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Do you know your target audience? - Acuril 2015

GO opleidingen conducted a workshop 'Do you know your target audience? during the Acuril 2015 conference in Paramaribo, Suriname.

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Do you know your target audience? - Acuril 2015

  1. 1. Do you know your target audience? Eric Kokke Marketing & Communication Manager
  2. 2. Introduction
  3. 3. Introduction
  4. 4. Issues and challanges Digitalisation of information (new set of competences; knowlegde, insight, skills and attitude) Why are we still needed? The management doesn’t understand us! Budget cuts Collection Innovation Personal development
  5. 5. Escape route Give the stakeholders what they want and what they need More users More satisfied users Satisfied management Understanding your users is key!
  6. 6. Who is your target audience?
  7. 7. Traditional way Segmentation Gender Age Profession Social class Demography etc
  8. 8. Traditional way: Segmentation
  9. 9. Who is your target audience? Do you know your target audience? Do you know their wishes and demands? Do you know if they find what they are looking for? Do you know your added value?
  10. 10. Do you really know your audience?
  11. 11. Do you know their needs, wishes and demands?
  12. 12. Do you know if they find it?
  13. 13. They other way: Personas
  14. 14. Example 2
  15. 15. Your turn Make 2 Persona’s for your organisation Groups of 4 -5 20’ Feedback
  16. 16. Personas; the questions to ask Looking at behaviour and needs What are you looking for? What are you needs? What is essential? What do you whish? What is your personal situation?
  17. 17. Translate the answers in… A name Keywords A fitting quote Reasons to visit Essential element A personal wish To form a real Persona.
  18. 18. The curious browser “Find stuff I didn’t really look for, but turn out to be very interesting” Essential: The piece & quietness to just browse and gain more knowledge I come for: •Read •Deeper knowledge •Inspiration & broading my horizon Experience: Just forget the daily routine and enter a different world Keywords •Hobby •Taking my time •Obtaining knowledge
  19. 19. The specialist “Knowledge starts by knowing where to find information!” Essential: To find and receive the needed information; fast and reliable. I come for: •Special information •Digital collection •To obtain form a self choosen location Experience: “I will not visit the library, the library visits me!” Keywords •Do it myself •Digital •Specialist information
  20. 20. The focused student “The library offers focus, it is a place where I am able to study, read or work without being disturbed.” Essential: The right modern facilities to study and work. I come for: •A quiet place to study •Faclities •Social interaction Experience: For me the library is a place to werk and meet. Keywords •Concentration •Social •Wifi
  21. 21. The fast media-user “Information is everywhere, 24/7! And I want it!” Essential: Good coffee! A cosy place to relax and meet other people. I come for: •Nothing specific. •All information online •Wifi Experience: A flexible, cosy and well equipped modern meeting space. Keywords •Now! •Social interaction •Online
  22. 22. Conclusion Think of your target audience and transform them in Personas Think in Personas Develop new services with the Personas in mind Communicate with the wishes and demands of your most important Personas in mind Communicate your specific added value
  23. 23. Communicate added value Know what your added value is See your services through the eyes of the Personas Translate the added value to solutions for your Personas Translate added value in keywords, slogans and headlines Answer the ‘What’s in it for me’ question
  24. 24. Communication and added value Voorbeeld ‘Apple’ Voorbeeld Microsoft -Which of these 2 presentations do you like best? - What are the differences?
  25. 25. Apple / iPad GO opleidingen Message We come with a device that replaces PDA’s and laptops. Headlines / Slogans ‘Holding the internet in your hands’ Key benefits -Easy to use -Easy to carry -Long battery life Issue that is solved De slowness of a laptop and the small size of a PDA What’s in it for me? A device what does what a laptop and/or a PDA does, but faster, easier and better!
  26. 26. Apple / iPad GO opleidingen Message We come with a device that replaces PDA’s and laptops. We help you getting a succesfull career in the world of information. Headlines / Slogans ‘Holding the internet in your hands’ School for information Key benefits -Easy to use -Easy to carry -Long battery life -focus on informationprofessionals -flexible courses -specialist teachers Issue that is solved De slowness of a laptop and the small size of a PDA We help information professionals adapting to the changing digital world. What’s in it for me? A device what does what a laptop and/or a PDA does, but faster, easier and better! Grip on your own professional development and career.

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