FROM PUBLIC AWARENESS TO ACTION Understanding Target Groups - PowerPoint PPT Presentation

FROM PUBLIC AWARENESS TO ACTION Understanding Target Groups’ Behaviors and Influencers Ralph Guzman Vice President Guthrie-Jensen Consultants Manila, Philippines ralph@guthriejensen.com

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“Trying to please everybody is impossible - if you did that, you'd end up in the middle with nobody liking you .” John Lennon The Beatles 8

Reach Resonance Reaction 9

300 - 700 messages daily! 10

"The only way to win at content marketing is for the reader to say, 'This was written specifically for me." Jamie Turner 60 Second Marketer

“To be successful and grow your business and revenues, you must match the way you market your products with the way prospects learn about and shop for your products.” Brian Halligan, Inbound Marketing

The Traditional Practice: 1 Communication Campaign for All 13

The Public High Awareness 60 up 0-17 yo 17% Zero Awareness 19% High Awareness 35-59 yo Low Awareness 27% 18-34 yo 37% 14

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Three Key Points • Segmentation: Key to More Effective Public Communication Programs • Using Segmentation • What’s Next for Us? 17

Three Key Points • Segmentation: Key to More Effective Public Communication Programs • Using Segmentation • What’s Next for Us? 18

Public Communication Campaigns • Use of media, messaging and set of communication activities in a large number of individuals 19

Public Communication Campaigns • Use of media, messaging and set of communication activities in a large number of individuals • To shape behavior toward desirable social outcomes – Change in individual behaviors that lead to social problems – Promote behaviors that lead to improved individual and social well-being 20

What Determines Behavior Genes Environment Choice Attitude Behavior

Delivering Using Crafting the Different Message Channels Segmenting and Research Targeting 22

Campaign vs. Violent Gangs • Under 16 vs. Over 16 years old • Gang Members vs. Non-Gang Members • Youth vs. Parents • Educators vs. Community Leaders 23

Segmenting the Public • Dividing up your audience into groups according to specific criteria, profiles • Should have some relationship to know how they’ll respond to your messages • Helps determine how you will deliver messages  Content and Channel 24

Location Age Educational Background Language/s Spoken Financial Capability: Savings, Investments Awareness and Attitudes towards Deposit Insurance Access to Decisions! Communication 25

19 and below: I get 20-34: Are interest rates allowance from parents high enough…so I can have my European tour? 35-54: Will my funds 55 and up: Do I have support my kids through enough savings for university? 26 retirement?

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Economy Immigration 28

Why Segment? • Meet needs better: Create the right message for the priority group/s Awareness Interest Desire Action 29

Client brief

Why Segment? • Meet needs better: Create the right message for the priority group/s • Apply resources more effectively! 31

Three Key Points • Segmentation: Key to More Effective Public Communication Programs • Using Segmentation • What’s Next for Us? 32

THE PUBLIC Demographic Profile Psychographics Consumption & Usage Behavior • Age bracket • Lifestyle • Gender • Awareness • Decision • Socio-economic class • Attitudes Making Process • Civil Status • Interests • Influences • Geographic Location • Fears • Stage of Use • Political Affiliation • Aspirations • How often? • How much? • Where? • Who Buys? • Who Uses?

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Demographics Psychographics Buying & Usage Message + Channel Behavior 11-17 years old; Curious about Presence of family Campaign: Don’t start smoking; male/female smoking; believe members who Campus tours, urban that smoking is smoke; get posters, social cool; influenced allowance from media, game app by peer pressure parents concentrate on peer groups, shareable content 18-34 years old, Smokes for Smokes ½ half Generate male, urban, some leisure, because pack a day appreciation for with children of stress effects of smoking, present other forms of leisure, stress management, shareable content 18-34 years old, Heavy smokers, Smokes 1 pack a Focus on future, health; hotline for male, urban, some want to quit but day those who want to with children couldn’t quit, social media, TV , posters, 48 shareable content

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When to Segment • When your concerned about a particular segment of the public • Different segments present – Sufficient in number – Different ways of reaching/communication – Various ways of reacting to your message • Organization has resources and capacity 50

Decisions: Campaign • Undifferentiated: One size fits all • Differentiated: Customized for each segment • Concentrated: Specific segment/s 51

Your Campaign Here 52

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Three Key Points • Segmentation: Key to More Effective Public Communication Programs • Using Segmentation: Customize and priotize according to the segments identified • What’s Next for Us? 60

Challenge the Status Quo • Gather and Analyze Data • Develop Profiles • Revisit Existing Campaigns • Target the Priority Segment/s – Profile – Communication Channels • Monitor/Evaluate 61

Delivering Using Crafting the Different Message Channels Segmenting and Research Targeting 62

“Insanity : doing the same thing over and over again and expecting different results .” Albert Einstein Physicist 1879-1955

FROM PUBLIC AWARENESS TO ACTION Understanding Target Groups’ Behaviors and Influencers Ralph Guzman Vice President Guthrie-Jensen Consultants Manila, Philippines ralph@guthriejensen.com