Transcript
![Page 1: Identifying audiences beyond the general public - Andrew Davies, Greenpeace International/ campaignfilm](https://reader036.vdocument.in/reader036/viewer/2022062900/58ebb3251a28ab1c0a8b4721/html5/thumbnails/1.jpg)
Identifying audiences
beyond the general public
![Page 2: Identifying audiences beyond the general public - Andrew Davies, Greenpeace International/ campaignfilm](https://reader036.vdocument.in/reader036/viewer/2022062900/58ebb3251a28ab1c0a8b4721/html5/thumbnails/2.jpg)
▣ Brainstorm audiences▣ Segment to focus▣ Learn about these people▣ Synthesize learnings▣ Begin experimenting
Finding new people to talk to
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Your mother
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Power map / stakeholders mapMore power
Allied
Less power
Opposed
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Who are a brand’s key audiences?
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Tap into existing communities
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Break up big audiences into smaller
Let’s focus on these people
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Segmentation - demographic
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Segmentation – behavioral
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Segmentation - psychographic
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Segmentation – interests
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Existing research
british youth climate change attitudes
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Talk Listen to people
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Personas
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Start experimenting quickly
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Thanks!Cat eating a banana picture@[email protected]