Do you know your target audience?

Eric KokkeMarketing & Communication Manager

Introduction

Introduction

Issues and challanges

Digitalisation of information (new set of competences; knowlegde, insight, skills and attitude)Why are we still needed?The management doesn’t understand us!Budget cuts

CollectionInnovationPersonal development

Escape route

Give the stakeholders what they want and what they needMore usersMore satisfied usersSatisfied management

Understanding your users is key!

Who is your target audience?

Traditional way

SegmentationGenderAgeProfessionSocial classDemographyetc

Traditional way: Segmentation

Who is your target audience?

Do you know your target audience?Do you know their wishes and demands?Do you know if they find what they are looking for?Do you know your added value?

Do you really know your audience?

Do you know their needs, wishes and demands?

Do you know if they find it?

They other way: Personas

Example 2

Your turn

Make 2 Persona’s for your organisation

Groups of 4 -5

20’

Feedback

Personas; the questions to ask

Looking at behaviour and needsWhat are you looking for?What are you needs?What is essential?What do you whish?What is your personal situation?

Translate the answers in…

A nameKeywordsA fitting quoteReasons to visitEssential elementA personal wish

To form a real Persona.

The curious browser

“Find stuff I didn’t really look for, but turn out to be very

interesting”

Essential:The piece & quietness to just browse and gain more knowledge

I come for:•Read•Deeper knowledge•Inspiration & broading my horizon

Experience:Just forget the

daily routine and enter a different

world

Keywords•Hobby•Taking my time•Obtaining knowledge

The specialist

“Knowledge starts by knowing where to find information!”

Essential:To find and receive the needed information; fast and reliable.

I come for:•Special information•Digital collection•To obtain form a self choosen location

Experience:“I will not visit the library, the library

visits me!”

Keywords•Do it myself•Digital•Specialist information

The focused student

“The library offers focus, it is a place where I am able to study,

read or work without being disturbed.”

Essential:The right modern facilities to study and work.

I come for:•A quiet place to study•Faclities•Social interaction

Experience:For me the library is a place to werk

and meet.

Keywords•Concentration•Social•Wifi

The fast media-user

“Information is everywhere, 24/7! And I want it!”

Essential:Good coffee! A cosy place to relax and meet other people.

I come for:•Nothing specific. •All information online•Wifi

Experience:A flexible, cosy

and well equipped modern meeting

space.

Keywords•Now!•Social interaction•Online

Conclusion

Think of your target audience and transform them in PersonasThink in PersonasDevelop new services with the Personas in mindCommunicate with the wishes and demands of your most important Personas in mind

Communicate your specific added value

Communicate added value

Know what your added value isSee your services through the eyes of the PersonasTranslate the added value to solutions for your PersonasTranslate added value in keywords, slogans and headlinesAnswer the ‘What’s in it for me’ question

Communication and added value

Voorbeeld ‘Apple’ Voorbeeld Microsoft

-Which of these 2 presentations do you like best?

- What are the differences?

Apple / iPad GO opleidingen

Message We come with a device that replaces PDA’s and laptops.

Headlines / Slogans ‘Holding the internet in your hands’

Key benefits -Easy to use-Easy to carry-Long battery life

Issue that is solved De slowness of a laptop and the small size of a PDA

What’s in it for me? A device what does what a laptop and/or a PDA does, but faster, easier and better!

Apple / iPad GO opleidingen

Message We come with a device that replaces PDA’s and laptops.

We help you getting a succesfull career in the world of information.

Headlines / Slogans ‘Holding the internet in your hands’

School for information

Key benefits -Easy to use-Easy to carry-Long battery life

-focus on informationprofessionals -flexible courses-specialist teachers

Issue that is solved De slowness of a laptop and the small size of a PDA

We help information professionals adapting to the changing digital world.

What’s in it for me? A device what does what a laptop and/or a PDA does, but faster, easier and better!

Grip on your own professional development and career.