Media trust presentation: how to identify, understand and reach your target audience

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Tips and tools to get to grips with your target audience and how best to reach them

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Media trust presentation: how to identify, understand and reach your target audience

  1. 1. How do you identify, understand and reach your target market? Media Trust 20 September
  2. 2. What we’ll look at today <ul><li>Tools to identify your audience </li></ul><ul><li>Methods to understand your audience and how they behave </li></ul><ul><li>3. How to select the right channels to reach your audience </li></ul>
  3. 3. How do you identify your target audience? <ul><li>Talk to colleagues </li></ul><ul><li>Test assumptions </li></ul><ul><li>Ask the right questions </li></ul>
  4. 4. Avoiding ‘Everydog’ syndrome Try to reach everyone and you’ll reach no-one.
  5. 5. Profiling your target audience <ul><li>Who are they and what are they like? </li></ul><ul><li>2. Who makes the decisions that influence them? </li></ul><ul><li>3. The role of market research </li></ul>
  6. 6. Which segments are your priorities? <ul><li>Align your priorities with your mission </li></ul><ul><li>Do your priority segments work with your model? </li></ul><ul><li>How to take your colleagues with you </li></ul>
  7. 7. Characteristics of B2C audiences <ul><li>Shorter sales cycle </li></ul><ul><li>Brand is a strong influencing factor </li></ul><ul><li>Emotional buying decision </li></ul>
  8. 8. Characteristics of B2B audiences <ul><li>Relationship driven </li></ul><ul><li>Longer sales cycle </li></ul><ul><li>Need reassurance about ‘risk’ </li></ul>
  9. 9. How can you influence your audience to ‘buy?’ <ul><li>Map their journey </li></ul><ul><li>2. Reach them at touchpoints </li></ul><ul><li>3. Determine who’s in the ‘decision making unit’ </li></ul>
  10. 10. Choose your channels Which ones are most used by your target audience ?
  11. 11. Adapt and survive Keep adapting your understanding of target audience and your priorities
  12. 12. Thanks for your attention <ul><li>Zoe Amar MCIM Chartered Marketer </li></ul><ul><li>Head of Marketing and Business Development </li></ul><ul><li>www.lasa.org.uk </li></ul><ul><li>[email_address] /020 7426 4488 </li></ul><ul><li>Twitter: @zoeamar </li></ul>

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