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@andrewdaviescontact@adavies.org

Government & Nonprofit