1. Post Graduate Diploma in PR & Exhibitions Management
Marketing Public Relations and Audience
Lecture 5
Communications with Target Audience
Developed and Presented by
Roy Ying, Msc., BSG, B.Comm., MHKIoD
Note: Pictures used in this power point file
is for academic Purpose only 1

2. Table of Contents
• Identification of target audience
• Selection of channels using 4Ps
• Shaping the correct message and medium
2

3. Customer’s Needs
• Common tools in identifying customers
needs
• This is usually called “customer
engagement campaign”
– CRM
– Shopper’s club
– Customer survey
– Focus group
– Social media (brand mention crawling)
3

4. CRM
• CRM manages your organization’s
relationship with clients which can provide
insights in formulating MPR strategies.
4

5. Shopper’s Club
• Shopper’s club is an active way to engage
customers in rewarding their
loyalty and influencing their
buying behaviour
5

6. Customer Surveys
• Customer survey is an effective way to
identify customer preference and behavior
pattern.
6

7. Focus Group
• Focus group can be used to collect in-
depth knowledge on customer’s
perception and sentiments over a brand, a
product or service.
7

8. Social media
• There is a wealth of self-generated
customer information on social media
platform on your brand.
8

9. Communicating the Marketing Mix
• Before deciding what to do, MPR
managers must identify who your target
audience is.
Events/Trade Direct mail
Shows
Target Consumer
PR
PR Advertising
Events/Trade Shows
E-Mail Marketing/Web
Direct Mail/Coupons
Advertising
E-Mail
Marketing/Web
9

10. Identification of Target Customer
• Market –The set of all actual and potential
buyers of a product or service.
• Target Market –A set of buyers sharing
common needs or characteristics that the
company decides to serve.
10

11. Example
• What’s the market for these products?
11

12. Characteristics to analyze
Demographic Analysis Psychographic Analysis
• Age • What do they VALUE
• Gender • Price
• Entertainment
• Geographic location
• Convenience
• Annual Income • Safety
• Marriage Status • Travel distance
• Education level • Activities
12

13. Example
• Describe the kind of buyers for the
following cars……
13

14. Key Questions
• Who are the producers of this product
targeting?
• What do you think makes this appealing to
the target market?
• Where would target market go to purchase
this product?
14

15. Example
• Why would anyone buy these cigarettes?
15

16. Why PR?
• Editorial content is precious because it can
shape readers’ perception.
• The kind of research people normally do
before making a purchase decision:
– Online (google or relevant industry portals)
– Word of mouth
– Media
• People want “personal experience/insight.”
Media reviews are the next best thing.
16

17. Let’s look a quick example…
• If you are traveling to Las Vegas, and
would like a nice pizza meal, would the
following restaurant be of interest to you?
"Best Pizza in Las Vegas" "Best Pizza"
Zagats Review, 2006 Las Vegas Weekly Magazine, 2003
"Best Pizza in Las Vegas" "Best Pizza"
LV Weekly Magazine. Readers’ Poll, 2006 Las Vegas Weekly Magazine, 2002
"Best Pizza in Las Vegas" "Best Pizza in Las Vegas"
By the subscribers of AOL.com Las Vegas Review-Journal Poll, 2001
"Best Pizza in Las Vegas" "The Best of the Valley"
Citysearch.com, 2004 City Life, 2000
"Best Pizza in Las Vegas" "A Shrine to Old-Fashioned Pizza"
Las Vegas Weekly Magazine, 2004 Zagat's Restaurant Review, 2000
"Best Pizza in Las Vegas" "Voted Citysearch's Best Pizza"
Zagats Review, 2004 CitySearch.com, 2000
"Best Pizza in Las Vegas" "A Story of Family Pride, Tradition and
CitySearch.com, 2003 Great Pizza" 17
Muriel Stevens, Las Vegas Sun

18. Would you walk into this shop?
• If you had not seen all these “Best Pizza”
reviews and awards?
18

19. Table of Contents
• Identification of target audience
• Selection of channels using 4Ps
• Shaping the correct message and medium
19

20. Selection of Channels (Tools)
• Using PR tools to manage customer
perception and behavior to deliver
“marketing mix” objectives.
• The 4 P model can help you make a
decision.
20

21. Product
• The extent to which the company’s
product or service can satisfy customer
needs, compared with those of
competitors.
• Tools:
– Advertisement
– Sponsorship
– Exhibition
– Awards competition
21

22. Price
• Communicating “price” to customers is to
motivate them to make purchase decisions
and to retain them as customers.
• Tools:
– Packaging
– Coupons
– Price concessions
– Price bundling
22

23. Place (distribution)
• The distribution channel can convey a
specific message about the organization to
the customers.
• Tools:
– Shelve space premium
– Exclusive distribution
– Agreement with licensed agents
– Own retail outlets
23

24. Promotion
• Communication in promotion is to inform
and persuade the target customers to buy
an organization’s products.
• Tools:
– Advertising
– Sales promotion
– Direct marketing
– Personal selling
– E-commerce 24

25. How to start?
• Identify the strengths of your products /
services
• Characterize your target consumer
• Know your target media
• Think about your story and the brand
experience you provide
• Develop a core message
• Deploy your MPR tools
25

26. Case study – Mission Hills
26

27. Mission Hills Golf Club
• Prides itself as the No. 1 Golf Club in the
world
• Corporate Strategy
– To be the leading golf club in the world
– Create and maintain a world class golf &
family resort image
– The number one golf destination for
businessmen in this region
27

28. Mission Hills Golf Club
• MPR Tool 1 – Host to Global Golf Events
28

29. Mission Hills Golf Club
• MPR Tool 2 – Packaging
29

30. Mission Hills Golf Club
• MPR Tool 3 – Premium Brand via 3rd
Party Endorsement
30

31. Mission Hills Golf Club
• MPR Tool 4 – Leverage on opinion leader
in promoting service
31

32. Mission Hills Golf Club
• MPR Tool 5 – Sponsorship of Miss ATV
32

33. Mission Hills Golf Club
• MPR Tool 6 – Exhibition
33

34. Mission Hills Golf Club
• MPR Tool 7 – Partnership
34

35. Mission Hills Golf Club
• MPR Tool 8 – Endorsements
35

36. Mission Hills Golf Club
• MPR Tool 9 – CSR
36

37. Mission Hills Golf Club
• MPR Tool 10 – Associate with target
audience
37

38. Table of Contents
• Identification of target audience
• Selection of channels using 4Ps
• Shaping the correct message and medium
38

39. Shaping Message via PR
• It’s an objective driven exercise based on
a core message developed from your
company’s Vision, Mission and Value
(VMV).
• It is the core message that needs
marketing.
39

40. What’s VMV
• Vision – what your company is trying to
achieve
• Mission – what your company is all about
• Value – what is important for your
company
40

41. Difference between Vision and
Mission Statements
41

42. Example of VMV – Coca Cola
• Vision
– People: A great place to work.
– Portfolio: Bring to the world a portfolio of
quality beverage brands.
– Partners: Be a reasonable citizen that makes
a difference.
– Profit: maximize long-term return to
shareholders.
– Productivity: Be a highly effective, lean and
fast-moving organization.
42

43. Example of VMV – Coca Cola
• Mission
– To refresh the world
– To inspire moments of optimism and
happiness
– To create value and make a difference
43

44. Example of VMV – Coca Cola
• Value
– Leadership: The courage to shape a better
future
– Collaboration: Leverage collective genius
– Integrity: Be real
– Accountability: If it is to be, it’s up to me
– Passion: Committed in heart and mind
– Diversity: As inclusive as our brands
– Quality: What we do, we do well
44

45. Core messages
• They may evolve over time…like slogans
but all derived from the VMV
45

46. Core Message - Channel
• Once a core message is developed, stick
to it and follow it
• Remember also to “walk the talk”
• Actions are louder than words
– Awards
– Advertising
– CSR
– Product Experience
– Crisis communications
46

47. Example: Accenture
Our Core Values
• Since its inception, Accenture has been
governed by its core values. They shape
the culture and define the character of
our company. They guide how we behave
and make decisions.
47

48. Awards
• Tie in with values
48

49. Advertising
• Tie in with values
Client based Globalization themed
49

50. CSR
• Based on values
50

51. Produce Experience
• Also based on values
51

52. Crisis Communications
52

53. Tylenol Case Study
• A successful case study
53

54. Tylenol Case Study
• What has Johnson & Johnson done right?
• Which rules did they follow?
• How PR was involved?
54

55. Medium of Communications
55

56. Print media
• Print media refers to publications that are distributed in a
printed form on paper, such as newspapers, which must
be delivered to customers in physical form either through
hand delivery or physical purchase.
•
Class:
Class:
Can you give examples
Can you give examples
of print media in HK?
of print media in HK?
56

57. Various Types of Print media
• Newspapers
Class:
Class:
• Magazines Who are the target
Who are the target
audience for these
• Newsletters audience for these
types of print media?
types of print media?
• Brochures
• Books
• Apart from these media, direct mail, flyers,
handbills/leaflets, banner, billboard, press
releases etc are all the various types of
print media
57

58. Electronic Media
• Media that use electronics energy for the
end-user to access the content. This is in
contrast to print media.
Class:
Class:
Under this
Under this
definition, what
definition, what
examples of
examples of
electronic media
electronic media
can you think of?
can you think of?
58

59. Media that fits the definition
59

60. Social Media
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