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Session 5: Audience Profile PubH325 Global Social Marketing Tilly A. Gurman, DrPH Donna Sherard, MPH October 5, 2009 Session objectives Describe the role of an audience profile within a social marketing plan (SMP) Identify essential information that should be included within an audience profile Develop an audience profile for a SMP using existing data Segmentation Segmentation is the process of identifying unique groups of people, within larger populations, which share similar interests and needs relative to the product, service or behavior to be promoted. A market segment is: Distinct from other groups Homogeneous within the segment Commonly responsive to marketing strategies and influences. PSI segments using 4 variable sets 1. 2. 3. 4. By risk By behavior By behavioral determinant By supply source Hype… You are the marketing director for MFP Energy Drinks and you’re about to launch this new energy drink in Mexico…. Jorge is your target audience. What do you want to know about him? Jorge and the 4 Ps How will this information affect Product? How will this information affect Price? How will this information affect Place? How will this information affect Promotion? Maria… Poor, Lazy woman or, selfsacrificing mother? What is an Audience Profile? A document that creates a living image of the target audience, that will guide marketing decisions throughout the program. The audience profile is key to develop a marketing plan and related tools, such as the creative briefs that are ‘audience centered’ Why is the Audience Profile Important? Understanding our target audience helps marketers develop programs and marketing interventions that truly meet their needs (and not what we think they need), which is essential to influence their behavior. Audience profile outline Name (and picture) Demographics Psychographics Behavior Behavioral determinant Barriers & Benefits Media habits Willingness to pay Final words on audience profile A complete profile is: Complete enough to vividly describe your target audience (to bring it alive) but, Not too detailed to distract the reader from its essence. Identify your research gaps as soon as possible; and if they are important, you need to plan to fill them before moving forward with your marketing plan (if possible of course). Small Group exercise Review India data tables Complete Audience Analysis worksheet Identify any information gaps/other information you would like to know Discussion Challenges? Gaps? Do you think this profile can change over time? What are the implications for your marketing pan? Quote for the day… “People are people. They are complex and do stupid things but this doesn’t mean they are stupid.” - Gerard Hastings, Director, Institute of Social Marketing, University of Stirling.