Target Audience Flashcards
What are the 2 Target Customer Groups?
- Stakeholder Target
2. Campaign Target
What are the MarCom Target Stakeholders?
- End-Customers
- Distributors
- Suppliers
- Investors
- Regulators
- Prospective and Current Employees
What do MarComs Campaign Target?
- Target Audience
- Primary Target Audience: Contributes most of the Sales
- Secondary Target Audience: Contributes Additional Sales - Creative Target
- The individual who your campaign speaks to because the person plays the key role in the purchase decision.
How are Target Audiences Segmented?
- Communication Research identifies the viable Target Markets
- Can be both Customer Markets and Business to Business Markets
- Market segments are groups of individuals/businesses with distinct characteristics.
- Market Segment should be Homogenous
- Segment should be large enough to be financially viable to target with a separate campaign
- Segment should be reachable through media or some MarComs tools
What categories are used to identify segments in the B to C?
- Demographics
- Psychographics
- Generations
- Geographics
- Geodemographics
- Benefits
- Usage
What is include in Demographics?
- Gender
- Age
- Education
- Income
- Ethnicity
What categories are used to identify segments in the B to B?
- Industry
- Size
- Geographic Location
- Product Usage
- Customer Value
What is Brand Loyalty?
Regular (repeat) purchase of the brand, based on continued awareness of it and brand attitude.
How is Customer Targeting using Brand Loyalty Achieved?
By dividing the total potential market into 5 groups who differ in terms of loyalty of their behaviour towards your brand.
What are the 5 Brand Loyalty Segmentations?
- Brand Loyals (BLs)
- Favourable Brand Switchers (FBSs)
- Other-Brand Switchers (OBSs)
- Other-Brand Loyals (OBLs)
- New Category Users (NCUs)
What are Brand Loyals?
Regular buyers of a brand in a category representing the core of the sales.
What are Favourable Brand Switchers?
People who buy your brand and also buy competitor brands.
What are Other Brand Switchers?
People who support one competitor brand but NOT your brand.
What are Other Brand Loyals?
People who regularly buy a competitor brand.
What are New Category Users?
People who are entering the category for the first time or re-entering after a long gap.
What is Creative Target?
People who write/speak “to an individual”. They imagine themselves in a one-to-one situation telling a person about the brand who best represent your customer or potential customer.
What are Observable Behaviours Action Objectives?
- Pre-Purchase Actions - Lead to purchases
- Purchase Actions - Trial purchase for new customers or repeat purchase for existing customers.
- Post-Purchase Actions - Lead to faster repeat purchases
Types of Pre-Purchase Actions?
- Retail Visit
- Inquiry
- Enter Contest or Sweepstakes
- Sample Purchase
Types of Purchase Actions?
- Purchase
- Trial/Re-Trial
- Repeat Purchase
- Purchase amount per occasion
- Purchase timing moved earlier/later
Types of Post-Purchase Actions?
- Display the item
- Recommend items
- Recruit other prospects
- Use
What are Customer Decision Roles and their Action Objectives?
- Initiator - Propose Category Need
- Influencer - State the criteria for brand choice in the category and recommend our brand as best meeting the criteria
- Decider - Choose our brand
- Purchaser - Buy our brand
- User - Use our brand
What are Business Decision Roles and their Action Objectives?
- Gatekeeper - Allows access
- Consultant - Recommends your company as your vendor
- Negative Decider - Identify these people and avoid them, if possible. However, if you must deal with them, the action objective for them is non-rejection.
- Positive Decider - Approval
What is Acorn?
A consumer classification tool that segments the UK population, analysing demographic data, social factors, population and consumer behaviour and segmenting the population into 6 Categories; 18 groups, 62 types.
What is the Targeting Strategy - Concentration on One Segment?
Chose one segment and be a leader within that segment. Allows you to build expertise, but is vulnerable to competitors.
What is the Targeting Strategy - Selective Specialisation?
Choosing several segments that look profitable and one segment compensates for the other’s slow growth.
What is the Targeting Strategy - Product Specialisation?
Concentrate on one product and sells it on to different segments.
What is the Targeting Strategy - Market Specialisation?
Concentrate on one market segment and sell different products to target customers.
What is the Targeting Strategy - Full Market Coverage?
Target all customer groups with all products they need.
