“Do you REALLY know your audience?”
It’s 3:45pm on a Friday and, as Marketing Manager, you’ve just been asked to create a new marketing strategy to promote Jazz Night at Wrigley Field.
What’s your first step?
Identify the audience. Who’s into jazz? Who’d buy a ticket?
Step 1: Scan Customer Database
So you scan your records of past customers (using spreadsheets (!)) looking for any trends. Who came to jazz night last year? Did they come to other games or was that the only one? Did they come alone or with others? Who were the others?
Maybe you even ask Google for jazz demographics.
You know more than anyone the power of audience intelligence; it’s the most vital preparation in any campaign.
That’s why you isolate the target demo before coming up with copy, creative, or even strategy!
Step 2: Filter Customer
At the end of your research, you’ve created an audience segment or archetype. Men over 50. After all, that’s who made up >50% of last year’s crowd. You’re using guesswork and gutcheck, but you’re right, right?
So you’ve got your target segment, where you’ll invest the majority of your efforts for the event.
Step 3: Creative / Campaign Development
Now you spend all weekend coming up with creative methods of informing your targeted segment.
You share your plan with Creative, and instruct them to design images and videos that would appeal to that segment. You may also enlist influencers and celebrities who appeal to M50s+ to help promote and drive ticket sales.
It’s pretty much set. Just need to set the budget and hit “Go!”
Step 4: Set Budget
You’re given a six-figure digital ad spend for a two-month lead. At least half of that is going towards your core segment of Men over 50. So you’re really confident in putting your efforts towards them.
The whole marketing team is behind you on this – after all, once you “know” your core audience, the rest of the campaign follows its lead.
Next, you instruct your team to create ad campaigns on all the social channels and online publishers to maximize core audience reach.
And who do you show the ads to? How do you create your Audience(s) on these social platforms?
Naturally, the more accurate they are, means the more targeted and personalized you can be, resulting in better performance, ticket sales and ROI.
Your ad team can use basic interest targeting to cast a wide net of impressions across social media. This means they’ll just use Facebook’s algorithm to show ads to “Males” with an age floor and interests including “Jazz.”
Your team will want a second method of targeting this segment, so they’ll ask for a Custom Audience of past attendees in this segment.
This is data they can manipulate. And it works wonders for optimization.
Step 5: Lookalike Audiences
Facebook’s Lookalike Audiences (LLAs) are the gold standard in mining through cold traffic. The system scans the custom audience, reading the data from all users inside the file, and producing a near-perfect profile of the Ideal Audience.
All your team needs to do is upload an existing customer list to your ad managers, using it as the base-audience to generate a LLA.
You get to lean on the Facebook algorithm.
Now you’ve got the budget. The creative. The campaign. The audience. So it’s go-time.
Step 6: Launch
The campaign is launched. Time to gather the evidence, make a report, share the results….
Step 7: A/B Test
The creative team reviews your analytics and offers new copy to try, with an eye on optimizing towards the highest performers. You do this again each week until you’ve honed in on the most profitable message.
Step 8: Measure Results
But returns aren’t what you expected. Sales are suffering. And you’re not sure why.
Q: so what if everything you thought you knew… was wrong?
What if your fundamental understandings are miscalculated? What if 50s+ who like/are A, B, C aren’t actually the best audience for jazz night? What’s that mean for your six-figure/$125,000 ad spend? What’s that mean for future campaigns?
What’s that mean for you?
The single most important aspect of any marketing campaign, is knowing your audience. Because the better you know your audience, the more accurate they are, means the more targeted and personalized you can be, resulting in better performance, ticket sales and ROI.
You need to have a sophisticated understanding of who buys your product, and who’s likely to buy the most of your product.
You need to know the full picture of your entire audience. Who buys what and where are they most receptive to ads?
You need to know how to break down your audience into several different Personas, because each one needs a specific message.
And you can’t just rely on your analytics (and/or data-science) team, because they’re likely not trained for this.
You need a system built on five-years of audience research.
You need real Audience Intelligence and real, verified PERSONAS.
You need AccessFuel.
Let’s now go back to the beginning to see what your campaign will look like with Audience Intelligence from AccessFuel….
Jazz Night is two months away. You’ve got six-figures to spend on ads, only this time you have AF’s Audience Intel on your side.
Step 1: Identify your audience
This part’s easy.
AccessFuel scans your audience data and, through a 5-Step process, identifies clear data-drive Personas.
No need to A/B test and optimize the audience for months to find the best sellers.
You skip to the front of the pack and lead off marketing campaigns with concrete breakdowns on message and ideal platform.
Just login to your AccessFuel dashboard and review the resulting Audience Personas from AF’s data breakdown. Your audience has been broken down through the lens of Jazz Night, and creates 12 different data-driven Personas of the clientele you want to target.
What’s even better is because they are based on real people and real data (developed from the ‘bottom-up’), and tagged by Persona so you can personalize campaigns. You will also be able to download CSVs of each persona.
The CSVs will be uploaded as Custom Audiences and extrapolated as LLAs on Facebook and other digital ad platforms.
Step 2: Lock and Load
You launch your campaign and immediately see the results you’d hoped basic interest targeting would provide.
After 2 months of basic interest targeting, you might have optimized your audience to the point of AccessFuel’s Personas, but that’s two months away. And how much money is flushed away in the process?
|Typical Campaign Costs(without AccessFuel)||Costs Savings & Efficiencies (with AccessFuel)|
|FT Mktg Mgr (Your salary!)||$100,000||$100,000|
|A/B Testing Audiences||$75,000||—|
|Remaining Ad Spend||$50,000||$125,000|
|Total Cost||$220,000||$120,000($100,000 & 11 weeks in savings!)|
|Total Time||12 weeks||1 week|
Now, with AccessFuel, you’re starting your campaign with 12 fully optimized audience personas.
The value of the personas is not something an observant advertiser can simply identify.
So how does AccessFuel create these Personas?
What are they?
And are they really that valuable?
AccessFuel uses a five-step process to create Ideal Customer Personas — the gold standard of audience intelligence.
Step 1. Identify
AccessFuel ingests the audience data from partners like Eventbrite or Mailchimp, along with uploading custom files.
The system sorts through all the data to identify all of the attributes. This can be just a few dozen attributes or a few thousands!
Step 2. Unify
With all the attributes for all of the individuals inside the customer database identified, AccessFuel now unifies the data.
No matter the source of the information, the data is electronically categorized and filtered.
Step 3. Enrich
It can seem daunting to look at a massive database filled with columns for dozens of attributes.
This is when AccessFuel uses other databases to CHARGE the data. The dozens of attributes become hundreds. And the columns are filled with second-generation data on your customers.
What was once a fuzzy understanding of audience is now a crisp photograph of data points.
Step 4. Segment
Now AccessFuel can look at a large graphical interface of the audience. These enriched attributes illuminate tendencies of particular groups.
Up to 12 different groupings will be identified.
All from your single file.
Not too shabby.
But wait… there’s more (this isn’t a 2am PBS infomercial, there really is this more below!)
Step 5. Create Personas
Ahh, the bread and butter of AccessFuel’s Audience Intelligence.
Those 12 segments aren’t just 12 audience segments.
They’re based on real people. Each segment could identify tens of thousands of individual customers.
And this information is supercharged with ticketing information. This means AccessFuel Personas will show you who spends the most on which ticket packages. And where they are most receptive to ads. And several other common attributes, such as popular musicians and tv programs, recreation activities, diet, and attire.
AccessFuel’s dashboard is easy for even the most number-averse executive out there.
Your new marketing strategy:
You’re launching the Jazz night marketing campaign with AccessFuel Audience Intelligence. You’ve seen the dashboard and understand that the Persona most likely to buy group tickets to Jazz Night are 30-40 M Businessmen, who shop at discount mens stores like Men’s Warehouse and J Crew.
Why group tickets? The AccessFuel dashboard understands them to have your largest ROI. So focusing your main efforts on group sales to this demo will result in highest profits.
You have a custom audience file for your ad team to upload to Facebook. And they use it for LLA.
Now you’ve got the budget. The creative. The campaign. The audience… as in, AccessFuel Audience Intelligence.
So it’s go-time.
And now you can exhale.
Within days you see the campaign overperforming.
Don’t be surprised if your boss offers up a bonus. After all, it was your idea to supercharge your audience.
You’ve always preached the importance of knowing your audience.
Now you can.
Now you will.