/serviceImage: marlijnenoordink.blogspot.hk
    6. 6. Multi-pronged ApproachBehavioralDemographicGeographicSocialgraphicPsychographic
    7. 7. Behavioral Observing behaviors  How are people using Facebook What conditions a person  Normal reactions How to reinforce a behavior  Serving a specific behavior Image: danieleizans.com
    8. 8. DemographicsStatistical characteristics of a population. age income education employment location Image: blogs.oregonstate.edu
    9. 9. Geographic  Population, industries, etc., of a region or regions.Image: userinterfaced.com
    10. 10. PsychographicsStudy of personality, values, attitudes, interests, andlifestyles. activity opinion attitudes behavior needs Image: socialfresh.com
    11. 11. SociographicsIntegration of Demographics & Psychographics. Listen to theneeds, values, and behavior of the influential. personal needs personal profile personal attitudes social graphs/friends personal passions Image: forresto.com
    12. 12. Not a Debate of Analysis Demographics Interaction of Usage Psychographics Information of Usage Webographics Emotional Goals of usageRelationship with the Sensory / Immersive business character of usageSpecific Goals / Needs Accessibility issues Context of Usage
    13. 13. Integrated Research & Analysis Analyze Feedback Website Data Analysis ReportSocial Media, Mobile CustomersPrint, Advertising, TV Competitors
    14. 14. Where you want to be (viability) High ValueVery Useful Not UsefulImage source: pearanalytics.com Low Value
    15. 15. Caffé Habitu Promotion
    16. 16. A Society Slow to Change
    17. 17. Some Things Don’t Change
    18. 18.  All Likes do not equate to real conversion Case Study:  It expands total eyes fromNeed more FB Likes extended networks  Likes from anywhere?  The more the better  Worried about fake profiles?  My boss just wants me to get more likes than competitors
    19. 19. ExerciseiPhone (IOS) Samsung Galaxy (Android) Behavioral Demographic Geographic Social graphic Psychographic
    20. 20. Image source: drpop.org  How and where to research Defining the Goals and Purpose of Your Campaign
    21. 21. Look for Promoting Brand Advocacy Product or Service Experiences worth advocating, sharing
    22. 22. Discover Hit the Heart & MindAdityaKedia.com - Emersense
    23. 23. Identify Social Segments Tools Locating Culture, Discovery, Real Time  People look for other people Data, etc. like themselves, which is called group affinity.  Locate new Micro- Communities (offline/online)  Listen to customers & influencers
    24. 24. Using Facebook Research Groups based on keywords Ads based on profiles Competitor ads What is being shared Engage in group
    25. 25. Using Twitter & Tools Search hastags # (keyword: topic, industry, product) Find people (influencers), Observe who follows Observer news people engage with most
    26. 26. Using Linkedin Keywords for people and groups Engage with groups, share your idea Find what motivates, what people want
    27. 27. Using Blogs Track buzz, what’s going on Comment on blogs Share your idea
    28. 28. Use Discussion Boards/Forums Track buzz, what’s going on Comment on blogs Share your idea
    29. 29. In-Person Networking Events Organizations Coffee Meetings Meet competitors Meet industry related companies
    30. 30. Exercise 2 Phone Case  Come up with phone case idea that serves a specific customer based on your research.  For example (30s, female, smartphone size, colors, lifestyle, usage, etc.)
    31. 31. Digital Marketer Many companies offer direct solutions (FB Marketing, list building, mobile apps, social media) What people really needed was a strategy and justification of approach, that fits their budget Serve underlying need to increase sales leads  Part time and small sized businesses  Growing businesses
    32. 32. Research Points Understand what people want (can be unrelated to you), what they need (PAIN) Understand what drives competitor businesses Compare what you have to offer Further define the characteristics of ideal client Image: freemarketingmadeeasy.com
    33. 33. Get Busy Doing or Get Busy LosingGood Luck!Come talk to me if you have any questions.
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