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One of the keys to developing an effective message is understanding your audience. In this presentation, you'll learn about segmentation, demographics, psychographics, personas, archetypes, and more. They all work together to help you define your audience.
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Audience Analysis getting the right message to the right people @yourbrandvox
“Your audience is one single reader. I have found that sometimes it helps to pick out one person — a real person you know, or an imagined person — and write to that one.” –John Steinbeck @yourbrandvox
The Audience Landscape @yourbrandvox
The Audience Landscape Segments Personas Data Demographics & Psychographics Descriptions Collection Ideal Customers Archetypes @yourbrandvox
Segments Broad groups of customers that are defined by a specific characteristic. • Who is the most profitable? • Who gives the best feedback? • Who is the easiest to work with? • Who is the most loyal? • How do people use my product/service? • Who refers the most? @yourbrandvox
Empathy Maps @yourbrandvox
Demographics Traits that are easy to measure and fit into a spreadsheet. • Age • Gender • Income • Education Level • Location • Marital Status • Job Tile • Ethnicity @yourbrandvox
Tips for Online Surveys • Avoid strong or leading words. • Be specific. (Bad: Do you watch TV regularly? Good: How often do you watch TV? Followed by ranges) • Start with the easiest questions. • Do not force responses. • Put the most sensitive questions towards the end. • Use unbiased and clear language. @yourbrandvox
Psychographics Traits that are more difficult to measure, but are more useful. • Feelings • Interests • Attitudes • Lifestyles • Beliefs • Values @yourbrandvox
Tips for In-Person Interviews • Focus on interviewee comfort. • Bring a list of questions with you. • Use open-ended questions. • Take notes and record the conversation (ask permission first). • Ask about actual behavior, not hypothetical. • Beware of group think. @yourbrandvox
Archetypes Storytelling patterns that help identify core motivations. Caregiver: Driven by an innate need to serve others. Kind, optimistic, and filled with empathy. ? Citizen: Deep sense of personal integrity and a sense of responsibility to their community. ? Creator: Motivated by a deep need for self-expression. Non- linear thinkers who are often perfectionists. ? Explorer: Constantly seek new experiences and stimulation to feel alive and expand their horizons. ? Hero: Love a challenge and pride themselves on their strength, stamina, and self-sacrifice. ? Innocent: Almost a childlike nature. See life as pure and endless wonder. Jester: Employs humor, satire and wit to deal with the stresses of life. ? Lover: Using the senses is of utmost importance. Appreciate beauty in all forms and yearn for closeness and connection. ? Magician: Deep thinkers who dream big, knowing the universe, both within and without, is limitless. ? Rebel: Loves to challenge the status quo. Progressive, provocative, and thrives on personal power. ? Sage: Analytical and rational. Diligent and steady and trusts facts over feelings. ? Sovereign: Values tradition, rank and legacy. Tends to look to the past rather than into the future. @yourbrandvox
Archetypes in Branding: A Toolkit for Strategists and Creatives ? by Margaret Hartwell and Joshua Chen ? Available at: http://www.amazon.com/ Archetypes-Branding-Toolkit-Creatives- Strategists/dp/1440308187 @yourbrandvox
Personas Description of a fictional character that is created to generate empathy. @yourbrandvox
Resources for Developing Personas • http://blog.bufferapp.com/marketing-personas-beginners-guide • http://www.usability.gov/how-to-and-tools/methods/personas.html • http://moz.com/blog/personas-understanding-the-person-behind- the-visit @yourbrandvox
Ideal Customers Looking into another person’s eyes is the gateway to effective messaging. The more real the person, the quicker the connection. Supplement your persona with actual customers for the biggest impact. @yourbrandvox