Fromanalysisto engagement: targeted communication · local contacts, objectives) • Virtual teams...

From analysis toengagement:targeted

communication

29.09.2016 SusanneMarxProject Development, Project Management,MarketingConsulting

Outline

• Plantthemostpromisingseeds

• Objective• LimitedResources• Knowledge• Targetgroup• Tools

29.09.2016SusanneMarxProject Development, Project Management,

MarketingConsulting

Interreg Projects– Communicationspecifics

• Variousindustries• Cross-organisational(differentexperience,image,localcontacts,objectives)• Virtualteams• Differentcountries• Variousstakeholders(B2B,B2C,Institutions,internal...)• Timelimited• Changingcommunicationtargetsandcontent:projectinformation(moreintangible),resultinformation(moretangible)


Your communication strategy


ProjectObjective

CommunicationObjective AUDIENCE Message Tool

What is anaudience?

• „Theassembled spectators or listenersatapublicevent suchas aplay,film,concert,or meeting.“(en.oxforddictionaries.com)

• Doyou agree?

• „Assembled“– always agroup?• Lookor listenonly?• Inpublic?


InCommunication:Audience =Targetgroup

• examples from communication strategy template–personas(archetypical representatives):


Why should we know the target audience?

• Modelof communication


Sender Encoding Signalormessage Decoding Receiver

Feedback

Noise

Fill, C.(1995)MarketingCommunications

Thebetter we know the receiver, thebetter we can encode the message.

Challenges inmulti-national „encoding“

• https://generic.wordpress.soton.ac.uk/ethnographicencounters/2015/08/02/why-is-ethnography-important-for-language-learners- ethnography- and-intercultural-learning/pest-pet-or-appetizer/ (accessed 26Sep2016)

• https://s-media-cache-ak0.pinimg.com/o riginals/ed /80/ae/ed80ae85f4ae55dd248a8b9eb18c73db.jpg (accessed 26Sep2016)


Whyshouldweknowthetargetaudience?• Projectcommunicationmodel


Müller, R.(2007)ManagingCommunication, inTurner, J.,Handbook of Project Management,4thed.

Layer

Motivation

Interpretation

Understanding

Frequencyandmedia

Transfer

Sendercommunication schedule,internal/external needs,...

dev of content,data,depth of info

social context to achievedesired reaction

urgency,severity

sent by selected media

Receiverlevel of comfortwith

information,waitor act

updateof understanding

assessed appropriatenesse.g. language,phrasing

assessed appropriateness,media,frequency

information received

Thebetter we know thereceiver context, the betterwe can encode the message.

Targeted communication:segmentation

• Mass marketà to identifiable sub-units(target groups)• Why:limitedresources,greatest effect to meet needs of target group andprovide them abenefit• 7.5billion peopleonearth• 85million people inEUBalticSea region (BSRProgrammeintotalabout280million EUR=3.30EURperperson)• Increasing fragmentation ofmedia (e.g.inGermanynow1600magazines –aplusof 500since 1997)

• Increasingopportunties for targeted campaigns


Targeted communication:segmentation


Determinesegment variables

DetermineSegments

Developsegmentprofiles

Estimateattractivity

Choosesegment

• Process

adapted from Kotler, Bliemel, MarketingManagement

SegmentationConsumerMarket

• Geographic (Region,Language,Density of population)• Demographic (age,gender,income,profession,family size,lifecycle)• Psychographic (life stylee.g.conservative,openminded,personalitye.g.sociable,ambitious)• Behavioural

• Events(Wedding,Birthday)• Usage (first timeusers,heavyusers)• Attitude(positive,negative,irrelevant)



Segmentation IndustrialMarket

• Demo-/geographic (size of company,sector,region)• Operative(technology,user status,customer competency)• Procurementstructures (power,existing relations,purchase criteria,e.g.quality,price,service)• Situationspecific (urgency,tailored solutions,size of purchase)• Humanaspects (risk attitude,supplier loyalty)



VideoExample

• McDonalds• https://www.youtube.com/watch?v=RcRFBVIvJHw


Activity:Lookatyour target group

• How could you segment them?• Dothe segments have the sameimportance for your project?• Whoare importantmultipliers?• Is the list „complete“?• Canyou communicatewith allof them?


Segmentation for small groups/individuals

• What reaction doIwant from them?• What is theirmotivation?(that willhelp to define the right messages(beneficiary,loss?)• Defineknowledge:aware or notaware?• Active opposition to active support:map the current and desired levelof commitment


Assessing commitment

• Away to compare the statusand importanceof individualsor small groups and developastrategy how to communicatewith them to reach adesiredcommitment level


Steps to gain Commitment


McElroy, Mills(2007)

If your project is influencedby many single people -recommended reading:• McElroy and Mills(2007)inTurner,R.,ed.Gower

Handbookof ProjectManagement,4thed.• Eskerod andHuemann (2014)inTurner,R.,ed.Gower

Handbookof ProjectManagement,5thed.

Example onthe print out

• fictionary buildingproject:abridge incity ABC


Activity:Analysis

• Lookatthe target group atyour table:• For your project:Choose 1subgroup/person• Make anentry onthe printed paper

• What doyou want from them?• What doyou know about their motivation?What benefit does your projectprovide them?• What doyou know about their current knowledge?• Canyou fill intheir position?What information are you lacking?


Where to findinformation?

• Marktresearch• Primarydata

• Own research data e.g.Interviews,tests,onlinesurveys,questionaires,focusgroups,observational research• Very precise to what you want to know,butexpensiveand resource intense• If you planto do:shareJ

• Secondary data• Government Statistics,Industry statistics,general household surveys,consumer panels (e.g.DENielsen,GfK)• Moreaffordable,butless specific• If you found something relevant:shareJ


Industry specific studies

• Example tourism


Where to findinformation?

• Quantitative/qualitative• representative research vs.qualitativeinsights

• engagementof the target group from anearly stage on• try to connect:followtheir channels,participate inmeetings,linkedin,use poll functionduringwebinar etc.• what informationdoyour partners have regionally• https://www.google.de/trends/• https://www.google.de/adwords/globaladvertiser/marketfinder.html


Audience Research– to choose the right tools

• ExampleMediaUsageGermanStudies(best4p)• AxelSpringer,BauerMediaGroup,Gruner+JahrundHubertBurdaMedia• 30.000people• about 110industry segments• Media: über180magazines,allnationalnewspapers,TV,Radio,citylight,cinema,digitalmedia e.g.200Appsand 300mobilewebsites• over 150Statementsonattitudes• Onlinedata


https://online.mds6.de/mdso6/b4p.php

Audience Research– to choose the right tools• ExampleMediaUsageGermanStudies(AWAAllensbacherMarkt- undWerbeträger-Analyse)


http://www.ifd-allensbach.de/fileadmin/AWA/AWA_Praesentationen/2016/AWA_2016_Schneller_Medien.pdf

InformationinArticles


Changing Patternsof MediaUse Across Cultures:AChallenge for LongitudinalResearchU.HASEBRINK, K.-B. JENSEN, H.vandenBULCK,S.HOLIG,P.MAESEELE

InformationinArticles


TheMediaLandscapes of European AudiencesRASMUSHELLESJACOBØRMENCASPERRADILKLAUSBRUHN JENSENInternational Journal of Communication 9(2015)

Activity – InformationSearch

• Lookagain atthe target group atyour table:• Discuss atyour table,what information you lack!• Canyou share knowledge onthe target groups?• Arethey organised inprofessionalorganisations (these dooften providestudies)?• Arethere studies available to gain more insights?• Doother projects planto conduct target group research?• Identify potentialways to get intouch and learn more about the target group


Activity:Presentation Groupfindings


From Analysisto Engagement

• Examplemuseumproject:how to engage the target group beyondcommunication


Your communication strategy


ProjectObjective

CommunicationObjective AUDIENCE Message Tool Time Responsibility

Measurement &Feedback

Theuse of segmentation

• Lookatmotivation /benefit• What doyou want to achievewith the target group (reaction)• Stories/Pictures/Video/Mulitmedia/InfoCharts•à properencoding


Choose the appropriate tools


When

• Timing• Frequency


Googlead

Newsletter1

Newsletter2

Event

Who:clear responsiblities

• Define responsibilitiesbetweenyou and your partners to exploitexperiencesand contacts of your network• Consider languages incommunciation• Setup processes to manageknowledgeand learning (trackinteractionsand results)


Example:cross-border google campaign

• Experiences frommy project• very good to measure (e.g.download voucher)and toshare experiences• languages!• big differences inad-cost (Germany=high,Poland&BalticStates=low)• steady management necessary


Thebenefit of sharing...

• Exchangewith peers fromother projects and the programme• Overlapping target groups – together greater impact• Contacts – relationshipmanagement• Studies• Best-practices or failures• Questions• ...


Questions?


SusanneMarxProjectDevelopmentProjectManagementMarketingConsulting

[email protected]

Fromanalysisto engagement: targeted communication · local contacts, objectives) • Virtual teams...

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