Identifying audiences beyond the general public - Andrew Davies, Greenpeace International/...
17
Identifying audiences beyond the general public
-
Upload
duane-raymond -
Category
Government & Nonprofit
-
view
84 -
download
0
Transcript of Identifying audiences beyond the general public - Andrew Davies, Greenpeace International/...
Identifying audiences
beyond the general public
▣ Brainstorm audiences▣ Segment to focus▣ Learn about these people▣ Synthesize learnings▣ Begin experimenting
Finding new people to talk to
Your mother
Power map / stakeholders mapMore power
Allied
Less power
Opposed
Who are a brand’s key audiences?
Tap into existing communities
Break up big audiences into smaller
Let’s focus on these people
Segmentation - demographic
Segmentation – behavioral
Segmentation - psychographic
Segmentation – interests
Existing research
british youth climate change attitudes
Talk Listen to people
Personas
Start experimenting quickly
Thanks!Cat eating a banana picture@[email protected]