Intro analysis for target audience segmentation

Introduction to Analysis for selecting Target Audience & Segmentation

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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 relevant segments.

How does segmentation work?

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

Situation Analysis

• What is the Organizational problem?

• Whose problem is this?

• Who influence this problem?

• Who influence these people?

• How can Communication help to solve this problem?

• What is the Communication problem?

• general public does not drive safely; sales too low; etc.

• organization/ division/ brand/ manager/ etc.

• citizens/ journalists/ etc. + other organisations

• influencers: opinion leaders, etc.

• influence citizen, influencers, etc. => change knowl., att., behavior.

• citizens’ posit. att. towards drinking & driving; etc.

CommunicationKnowledgeCenter 4

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.


Field of Forces








Field of Forces for Unilever

personnelLabour unions

press

General public

government

competitors

suppliers

shareholders

consumers


Field of Forces & Brands

personnel

Labour unions

press

General public

government

competitors

suppliers

shareholders

consumers


Stakeholders:

• ‘Stakeholders (…) have an influence on the organisation or are influenced by it… ‘(Vos 2011 p 21)


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)



Receivers


Group of receivers

…analysing leads to…


… target audiences…


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.


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








Field of Forces:Outside-in or inside-out? Why?


Receiver’s ‘field-of-forces’

Social environmentMedia environment

Helps to find touch points.CommunicationKnowledgeCenter 20

Fields of Forces: inside-out & outside-in


RS


Dynamic environment







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

Target group segmentation


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

Describe the characteristics of your target group.


Find relevant characterisitcs:inside-out & outside-in

Characteristics of brand/ product/ service

• News & Information• From your country• In your language

Characteristics of target group• 25 – 35 years old• Expat• International

+

Interested in:• Listening • News &

Information• Own country

General Characterisitics

Domain / Subject SpecificCharacterisitics


Age Gender Postal code Salary Religion Media use Product ownership …

General 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 …

Domain characteristics


Brand awareness Knowledge about the brand Attitude towards the brand Behaviour: do they buy the brand? …

Brand characteristics


Even more receiver-oriented: Brain-styles


Motivaction typology (example)http://www.motivaction.nl/ http://www.motivaction.nl/204/Segmentatie/Segmentatie-op-maat/EtnoMentality/


http://www.motivaction.nl/

http://www.motivaction.nl/204/Segmentatie/Segmentatie-op-maat/EtnoMentality/







Stakeholders, marketing, communication, segments

Stakeholders

Marketing Communication

audiences audiences

Segments

Everyone who can have an influence on the organization

Those who could be influenced by communication: K A B

Those who could be influenced by marketing: 5P’s

People with very similar characteristics.


Business

Intro analysis for target audience segmentation