GO opleidingen conducted a workshop 'Do you know your target audience? during the Acuril 2015 conference in Paramaribo, Suriname.

1. Do you know your target
audience?
Eric Kokke
Marketing & Communication Manager

2. Introduction

4. Introduction

5. Issues and challanges
Digitalisation of information (new set of
competences; knowlegde, insight, skills and
attitude)
Why are we still needed?
The management doesn’t understand us!
Budget cuts
Collection
Innovation
Personal development

7. Escape route
Give the stakeholders what they want and
what they need
More users
More satisfied users
Satisfied management
Understanding your users is key!

9. Who is your target audience?

10. Traditional way
Segmentation
Gender
Age
Profession
Social class
Demography
etc

11. Traditional way: Segmentation

12. Who is your target audience?
Do you know your target audience?
Do you know their wishes and demands?
Do you know if they find what they are
looking for?
Do you know your added value?

14. Do you really know your audience?

15. Do you know their needs, wishes
and demands?

16. Do you know if they find it?

17. They other way: Personas

18. Example 2

19. Your turn
Make 2 Persona’s for your organisation
Groups of 4 -5
20’
Feedback

20. Personas; the questions to ask
Looking at behaviour and needs
What are you looking for?
What are you needs?
What is essential?
What do you whish?
What is your personal situation?

21. Translate the answers in…
A name
Keywords
A fitting quote
Reasons to visit
Essential element
A personal wish
To form a real Persona.

22. The curious browser
“Find stuff I didn’t really look
for, but turn out to be very
interesting”
Essential:
The piece & quietness to
just browse and gain more
knowledge
I come for:
•Read
•Deeper knowledge
•Inspiration & broading my
horizon
Experience:
Just forget the
daily routine and
enter a different
world
Keywords
•Hobby
•Taking my time
•Obtaining knowledge

23. The specialist
“Knowledge starts by knowing
where to find information!”
Essential:
To find and receive the
needed information; fast
and reliable.
I come for:
•Special information
•Digital collection
•To obtain form a self
choosen location
Experience:
“I will not visit the
library, the library
visits me!”
Keywords
•Do it myself
•Digital
•Specialist information

24. The focused student
“The library offers focus, it is a
place where I am able to study,
read or work without being
disturbed.”
Essential:
The right modern facilities
to study and work.
I come for:
•A quiet place to study
•Faclities
•Social interaction
Experience:
For me the library
is a place to werk
and meet.
Keywords
•Concentration
•Social
•Wifi

25. The fast media-user
“Information is everywhere,
24/7! And I want it!”
Essential:
Good coffee! A cosy place
to relax and meet other
people.
I come for:
•Nothing specific.
•All information online
•Wifi
Experience:
A flexible, cosy
and well equipped
modern meeting
space.
Keywords
•Now!
•Social interaction
•Online

27. Conclusion
Think of your target audience and transform
them in Personas
Think in Personas
Develop new services with the Personas in
mind
Communicate with the wishes and demands
of your most important Personas in mind
Communicate your specific added value

28. Communicate added value
Know what your added value is
See your services through the eyes of the
Personas
Translate the added value to solutions for
your Personas
Translate added value in keywords, slogans
and headlines
Answer the ‘What’s in it for me’ question

29. Communication and added value
Voorbeeld ‘Apple’
Voorbeeld Microsoft
-Which of these 2 presentations do you like
best?
- What are the differences?

30. Apple / iPad GO opleidingen
Message We come with a device
that replaces PDA’s and
laptops.
Headlines / Slogans ‘Holding the internet in
your hands’
Key benefits -Easy to use
-Easy to carry
-Long battery life
Issue that is solved De slowness of a laptop
and the small size of a
PDA
What’s in it for me? A device what does what a
laptop and/or a PDA does,
but faster, easier and
better!

31. Apple / iPad GO opleidingen
Message We come with a device
that replaces PDA’s and
laptops.
We help you getting a
succesfull career in the
world of information.
Headlines / Slogans ‘Holding the internet in
your hands’
School for information
Key benefits -Easy to use
-Easy to carry
-Long battery life
-focus on
informationprofessionals
-flexible courses
-specialist teachers
Issue that is solved De slowness of a laptop
and the small size of a
PDA
We help information
professionals adapting to
the changing digital
world.
What’s in it for me? A device what does what a
laptop and/or a PDA does,
but faster, easier and
better!
Grip on your own
professional development
and career.