3. Audience Targetting

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Part of a talk I gave to young entrepreneurs during Start Up Britain week. …

Part of a talk I gave to young entrepreneurs during Start Up Britain week.
This set hosted by FanClubGroup.com and The MAA http://www.marketingagencies.org.uk/

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  • 1. Targeting the right audience on a budget Or the importance of finding your niche19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 1 Images used for illustration purposes only, no rights claimed
  • 2. What we are going to talk about •  Who are your audience? •  How to find out who could be your audience •  How to calculate who best to market to •  The free tools available •  A check list for your brand19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 2 Images used for illustration purposes only, no rights claimed
  • 3. Created by kcatoto seen on http://visual.ly19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 3 Images used for illustration purposes only, no rights claimed
  • 4. •  Who are you marketing to? –  Customers –  Fans –  Potential staff –  Investors •  How many of them are there? •  Where do they live? •  Who influences them?19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 4 Images used for illustration purposes only, no rights claimed
  • 5. Find your niche But be nimble enough to find another one19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 5 Images used for illustration purposes only, no rights claimed
  • 6. Your brand cannot appeal to everyone19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 6 Images used for illustration purposes only, no rights claimed
  • 7. Pinterest: Watch and keep watching who is buying your brand19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 7 Images used for illustration purposes only, no rights claimed
  • 8. The old model was to elaborately test behind closed doors using endless focus groups. Nothing exciting came from this process. The new model is get your brand out and learn in a live environment. More exciting, bigger chance of failure. But a gazillion times more Target profitable audience profile Simplify Focus19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 8 Images used for illustration purposes only, no rights claimed
  • 9. Burbn.com “…We had built a really neat mobile web app that let you check-in to locations, make plans, earn points for your actions, post pictures and much more…we had a lot to tell people about” Kevin Systrom, Founder19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 9 Images used for illustration purposes only, no rights claimed
  • 10. Users were really only using the photo element. The founders took a deep breath and changed direction to focus on a single feature19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 10 Images used for illustration purposes only, no rights claimed
  • 11. •  $500K in funding •  $50 Million+ Funding •  Less than 10K beta users •  Purchased by Facebook for $1 Billion •  37 Million+ users READ MORE it’s a great story: http://articles.businessinsider.com/2012-04-10/tech/31316229_1_facebook-mafia-wars-quora http://joel.is/post/22436341176/achieving-overnight-success-kevin-systrom http://www.fastcompany.com/1830143/facebooks-flirtation-with-instagram-how-kevin-systrom-couldnt-refuse-mark-zuckerberg-twice http://ecorner.stanford.edu/author/kevin_systrom19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 11 Images used for illustration purposes only, no rights claimed
  • 12. To repeat our question. Who are your audience and what do they want? Who are they now Who could they be? And who don’t you want?19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 12 Images used for illustration purposes only, no rights claimed
  • 13. 19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 13 Images used for illustration purposes only, no rights claimed
  • 14. Good news, Facebook knows who they are19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 14 Images used for illustration purposes only, no rights claimed
  • 15. Linkedin is also your friend19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 15 Images used for illustration purposes only, no rights claimed
  • 16. But Google is your bestest friend19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 16 Images used for illustration purposes only, no rights claimed
  • 17. So you know how many there are and where they live, but what do they look like?19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 17 Images used for illustration purposes only, no rights claimed
  • 18. An example19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 18 Images used for illustration purposes only, no rights claimed
  • 19. Building a picture of the audience using observational language (Diageo  example)  19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 19 Images used for illustration purposes only, no rights claimed
  • 20. Simplify, be brutal, who might buy (Diageo  example)  19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 20 Images used for illustration purposes only, no rights claimed
  • 21. 19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 21 Images used for illustration purposes only, no rights claimed
  • 22. Take one chunk at a time Invest in those talking about buying* Target the might buys, play nice with the will buys.19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 22 Images used for illustration purposes only, no rights claimed
  • 23. Fast facts: Not definitive but these are sources we use most days Facebook.com/advertising Linkedin.com/ads Google/trends Pewresearch.org igd.com Statistics.gov.uk Socialmention.com Wavemetrics.com Twentyfeet.com Infochimps.com Thinkwithgoogle.com/mobileplanet Marketingcharts.com Infosthetics.com http://gorumors.com/crunchies19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 23 Images used for illustration purposes only, no rights claimed
  • 24. A check list for your brand •  Build a picture of prime, secondary and tertiary audiences •  Re-check brand offer against audience lifestyle traits •  Measure, adapt, refocus •  Keep watching19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 24 Images used for illustration purposes only, no rights claimed
  • 25. Did we mention it never stops?19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 25 Images used for illustration purposes only, no rights claimed
  • 26. 19/07/2012 Philip Slade : Fanclub Group : Targeting the right Audience 26 Images used for illustration purposes only, no rights claimed
  • 27. THANK YOU that was a topline on targeting. Part 2 in our 5 part Start Up Britain session 19 July 201219/07/2012 Philip Slade : Fanclub Group : Media Marxism 27 Images used for illustration purposes only, no rights claimed