Audience:

What is an audience?

Group of people watching or listening to a play, concert, film or public meeting. 

Why is audience interesting in a marketing perspective?

They are all watching or listening to something: we want people to see hear and do something with the messages we communicate to them.

What is the definition of Stakeholders?

People who have stake or interest in organisation: they depend on it to fulfil their own goals, likewise organisation depend on stakeholder to fulfil their goals. Johnson and Scholes. 

What are the different types of stakeholders

Internal, Connected, External

What is an internal stakeholder?

people who are inside of the organisation; employees, casual/freelance staff, managers, volunteers, board members/trustees. 

Employees go to work to get paid, employees need staff to keep business running.

What are connected stakeholders?

Actors in a companies immediate environment which affects capability to operate effectively in chosen market. Often have contractual relationship.

Shareholders, suppliers, intermediaries, customers, competitors

SSICC

customer checking in to hotel.- signed a contract, expectations set between customer and hotel, they depend on eachother.

What are external stakeholders?

Have interest in organisation - broad forces which affect organisations and other connected stakeholders. 

Professional bodies, trade unions, local and national government, local community, media. 

What is pluralism?

When one organisation has many competing demands upon it. they cant please all stakeholders equally al of the time.

Has to work out where they spend their time effort and budget in communicating with different stakeholders. Use of stakehodler mapping. 

What is stakeholder mapping?

• Johnson and Scholes

• Low interest low influence - dedicate minimal effort to stakeholder group. 

• High interest, low influence - must keep stakeholder group informed

• High influence low interest - keep this group satisfied - governments, professional bodies, regulators. 

• High influence + high power - stakeholder group is a key player, lots of time effort, budget and energy. 

Only one priority stakeholder, the customer - must be mindful of other priority stakeholders. 

What are the types of customer?

Trade - B2B: buy stock from manufacturers to sell to the end customer. Push communications - B2B

End users - B2C: people who buy product from stockists (trade customers) 

Difference between customers and consumers:

Customers - people who buy products or service

Consumers - people who use products or service

They can be the same person or two different people. 

What are wants and needs?

Subgroups for customers and consumers, they have different wants and needs. different things will motivate them to purchase a product/service. 

• Value for money 

• Environmentally 

What is a target audience (Sprout Social)

A group of people who are most likely to be interested in product or offers, members of each group share common traits.

What is segmentation according to Mailchimp

dividing and organising the population in to meaningful and manageable groups to make it easier to communicate to each group.

Examples of segments

• demographics 

• socio-ecoomics 

• geography

• personality/lifestyles 

• purchase behaviour and occasion 

• user status

• benefits sought

• attitude towards product.

ABC1C2DE figures  

- created by the newspaper industry in 50s to workout which people bought what paper to advertise more efficiently

AB - professionals

C1C2 - skilled professionals

DE - semi skilled/unskilled workers + unemployed

Social Class:

BBC Lab - measured economic capital - income, savings, house value + social capital 

Cultural Capital - extend nature of a cultural interest and acitivities

Elite - mist privileged

Established middle class - second wealthiest, second highest cultural capital

Technical middle class - lower social and cultural capital - distinguished by social isolation and cultural apathy.

New affluent workers - young class group, socially and culturally active, middling levels of economic capital.

Traditional working class - low on all forms of capital but not totally deprived.

Emergent service workers - new urban group, relatively poor but high social and cultural capital.

Precarious proletariat - most deprived class low social and cultural capital.

Life stage

Assumes people go through predictable life stages;

Typical life stage - Single living with parents, single living in accomodation, married couple/cohabiting (DINKS), full nest one, full nest two, empty nest, retirement, solitary survivor. 

What is Shannon and Weavers theory of communication? 

Sender → Encoder → channel → decoder → receiver. Feedback loop. 

Sender is the organisation, the encode a message through marketing, push it through the channel to the consumer, who then unpack the message and receive it. Using the feedback loop you listen to what the audience has to say about the message once they have received it. 

Grunig and Hunt (1984) - One way and two way comms.

Two types of comms:

One way comms:

• Publicity: Celeb publicists, as much media coverage as possible: sensationalised media - not bothered if truthful or not, propaganda.

• Public info: in house journalists, one way, gathering factual information.

Two way comms:

• Two way asymmetric: take what audience says to us,  reshape comms to make it more appealing to audience, scientific persuasion.

• Two way symmetric: mutual understanding, organisation is prepared to change what they are doing to meet the wants and needs of customers, more balance. 

Sheldrake (2011)

The organisation, stakeholders, the competition. Two way communication between them but not considering what the stakeholders are saying to each other about the organisation, what are the customers saying to the competition etc.

Peso (Diestrich, 2014)

Paid - advertising or influencer marketing

Earned - editorial coverage in media or influencer marketing

Shared - social media, word of mouth 

Owned - website, blogs, podcasts, newsletters, emails, social media

3Cs - Fill (2013)

cost control, credibility:

applying this to peso - 

• Paid media: high cost, high control, low credibility

• Earned media: low cost, low control, high credibility

• Shared media: low cost, low control, high credibility 

• Owned media: varying cost, high control, low credibility

Drip messaging framework - Fill (2013) 

Every marcomms message needs to do at least one of the four:

• Differentiate - what is it about the new iPhone which will make you want to buy it?

• Remind/reassure - Repeating what is different to reassure their decision.

• Inform - what are the facts? 

• Persuade - Special offers, prizes, competition. 

How to know what to say? 

Must understand wants and needs of an audience: 

MAPS framework: 

Motivation - what motivates the audience  

Attitudes - towards competitors, us, how does that shape their choices 

Perception