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FROM PUBLIC AWARENESS
TO ACTIONUnderstanding Target Groups’
Behaviors and Influencers
Ralph Guzman
Vice President
Guthrie-Jensen Consultants
Manila, Philippines
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“Trying to please everybody
is impossible - if you did that,
you'd end up in the middle
with nobody liking you.”
John Lennon
The Beatles
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Reach
Resonance
Reaction
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300 - 700messages
daily!
"The only way to win at content marketing
is for the reader to say, 'This was written
specifically for me."
Jamie Turner
60 Second Marketer
“To be successful and grow your business
and revenues, you must match the way
you market your products with the way
prospects learn about and shop for your
products.”
Brian Halligan,
Inbound Marketing
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The Traditional Practice:
1 Communication Campaign for All
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0-17 yo
19%
18-34 yo
37%
35-59 yo
27%
60 up
17%
The Public
Low Awareness
High Awareness
High Awareness
Zero Awareness
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Three Key Points
• Segmentation: Key to More Effective
Public Communication Programs
• Using Segmentation
• What’s Next for Us?
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Three Key Points
• Segmentation: Key to More Effective
Public Communication Programs
• Using Segmentation
• What’s Next for Us?
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Public Communication Campaigns
• Use of media, messaging and set of
communication activities in a large number
of individuals
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Public Communication Campaigns
• Use of media, messaging and set of
communication activities in a large number
of individuals
• To shape behavior toward desirable social
outcomes
– Change in individual behaviors that lead
to social problems
– Promote behaviors that lead to improved
individual and social well-being20
What Determines Behavior
Behavior
Attitude
Environment ChoiceGenes
Research
Segmenting and Targeting
Crafting the Message
Delivering Using Different Channels
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Campaign vs. Violent Gangs
• Under 16 vs. Over 16 years old
• Gang Members vs. Non-Gang Members
• Youth vs. Parents
• Educators vs. Community Leaders
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Segmenting the Public
• Dividing up your audience into groups
according to specific criteria, profiles
• Should have some relationship to know how
they’ll respond to your messages
• Helps determine how you will deliver
messages Content and Channel
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Location
Age
Educational Background
Language/s Spoken
Financial Capability:
Savings, Investments
Awareness
and Attitudes towards
Deposit Insurance
Access to
Communication Decisions!
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19 and below: I get
allowance from parents20-34: Are interest rates
high enough…so I can
have my European tour?
35-54: Will my funds
support my kids through
university?
55 and up: Do I have
enough savings for
retirement?
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Economy Immigration
Why Segment?
• Meet needs better: Create the right
message for the priority group/s
Awareness
Interest
Desire
Action
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Client brief
Why Segment?
• Meet needs better: Create the right
message for the priority group/s
• Apply resources more effectively!
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Three Key Points
• Segmentation: Key to More Effective
Public Communication Programs
• Using Segmentation
• What’s Next for Us?
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Demographic Profile Psychographics Consumption & UsageBehavior• Age bracket
• Gender• Socio-economic class• Civil Status• Geographic Location• Political Affiliation
• Decision Making Process
• Influences•Stage of Use• How often?• How much?• Where?•Who Buys?•Who Uses?
THE PUBLIC
• Lifestyle• Awareness • Attitudes• Interests• Fears•Aspirations
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Demographics Psychographics Buying & Usage
Behavior
Message + Channel
11-17 years old;
male/female
urban
Curious about
smoking; believe
that smoking is
cool; influenced
by peer pressure
Presence of family
members who
smoke; get
allowance from
parents
Campaign: Don’t
start smoking;
Campus tours,
posters, social
media, game app
concentrate on peer
groups, shareable
content
18-34 years old,
male, urban, some
with children
Smokes for
leisure, because
of stress
Smokes ½ half
pack a day
Generate
appreciation for
effects of
smoking, present
other forms of
leisure, stress
management,
shareable content
18-34 years old,
male, urban, some
with children
Heavy smokers,
want to quit but
couldn’t
Smokes 1 pack a
day
Focus on future,
health; hotline for
those who want to
quit, social media,
TV, posters,
shareable content
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When to Segment
• When your concerned about a particular
segment of the public
• Different segments present
– Sufficient in number
– Different ways of reaching/communication
– Various ways of reacting to your message
• Organization has resources and capacity
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Decisions: Campaign
• Undifferentiated: One size fits all
• Differentiated: Customized
for each segment
• Concentrated: Specific segment/s
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Your
Campaign
Here
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Three Key Points
• Segmentation: Key to More Effective
Public Communication Programs
• Using Segmentation: Customize and priotize
according to the segments identified
• What’s Next for Us?
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Challenge the Status Quo
• Gather and Analyze Data
• Develop Profiles
• Revisit Existing Campaigns
• Target the Priority Segment/s
– Profile
– Communication Channels
• Monitor/Evaluate
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Research
Segmenting and Targeting
Crafting the Message
Delivering Using Different Channels
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“Insanity: doing the
same thing over and
over again and
expecting different
results.”
Albert EinsteinPhysicist
1879-1955
FROM PUBLIC AWARENESS
TO ACTIONUnderstanding Target Groups’
Behaviors and Influencers
Ralph Guzman
Vice President
Guthrie-Jensen Consultants
Manila, Philippines
