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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@[email protected]