This document provides an outline for a marketing workshop focused on targeting your audience. It discusses identifying your target audience's demographic and psychographic profiles to understand who they are. It also discusses understanding your audience's key business needs, concerns, pains and wants. The workshop teaches using a FAB (Features, Advantages, Benefits) framework to connect your solutions and competitive advantages to resolving your audience's business needs and drivers. Examples are provided to demonstrate how to structure a FAB statement highlighting features, advantages and benefits.

1. MARKETING TO YOUR
TARGETAUDIENCE
Laura Tetzlaff

2. Workshop Outline
1. Who is my audience?
 Company profile
 Audience demographic & psychographic profile
2. What are their business drivers?
 Concerns, pains, needs & wants
3. Why should they buy from me?
 Features, Advantages, Benefits

3. POST
People
Who
Need
Objectives
Why
Measure
Strategy
What
Plan
Tactics
How
Tools

5. 1. My target audience
• Understand your audience
• Speak their language
• Focus your marketing content & efforts
• Improve your ROI

6. 1. My target audience
Company details
• Type of company
• Size of company
• Geographic location

7. 1. My target audience
Individual’s demographic profile (typical engagement)
• Occupation/Job title
• Decision making role
• Age
• Gender
• Community: Rural, urban, suburban
• Family
• Education

8. 1. My target audience
Individual’s psychographic profile
• Business communication style
• Media engagement preferences
•How do they get their information?
• Interests & hobbies
• Trend & tech savy

9. 2. My audience’s needs
Identify their key business drivers
• Concerns
• Pains
• Needs
• Wants
Eg: costs, time-to-market, quality, reputation, job security, etc.

10. 3. FAB
Feature Advantage BENEFIT

11. 3. FAB
• Connection between customer’s business drivers & your
solutions
• Identify only those drivers that are improved by your
solutions
• Link your solutions’ competitive advantages to business
drivers
• Find features that enable each advantage

12. 3. FAB
Features
• Facts & characteristics of a product or service (or
company)
• Keep it simple
• Features that enable advantages

13. 3. FAB
Advantages
• What the features do
• Factual – are not connected to audience’s need (yet)
• Bridge element used between features & benefits

14. 3. FAB
Benefits
• Why someone should value this advantage (WIFME)
• Map your benefits to customers’ key business drivers
• Link competitive advantages to your solution
• Both functional & emotional benefits
• Often expressed in terms of:
• Dollars saved or enhanced
• Time saved or enhanced
• Reduction of risk
• Enhanced experience

15. 3. FAB exercise
• Because it has (we have) ……. (FEATURE)
• You will be able to ……. (ADVANTAGE)
• What that means to you is……. (BENEFIT)

16. 3. FAB example
Sleeping bag
FEATURE
Because it has..
ADVANTAGE
You will be able to..
BENEFIT
What that means to you..
1 inch insulation layer Help retain body heat on
cold nights
When you’re camping,
you’ll have a nice warm
sleep at night.
You’ll wake up well
rested and ready for a
full day of fun activities.

17. 4. FAB statement
Sleeping bag
Our sleeping bags have a 1 inch layer of insulation. This
helps to retain body heat on cold nights. You’ll be warm all
night. Which means you’ll get a great sleep and be well
rested to enjoy a full day of fun activities.

18. 4. FAB flip statement
Sleeping bag
• State benefit first
• Explain how you accomplish the benefit via your
advantage & feature
While you’re camping, you’ll get a great sleep and be well
rested to enjoy a full day of fun activities. Our 1 inch
insulation layer keeps your body warm all night so you
sleep comfortably.

19. Workshop Recap
1. Know my audience
2. Identify my audience’s business drivers
3. Link my solutions to my audience’s needs
4. Create my FAB statement