Ways of placing listeners in the audience. Search for places of interaction with the target audience. Preparatory stage - determination of the purpose of the study

Hello! In this article, we will talk about how to determine target audience your product or service.

Today you will learn:

What is CA;
Why is it so important for any business to determine the target audience;
How to write a portrait of your client.

What is the target audience

Target audience (TA) – certain group people for whom a particular product or service is intended.

The people included in the target audience are united by a certain need, problem or need, which the proposed product intends to solve. To more accurately determine the needs of the group, it is divided into segments by gender, age, financial position, field of activity and so on.

Not everyone can be a client of a company or a buyer of a product. Each product has its own target audience with unique characteristics.

Example. The target audience of a women's fitness club can be formulated as "girls aged 18-30 with a small income, who want to spend a minimum of time on training (living near the club), attending classes in the evening after school or work and on weekends."

Target audience should be:

Interested in the product. Auto parts are not needed for those who do not have a car.
Able to purchase it. Fashion boutique inappropriate near the hostel.
Receptive to marketing pressure. Sometimes adherents of one brand cannot be lured to the side of another even by the most effective methods.

Why define the target audience

A clear definition of the target audience of the product is a logical and therefore common requirement of all marketers. Before proceeding with the creation, you need to describe as accurately as possible a portrait of those who should be interested in it.

The narrower the circle of potential customers, the more effective it will be to work with such a target audience in the future.

The importance of target audience is often underestimated, however, this is the starting point of any. Even fishermen choose their tackle and bait depending on the fish they want to catch. So it is in the service and trade sectors - the work strategy depends on the portrait of a potential client.

Knowing your target audience allows you to:

Increase loyalty - customers will come back and recommend the product (service) to their friends.
Find new customers faster and cheaper. Advertising costs are significantly reduced when the marketer knows where and when to look for buyers.
Form proposals that meet the needs of the audience.

Methods for determining the target audience

The definition of the target audience begins with a simple question: “Who needs my product (service)?” The answer to this problem will give only the first push in . Further, the question is concretized, clear features are added to the portrait of the buyer.

Approximate questions when compiling the target audience may be as follows:

How old are my potential clients;
What gender are they?
What are their financial capabilities;
What are they interested in;
What are their problems;
What do they dream about?
What is their style of thinking and communication.

The target customer is identified after a thorough analysis of the market and its segment in which the product is presented.

At first, you have to be guided by the questions “who and why should buy my product?”, But the greatest accuracy can be achieved by studying your existing customers (or customers of direct competitors). To do this, marketers conduct various audience research, observation and surveys of regular consumers.

In English-speaking countries, the popular theory of target audience segmentation is called 5W, according to the first letters of the questions:

What? (What?). What product or service the customer is purchasing.
Who? (Who?). What are the characteristics of the consumer, his gender, age, and so on.
Why? (Why?). What is his motive. It can be a favorable price, convenient packaging, uniqueness of the product.
When? (When?). When the purchase is made and how often.
Where? (Where?). The client makes a purchase in a store near the house, in a large hypermarket or via the Internet.

There are a lot of methods for determining the target audience. Most often, polls, questionnaires, interviews, and the collection of statistics on the Internet are used. Experienced marketers sooner or later develop their own algorithms.

Preparatory stage - determination of the purpose of the study

The first stage in determining the target audience is preparatory. To more confidently start identifying a client, you need to figure out which direction to go.

The first step on the way is the goal of finding the target audience:

Definition of the target audience for the existing offer (dependence on the product);
The choice of target audience for the introduction of a new product or for expanding activities (dependence on the market).

In the first case, the classical scheme operates. There is a product, there are buyers. To make a portrait already existing buyers, so as not to lose them and attract new customers with the same characteristics and needs.

In this case, the order of work will be as follows:

Comparative competitive analysis of goods.
Study of loyal consumers (survey to identify the motivation to buy).
Segmentation of regular and potential customers.
Drawing up a marketing plan.

In the second option, it is only to be changed or expanded through new proposals. The definition of target audience depends on the market.

Example. An already existing toy store plans to expand its scope of work. To do this, the marketer needs to identify all possible target audience and choose the most profitable of them: with the largest check, the lowest costs, high frequency demand. For example, our toy store might decide what to add to its assortment study guides and workbooks for early child development, including wholesale for kindergartens and creative sections.

The procedure for determining the target audience depending on the market:

Complete segmentation and market analysis.
Identification of the most profitable segments.
Drawing up a detailed portrait of representatives of the selected segment.
Formation of a further plan of work with the audience.

To identify the needs and other characteristics of existing customers, they can be offered questionnaires or participation in a survey.

Such interviews must include the following questions:

Gender, age, social and financial situation, profession.
How often are purchases made?
Reasons for choosing this particular product.
Where did the customer learn about the product or service?
Overall rating of the product.

The second stage is the division of customers into consumers and businesses. Not every product has an end consumer - individual. You can also sell and provide services to other businesses.

In this regard, CA will have to look in different areas:

. The most stable segment. It is easier to correctly determine the target audience of the consumer-business, it is less subject to fluctuations in the future. All information about such clients is in the public domain, which means there is no need for time-consuming searches.
, where the end customer is a private individual whose interests and needs are not so stable. Fluctuations in the consumer audience can be caused by changes in politics, fashion, innovation. Seasonality and competition also strongly influence demand.

The last third stage of the preparatory stage answers the question: what task needs to be solved? Which of the business parameters needs to be worked out?

What to sell? It is necessary to identify the needs of the formed target audience and create a profitable offer based on them;
Where? It is necessary to determine the advertising and promotion channels that will be most effective for the desired target audience;
When? The phrase “everything has its time” is true for business as well. Advertising for schoolchildren is useless to run on TV during the daytime school hours. Skis are best offered in winter, and sunscreen in summer. Shares on alcoholic drinks The restaurant is more in demand on Friday and Saturday evenings.

We found out how to tune in to the study of the target audience, how to identify the tasks that need to be solved. Next, let's proceed directly to the methods of audience segmentation.

Drawing up a client profile

All potential or existing customers should be divided into groups and described in detail. Only after all the portraits are outlined, you can decide which of them is better to work with, who to focus on.

For example, a computer games store might have the following customers:

Fanatics who devote all their free time to computer games, buying up all the new items and rare editions;
Schoolchildren and students who do not have their own income, choosing inexpensive but popular games for donated or accumulated money;
Parents of teenagers who are not versed in the industry, buying games as a gift for their children, focusing on reviews and advertising;
And so on, there can be a lot of potential target audience.

A complete description of the target audience should contain:

Socio-demographic characteristics (gender, age, social status);
Geographical position;
Psychographic data (for example, the desire to stand out, establish yourself or surround yourself with comfort);
Hobbies, hobbies and leisure activities;
Problems and needs.

What to do after determining the target audience

The target audience is defined and narrowed as much as possible. It's time to work on the proposals.

Search for places of interaction with the target audience.

In order to identify the “habitat” of your customers, you must:

Describe a typical shopper's day. If necessary, you can make separate plans for weekdays and weekends, holidays. Based on the plan, it becomes clear when the client has free time for impulsive purchases, when he is most susceptible to advertising, when his demand for a particular product is aggravated.
Schedule the client's actions after the need arises. For example, the washing machine broke down. A potential client turns on the computer, goes to the Internet and types in the search engine "urgent repair washing machines in Moscow". In order to "catch the bait" of this potential client, repair companies.
Try to anticipate what the customer was doing before the need arose. This is not always possible, but it is very necessary for the timely offer of their services. For example, before a young mother goes to the store for diapers, she will be in the maternity hospital and in the antenatal clinic, which means that you can start offering goods from there.

Proposal formation.

To talk to potential clients needed in their language. For example, young people are more accustomed to slang, and older people subconsciously reject any neologisms. Men think more concretely, they prefer facts, women tend to react emotionally.

To make a proposal, you must first determine:

Needs, "pains", problems of a potential client.
The fears of the client, on the basis of which objections are born.
Primary and secondary selection criteria.
Emotions involved.

They strive to look spectacular, to impress not only in life, but also in in social networks(actively use Instagram) - the main advertising campaign we will be on the internet.

The choice is based on the popularity and prestige of the brand. The main fear is to acquire a fake or cheap stuff - in the offer we focus on celebrities, certificates and participation in international exhibitions fashion. We put the emphasis on admiration, fame, delight.

Common Mistakes

In order to avoid annoying mistakes, you need to know about them and avoid these rakes.

When determining the target audience, beginners often make the following mistakes:

Too wide TA. You can't please everyone, you can't sell to everyone. Women from 20 to 50 years old is too wide for the working target audience. It is a mistake to believe that by limiting the target audience, the seller will lose part potential buyers. Random purchases in our time are increasingly receding into the background, so it is not very advisable to rely on them. A large gathering of random people will never give a seller as many buyers as a specialized fair that brings together only interested citizens.
One-time selection of target audience. Depending on the area of business, its customers can be a relatively stable group or, conversely, changeable. In any case, studies of the target audience and its needs are recommended to be carried out once every 1-2 years. People themselves change, fashion changes, new competitors appear - and the portrait of a buyer of the same product can change from year to year.

Requirements for the design of higher buildings educational institutions. Class sizes and layouts.

Classroom chairs currently for the most part have a frame made of steel pipes; the seats and backs of the chairs are wooden. When demonstrating experiments, exhibits, etc., when individual students often have to go to the demonstration table, it is recommended to separate rows consisting of paired chairs with passages 50-55 cm wide leading to the demonstration table; it is also possible to install swivel seats, allowing each student to freely leave the middle of the row without disturbing the neighbors (Fig. 4). Such seats take up no more space than reclining chairs (fig. 3) and also than seats on a swivel console.

For one student, sitting in the most comfortable position, a seat of 70 x 85 cm is required;
for a student sitting in a normal position - 60 x 80 \u003d 55 x 75 cm.

The area attributable to 1 student, taking into account all the passages: for the largest audiences and the closest placement - 0.6 m2;

for small audiences, when sitting in a normal position - 0.8 -0.95 m2.

In the presence of small auditoriums, the floor height should be ≥ 3.5 m, and in the presence of larger auditoriums and, first of all, auditoriums with steeply rising rows, it should be much higher.

With side lighting in the place farthest from the window, located in the upper row of chairs, the light should fall on the music stand at an angle of 25 °. The place for teachers, depending on its purpose, is equipped with a stationary demonstration table with water and gas supply taps built into it and electrical sockets or a movable table, and the inputs of engineering networks and switches are placed on the front wall of the first row of chairs. The height of the elevation above the floor of the first row of chairs is, depending on the purpose of the audience, 20-60 cm. The sizes of the demonstration boards are different; large sliding glass boards with steel tube guides, counterweights on toothed chains are preferred.


1. Graphical method for determining the audibility curve - see fig.2.	2. Schematic longitudinal section of the audience;

3. Seats with folding seats and music stands; 4. Places with fixed music stands and swivel seats (invention by E. Neufert).	Fig. 5. Cross section of the site for the installation of the projection device (see also Fig. 6). The level of vision in the sitting position is approximately 1.2, in the standing position - 1.7.

6. Platform for installation of the projection device. 1 - large apparatus; 2 - narrow film apparatus; 3 - small apparatus for filmstrips; 4 - working apparatus;	7. Gateways to prevent light and noise from entering the auditorium. Plan. 8. Demonstration boards in the audience. A - fixed, B - movable horizontally, C - movable vertically.

Requirements for school buildings also apply to higher education institutions. modern buildings higher educational institutions consist of a number of buildings, located with regard to their subsequent expansion. They are grouped around the main building with the main auditorium located in it, the premises of the administration, student public organizations, the main installations of heat supply and power supply. In the institutes, in the process of learning, practical classes are held, linked to lectures and demonstrations of experiments in classrooms. The entrance to the auditorium for students should be near the top row (if the seats are arranged in an amphitheater), in very large auditoriums it should be at the middle of their height. Lecturers must walk to the pulpit directly from their classrooms.

Sometimes the entrances are arranged from the recreational premises serving both the lecture audience and the entire institute (Fig. 4-5).

In many cases, the institute building houses the premises of various faculties of related specialties, which, in addition to the general institute auditorium, require their own auditoriums of different capacities. The general institute auditorium can be located on the ground floor with the possibility of arranging an increased height and usually an overhead light; the rest of the audience should fit into the dimensions of the normal floors of the building (Fig. 5).

At the Institute of Optics of the University of Jena, the height of the auditorium is increased by using the height of the room above it (to store the collections of the Institute of Mathematics), which allows for a lower height. The small auditorium of this institute has a height equal to the height of a normal floor, while the largest auditorium of the Institute of Applied Mathematics rises above the roof of the building. Entrances of lecturers in all cases next to the department; entrances for students - directly from the staircase to the upper rows of chairs.

The dimensions of the aisles are assigned depending on the size and shape of the audiences; for example, for a small auditorium (when the window sashes are opened outward), the passages at the windows can have a width of 60 -75 cm, internal passages 85 -100 cm, and passages at the back wall of the audience -75 -85 cm.

For deeper auditoriums (Fig. 5), the aisles can be wider, for wider auditoriums, a second middle aisle 75-100 cm wide is recommended, which can narrow closer to the front row of chairs (Fig. 7).

The distance from the first row of seats to the demonstration board is 2.5-3 m. In the largest auditoriums, the rows of seats should rise towards the back wall (Fig. 3); the steepest climb should be in classrooms with a tabletop demonstration (Figure 4) (eg surgical clinics). To enable students to observe operations on internal organs, in the USA, viewing holes are provided in the overlap zone located above the operating table (Fig. 4).


1. Standard auditorium for 76 seats. Plan and cross section.	4. Plan of buildings "Abbenaum" of the University of Jena (built in 1929) Architect E. Neufert.

2. The normal form of the audience;	3. Audience for demonstrating operations (in a surgical clinic). 1 - Zeiss lantern 1.65 m high, diameter 70; 2 - places for students watching the operation;

5. Auditorium with adjoining operating room. It is possible to project the progress of the operation on the screen (frosted glass).	6. Physical auditorium with double barriers to prevent noise and vibration transmission. M 1:400. Higher Technical School in Darmstadt. Section and plan.

7. Classroom building of Freiburg University. Standard (top) and 1st (bottom) floor plans. The lobby and the main auditorium are double-height. The typical floors contain administration offices and seminar rooms. Architect O. Schweitzer;	10. Auditorium of the Swiss Higher Technical School in Zurich. Architects Steiner and Gehry. 1 - audience; 2 - room for the projector: 3 - dressing room.

8. Auditorium of the Higher Technical School in Delft. Architects Breck and Bakema. 1 - main audience; 2 - platform for the projector; 3 - audience; 4 - meeting room of the academic council; 5 - dressing room;	9. Educational building in Dusseldorf. Architect Pfau. 1 - audience; 2 - room for preparing for lectures; 3 - input;

Ernst Neufert. " Building design»/ Ernst Neufert "BAUENTWURFSLEHRE"

We have already noted that it is better for the speaker to stand in the audience. It must be clearly visible. You need to stand in front of the audience, not among them.

It must be remembered that a standing speaker:

Demonstrates respect for the audience;

Creates constant tension for yourself;

Better sense of time;

He speaks more energetically.

All this speaks in favor of standing up.

Tribunes, dais, stage should be used as little as possible. Rising artificially above the audience, the speaker demonstrates his official superiority, which contradicts the rule of "intimacy of communication", which is very effective in public speech impact. "Stop-

those next to their listeners,” recommends D. Carnegie. If there are less than 75 listeners, then you should talk to them below, and not from the stage, says P. Soper. Get closer to the audience. Go down to the hall, walk around the audience (slowly, and not very much abusing this technique), lean towards the audience. If you are speaking from a hill, go to the very edge of it. From behind the pulpit, come out from time to time and stand next to it, or generally stand next to the pulpit, and not behind it.

In the course of the performance, it is imperative to move. The audience does not trust motionless speakers, considers them conservative thinkers. The movement of the speaker through the audience increases the credibility of him, enhances the sympathy of the audience. It is necessary to walk not in front of the audience, but deep into the hall, while you should not go too deep and reach the last rows of listeners - in this case, those who sit in front feel uncomfortable, they are forced to turn around after the speaker. It is best to go deeper by a quarter - a third of the length of the hall, no more; at the same time, when returning back, you should not turn your back to the audience, you need to move back "in reverse".

The speaker's gait should be even, measured, without acceleration, somewhat slower than the usual human gait - only in this case, the gait diversifies the perception of the speech, and does not distract from it. Hands when walking should not be static, they should move. When walking, the chin must be kept up, this gives the impression of a speaker's confidence. You should not keep your hand or hands in your pockets when walking - this is perceived by the audience as evidence of the speaker's secrecy, and in some cases, his uncertainty.

When walking, in no case should you sway - this is very distracting for listeners. Walking around the audience, the speaker should not fix his eyes on one thing, this forces the audience to shift their attention to what the speaker is looking at.

You can’t turn small objects, pens, keys, etc. in the process of performing in your hands - it’s better to pick up a pointer or chalk.

Sight

The speaker's point of view is very important to the audience. Listeners believe that if the speaker looks at them, then their opinion and assessment are important to him. And this makes them listen more actively and attentively.

In addition, if the interlocutor looks at us a little, we believe that he treats us badly (“he didn’t even look!”), Neglects us.

If a lot of people look at us, then this is considered by us either as some kind of challenge (this happens when we feel in opposition to the interlocutor), or as a demonstration of a good attitude towards us, or at least interest. In the audience, the second option usually takes place, which the speaker must take into account.

1. The speaker should look at all the listeners in turn, without singling out any of them personally. Otherwise, it may turn out like one lecturer, who was approached by the audience after the lecture, thanked and said: “But why did you give a lecture only for our Katya?”

2. You can look away from the audience for a short time - when formulating some thought, then you need to re-establish eye contact with listeners.

3. Do not speak while looking into the “space”, this causes distrust and irritation of the audience.

4. Do not look at the floor, at the feet, at the window, at the ceiling during the performance, do not look at foreign objects.

This leads to loss of contact with the audience.

5. Looking at the audience, do it slowly.

6. Make eye contact with the audience throughout the speech.

7. Look at the audience in a friendly way, the way you greet friends. Pretend that you are glad to look at everyone, it pleases you.

8. When looking at the listener, look into his eyes.

A look into the eyes is always regarded as an expression of interest, sympathy, but on one condition: it must be short-term, short-lived. A long, intense gaze directed into the eyes of the listener will cause him a feeling of unease, a feeling of pressure being exerted.

9. In a large audience, you should break up everyone listening

lei on the sectors and look in the process of speaking from one sector to another, without disregarding any of the sectors.

Pose

If the speaker is standing, the legs should be slightly apart, the toes apart.

The emphasis on both legs should not be the same. In the most expressive places, the emphasis should be transferred more to the toe than to the heel.

The chest should be slightly "exposed", the stomach is tightened.

The chin should never be lowered.

Hands should be slightly apart, they should not be motionless. You should not take closed poses (hands cover the chest, crossed on the chest, legs crossed), such a pose is perceived by the listeners as an expression of distrust of the audience, a certain superiority over it.

Better to stand than sit. The higher a person is above the audience, the stronger his communicative position (the rule of "vertical dominance"), the more convincing he is.

You should not lean your hands on a low table, leaning slightly over it - this is a dominance posture that is negatively evaluated by the audience. This is a demonstration of aggressiveness; this posture is sometimes referred to as the “male gorilla posture”.

If you are standing with one foot forward, pay attention to which foot you have forward. If a person puts his left foot forward, he demonstrates aggressiveness (as if he is preparing to strike his interlocutor with his right hand), but if he puts his right, “favorable” foot forward, then he is open to dialogue, cooperation, looking for contact. Listeners subconsciously perceive this information, which the speaker must also take into account.

Introduction

In this course project, it is required to plan a given room in order to use it as an audience. It is also required to calculate the acoustic treatment of the internal surfaces of the auditorium and the sound amplification system.

Certain requirements are imposed on the premises of this type, due to the type of events being held. One of the requirements is high speech intelligibility, because the main purpose of such a room is to hold lectures, seminars, i.e. only speech is present.

Acoustic calculation includes the following tasks:

room layout;

determination of the optimal reverberation time;

calculation of the required sound absorption;

drawing up a sketch of the placement of sound-absorbing materials;

calculation of sound insulation of the room from noise;

calculation of the sound reinforcement system.

Acoustic calculation of the sound reinforcement system includes:

calculation of required loudspeaker acoustic power and direct sound level;

choice of sound amplification system and type of loudspeakers;

calculation of the sound field, taking into account the placement of loudspeakers;

calculation of the limiting gain index and selection of the type of microphones;

choice of sound amplification equipment.

The calculated audience must have good operational parameters, as well as meet the safety requirements and the conditions for a comfortable stay in it.

Audience layout

The size and shape of the room significantly affect its acoustic properties. With the wrong choice of dimensions, both violations with a uniform distribution of sound energy in the room, as well as many other operational inconveniences, can occur. When designing and calculating the premises, it is necessary to proceed from its specific purpose. In addition, the room is designed for a certain number of listeners.

In this case, the audience is projected. Based on many years of experience of specialists in the field of design, the optimal volume of optimal air volumes per viewer is 4 m 3 .

As for the area per listener, it is determined from sanitary and hygienic standards and for all types of halls is 0.85 m 2, taking into account the aisles. The sound attenuation is most noticeable in the last rows in the audience, in which the seats are located on the horizontal plane of the floor. In order to achieve greater uniformity of the sound field, the following design solutions are usually resorted to:

sound sources are placed above the level of the audience (for which a lecture platform, department is arranged);

The seats of the listeners are located on an inclined plane.

So in the classrooms, the height of the raising of the pulpit is chosen within 30-60 cm.

Raising the floor is carried out, starting either from the first row. At the same time, each subsequent row is raised above the previous one in the audience by 20 cm.

Both of these measures, combined, not only improve the audibility for the second half of the hall, but also improve visibility.