Effective target marketing to reach a specific audience allows a higher probability to acquire your ideal client or customer. With changing technology and consumer behaviors, it has become increasingly hard to achieve results. As a lean start-up: Where do you start? How much money should you spend? In this session, we will discuss the most effective strategies to perform local and global market research. This includes sizing up your competitors and figuring out whom you want to reach and where you need to market. With this information, you are enabled to clearly define the features and benefits of your product and service. You are also able to create a stronger branding message that resonates with your target client or customer and effectively increase sales conversion.

1. 
Researching Your Target Market
Lean Startup Series #2
Image source: surveyshack.com, whicheb5.com

2. About Me
 Art Lee is a seasoned digital marketer with
extensive experience in leading and managing
technical projects across APAC and U.S. He has both
extensive technology and business skills which are
both required to effectively manage any digital
marketing campaign and to ensure business
objectives are met. The skills that are most valued
by clients is his ability to listen and to create
solutions.

3. Image source: brainzooming.com

Session #1 - Idea generation
Coming up with your own ideas

4.  Helping business owners to build their own
businesses on a lean(er) budget
 To educate business owners to make informed
decisions (simple and effective)
 Accommodate lowest common denominator - semi-
seasoned business owners
 Encourage audience participation
Image: hymnindia.com

5. Where to start
 How to approach your target market research
 Where to start your search
 How to apply it to your product/service
Image: marlijnenoordink.blogspot.hk

6. Multi-pronged Approach
Behavioral
Demographic
Geographic
Socialgraphic
Psychographic

7. Behavioral
 Observing behaviors
 How are people using
Facebook
 What conditions a person
 Normal reactions
 How to reinforce a
behavior
 Serving a specific
behavior
Image: danieleizans.com

8. Demographics
Statistical characteristics of a population.
 age
 income
 education
 employment
 location
Image: blogs.oregonstate.edu

9. Geographic
 Population, industries, etc., of a region or regions.
Image: userinterfaced.com

10. Psychographics
Study of personality, values, attitudes, interests, and
lifestyles.
 activity
 opinion
 attitudes
 behavior
 needs
Image: socialfresh.com

11. Sociographics
Integration of Demographics & Psychographics. Listen to the
needs, values, and behavior of the influential.
 personal needs
 personal profile
 personal attitudes
 social graphs/friends
 personal passions
Image: forresto.com

12. Not a Debate of Analysis
Demographics Interaction of Usage
Psychographics Information of Usage
Webographics Emotional Goals of usage
Relationship with the Sensory / Immersive
business character of usage
Specific Goals / Needs Accessibility issues
Context of Usage

13. Integrated Research & Analysis
Analyze Feedback
Website Data Analysis Report
Social Media, Mobile Customers
Print, Advertising, TV Competitors

14. Where you want to be (viability)
High Value
Very Useful Not Useful
Image source: pearanalytics.com
Low Value

15. Caffé Habitu Promotion

16. A Society Slow to Change

17. Some Things Don’t Change

18.  All Likes do not equate to real
conversion
Case Study:  It expands total eyes from
Need more FB Likes extended networks
 Likes from anywhere?
 The more the better
 Worried about fake profiles?
 My boss just wants me to
get more likes than
competitors

19. Exercise
iPhone (IOS) Samsung Galaxy (Android)
Behavioral
Demographic
Geographic
Social graphic
Psychographic

20. Image source: drpop.org

How and where to research
Defining the Goals and Purpose of Your Campaign

21. Look for Promoting Brand Advocacy
Product or Service Experiences
worth advocating, sharing

22. Discover Hit the Heart & Mind
AdityaKedia.com - Emersense

23. Identify Social Segments
Tools Locating
 Culture, Discovery, Real Time  People look for other people
Data, etc. like themselves, which is
called group affinity.
 Locate new Micro-
Communities (offline/online)
 Listen to customers &
influencers

24. Using Facebook
 Research Groups based on keywords
 Ads based on profiles
 Competitor ads
 What is being shared
 Engage in group

25. Using Twitter & Tools
 Search hastags # (keyword: topic, industry, product)
 Find people (influencers), Observe who follows
 Observer news people engage with most

26. Using Linkedin
 Keywords for
people and
groups
 Engage with
groups, share
your idea
 Find what
motivates, what
people want

27. Using Blogs
 Track buzz, what’s
going on
 Comment on blogs
 Share your idea

28. Use Discussion Boards/Forums
 Track buzz,
what’s going on
 Comment on
blogs
 Share your idea

29. In-Person
 Networking Events
 Organizations
 Coffee Meetings
 Meet competitors
 Meet industry
related companies

30. Exercise 2
 Phone Case
 Come up with phone case idea that serves a specific
customer based on your research.
 For example (30s, female, smartphone size, colors,
lifestyle, usage, etc.)

31. Digital Marketer
 Many companies offer direct solutions (FB
Marketing, list building, mobile apps, social media)
 What people really needed was a strategy and
justification of approach, that fits their budget
 Serve underlying need to increase sales leads
 Part time and small sized businesses
 Growing businesses

32. Research Points
 Understand what people want (can be unrelated to
you), what they need (PAIN)
 Understand what drives competitor businesses
 Compare what you have to offer
 Further define the characteristics of ideal client
Image: freemarketingmadeeasy.com

33. Get Busy Doing
or
Get Busy Losing
Good Luck!
Come talk to me if you have any questions.