What is it and why is it important?
Audience profiles bring to life each of the audiences within your target market so that you can facilitate the decision-making process, design the customer, employee or stakeholder experience across the whole journey from attraction to retention including engagement and even exiting, identifying pleasure and pain points in the journey or focus on your website user experience.
Psychographic and behavioural attributes help you understand what makes them tick so you can design the right initiatives, develop the right messages and influence them in the right places to help them purchase your products, services or experiences; join, stay and thrive with your organisation for employment; invest in or supply to your organisation. Demographic and geolocation attributes help you find and quantify them.
We have a profile template that includes all these attributes, accompanied by the key questions that help you identify the audiences – either in a survey, online or even for your front-line employees when serving customers. Contact us for an example.
Once the audience profiles are completed, they can be used for mapping the journey.
This could be the end-to-end journey, from when customers, employees or stakeholders are not yet in the market, to searching for products, services, employment or investments, to narrowing their choice, selecting, purchasing and signing the dotted line to delivery, first usage or experience and on-boarding to repeat purchase and purchasing across your range, thriving in your organisation, exiting your organisation and alumni, no longer purchasing from your organisation.
Or it could be a specific part of the journey such as the website user experience, the store experience or the career development and progression experience.
Mapping the journey and understanding where the “wow” and “woah” moments are for your audience is critical to ensuring you deliver against the promises made by the brand, employer brand and business.
We have conducted audience profiles and journey mapping for:
How we go about it
This can progress into ideation for the initiatives and activation thereof, messaging matrix and creative development. Refer to the appropriate sections for:
Please contact us to discuss further what we can do for you.