identifying audiences · who’s your target audience? 1. make a list of a dozen audiences you...
TRANSCRIPT
Identifying Audiences AUD Standard 1
The institutions identifies current and potential audiences it serves and makes appropriate decisions in how it serves them.
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The many or the few?
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Why Identify Audiences? AUD Standard 1
The institutions identifies current and potential audiences it serves and makes appropriate decisions in how it serves them.
Why identify audiences?
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Why identify audiences?
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Why identify audiences?
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Why identify audiences?
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The “General Public” is NOT Your Audience
§ World: 7 billion people
§ United States: 300 million people
§ New Jersey: 9 million people
§ Middlesex County: 800 million people
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Many Publics, Diverse Expectations
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Target Your Audiences
Clubs
Seniors
Teenagers
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Where would you buy an ad?
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Civil War
New England
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Visitor Research
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Visitor Research Methods
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Attendance
Zip Codes
Demographics
Satisfaction ratings
Interviews
Focus Groups
Observation
§ Participation rates § Attendance
§ Home zip codes
§ Census data about your community § Federal, state, county, city
§ Events and programs § Observe
§ Evaluations
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Visitor Research: Basic
Attendance
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Attendance
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§ Marketing and real estate development § Retail companies § Marketing consultants
§ Associations and organizations § State tourism agency, local CVB § Universities
§ Museum focused § AASLH: Visitor Voices & Visitor Counts § AAM: CARE Network & Community Engagement MAP § Visitor Studies Association & Visitor Studies
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Visitor Research: Advanced
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Who’s Your Target Audience?
1. Make a list of a dozen audiences you would like to serve (either now or in the future). § Try to be as specific as possible (e.g., students vs. 4th grade
classes in our county)
2. Rank how important they are for attracting support or making an impact (double-bottom line) and choose top 7.
3. Rank your ability to engage with them (opportunity).
4. Choose 3-5 target audiences.
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Who’s Your Target Audience?
1. Make a list of a dozen audiences you would like to serve (either now or in the future). § Try to be as specific as possible (e.g., students vs. 4th grade
classes in our county)
2. Rank how important they are for attracting support or making an impact (double-bottom line) and choose top 7.
3. Rank your ability to engage with them (opportunity).
4. Choose 3-5 target audiences.
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Double Bottom Line
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Who’s Your Target Audience?
1. Make a list of a dozen audiences you would like to serve (either now or in the future). § Try to be as specific as possible (e.g., students vs. 4th grade
classes in our county)
2. Rank how important they are for attracting support or making an impact (double-bottom line) and choose top 7.
3. Rank your ability to engage with them (opportunity).
4. Choose 3-5 target audiences.
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Who’s Your Target Audience?
§ Geographic § Local, distance, political
§ Demographic § Age, ethnicity, economic status, disability
§ Lifestyle (Behavior, Needs, Motivations, Preferences) § Heritage travelers § Geodeographic: PRIZM (Nielsen), Mosaic (Experian)
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Identifying Target Audiences
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Identifying Target Audiences
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§ Description and size
§ Potential growth (rate High to Low or Unknown)
§ Audience relationship (think about this both ways) § Shared values
§ Trust and commitment § Influence and impact
§ Familiarity and reputation § Access and proximity
§ Opportunity Rating
Identifying Target Audiences
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Who’s Your Target Audience?
1. Make a list of a dozen audiences you would like to serve (either now or in the future). § Try to be as specific as possible (e.g., students vs. 4th grade
classes in our county)
2. Rank how important they are for attracting support or making an impact (double-bottom line) and choose top 7.
3. Rank your ability to engage with them (opportunity).
4. Choose 3-5 target audiences.
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Market Segmentation
§ “Birds of a Feather Flock Together”
§ US clustered into 66-71 segments
§ US companies
§ PRIZM (Nielsen)
§ Mosaic (Experian)
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Market Segmentation
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Target Audience
http://www.claritas.com/MyBestSegments
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Newark, NJ 07104
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Newark, NJ 07104
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Edison, NJ 08817
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Segment: Brite Lites, Li’l City
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The Clustered World By Michael J. Weiss
(Little, Brown and Company, 2000)
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Why identify audiences?
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