But HOW defined?
SHOULD
each
one
Goal
• Check internal current state, internal needs, LC strenghts and weakenesses and Supply & Demand (for X); • Check historical growth and data; • Check external reality (trends, period, opportuniSes); • Check LC resources (HR, financial); • Take into account ambiSon and desired impact. • PAY ATTENTION: Before your target’s definiSon, make sure you have a specific goal based on product and sub-‐product (Ex: oGCDP Human Rights).
Target
• Define demographic characterisScs of your audience (studies, age, educaSon level, locaSon, occupaSon); • Define your customer’s profile (personality, social profile, financial condiSons, a\tudes, values, interests/hobbies, lifestyle, behavior) • To get all these info, you may do an external market research first!
Channel
• Check previous data about how many customers from your target audience come from each channels; • Channels should have direct or indirect connecSon with the customer; • Follow the 80-‐20 pareto rule and choose the most efficient channels (best results) with the less effort; • Find out the most effecSve approach: online or physical
Message
• It should reflect: • The program you are promoSng • The profile of the people you are adverSsing to • It should be: • Catchy • Short • Clear • It must be brand aligned! (see brand filter guide here)
be