FROM PUBLIC AWARENESS

TO ACTIONUnderstanding 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 - 700messages

daily!

"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

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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

of individuals

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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-being20

What Determines Behavior

Behavior

Attitude

Environment ChoiceGenes

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 parents20-34: 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

Why Segment?

• Meet needs better: Create the right

message for the priority group/s

Awareness

Interest

Desire

Action

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Client brief

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 & UsageBehavior• 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

of stress

Smokes ½ half

pack a day

Generate

appreciation for

effects of

smoking, present

other 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

over again and

expecting different

results.”

Albert EinsteinPhysicist

1879-1955

FROM PUBLIC AWARENESS

TO ACTIONUnderstanding Target Groups’

Behaviors and Influencers

Ralph Guzman

Vice President

Guthrie-Jensen Consultants

Manila, Philippines

ralph@guthriejensen.com