Part 3 of 5 of our talks to young entrepreneurs during Start Up Britain week.
Author Philip Slade for Fanclub Group
Backed by the Marketing Agencies Association (MAA)
www.startupbritain.org
www.marketingagencies.org.uk
www.fanclubcommunications.com
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3.Audience Targetting
1. Targeting the right audience on a budget
Or the importance of finding your niche
Part 2 of 5 of our talks to young entrepreneurs during START UP BRITAIN week.
Speakers: Les Mear & Philip Slade
Backed by the Marketing Agencies Association (MAA)
www.startupbritain.org
www.marketingagencies.org.uk
www.fanclubcommunications.com
7/19/12 Philip Slade : Fanclub Group : Targeting the right Audience 1
Images used for illustration purposes only, no rights claimed
2. What we are going to talk about
• Who are your audience?
• How to find out who could be your audience
• How to calculate who best to market to
• The free tools available
• A check list for your brand
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3. Created by kcatoto seen on http://visual.ly
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4. • Who are you marketing to?
– Customers
– Fans
– Potential staff
– Investors
• How many of them are there?
• Where do they live?
• Who influences them?
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5. Find your niche
But be nimble enough to find another one
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6. Your brand
cannot appeal
to everyone
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7. Pinterest: Watch and keep watching
who is buying your brand
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8. The old model was to elaborately test
behind closed doors using endless focus
groups. Nothing exciting came from this
process.
The new model is get your brand out and
learn in a live environment.
More exciting, bigger chance of failure.
But a gazillion times more Target
profitable audience profile Simplify
Focus
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9. Burbn.com
“…We had built a really neat
mobile web app that let you
check-in to locations, make
plans, earn points for your
actions, post pictures and much
more…we had a lot to tell
people about”
Kevin Systrom, Founder
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10. Users were really only using the photo element.
The founders took a deep breath and changed
direction to focus on a single feature
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11. • $500K in funding
• $50 Million+ Funding
• Less than 10K beta users
• Purchased by Facebook for $1 Billion
• 37 Million+ users
READ MORE it’s a great story:
http://articles.businessinsider.com/2012-04-10/tech/31316229_1_facebook-mafia-wars-quora
http://joel.is/post/22436341176/achieving-overnight-success-kevin-systrom
http://www.fastcompany.com/1830143/facebooks-flirtation-with-instagram-how-kevin-systrom-couldnt-refuse-mark-zuckerberg-twice
http://ecorner.stanford.edu/author/kevin_systrom
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Images used for illustration purposes only, no rights claimed
12. To repeat our question.
Who are your audience
and what do they want?
Who are they now
Who could they be?
And who don’t you want?
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Images used for illustration purposes only, no rights claimed
14. Good news,
Facebook knows
who they are
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15. Linkedin is also
your friend
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16. But Google is your bestest friend
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17. So you know how many there
are and where they live,
but what do they look like?
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18. An example
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19. Building a picture of the
audience using observational
language
(Diageo
example)
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20. Simplify, be brutal, who might buy
(Diageo
example)
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22. Take one chunk at a time
Invest in those talking about buying*
Target the might buys, play nice with
the will buys.
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Images used for illustration purposes only, no rights claimed
23. Fast facts: Not
definitive but these
are sources we use
most days
Facebook.com/advertising
Linkedin.com/ads
Google/trends
Pewresearch.org
igd.com
Statistics.gov.uk
Socialmention.com
Wavemetrics.com
Twentyfeet.com
Infochimps.com
Thinkwithgoogle.com/mobileplanet
Marketingcharts.com
Infosthetics.com
http://gorumors.com/crunchies
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24. A check list for your brand
• Build a picture of prime,
secondary and tertiary
audiences
• Re-check brand offer against
audience lifestyle traits
• Measure, adapt, refocus
• Keep watching
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25. Did we mention it never stops?
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27. THANK YOU that was a topline on targeting.
Part 2 in our 5 part Start Up Britain session 19 July 2012
Speakers: Les Mear & Philip Slade
Backed by the Marketing Agencies Association (MAA)
www.startupbritain.org
www.marketingagencies.org.uk
www.fanclubcommunications.com
7/19/12 Philip Slade : Fanclub Group : Media Marxism 27
Images used for illustration purposes only, no rights claimed