Intro analysis for target audience segmentation
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The document discusses how to select target audiences and segment groups for communication. It explains that the first step is to identify the stakeholder group that most influences the problem, such as consumers, journalists, or employees. The next steps are to analyze roles and opinion leaders within that group, and determine who needs to influence whom to achieve the desired effect. Then the specific communication target group is chosen and their characteristics are researched to allow segmentation into homogeneous subgroups that can be targeted effectively.
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Intro analysis for target audience segmentation
- 1. Introduction to Analysis for selecting Target Audience & Segmentation CommunicationKnowledgeCenter@Outlook.com
- 2. How does segmentation work? Choose stakeholder group that influences problem most: consumers/ journalists/ politicians/ employees/… In marketing the consumers often are the marketing target group. Analyze and find roles within this group and opinion leaders for this group. Analyze who should influence who in order to reach the planned effect. Choose the communication target group. Research the characteristics of the communication target group, conclude
- 3. Focus your communication • Time, money and other resources are limited. • Therefore, make choices: what effects are necessary and realistic? • What effect is necessary to solve the problem? • What is the problem? • Can we solve this problem with communication? CommunicationKnowledgeCenter 3
- 4. Situation Analysis • What is the Organizational • general public does not drive problem? safely; sales too low; etc. • Whose problem is this? • organization/ division/ brand/ manager/ etc. • Who influence this • citizens/ journalists/ etc. + problem? other organisations • Who influence these • influencers: opinion leaders, people? etc. • How can Communication • influence citizen, influencers, help to solve this problem? etc. => change knowl., att., behavior. • What is the • citizens’ posit. att. towards Communication problem? drinking & driving; etc. CommunicationKnowledgeCenter 4
- 5. The organizational problem • The organization has a reason to exist. Often this is expressed in its mission and/ or vision, or organization objective. • Example: maximizing shareholder value/ making the best products/ making our customers happy. • In order to reach its objective, the organization has to win support from people and minimize opposition. CommunicationKnowledgeCenter 5
- 6. Field of Forces CommunicationKnowledgeCenter 6
- 7. How does segmentation work? Choose stakeholder group that influences problem most: consumers/ journalists/ politicians/ employees/… In marketing the consumers often are the marketing target group. Analyze and find roles within this group and opinion leaders for this group. Analyze who should influence who in order to reach the planned effect. Choose the communication target group. Research the characteristics of the communication target group, conclude
- 8. Field of Forces for Unilever Labour unions personnel press consumers suppliers General public shareholders government competitors CommunicationKnowledgeCenter 8
- 9. Field of Forces & Brands Labour unions consumers personnel press suppliers General public shareholders government competitors CommunicationKnowledgeCenter 9
- 10. Stakeholders: • ‘Stakeholders (…) have an influence on the organisation or are influenced by it… ‘(Vos 2011 p 21) CommunicationKnowledgeCenter 10
- 11. Market segmentation: • ‘Market segmentation should ideally lead to more homogeneous subgroups in that the members of one group should react in the same way to marketing stimuli and differ in their reactions to these stimuli from the members of other segments.’(De Pelsmacker 2004 p 108) CommunicationKnowledgeCenter 11
- 12. Receivers CommunicationKnowledgeCenter 12
- 13. Group of receivers CommunicationKnowledgeCenter 13
- 14. …analysing leads to… CommunicationKnowledgeCenter 14
- 15. … target audiences… CommunicationKnowledgeCenter 15
- 16. Roles in decision- making (Vos 2011 p140) • Initiator: proposes buying a certain brand. • Influencer: uses information to promote or prevent the purchase of a brand. • Decision-maker: takes the final decision about the purchase. • Buyer: effects the purchase. • User: the one, in the end, uses the branded product. ‘User’ can also be seen as ‘second user’, such as ‘passive smoker’, ‘garbage man’, or the whole recycling process, or even the whole society, or the world including nature. CommunicationKnowledgeCenter 16
- 17. 6 online profiles of internet users: Li & Bernoff (2008) Groundswell. Harvard. 1. Creators: make content (weblog etc.) 2. Critics: react on blogs etc. 3. Collectors: use RSS feeds etc. 4. Joiners: use social media 5. Spectators: reed blogs, peer-to-peer reviews, listen podcasts etc. 6. Inactives: internet users who don’t use social media CommunicationKnowledgeCenter 17
- 18. How does segmentation work? Choose stakeholder group that influences problem most: consumers/ journalists/ politicians/ employees/… In marketing the consumers often are the marketing target group. Analyze and find roles within this group and opinion leaders for this group. Analyze who should influence who in order to reach the planned effect. Choose the communication target group. Research the characteristics of the communication target group, conclude
- 19. Field of Forces: Outside-in or inside-out? Why? CommunicationKnowledgeCenter 19
- 20. Receiver’s ‘field-of-forces’ Social environment Media environment CommunicationKnowledgeCenter Helps to find touch points. 20
- 21. Fields of Forces: inside-out & outside-in S R CommunicationKnowledgeCenter 21
- 22. Dynamic environment CommunicationKnowledgeCenter 22
- 23. How does segmentation work? Choose stakeholder group that influences problem most: consumers/ journalists/ politicians/ employees/… In marketing the consumers often are the marketing target group. Analyze and find roles within this group and opinion leaders for this group. Analyze who should influence who in order to reach the planned effect. Choose the communication target group. Research the characteristics of the communication target group, conclude
- 24. Target group segmentation Splitting up of a heterogeneous target group into more homogeneous target groups that can be approached with a specific communication means. (Vos 2001) Describe the characteristics of your target group: General characteristics Domain characteristics Brand characteristics CommunicationKnowledgeCenter 24
- 25. Describe the characteristics of your target group. General characteristics: More or less permanent characteristics of the consumers (Vos 2001) divide market into regions, age-groups etc. Domain characteristics/ subject specific characteristics: related to product-use divide market into purchase & use behaviour (also: roles) Brand characteristics: concerns buying & using the brand divide market into loyalty, beliefs, etc. concerning the brand CommunicationKnowledgeCenter 25
- 26. Find relevant characterisitcs: inside-out & outside-in Characteristics of brand/ Characteristics of target product/ service group • News & Information • 25 – 35 years old • From your country • Expat General Characterisitics • In your language • International + Interested in: • Listening Domain / Subject • News & Specific Information Characterisitics • Own country CommunicationKnowledgeCenter 26
- 27. General characteristics Age Gender Postal code Salary Religion Media use Product ownership … CommunicationKnowledgeCenter 27
- 28. Domain characteristics Involvement with all the products in this branch Knowledge of the product in general Opinion about important characteristics of the products in this branch Need for this kind of product … CommunicationKnowledgeCenter 28
- 29. Br and char acteristics Brand awareness Knowledge about the brand Attitude towards the brand Behaviour: do they buy the brand? … CommunicationKnowledgeCenter 29
- 30. Even more receiver- oriented: Brain-styles CommunicationKnowledgeCenter 30
- 31. Motivaction typology (example) http://www.motivaction.nl/ http://www.motivaction.nl/204/Segmentatie/Segmentatie-op-maat/EtnoMentality/ CommunicationKnowledgeCenter 31
- 32. How does segmentation work? Choose stakeholder group that influences problem most: consumers/ journalists/ politicians/ employees/… In marketing the consumers often are the marketing target group. Analyze and find roles within this group and opinion leaders for this group. Analyze who should influence who in order to reach the planned effect. Choose the communication target group. Research the characteristics of the communication target group, conclude
- 33. Stakeholders, marketing, communication, Everyone who can have an influence on segments Stakeholders the organization Marketing Communication audiences audiences Those who could be Those who could be influenced by influenced by marketing: 5P’s communication: KAB Segments People with very CommunicationKnowledgeCenter 33 similar characteristics.
Editor's Notes
- Will be explained in following slides.
- Try to quantify : how many / what percentage is acceptable? ? How can we change these citizens ’ attitude (& intended behaviour)? = apply Cognitive Dissonance: individual KNOWS that what he DOES is not in balance what he should do : so he FEELS uncomfortable. Therefore : we should know what these citizens know & feel & WHY they still behave as they do. ?How can we get this information? = research
- Tension: maximizing shareholder value – best products – making customers happy. (What is ‘ best’ ?) xxxxxxxxxxxxxxx 08/16/12 xxxxxxxxxxxxx
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- Corporate Brand vs. Consumer Brands ?Why several Consumer Brands? = instruments to attract consumers. ?What is the use of a Corporate Brand? = attracting most other stakeholders. In Asia most organisations do not have consumer brands: Hyundai, cars & oil tankers Yamaha motors, piano ’ s, hifi sets. ?WHY? = masculine values : big = good & trust: if org. Hides behind consumer brand it wants to withhold something.
- Segments can be described by characteristics. These characteristics should be relevant. Male – female is not relevant if men and women react the same to for example an ad. Cultural background could be relevant. xxxxxxxxxxxxxxx 08/16/12 xxxxxxxxxxxxx
- xxxxxxxxxxxxxxx 08/16/12 xxxxxxxxxxxxx Collection of individual receiversis not a group. Individuals form a group when they communicate. (= share information, knowledge, beliefs, values, etc.: making common.) Select individuals within the group who have most influence: most contacts with other individuals within the group. Example: ? Who is the most important target group for McDonalds? = Mothers: they decide whether kids will eat Big Mac or not. They will pay. ? Who influence mothers? = Other mothers, kids, grandparents, husband. SO: In this slide Mother is in the middle. Campaign aimed at her and those who influence her. These individuals form target group. See next slide.
- xxxxxxxxxxxxxxx 08/16/12 xxxxxxxxxxxxx Collection of individual receiversis not a group. Individuals form a group when they communicate. (= share information, knowledge, beliefs, values, etc.: making common.) Select individuals within the group who have most influence: most contacts with other individuals within the group. Example: ? Who is the most important target group for McDonalds? = Mothers: they decide whether kids will eat Big Mac or not. They will pay. ? Who influence mothers? = Other mothers, kids, grandparents, husband. SO: In this slide Mother is in the middle. Campaign aimed at her and those who influence her. These individuals form target group. See next slide.
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- xxxxxxxxxxxxxxx 08/16/12 xxxxxxxxxxxxx Target groups: Buyers: mothers Influentials: kids + husbant, grandparents, other kids, neighbours, etc.
- Vos adds PAYER and COMPLAINTANT. Plus ADVISER & GATEKEEPER. Book: Li & Bernoff (2008) Groundswell . Harvard. 6 online profiles of internet users: 1 creators: make content (weblog etc.) 2 critics: react on blogs etc. 3 collectors: use RSS feeds etc. 4 joiners: use social media 5 spectators: reed blogs, peer-to-peer reviews, listen podcasts etc. 6 inactives: internet users who don ’t use social media xxxxxxxxxxxxxxx 08/16/12 xxxxxxxxxxxxx
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- ? How would a truly outside-in Field of Forces look like? = not organization in the center, but receiver; See next slide. xxxxxxxxxxxxxxx 08/16/12 xxxxxxxxxxxxx
- SO: select stakeholder. Select target group. Select segments within target group & find influencers & media. ? Why? SO: Start with FoF of organisation. Focus on homogeneous group => small group : individual. Look through the eyes of individual member of target group: who & what influences him/her? & what is going on in his brain? What should change in his brain? SO: Apply sociology/ anthropology (culture; sub culture) & psychology. In order to reach effects.
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- What more can you think of?
- What more can you think of?
- What more can you think of?
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- Stakeholders: almost everyone: very many. Segments: small groups. Targeting: choosing segments on which to target. K A B = domino of communication effects 5P ’s = marketing mix: product, price, place, promotion (MarCom) & people In this comparison communication is MarCom: only 1 of 5P ’s. Communication is “only” about changing Knowledge, Attitude , intended Behavior. Marketing can also use other instruments to really change behavior. Communication is also PR, internal communication etc.: building and maintaining relations with other stakeholders. In general communication is “only” about changing something in the minds of people. Marketing about actual buying behavior, resulting in more sales, turn-over and profit. Marketing target audiences & communication target audiences are NOT the same – but they may overlap. For example: Marketing tg of McDonald are parents, but they are influenced by their children. Therefore children are also marcom tg. & McD wants to have an image of taking care of the health of children; McD influences journalists so that they write about McD. xxxxxxxxxxxxxxx 08/16/12 xxxxxxxxxxxxx