AUDIENCE PROFILING

AUDIENCE PROFILING IS AN ESSENTIAL PART OF WHAT WE DO. IT IS NOT VERY SENSIBLE TO BEGIN ANY FORM OF MARKETING ACTIVITY WITHOUT HAVING A CLEAR IDEA OF WHO YOUR TARGET MARKET IS, AND WHAT MAKES THEM TICK.

Audience Profiling

SALES CHANNELS

Businesses sell in a number of different ways. They might interact directly with the general public – this is called business to consumer (B2C) or they might sell their products and services to businesses – this is called business to business (B2B).

A third business model is to sell to the end-user via a network of distributors and resellers (who are also known as dealers and brokers). This multitier model is very popular amongst technology companies, as well as within the financial services, pharmaceutical and automotive sectors.

CUSTOMER PROFILES

Whatever audience one is targeting, it is essential to understand their customer profiles.

The purpose of this process is to help an organisation to put themselves in the feet of potential customers. People generally speaking act and behave and generally go through life making decisions and choices in two primary ways that are intertwined to varying degrees – emotionally and rationally. That is why it is important to list both features and benefits, as these talk to both the rational and the emotional sides of the brain.

The emotional side is all about fulfilling needs and desires. They are decision drivers, as we sometimes like to call them, but they do need logic to support the rational part of the brain, so a person feels assured that they are making a good decision. The amount of impact each element will have is down to the individual’s disposition and character, but most people act somewhere within the middle of these two extremes.

Of course, the type of purchase will have an influence on the decision-making process too. The supply of utilities is mostly due to price, and the exchange of money at an airport is mostly down to convenience. But buying a car or a house are emotionally-driven decisions – even though people would deny this if you asked them.

Audience Profiling
Audience Profiling

DEMOGRAPHICS AND PSYCHOGRAPHICS

Demographics and psychographics are essential considerations if one wishes to accurately create customer profiles – these can then be segmented to identify different audiences for the same product or service, or separate audiences for different products and services.

If you know who your audience is, and you can build up a picture of how they are likely to behave, you can then work out plans, strategies and tactics to support a wide variety of marketing campaigns. The nature of these activities will also be determined by the specific needs of the organisation and the products and services it is selling, as well as by the financial resources it is prepared to invest.

EMPLOYEES

The one audience many companies forget to consider (or pay lip service to) is arguably their most important – their employees.

We believe that the internal audience is an incredibly powerful weapon in the marketing armoury, and that it is an essential consideration for any organisation that wishes to optimise its sales and marketing efforts. And this means everyone, from the board of directors downwards or – as Walt Disney is renowned for saying – from the people who clean the toilets upwards. His inverted pyramid model is a good way for companies with genuine corporate branding aspirations to think.

Looking upside down at the hierarchy of a business throws up one shuddering fact. People who ‘do’ massively outnumber people who ‘say’ and – from a customer point of view, this is of the utmost significance.

Audience Profiling

Please email us at marketing@abacusmarketing.co.uk or call us on 020 7795 8175 for an initial discussion, to get an idea of costs, or to arrange a meeting.

If you would like us to send you a digital copy of our portfolio to give you a better idea of the work we have delivered for other clients, please email portfolio@abacusmarketing.co.uk.

BGL CommunicationsAUDIENCE PROFILING