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

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

Mar 13, 2024 338 likes •988 views

FROM PUBLIC AWARENESS TO ACTION Understanding Target Groups Behaviors and Influencers Ralph Guzman Vice President Guthrie-Jensen Consultants Manila, Philippines ralph@guthriejensen.com 2 3 4 5 6 Trying to please everybody is

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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

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Reach Resonance Reaction

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300 - 700 messages daily!

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"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

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“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

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The Traditional Practice: 1 Communication Campaign for All

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0-17 yo 19% 18-34 yo 37% 35-59 yo 27% 60 up 17%

The Public Low Awareness High Awareness High Awareness Zero Awareness

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Three Key Points

  • Segmentation: Key to More Effective

Public Communication Programs

  • Using Segmentation
  • What’s Next for Us?

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Three Key Points

  • Segmentation: Key to More Effective

Public Communication Programs

  • Using Segmentation
  • What’s Next for Us?

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Public Communication Campaigns

  • Use of media, messaging and set of

communication activities in a large number

  • f individuals

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Public Communication Campaigns

  • Use of media, messaging and set of

communication activities in a large number

  • f individuals
  • To shape behavior toward desirable social
  • utcomes

– Change in individual behaviors that lead to social problems – Promote behaviors that lead to improved individual and social well-being

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What Determines Behavior

Behavior Attitude Environment Choice Genes

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Research Segmenting and Targeting Crafting the Message Delivering Using Different Channels

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Campaign vs. Violent Gangs

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

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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

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

Decisions!

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

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Economy

Immigration

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Why Segment?

  • Meet needs better: Create the right

message for the priority group/s Awareness Interest Desire

Action

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Client brief

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Why Segment?

  • Meet needs better: Create the right

message for the priority group/s

  • Apply resources more effectively!

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Three Key Points

  • Segmentation: Key to More Effective

Public Communication Programs

  • Using Segmentation
  • What’s Next for Us?

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Demographic Profile Psychographics Consumption & Usage Behavior

  • Age bracket
  • Gender
  • Socio-economic class
  • Civil Status
  • Geographic Location
  • Political Affiliation
  • Decision

Making Process

  • Influences
  • Stage of Use
  • How often?
  • How much?
  • Where?
  • Who Buys?
  • Who Uses?

THE PUBLIC

  • Lifestyle
  • Awareness
  • Attitudes
  • Interests
  • Fears
  • Aspirations
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Demographics Psychographics Buying & Usage Behavior

Message + Channel

11-17 years old; male/female urban Curious about smoking; believe that smoking is cool; influenced by peer pressure Presence of family members who smoke; get allowance from parents

Campaign: Don’t start smoking; Campus tours, posters, social media, game app concentrate on peer groups, shareable content

18-34 years old, male, urban, some with children Smokes for leisure, because

  • f stress

Smokes ½ half pack a day Generate appreciation for effects of smoking, present

  • ther forms of

leisure, stress management, shareable content 18-34 years old, male, urban, some with children Heavy smokers, want to quit but couldn’t Smokes 1 pack a day

Focus on future, health; hotline for those who want to quit, social media, TV , posters, 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

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Decisions: Campaign

  • Undifferentiated:

One size fits all

  • Differentiated:

Customized for each segment

  • Concentrated:

Specific segment/s

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Your Campaign Here

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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?

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Challenge the Status Quo

  • Gather and Analyze Data
  • Develop Profiles
  • Revisit Existing Campaigns
  • Target the Priority Segment/s

– Profile – Communication Channels

  • Monitor/Evaluate

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Research Segmenting and Targeting Crafting the Message Delivering Using Different Channels

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“Insanity: doing the same thing over and

  • ver again and

expecting different results.” Albert Einstein

Physicist 1879-1955

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FROM PUBLIC AWARENESS TO ACTION

Understanding Target Groups’ Behaviors and Influencers Ralph Guzman

Vice President Guthrie-Jensen Consultants Manila, Philippines ralph@guthriejensen.com