How do you identify, understand and reach your target market?

Media Trust 20 September

What we’ll look at today

1. Tools to identify your audience

2. Methods to understand your audience and how they behave

3. How to select the right channels to reach your audience

How do you identify your target audience?

1. Talk to colleagues

2. Test assumptions

3. Ask the right questions

Avoiding ‘Everydog’ syndromeTry to reach everyone and you’ll reach no-one.

Profiling your target audience

1. Who are they and what are they like?

2. Who makes the decisions that influence them?

3. The role of market research

Which segments are your priorities?

1. Align your priorities with your mission

2. Do your priority segments work with your model?

3. How to take your colleagues with you

Characteristics of B2C audiences

1. Shorter sales cycle

2. Brand is a strong influencing factor

3. Emotional buying decision

Characteristics of B2B audiences

1. Relationship driven

2. Longer sales cycle

3. Need reassurance about ‘risk’

How can you influence your audience to ‘buy?’

1. Map their journey

2. Reach them at touchpoints

3. Determine who’s in the ‘decision making unit’

Choose your channels

Which ones are most used by your target audience?

Adapt and survive

Keep adapting your understanding of target audience and your priorities

Thanks for your attention

Zoe Amar MCIM Chartered Marketer Head of Marketing and Business Development

www.lasa.org.ukzamar@lasa.org.uk /020 7426 4488

Twitter: @zoeamar