Lecture 5 reaching target audience


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Lecture 5 reaching target audience

  1. 1. Post Graduate Diploma in PR & Exhibitions Management Marketing Public Relations and Audience Lecture 5 Communications with Target AudienceDeveloped and Presented byRoy Ying, Msc., BSG, B.Comm., MHKIoDNote: Pictures used in this power point fileis for academic Purpose only 1
  2. 2. Table of Contents• Identification of target audience• Selection of channels using 4Ps• Shaping the correct message and medium 2
  3. 3. Customer’s Needs• Common tools in identifying customers needs• This is usually called “customer engagement campaign” – CRM – Shopper’s club – Customer survey – Focus group – Social media (brand mention crawling) 3
  4. 4. CRM• CRM manages your organization’s relationship with clients which can provide insights in formulating MPR strategies. 4
  5. 5. Shopper’s Club• Shopper’s club is an active way to engage customers in rewarding their loyalty and influencing their buying behaviour 5
  6. 6. Customer Surveys• Customer survey is an effective way to identify customer preference and behavior pattern. 6
  7. 7. Focus Group• Focus group can be used to collect in- depth knowledge on customer’s perception and sentiments over a brand, a product or service. 7
  8. 8. Social media• There is a wealth of self-generated customer information on social media platform on your brand. 8
  9. 9. Communicating the Marketing Mix • Before deciding what to do, MPR managers must identify who your target audience is. Events/Trade Direct mail Shows Target Consumer PR PR Advertising Events/Trade Shows E-Mail Marketing/Web Direct Mail/Coupons AdvertisingE-MailMarketing/Web 9
  10. 10. Identification of Target Customer• Market –The set of all actual and potential buyers of a product or service.• Target Market –A set of buyers sharing common needs or characteristics that the company decides to serve. 10
  11. 11. Example• What’s the market for these products? 11
  12. 12. Characteristics to analyzeDemographic Analysis Psychographic Analysis• Age • What do they VALUE• Gender • Price • Entertainment• Geographic location • Convenience• Annual Income • Safety• Marriage Status • Travel distance• Education level • Activities 12
  13. 13. Example• Describe the kind of buyers for the following cars…… 13
  14. 14. Key Questions• Who are the producers of this product targeting?• What do you think makes this appealing to the target market?• Where would target market go to purchase this product? 14
  15. 15. Example• Why would anyone buy these cigarettes? 15
  16. 16. Why PR?• Editorial content is precious because it can shape readers’ perception.• The kind of research people normally do before making a purchase decision: – Online (google or relevant industry portals) – Word of mouth – Media• People want “personal experience/insight.” Media reviews are the next best thing. 16
  17. 17. Let’s look a quick example…• If you are traveling to Las Vegas, and would like a nice pizza meal, would the following restaurant be of interest to you? "Best Pizza in Las Vegas" "Best Pizza" Zagats Review, 2006 Las Vegas Weekly Magazine, 2003 "Best Pizza in Las Vegas" "Best Pizza" LV Weekly Magazine. Readers’ Poll, 2006 Las Vegas Weekly Magazine, 2002 "Best Pizza in Las Vegas" "Best Pizza in Las Vegas" By the subscribers of AOL.com Las Vegas Review-Journal Poll, 2001 "Best Pizza in Las Vegas" "The Best of the Valley" Citysearch.com, 2004 City Life, 2000 "Best Pizza in Las Vegas" "A Shrine to Old-Fashioned Pizza" Las Vegas Weekly Magazine, 2004 Zagats Restaurant Review, 2000 "Best Pizza in Las Vegas" "Voted Citysearchs Best Pizza" Zagats Review, 2004 CitySearch.com, 2000 "Best Pizza in Las Vegas" "A Story of Family Pride, Tradition and CitySearch.com, 2003 Great Pizza" 17 Muriel Stevens, Las Vegas Sun
  18. 18. Would you walk into this shop?• If you had not seen all these “Best Pizza” reviews and awards? 18
  19. 19. Table of Contents• Identification of target audience• Selection of channels using 4Ps• Shaping the correct message and medium 19
  20. 20. Selection of Channels (Tools)• Using PR tools to manage customer perception and behavior to deliver “marketing mix” objectives.• The 4 P model can help you make a decision. 20
  21. 21. Product• The extent to which the company’s product or service can satisfy customer needs, compared with those of competitors.• Tools: – Advertisement – Sponsorship – Exhibition – Awards competition 21
  22. 22. Price• Communicating “price” to customers is to motivate them to make purchase decisions and to retain them as customers.• Tools: – Packaging – Coupons – Price concessions – Price bundling 22
  23. 23. Place (distribution)• The distribution channel can convey a specific message about the organization to the customers.• Tools: – Shelve space premium – Exclusive distribution – Agreement with licensed agents – Own retail outlets 23
  24. 24. Promotion• Communication in promotion is to inform and persuade the target customers to buy an organization’s products.• Tools: – Advertising – Sales promotion – Direct marketing – Personal selling – E-commerce 24
  25. 25. How to start?• Identify the strengths of your products / services• Characterize your target consumer• Know your target media• Think about your story and the brand experience you provide• Develop a core message• Deploy your MPR tools 25
  26. 26. Case study – Mission Hills 26
  27. 27. Mission Hills Golf Club• Prides itself as the No. 1 Golf Club in the world• Corporate Strategy – To be the leading golf club in the world – Create and maintain a world class golf & family resort image – The number one golf destination for businessmen in this region 27
  28. 28. Mission Hills Golf Club• MPR Tool 1 – Host to Global Golf Events 28
  29. 29. Mission Hills Golf Club• MPR Tool 2 – Packaging 29
  30. 30. Mission Hills Golf Club• MPR Tool 3 – Premium Brand via 3rd Party Endorsement 30
  31. 31. Mission Hills Golf Club• MPR Tool 4 – Leverage on opinion leader in promoting service 31
  32. 32. Mission Hills Golf Club• MPR Tool 5 – Sponsorship of Miss ATV 32
  33. 33. Mission Hills Golf Club• MPR Tool 6 – Exhibition 33
  34. 34. Mission Hills Golf Club• MPR Tool 7 – Partnership 34
  35. 35. Mission Hills Golf Club• MPR Tool 8 – Endorsements 35
  36. 36. Mission Hills Golf Club• MPR Tool 9 – CSR 36
  37. 37. Mission Hills Golf Club• MPR Tool 10 – Associate with target audience 37
  38. 38. Table of Contents• Identification of target audience• Selection of channels using 4Ps• Shaping the correct message and medium 38
  39. 39. Shaping Message via PR• It’s an objective driven exercise based on a core message developed from your company’s Vision, Mission and Value (VMV).• It is the core message that needs marketing. 39
  40. 40. What’s VMV• Vision – what your company is trying to achieve• Mission – what your company is all about• Value – what is important for your company 40
  41. 41. Difference between Vision and Mission Statements 41
  42. 42. Example of VMV – Coca Cola• Vision – People: A great place to work. – Portfolio: Bring to the world a portfolio of quality beverage brands. – Partners: Be a reasonable citizen that makes a difference. – Profit: maximize long-term return to shareholders. – Productivity: Be a highly effective, lean and fast-moving organization. 42
  43. 43. Example of VMV – Coca Cola• Mission – To refresh the world – To inspire moments of optimism and happiness – To create value and make a difference 43
  44. 44. Example of VMV – Coca Cola• Value – Leadership: The courage to shape a better future – Collaboration: Leverage collective genius – Integrity: Be real – Accountability: If it is to be, it’s up to me – Passion: Committed in heart and mind – Diversity: As inclusive as our brands – Quality: What we do, we do well 44
  45. 45. Core messages• They may evolve over time…like slogans but all derived from the VMV 45
  46. 46. Core Message - Channel• Once a core message is developed, stick to it and follow it• Remember also to “walk the talk”• Actions are louder than words – Awards – Advertising – CSR – Product Experience – Crisis communications 46
  47. 47. Example: AccentureOur Core Values• Since its inception, Accenture has been governed by its core values. They shape the culture and define the character of our company. They guide how we behave and make decisions. 47
  48. 48. Awards• Tie in with values 48
  49. 49. Advertising• Tie in with valuesClient based Globalization themed 49
  50. 50. CSR• Based on values 50
  51. 51. Produce Experience• Also based on values 51
  52. 52. Crisis Communications 52
  53. 53. Tylenol Case Study• A successful case study 53
  54. 54. Tylenol Case Study• What has Johnson & Johnson done right?• Which rules did they follow?• How PR was involved? 54
  55. 55. Medium of Communications 55
  56. 56. Print media• Print media refers to publications that are distributed in a printed form on paper, such as newspapers, which must be delivered to customers in physical form either through hand delivery or physical purchase.• Class: Class: Can you give examples Can you give examples of print media in HK? of print media in HK? 56
  57. 57. Various Types of Print media• Newspapers Class: Class:• Magazines Who are the target Who are the target audience for these• Newsletters audience for these types of print media? types of print media?• Brochures• Books• Apart from these media, direct mail, flyers, handbills/leaflets, banner, billboard, press releases etc are all the various types of print media 57
  58. 58. Electronic Media• Media that use electronics energy for the end-user to access the content. This is in contrast to print media. Class: Class: Under this Under this definition, what definition, what examples of examples of electronic media electronic media can you think of? can you think of? 58
  59. 59. Media that fits the definition 59
  60. 60. Social Media 60