As a team of media strategist and planners, Morgan & Co. provides clients with insight on their current and prospective customers. As you will read below, it’s a vital component of successful marketing initiatives and falls under the audience analysis side of our agency’s services. With the world continuously evolving into a more complex and fast-paced race, understanding and defining audiences is no longer as simple as determining age, occupation, income and education (aka: demographics). In fact, for the media strategies and buys we’re involved in, whenever possible, we restrict the amount of attention demographic information receives. Maybe you saw a video we put out in the past touching on the subject.
Building a rich audience analysis for our clients requires more digging into those elements of people that, as we like to say, make up their social DNA. This qualitative data characterizes them by their personality, interests, responsibilities, fears, ambitions, connections and even goals. It is about the emotions or perceptions of people – what they feel. We try to uncover as much vital information as possible, which allows us to paint a detailed profile of who we need to connect with on behalf of the brand.
Recently, for a food brand, we scanned the industry, competitive landscape and took a deep dive into current and prospective users of the product – all in the name of determining who we should build the media strategy around. As is the case with most brands, the answer is never simple, nor did it result in one single audience. It turns out there were three rather distinct audience segments that harbored potential for the client and its line of products.
Within audience analysis is the practice of clustering groups of people with similar profiles into highly defined segments – audience segmentation. This provides the media, creative and PR teams to design strategies which work towards communicating with and converting these segments to a customer. The process of defining these segments and building audience profiles is laborious, but highly effective in marketing and media strategy. And while it can be difficult to explain the end result, we can share a snapshot of visuals we provide the account team and client to build a closer connection with those we seek to reach.
This project called for us to segment the brand’s audience into three categories – Healers, Immortals and Calculators. Below is snapshot of the Healers. From here, custom media strategies would speak directly to these unique segments – meeting them where we will be most effective.
Insight and segmentation of current and prospective customers is the key to a brand’s growth. If a lack of understanding of those who use or want your brand is holding you back from speaking directly to your ideal customer, reach out to Morgan & Co. We have 23 years of experience helping brands refine their marketing strategy by defining their ideal audience segments in greater detail.