Top Ways To Reach Your Target Audience PowerPoint Presentation Slides

Top Ways
To Reach Your
Target Audience
Y o u r C o m p a n y N a m e

Table of
Contents
2
4 Steps to Create a Powerful Customer Strategy
Step 1: Market & Customer Research
• Market Size Analysis
• Competitive Landscape
• Customer Segments & Their Behavior
• Customers Shopping Preferences – Sample Data
• Customers Shopping Habits– Sample Data
• Customers Shopping Behavior (Baby Boomers) –
Sample Data
• Customers Shopping Behavior (Millennials)– Sample
Data
• Customers Communication Preferences – Sample
Data
• Modern Customer Journey
• How Millennials Learn About the Product
• Brand Loyalty
Step 2: Roll Out the Consumer Market Research Survey
• Consumer Market Research Survey
Step 3: Zero In On the Target Market
• Identifying Your Market - TAM, SAM & SOM
• Customers Segments – Matrix 1
• Customers Segments– Matrix 2
• Target Customer Description
• Target Customer Persona
Identify Your Target Customer01
Channelize Customer Strategy02
Customer Strategy Options03
Understand Your Customers (B2C Market)04
Understand Your Customers (B2B Market)05
Targeting Options06
07
Customer Success Metrics that Matter
• Customer Success Benchmarks
• Churn
• Expansion
• Net Promoter Score
• Customer Health
Step 4: Execute Strategy & Measure Metrics
08

“Get closer than ever to
your customers. So close
that you tell them what they
need well before they
realize it themselves.”
Steve Jobs
4

HANNAH,
STUDENT
5
“I need to go to a relaxing place with nice coffee, music and
ambience without it being too expensive”
A Day in her Life
• She is a morning person
• She starts off her day with gymming. She goes to gym thrice a week.
• She works for an IT company
• She loves exploring new cafes in town
• She watches Netflix
• She is a neat freak and likes to keep her things organized.
• She likes being punctual
Background
• 29 Years Old
• Engaged
• Lives in NJ, USA
• Full-time Employer in an IT company
Finances
• Income of $50,000
• She believes in investment
• She prefers using credit card/debit card
for shopping or otherwise
Online Behaviours
• Very much active on social media apps such
as Instagram, Facebook, Twitter, etc.
• She keeps on exploring new apps for her use
• Tend to find good deals and discounts on food
and clothes
What She's Looking For
• A place to detox herself after a hectic
working week
• Deals & Coupons
• Good food and a glass of wine
• Cozy seating space with nice music
What Influences Her
• Her mother
• New fashion trends,
magazines, blogs, etc.
Hopes & Dreams
• Become a reputable fashion and
entertainment blogger
• Travel the work
• Adopt a dog
• Own a café
• To be able to learn a new language
• Not have to worry about finances
Worries & Fears
• Not spending enough time with family
and friends
• Fear of closed spaces
• Text Here
• Text Here
• Text Here
• Text Here
Make Her Life Easier
• Order online or through app
• Online payment through payment apps
like Google Pay
• Deals and incentives
• Space with plenty of charging stations
• Free Wi-Fi
This slide is 100% editable. Adapt it to your needs and capture your audience's attention.

Channelize Customer Strategy
6
CUSTOMER STRATEGY
Does it reflect in your
business mission and vision?
Does your value proposition target
the customer and his needs?
Does It Drive
Geographic Strategy
Distribution Strategy
Sales & Marketing Strategy
Product Strategy

Customer Strategy Options
7
Strengthen Your Existing
Customer Base
Increase Your
Customer Base
Poor market share with
existing customer base
New target customers
in new geos
Dropping Sales
New product features for
more customer segments
Weak value proposition
Market superiority with
existing customer base
Lack of resources to
expand to new geos
Sufficient resources to
make expansion work

Understand Your Customers (B2C Market)
8
Demographic –
Population
Geographic –
Where People Live
Lifestyle –
People’s Attitudes & Values
Behavioural –
Loyalty to A Product
Value
• Age • Urban
• Consumer Opinions And
Interests
• Purchase Occasion • Spend
• Gender • Suburban • Socioeconomic Group • Benefits Sought • Share of market
• Education • Rural • Motives • Loyalty
• Family Size • Regional • Personality • Use Rate
• Family Life Cycle • City Size • Aspirations • Price Sensitivity
• Occupation • Climate
• Social Class • Landforms
• Religion
• Ethnicity
Target Customer Characteristics

Understand Your Customers (B2B Market)
9This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
Geographic
Country. Region, Town,
Postcode, Mile Radius
Firmographic
Turnover, Size, Employees,
Business activity, industry
Behavioral
Usage rate, end product use, benefits
sought, purchase procedure, buying status
Psychographic
Socially responsible, entrepreneurial,
employee focused, financially prudent

Targeting Options
10
Micro Market
• Small business users
• Target customers at a personal level
Niche Market
• Smaller firms with less resources
• Target specific segment of customers e.g. toothpaste for sensitive teeth
• Aka Concentrated marketing
Differentiated Market
• Medium to big firms
• Multiple products for different segments
• Each product customized for each segment
• Higher production cost
• Specialization & strong hold in market
Undifferentiated/Mass Market
• Large firms
• One product or product line for all customers
• E.g. Toothpaste, Personal Computers, Cold Drinks

4 Steps to Create a Powerful Customer Strategy
11
Market &
Customer Research
Step 1
Step 4
Execute Strategy & Measure
Metrics
Step 2
Roll Out the Consumer Market
Research Survey
Step 3
Zero In On the
Target Market

12
Step - 1
Market & Customer
Research

Market Size
Analysis
13
500
505
510
515
520
525
530
535
540
545
550
2017 2018 2019 2020 2021 2022 2023
Market Size (GPU Database Market) Y-o-Y
20%
USD Million
549

Competitive Landscape
14
MarketGrowth%
Market Share %
Average Market
Growth
Logo
Logo
Logo
Logo Logo
Your
Company
Logo
80%
Logo
Logo
Logo

Customer Segments & Their Behaviour
15
Customer Segment Market Size Purchasing Power Recurring Purchases % Online Buyer Conversion Rate
Active/ Fit
Baby Boomers
Entrepreneurs
Mothers
Movers
Students
Yuppies

Customers Shopping Preferences – Sample Data
16
64%
19%
8%
9%
To see & touch the product before I buy it
To get the product quickly
I like the personal experience of having a store assistant
help me
To take advantage of in-store promotions & sales
Why do customers prefer buying in-store?
*of the 40% of shoppers who prefer in-store
Where do customers prefer buying?
38%
Offline
25%
Online
37%
Don’t Care

Key Takeaway : 90% check email on daily basis while 50% research products online before making a purchase
Took Pictures Looked for Direction Obtained News Searched for coupon
Email Calendar Researched Product Tracked Calories
58% 22%94%
94%64%
70%
92% 50%
Daily Usage of
Smartphone
50% Spend more than 2 hours per day
52%
Own
Tablet
75%
Own
Laptop
Customers Shopping Habits– Sample Data
17This slide is 100% editable. Adapt it to your needs and capture your audience's attention.

Customers Shopping Behavior (Baby Boomers)– Sample Data
18
Key Takeaway : Online reviews & word-of-mouth advertising are an important factor in purchasing decisions
69%
Made a purchase after
reading an online review
in the last 12 months
70%
Buy consumer
goods at retail chain
15%
Buy Online
94%
Make Grocery List
82%
Ask others
before
Purchasing
Read
Reviews
Recommende
d by friend
Saw the
product online
Saw a printed
advertisement
Saw the products
in a brick - & -
mortar storeTOP 5 INFLUENCES

Customers Shopping Behavior (Millennials)– Sample Data
19
Use Ratings & Reviews
As the #1 reason to purchase from a retailer’s website
51%
Prefer
Webrooming
(browsing online &
buying in-store)
45%
Prefer
Showrooming
(browsing in-store
& buying online)
30%
Make Purchases
On their smartphones
72%
Want a Shopping
Experience
Seamless & integrated on
all channels
69%
Research Options
Before shopping at stores
70%
Key Takeaway : Millennials are the most tech
savvy generation of all & a whopping 69% of
them research about products before shopping

Customers Communication Preferences – Sample Data
20
Consumer Preferences Regarding Brand Communications
Like it Dislike it It depends on
the company
Don't know
“From each statement below, please indicate whether you like or
dislike it when companies you have bought something from…”
25%
30%
32%
34%
37%
39%
36%
33%
19%
21%
17%
11%
25%
30%
42%
35%
30%
40%
14%
7%
7%
10%
16%
10%
0% 20% 40% 60% 80% 100%
Offer to help (via chat or phone) before you've asked for it yourself
Ask whether you want to have alerts or information sent to your phone
Send you news or information they think you will find useful
Tailor their mailings or emails to you based on what they know about your
past purchases
Adjust offers to you based on where you live
Keep you up to date on their new products
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.

Modern Customer Journey
21
Interest & Awareness
• Social / Search Advertising Email/
Text Marketing Loyalty Programs
YouTube/ Video Ads
▪ Television
▪ Billboard
▪ Online display advertising
▪ Newspaper/ magazine
▪ Radio
▪ Word of mouth
Research
• Blogs & Articles Review Social
Media
• Word of mouth
Purchase
• Website Online Booking Purchase
Via App
• In-store Purchase
• Salesperson Marketing Materials
• Remarketing
• Multi-Channel Selling
Experience
• Post-purchase expectations vs.
reality
• Social post
• Write a review
• Blog
• Word of mouth
• Loyalty Program
• Re-engage email
Reach Attract Convert Retain

How millennials learn about the product?
22
Do They Research Products?
Do They Find Products?
80%
Online Reviews
55%
Retailer Reviews
53%
Brand Website
50%
In Store
52%
Word of mouth
25%
Amazon
15%
Search Engines
10%
Websites
12%
In Store
10%
Friends & Family
Key Takeaway : Amazon is the most preferred e-commerce platform for millennials.
More than 3/4th of them check for online reviews before making a purchase
Where
How

Brand Loyalty
23
Key Takeaway : To achieve Millennials brand loyalty, low price plays a pivotal role
Reasons For Millennial Loyalty
Good Prices
55%
30%
Brand
Affinity
15%
Online customer
reviews
25%
Easy-to-use website
& mobile site
26%
Reliable
Delivery

24
Step - 2
Roll Out the Consumer
Market Research Survey

Consumer Market Research Survey
25
Q.01
Who is the primary grocery shopper in your household?
(Please check one box)
• A Yourself
• B Spouse/Significant Other
• C Parent
• D Other (please specify)
At what type of store do you usually do your grocery shopping?
(Please check one)
• Natural/Organic food store (can be local/independently-owned or chain stores such as
Whole Foods)
• Chain supermarket (Kroger, Albertson's, etc
• Mass merchandiser (Super Wal-Mart, Super Target, etc.)
• Local/independently-owned grocer (not a natural/organic food store
• Other (please specify)
Q.03
How many times did you go grocery shopping within the last two weeks?
(Please check one box)
• 0
• 1
• 2 - 3
• 4 – 5
• More than 5
Q.02

Consumer Market Research Survey - Contd.
26
Q.04
Besides yourself, which of the following groups of people influence your
purchasing decisions? (Check all that apply)
• Spouse or significant other
• Children
• Other family members
• Friends
• Colleagues
• None
• Other (please specify)
As a grocery shopper, please rate how important the following issues are
on a scale of 1 to 7. If you do not know or have no opinion, please select
"No opinion".
• Very Unimportant
• Neutral
• Very Important
• Don't Know/No Opinion
Q.05
1 Price 5 Brand
2 Product Availability 6
Social Responsibility of
Manufacturer
3 Package Size 7 Where the Product is Made
4
Environmental Friendliness of
Product/Company
8 Quality of Product

27
Q.06
How many people currently reside in your household?
(Select one)
• A 1
• B 2
• C 3
• D 4
• E 5
• F 6
• G More than 6
Q.07
What is your annual household income before taxes?
(Select one)
• A Less than $10,000A
• B $10,001 - 20,00
• C $20,001 - 30,000
• D $30,001 - 50,000
• E $50,001 - 70,000
• F $70,001 - 90,000
• G $90,001 - 120,000
• H $120,001 - $180,000
• I Above $180,000
Q.08
Please indicate your marital status.
(Select one)
• A Single
• B Married
• C Divorce
• D Widowed
• E Other (please specify)
• F Prefer Not to SayF

28
Q.10
What is your zip code?
(Add here)
(Optional) Please enter your email address. This information will only be
used to enter you into a drawing for a free gift certificate and to contact
you if you are selected the winner.
Q.12
Q.09
Please indicate your highest level of education:
(check highest level completed)
• A Some high school
• B Completed high school
• C Some college
• D Completed college
• E Some graduate school
• F Completed graduate school
• G Other: Please specify
Q.11
Please indicate your political affiliation.
(Select one)
• A Democrat
• B Republican
• C Independent
• D Other: (Please specify)

29
Step - 3
Zero In On the
Target Market

Identifying Your Market – TAM, SAM & SOM
30
Markets, Defined The SAM & SOM are portion of the TAM
Say you’re introducing a new type of luxury tea brand.
Your TAM is everyone who drinks tea everywhere in
the world. In other words, the total tea market.
Total Tea Market : TAM
You’re planning to distribute in a limited region, say the
U.S., & selling to people who like higher-end tea brands
& are willing to pay a little more. That’s your SAM.
High-end tea drinkers located in the U.S. : SAM
There is already competition in the luxury tea
segment. The market share you reasonably
expect to acquire is your SOM.
Your share of those high-end tea drinkers : SOM
TAM
SAM
SOM
Total Addressable Market
The TAM is the value of the entire market
or the total possible demand for your
product or service.
Serviceable Addressable Market
The SAM is the portion of the TAM that you can
actually reach with your product or service.
Typically limited by geography & demographics.
Share of Market
Also called the Serviceable obtainable
Market, the SOM is the portion of the SAM
that you will acquire with your product or
service. This is your short-term target.
Defining your TAM, SAM & SOM
Here’s an example

Customers Segments – Matrix 1
31
MarketGrowth
Market Shares
Put here the customer segments that have a high
growth potential but a small market share (niche
segments).
With some investment & good arguments, it is possible
to make them “stars”.
Would you like to start investing?
Question Marks
Put here the customer segments that have a high
growth potential & a high market share
Having them growing will cost you some energy (time/
money), but it is hoped that these “desired children” will
one day become “cash cows”
Keep Investing!
Stars
Put here the customer segments that represent a small
share of a saturated market
Forget about them!
They take a lot of energy from you at a loss. Unless
you derive other non – financial benefits from them
: CSR (Corporate Social Responsibility), fun?
Dogs
Put here the customer segments that are real “golden
egg chicken” : a large market share that has reached
maturity.
Continue to benefit from it without investing more
They don’t cost much & are very profitable
Cash Cows

Customers Segments – Matrix 2
32
CustomerLifetimeValue
No. of Customers In Segment
VIPs
High-value individuals. Build
& maintain a strong
relationships with this group
Core Customers
Major contributors to your
business. Keep them
satisfied & find more of them
Non-core Customers
Do not spend too much resources
unless this is a pilot group for a new
product that has growth potential
Potential Customers
Customers in this group can potentially
spend more. Implement strategies to
enhance CLV for this group

Target Customer Description
33
Target Description
Target Description
• Urban and suburban women 18- 34 (70%) and 35-55 (30%) who wish to look beautiful and take care of their skin to look young
and fresh
Their needs • Healthy young skin, to look beautiful, mask skin flaws
Their enemy • Pollution, oily skin, acne, and skin fatigue
Insights that tell their story
• “I have tried many skin products but nothing seemed to work and give the radiant look I wanted. The long working hours and
increasing pollution levels are taking a toll on my skin.”
• “I have a very sensitive skin. Exposure to sun’s harmful ultra-violet radiation has worsened my skin. I wish there was a product
that worked perfectly for sensitive skins and also make my skin look fresh.”
What do they think now?
• I saw the advertisement for brand XYZ skin care. I hope it achieves the results it promises. I am thinking of trying it after reading
some reviews.
How are they buying?
• They are reading reviews online and on all shopping websites that deliver the product. They also rely on their friends to give
feedback of the product. Instagram influencers also have a big role in influencing their decision to buy.
We want them to
think/feel/do
• See : The product on shelf across major retail stores and all shopping websites.
• Think : A chemical-free, packed with natural ingredients and makes the skin glow
• Do : Try the product and see the difference to their skin
• Feel : Confident about their skin
• Whisper : Share their stories on social media and tell friends the benefits of the product

Target Customer Segmentation
34
SITUATIONAL SEGMENTATION
• Convenience as a major reason for
online purchases
• Interest in new categories
• New lucrative deals every day,
every hour
• Low pricing as a major factor for
purchasing online
PSYCHOGRAPHIC SEGMENTATION
• Customers segmented by loyalty
• Customers who like innovations
and changes to the website
• Those who value customer care
first
• People who click on
recommended and suggested
products the most
DEMOGRAPHIC SEGMENTATION
• People with Internet access
• Age group of 25 to 50 years,“ as
45% of online buyers belong to the
35-49 age group
• Focusing on a younger audience
GEOGRAPHIC SEGMENTATION
• International appeal
• Digital sales over 'real-world’
sales
• Focuses on developed areas
• For rural areas - smartphone use
crucial

Target Customer Persona
35
“We need a consultancy agency to help us give an unbiased
assessment of our weaknesses, use heat maps to see the most engaging
website pages and reinvent the website for more conversions.”
QUOTE
The Marketing
Executive
Become marketing
head in the next
2 years
Wants to create
innovative marketing
campaigns
Wants to capture
more leads using
multiple channels
Goals
Demographic information
• Chicago, US
• 32 years old
• Marketing executive at
a design agency
• MBA in Marketing
Psychographic information
• Running
• Volunteering for social
causes
• Read fiction novels
• Play games on iPad
• Likes to purchase
latest technology
Marketing Messaging
• Keywords- increase
conversion, marketing
agency US
• CTA- Heat maps,
increase conversion,
UI/UX enhancement

36
Step - 4
Execute Strategy &
Measure Metrics

Customer Success Metrics that Matter
37
Customer Lifetime
Value (CLV)
Guide on how much you can profitably
spend on customer acquisition
Margin % * Average MRR
Monthly Churn %
CLV =
Customer Churn
Retention of customers is key to
Customer Success
Revenue Lost
Total Revenue
Churn =
Net Promoter
Score (NPS)
Monitor the NPS trend to see if you are
"moving the needle"
# Promoters - # Detractors
# Total Respondents
NPS =
Customer
Health Score
Best predictor of churn risk, up-sell and
conversion potential
Calculation dependent upon many
different signals
Product
Activity Score
A focused, easily understandable,
predictive result
Calculation dependent upon levels
of all activities
Customer Acquisition
Cost (CAC)
Maintain Customer acquisition at a
sustainable cost
Sales & Marketing Expenses
# New Customers
CAC =

Customer Success
Benchmarks
38
What you should be aiming for
<4%
<2%
Negative (-)
Enough to make the above metric negative
50 is good (but Apple’s is nearly 90)
80% is a common goal
Customer Churn
MRR Churn
Net MRR Churn
Expansion MRR
NPS
CSAT

Churn
39
0
10
20
30
40
50
60
Item 1 Item 2 Item 3 Item 4 Room 5
Churned MRR% = Revenue lost from
customer that were lost & downselling/
revenue at the end of the previous month
0
10
20
30
40
50
60
Item 1 Item 2 Room 3 Item 4 Item 5
Net MRR Churn%= Revenue lost from customer that were
lost & downselling – expansion revenue in a given month/
revenue at the end of the previous month
Customer Churn% = Number of customers lost during the month/ the
number of customers at the end of the previous month

Expansion
40
Expansion MRR% = New
Revenue from cross sells &
upsells during the month/
revenue at the end of the
previous month
Net Negative Churn% = Lost Revenue% - Expansion Revenue%
Example : Lost Revenue of 1% - Expansion Revenue of 3% = Net Negative Churn of 2%

Net Promotor Score
41
Net Promotor Score = % of Promotors - % of
Detractors

Customer
Health
42
Categorize the inputs for your score
Create a Risk Rating & Score Card
Weigh each
input by measure
of importance

Top Ways to Reach Your Target Audience Icons Slide
43

45
Agenda
01. This slide is 100% editable. Adapt it to your needs and capture
your audience's attention.
Agenda 01
Agenda 02
Agenda 03
Agenda 04
Agenda 05

Company Introduction
46
Text Here
Text Here
Text Here

Our Mission
Vision Values
47
Vision
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and capture your audience's attention.
Mission
Value

Our Goals
48
Goal 1
Goal 2
Goal 3
Goal 4

Organization Chart
49
R&D-2R&D-1SalesMarketing
MARKETING &
SALES
R&D OPERATIONS
CEO
Text Here Text Here
Text Here Text Here Text Here

Comparison
50
72%
Male User
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to your needs and capture your
audience's attention.
45%
Female User
vs

51
Bar Chart
Template
• Product 01
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
• Product 02
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changes automatically based on data.
Just left click on it and select “Edit Data”.
0
10
20
30
40
50
60
70
80
90
100
FY 12FY 11FY 10FY 09FY 08FY 07FY 06FY 05FY 04FY 03FY 02FY 01
SalesinMillion
Product01
Product02
Years 2020

Pie Chart Templates
52
21.80%
34.50%
32.70%
10.90%
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53
Marketing
Dashboard Template
Text Here
Text Here
Text Here
25% 55% 75%

Linear Diagram
54
Achievement 1
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editable. Adapt it to your
needs and capture your
Achievement 2
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Achievement 3
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Achievement 4
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Circular Diagram
55
02
03
04
05
01
Text Here
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it to your needs and capture your
Text Here
Text Here
Text Here
Text Here

Marketing Roadmap Template
56
Text Here
Text Here
Text Here
Text Here
Text Here

Timeline Template
57
This slide is 100%
Text Here
This slide is 100%
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Text Here
2015 2016 2017 2018 20202019

58
Email Address
emailaddress123@gmail.com
Address
# street number, city, state
Contact Number
0123456789
Thank You

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