17
Voice of the Customer Matching your message to audience behaviors & medium Friday, May 15, 2009

REbarcampCLT Facilitation

Embed Size (px)

DESCRIPTION

Used to facilitate discussion around different media options for marketing. Not a traditional talking head presentation.

Citation preview

Page 1: REbarcampCLT Facilitation

Voice of the CustomerMatching your message to audience behaviors & medium

Friday, May 15, 2009

Page 2: REbarcampCLT Facilitation

Who is this guy?

• Product/business guy in media industry

• KDFW-TV Fox 4 in Dallas

• Tar Heel Sports Network

• SportStations.com (my own co.)

• Yahoo!

• The Charlotte Observer

• @sleuth / observerinteractive.com

Friday, May 15, 2009

Page 3: REbarcampCLT Facilitation

Audiences• What is a “use case”?

• Why is a “use case” important?

• Are all users equal?

• Do all media stay the same?

• How to match message (engager vs. shopper, brand vs. action)?

Friday, May 15, 2009

Page 4: REbarcampCLT Facilitation

Before

Friday, May 15, 2009

Page 5: REbarcampCLT Facilitation

Now

Friday, May 15, 2009

Page 6: REbarcampCLT Facilitation

What does it mean?

• Some similar use cases, others VERY different

• Color and use of photography

• Different ad methods

• Online and offline

• New ways to reach audiences / relate to us

Friday, May 15, 2009

Page 7: REbarcampCLT Facilitation

Before

Friday, May 15, 2009

Page 8: REbarcampCLT Facilitation

Now

Friday, May 15, 2009

Page 9: REbarcampCLT Facilitation

What does it mean?

• Use case similar, but some big changes

• Hundreds of channels vs. AM/FM

• Portability increased

• Internet On-demand

• iPods

• New ways to reach audiences / relate to us

Friday, May 15, 2009

Page 10: REbarcampCLT Facilitation

Before

Friday, May 15, 2009

Page 11: REbarcampCLT Facilitation

NowFriday, May 15, 2009

Page 12: REbarcampCLT Facilitation

What does it mean?

• Use case similar, but some big changes

• Hundreds of channels vs. broadcast

• Internet On-demand

• iPods

• New ways to reach audiences / relate to us

Friday, May 15, 2009

Page 13: REbarcampCLT Facilitation

Before

Friday, May 15, 2009

Page 14: REbarcampCLT Facilitation

Now

Friday, May 15, 2009

Page 15: REbarcampCLT Facilitation

What does it mean?

• Use case similar, but some big changes

• Portability

• Samples change distribution

• Adds newspapers, blogs, magazines

• New ways to reach audiences / relate to us

Friday, May 15, 2009

Page 16: REbarcampCLT Facilitation

Other examples

• Social networks (new) vs. Kiwanis/Lions

• Print and/or E-mail campaigns

• Search engines and ad matching

• What else?

Friday, May 15, 2009