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

It must be remembered that a standing speaker:

Shows respect for the audience;

Creates constant tension for yourself;

Feels time better;

He speaks more energetically.

All this speaks in favor of standing.

Tribunes, dais, and stage should be used as little as possible. By artificially rising above the audience, the speaker demonstrates to them his official superiority, which contradicts the rule of “intimacy of communication,” which is very effective in public speech influence. “Wait-

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

During the performance it is necessary to move. The audience does not trust immobile speakers and considers them conservative-minded. The speaker's movement around the audience increases his credibility and strengthens the audience's sympathy. It is necessary to walk not in front of the audience, but deep into the hall, and you should not go very 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 hall, you must move back “in reverse”.

The speaker’s gait should be smooth, measured, without acceleration, somewhat slower than a person’s usual gait - only in this case the gait will diversify the perception of the speech, and not distract from it. Hands should not be static when walking, they should move. When walking, you should keep your chin up; this creates the impression of confidence in the speaker. You should not keep your hand or hands in your pockets while walking - this is perceived by the audience as evidence of the speaker’s secrecy, and in some cases, his insecurity.

When walking, you should never sway as this is very distracting to the listeners. Walking around the audience, the speaker should not fix his gaze on one thing; this forces the audience to shift their attention to what the speaker is looking at.

You should not twirl small objects, pens, keys, etc. in your hands during a performance - it is better to pick up a pointer or chalk.

Sight

The speaker's perspective is very important to the audience. Listeners believe that if the speaker is looking 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 poorly (“he didn’t even look!”) and neglects us.

If they look at us a lot, 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 occurs, which the speaker must take into account.

1. The speaker should look at all listeners alternately, without singling out any of them personally. Otherwise, it may turn out like one lecturer, who was approached by listeners 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 the audience.

3. Do not speak while looking into “space”; this causes mistrust and irritation among listeners.

4. During the performance, do not look at the floor, feet, window, ceiling, or examine foreign objects.

This leads to a loss of contact with the audience.

5. When looking around the audience, do it slowly.

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

7. Look at your listeners in a friendly way, the same way you greet friends. Pretend that you are happy to look at everyone, it will please you.

8. When looking at the listener, look him in the eyes.

Looking into the eyes is always considered as an expression of interest, sympathy, but under one condition: it must be short-term, short-lived. A long, intense gaze directed into the listener's eyes will cause him to feel uneasy and feel pressured.

9. In a large audience, everyone should be separated

Lay on the sectors and move your gaze during the speech from one sector to another, without leaving any of the sectors without attention.

Pose

If the speaker is standing, his feet should be slightly apart and his toes pointed out.

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

The chest should be slightly “exposed”, the stomach should be tucked.

The chin should never be lowered.

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

It's 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, bending slightly over it - this is a dominance pose that is negatively assessed by the audience. This is a demonstration of aggressiveness; This pose is sometimes called the “male gorilla pose.”

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

Requirements for the design of higher education buildings educational institutions. Sizes and layout of classrooms.

Auditorium chairs nowadays mostly 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 rotating seats, allowing each student to freely leave the middle of the row without disturbing their neighbors (Fig. 4). Such seats take up no more space than chairs with folding seats (Fig. 3), and also than seats on a swivel console.

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

Area per 1 student, taking into account all passages: for the largest classrooms and the most closely spaced accommodation - 0.6 m2;

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

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

With side lighting, in the place furthest from the window, located in the top row of chairs, the light should hit the music stand at an angle of 25°. The place for teachers, depending on its purpose, is equipped with a stationary demonstration table with built-in water and gas taps and electrical sockets or a movable table, with utility inputs and switches located 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 demonstration boards are different; Large boards with sliding glass with guides made of steel tubes, with 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 of E. Neufert).	5. Cross section of the site for installing the projection apparatus (see also Fig. 6). The level of vision in a sitting position is approximately 1.2, in a standing position - 1.7.
6. Platform for installing the projection apparatus. 1 - large apparatus; 2 - narrow-film device; 3 - small apparatus for filmstrips; 4 - working apparatus;	7. Airlocks to prevent light and noise from entering the auditorium. Plan. 8. Demonstration boards in the classroom. A - fixed, B - horizontally mobile, C - vertically mobile.

The requirements for school buildings also apply to higher education institutions. Modern buildings of higher educational institutions consist of a number of buildings located taking into account their subsequent expansion. They are grouped around the main building with the main auditorium, the premises of the administration, student public organizations, the main heating and power supply installations. In the institutes, during the training process, practical classes are conducted, linked to lectures and demonstrations of experiments in classrooms. The entrance to the classroom for students should be located near the top row (if the seats are arranged in an amphitheater), in very large classrooms it should be in the middle of their height. Lecturers must access the department directly from their classrooms.

Sometimes entrances are arranged from a recreational room that serves both the lecture hall 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 having an increased height and usually overhead lighting; the remaining classrooms 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 (for storing the collections of the Institute of Mathematics), which allows for a reduced 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. Lecturers' entrances are in all cases next to the department; entrances for students - directly from the staircase to top rows chairs.

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

For deeper audiences (Fig. 5), the aisles can be wider; for wider audiences, it is recommended to install a second middle aisle 75-100 cm wide, 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 rear wall (Fig. 3); The steepest rise should be in classrooms with demonstrations on a table (Fig. 4) (for example, surgical clinics). To enable students to observe operations on internal organs, in the USA, inspection holes are provided in the overlap area located above the operating table (Fig. 4).

1. Standard auditorium with 76 seats. Plan and cross section.	4. Plan of the Abbenaum buildings of the University of Jena (built in 1929) Architect E. Neufert.
2. Normal audience shape;	3. Audience for demonstrating operations (in a surgical clinic). 1 – Zeiss lantern 1.65 m high, diameter 70; 2 – places for students observing the operation;
5. Auditorium with an adjacent operating room. It is possible to project the progress of the operation onto a screen (frosted glass).	6. Physical auditorium with double fences that prevent the penetration of noise and transmission of vibrations. M 1:400. Higher Technical School in Darmstadt. Section and plan.
7. The auditorium of the University of Freiburg. Plans of the standard (above) and 1st (below) floors. The lobby and main auditorium are double-height. Typical floors contain administration rooms 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. Academic building in Dusseldorf. Architect Pfau. 1 - audience; 2 - room for preparing for lectures; 3 - entrance;

Ernst Neufert. "Structural design" / Ernst Neufert "BAUENTWURFSLEHRE"

Introduction

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

Premises of this type are subject to certain requirements, depending on the type of events being held. One of the requirements is high speech intelligibility, because The main purpose of such a room is to conduct lectures, seminars, i.e. only speech is present.

Acoustic calculation includes the following tasks:

room layout;

determining 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 a room from noise;

calculation of sound reinforcement system.

Acoustic design of a sound reinforcement system includes:

calculation of the required acoustic power of the loudspeaker and the level of direct sound;

selection of sound reinforcement system and speaker type;

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

calculation of the maximum gain index and selection of microphone type;

selection of sound reinforcement equipment.

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

Auditorium layout

The size and shape of a room significantly influence its acoustic properties. If the dimensions are chosen incorrectly, both disturbances in the uniform distribution of sound energy in the room and many other operational inconveniences may occur. When designing and calculating a room, 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 designed. Based on many years of experience of design specialists, the optimal volume of air 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 it is 0.85 m2, taking into account aisles. The sound attenuation is most noticeable in the last rows of the auditorium, in which the seats are located on a horizontal plane of the floor. In order to achieve greater uniformity of the sound field, they usually resort to the following design solutions:

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

· the listeners' seats are located on an inclined plane.

So in classrooms, the height of the lectern is chosen within the range of 30-60 cm.

The floor is raised starting from the first row. In this case, each subsequent row is raised above the previous one in classrooms by 20 cm.

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

Determining the number of listeners who can be accommodated in the room

For this:

Let's determine the total floor area S p

Where l - hall length, m

b- hall width, m

Let's install a lectern with dimensions of 7x3x0.5 m in the classroom. Then the area of ​​the lectern will be equal to

Where l sc - length of the department, m, b To - width of the pulpit, m

Then the free floor area will be

We will determine the number of listeners based on the free floor area

The total volume of the room will be

Where h- audience height, m

Volume of space above the pulpit

Where h sc - height of the pulpit, m

The volume of the pulpit and the space above it

Free space volume

We will determine the number of listeners based on the volume of the room

Considering that we will count the audience on a smaller number of listeners, i.e. 830 people.

Location of listeners in the audience

The rows of seats will be arranged as follows:

we assume that one seat has dimensions of 0.6 x 1 m, taking into account the aisles between the rows;

in the middle of the audience, starting 1.0 m from the back wall, we will place 26 rows of 16 seats. The result will be 416 places;

along two walls, parallel to the central row, we will arrange 26 rows of 8 seats. There are a total of 416 places;

after this arrangement of seats, 832 people can be accommodated;

based on this location, between central rows and in rows located along the walls, stair passages 1.4 m wide are obtained;

between the pulpit and the first row there is a passage of 3.0 m.

Determination of the area of ​​all reflective surfaces

To do this, we define:

The area of ​​the front and rear walls is calculated using the formula

Side wall area. These areas are equal

The area of ​​the ceiling and floor are equal

Now let's determine the total area of ​​the reflective surfaces

sound field radio broadcasting sound reinforcement

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From this article you will learn:

• How to determine the company's target audience
• How to determine the target audience of a product or service
• How to determine the target audience of VKontakte

Quite often, a typical mistake of novice businessmen is the fact that they believe that they are selling their product to “everyone.” This can't be true! This approach to selling a product may well have a negative impact on the success of an advertising campaign, which, as a rule, has high hopes. Therefore, the first step to successful business is right choice"your buyer". In this article we will try to explain how to determine the target audience.

Why is it so important to target potential customers to a specific target audience?

First, we need to figure out what it means concept of "target audience" and define this term.

So, the term “target audience” came to us from in English: “target audience, target group.” This is the name given to the community of actually existing and possible consumers of a particular product or service, created as a result of the influence of marketing.

It is quite possible that somewhere you will come across the term “target group” - this is a synonym that can give an additional interpretation of “target audience” as a group of people targeted marketing ploy brand.

Wikipedia says that the term “target audience” is used in marketing to name a group whose members share a common goal or characteristics. General characteristics, in this case, imply a wide variety of characteristics, for example, working married men from 30 to 40 years old who wear glasses.

When marketing activities defined, then the target audience makes it possible to focus the attention of the seller (manufacturer) on a consumer of a certain group and offer a product that is ideally suited to him. Define target group and frames target market possible by carrying out marketing research. The main thing that the owner and director should know about marketing → get it on the course In other words, the target audience is a group that is interested in and needs your product, that is interested in it specifications and benefits.

It is necessary to determine the target audience, taking into account that, like any market segment, it has its own characteristics and characteristics. What to pay attention to when choosing, what determining factors to follow - the decision is yours, dear entrepreneurs. You can be guided by the following indicators:

• geographical (oriented by territorial basis, for example, residents of Central Asia);
• socio-demographic (choose by gender and age, for example, men from 25 to 35 years old working in an office);
• psychological (the desires and aspirations of a person or group are taken into account, for example, the desire to find a way of self-expression);
• behavioral (targeting people who buy the product once).

When you decide how to define the target audience, it is worth paying attention to fluctuations in number (growing or decreasing), which is determined in thousand/person. This will allow you to give a correct assessment of the prospects for business development. Please note, like any other group, this also has its own “backbone” - people who are the most active consumers of the product.

On modern stage Marketing development has identified two types of target groups: primary and secondary.

1. Main target audience

Primary (primary target audience) – leading group. This target audience is the most active and is decisive when purchasing, since it usually includes people who directly make the decision to purchase products.

2. Indirect target audience

Indirect (secondary target audience) – passive group. Even when purchasing a product, you still do not initiate the purchase of a specific product or service. This group is less of a priority for brand distribution.

The example of the children's toy market will more clearly demonstrate how to determine the target audience, which can be divided into two types: parents (buyers) and children (users). In this group, users are not buyers, although quite often they are the initiators, because they ask to buy it. Consequently, children are the primary target audience, and parents are the secondary target audience in the children's toy market.

How to determine the target audience of a company that sells “to everyone”, wasting the advertising budget

Step 1. Determine the goals for which the target audience is selected

• Target audience for an existing product

In this case, everything is simple: you offer a specific product (service or product) that is not subject to changes and does not require them, because it is already in demand. For example, you are a toy seller in the territory entertainment center for children. In this case, the target audience will tell you what and where advertising is needed, and what marketing move to take.

• Product for a “profitable” target audience

This case is more interesting, although more complicated. You are at the very beginning of your business journey or are planning to expand/change the scope/direction of your activity. Let's consider how you can determine the target audience of a business. Let’s say a sales specialist needs to serve a client entrepreneur engaged in the wholesale and retail sale of coffee. He set himself the task of increasing sales, but did not know which way to go. This entrepreneur has not yet decided which option is most suitable for him: retail or wholesale, it is possible that The best decision– this is the rental of coffee machines. How to determine the target audience in business? The specialists used the “from the selected” method. To do this, they identified all possible target groups across all possible options, and then worked with them, selecting the most “profitable” ones based on the following indicators:

• check size;
• the time required to complete the transaction;
• frequency of transactions;
• the cost of a lead is much lower than the amount reflected in the receipt.

You may have already guessed that the option was selected wholesale trade in the HoReCa segment.

Step 2. Determine which market segment we belong to

• b2b segment(business to business – businessForbusiness)

If your area of ​​activity is the b2b segment, then you can consider that there is already a certain amount of luck in this, because... this area- the most stable. b2b is the niche that is least exposed to any changes in demand, not counting, of course, crisis situations.

• b2c segment (business to customer - consumer business)

If you prefer to work in the b2c segment, then you need to constantly “keep your finger on the pulse” and monitor all changes occurring in the market. Consumer demand, like his behavior, depends on many aspects:

• state of the economy;
• political situation;
• new products;
• seasonal fluctuations in demand;
• influence of trends, fashion, etc.

Consequently, when working in this segment, the question of how to determine the target audience requires an unambiguous answer, because errors such as targeting a very wide target group and a one-time definition are possible.

Step 3. Determine which problem you want to solve

• WHERE to sell.

If you are faced with a number of questions: “Where is my target audience?”, “Where is the best place to place your advertising?” This means that your goal is to identify advertising channels.

• WHAT to sell.

You've already figured out how to define your target audience, and you've done it. The question of what they want to buy and what to offer them remains unresolved. Therefore, your goal is to choose the “right” message to hook your audience.

Step 4. Determine who your client is

This stage involves the distribution of clients into groups. Moreover, this must be done very simply and in clear language. For example, “Plumber Vasya”, “Exquisite Nymph”, “Fifa of a Rich Husband”. Your task is not to ridicule a person, but to eloquently and succinctly characterize his characteristics, which can be supplemented with small remarks so as not to forget what is meant.

Step 5. Determine where your client lives

Once the target audience has been identified, you can begin to work with the stage of determining its location. The easiest way to do this is to write down one of the following points in detail:

• Or a few days of the life of your potential target audience.

It could be detailed description working day, weekend or, if necessary, holiday.

If you offer products of impulse demand (for example, gifts for loved ones, tickets to a concert), then it is better to place advertising in places where representatives of your target audience may have a couple of minutes of free time. During this time, they will be able to see advertising and purchase the product offered, without deviating from their usual schedule or plan.

• Or how the client acts if the need arises.

If you offer a product that is purchased “as needed” (for example, furniture, tires, websites, etc.), then advertising is appropriate when such a need arises.

• Or where a person is / what he is doing some time before the need arises (pro level).

If you know exactly when the need to purchase your product will arise and you begin to act (promote the product) in advance. Let's say you are selling suspended or suspended ceilings and you know that they are usually purchased at the end of renovation work. You need to start offering your product both at the first stages of repair and at the stage of its completion.

Why "either"? Yes, because after you understand how to determine the target audience of a product, you will notice that each product requires an “individual approach”. This means that it must be offered at different times, in different places and on different advertising platforms.

You already understand who your client is and where he is at the time of purchasing the goods, then it’s time to take the next step. It is often done to create a landing page, advertising message or any other piece of information, and quite often the previous stages of work are skipped.

To draw a portrait you need to determine:

1. Need. What, why and why a client might need your product? You must know the potential buyer's pain points. It is this knowledge that will contribute to the creation of a good USP.
2. Client fear. If a person is afraid of something, then he will have objections, and he needs to work with them.
3. Selection rules. You, as a seller, need to understand what the client pays attention to first, and what later (second), when he chooses a company or offer that is suitable for him.
4. Emotional impact of the product. Here it is important to understand what state your product or service causes in the client. For example, after purchasing a product, the buyer feels more confident in the future, he increases his social status, etc.
5. Reasons for purchase. Why does a client purchase a product from your company or, conversely, why he did not buy from you, but went to a competitor.

How to Determine Your Target Audience by Asking Yourself Just 5 Questions

To determine your target audience, you need to identify a market area. Clustering (segmentation) is the determination of the needs of group members and the organization of proposals, on the basis of which client groups are formed.

To segment your target audience, you can use the “5W” technique proposed by Mark Sherrington. This method is one of the most popular and acceptable not only for identifying the target audience, but also makes it possible to compile its psychological characteristics.

5 Market Segmentation Questions:

• What – what to sell (type of product);
• Who – who is the buyer (type of consumer);
• Why - why they buy (motivation to purchase);
• When – when purchased (time and situation of making a purchase);
• Where – where they buy (place of purchase).

The table below can help you determine your target audience.

Based on the final indicators, the target market segment can be identified. The consumers who will enter it are your target audience. The table can be made wider to be able to analyze the work of competitors.

The changes may be as follows: horizontally – “5W”, and vertically – methods of segmenting competitors. Such a table will make it possible not only to identify competitive advantages, but will also contribute to organizing an effective advertising campaign. The main advantage of the method is the presentation of products focused on the needs of the target audience, their lifestyle and psychology.

How to determine the image of the target audience (portrait)

To accurately describe the target audience (TA), it is desirable to clearly characterize it. You can start by drawing up a portrait that follows a simple diagram:

1. Age category, gender and marital status, social characteristics (status, profession, average income).
2. How you spend your leisure time (hobbies, hobbies, preferences, forums you visit, social networks, etc.).
3. What customer problem will your product solve?
4. What emotional state does the client experience after the purchase? Perhaps he feels moral satisfaction or his self-esteem increases.
5. Why should he purchase this product from you, or for what reason did he not do this, but went to competitors?

Now you have a portrait of a potential client. It wouldn’t hurt to create a photo collage or portrait of your buyer to visualize your target audience.

Now your products and services must be designed for a specific target audience. Often during an advertising campaign, large agencies support their research with a photograph of the most prominent representative of the target audience.

Let's look at an example. Your product is men's wrist watch premium.

The very first thing that comes to mind is that they should belong to a wealthy guy or a man under 45 years old.

More correctly and in more detail it might look like this:

How to determine the target audience of a product or service step by step

If you offer products whose characteristics are practically unchanged, then it is more advisable to select the target audience, focusing on a specific product. The diagram below will tell you how to determine the target audience in this case.

Stage 1. Product analysis.

Analyze the competitiveness of your products. To do this, compare your product with competitors’ analogues and determine its advantages and disadvantages (preferably 2-3 each for “+” and “-”). All components must be taken into account, starting with packaging design and ending with the place of sale.

Stage 2. Analysis of existing customers.

Conduct a survey among real customers. Ask them to answer questions about the product: why they buy your product, what problems they solve by purchasing your product, etc. This will help you understand why your product is valued, the reasons for purchasing and distinctive features products. Then the results of customer analysis can be added to the results of the first stage (product analysis).

Stage 3. Brief SWOT analysis.

Prepare a SWOT analysis of the product. It does not have to be detailed; brief information is enough to determine the leading properties of the product. In addition, you will become more clear about the shortcomings that are difficult or almost impossible to change, given your capabilities. This document will help you understand how to determine the target audience, becoming decisive in solving this problem.

Stage 4. Market segmentation.

Now, knowing the basic properties of the product, segment the market. You need to determine the following: real buyers, potential buyers and those who will never become your customers. Create a description of the segments based on the questions suggested above, and you will have a ready-made portrait of your target audience.

Stage 5. Plan for working with the target market.

Plan marketing activities to avoid losing existing customers and attract new ones. This plan should include prospects for working with products: improving quality and assortment, pricing strategy and steps to promote the product.

How to determine the target audience of the site

Internet users to whom the content of the site is directed and to whom it is interesting are called the target audience or target site visitors. This group of people are usually interested in the information or products offered by the blog.

This term can also be used in relation to your blog (site) on which you post information or through which you make sales. In this case, you need to understand how to determine the target audience of the service and find your reader. After this, you will need to focus your attention on his interests and needs.

Where to begin? How to find out what is interesting and what a visitor expects from you? The answer to this question is quite simple: start with sites that compete with you. Do a little research and you will get some information about the readers and visitors of competing sites. Let's say you write a blog about vegetarian cuisine. So, your first step will be to compile a list of sites that post information on this topic. If you are just starting out in this niche, then start with search engines.

1) Use Google or Yandex.

Imagine that you personally needed information about vegetarianism, what would you write? You will probably write “vegetarianism” or “site about vegetarianism” in the Yandex search bar. It is better, of course, to act through both search engines, writing basic words in them.

In fact, there are a lot of options, but they are all similar to each other. The first, most likely, will be online stores offering products for vegetarians or healthy eating. To check, you can simply go and look at the site information.

Let's look at the information from the website vegetarian.ru. This resource is good in all respects. It is proposed big choice recipes for vegetarian cuisine, written " life stories”, which are also interesting to readers.

Now let's pay attention to who is visiting it. Here, of course, there is no clear answer on how to determine the target audience. Therefore, you need to use all the resources available to you. So let's get started...

2) Use Alexa to research your competitors.

Alexa.com is the resource that can help you and provide fairly detailed information about “competing companies.” But he is not omnipotent if the site or blog on the topic you are interested in is not sufficiently advanced on the Internet.

However, let's continue our research and try to “get to know” the visitors of vegetarian.ru.

To do this, go to the website Alexa.com (main page), go down below and find the search bar, into which we enter the address of the site we are interested in and click “Search”.

The information received indicates the growing popularity of the site. This means that its owner understands how to identify the target audience, has chosen the right tactics and is working in the right direction. Probably, the number of people who want to eat healthy and are thinking about vegetarianism is growing day by day.

If you continue viewing the page and go down, you will see which half of humanity shows more interest in this topic (let’s say right away, as a rule, these are women). In addition, it is possible to more or less accurately determine their type of activity.

Next, you are presented with information that is invaluable for marketing: the countries that this audience represents and what words they use to find this site. Subsequently, this information can be used when placing paid advertisements, for example, on social networks or a blog.

If you continue to work in this direction, the information obtained will help you when writing materials for your articles when you select keywords.

If the information on the site is not interesting to you or for some reason does not suit you, then move on.

3) Use “SimilarWeb” to research competitors’ website visitors.

"SimilarWeb". You may find this resource very helpful. With its help, you can see through which social networks visitors get to your competitor’s website. This means you can decide how to define the target audience in in social networks.

The resource offers paid and free versions, but even without paying for use, you can get a lot of valuable information and draw conclusions about the target audience. To do this, you will need to perform a number of simple manipulations: enter the site (main page), find the search bar, enter the address of a competitor site.


You will see a detailed report about the site you are interested in or the leading site in this area. In the same way as on the previous resource, you will find out the countries whose residents are interested in information about vegetarianism, their behavior on this resource (site), their interests, the amount of time spent, the number of refusals and other equally valuable information.

Unlike the previous resource, this one will tell you which social networks your target audience is on, which means that you should focus your attention and energy on them and develop them first. Of course, the registration process is not complicated, so you can register anywhere, but... Not all networks are useful for business, and an advertising campaign requires certain both material and moral costs. For example, visitors to the website vegetarian.ru are mainly Facebook and VKontakte users. Pay attention to how many visitors come from Facebook and VKontakte. Also see that more than 4% of traffic is from YuoTube users. Now pay attention to the total number of visits during the month (»100 thousand) and you will understand that 4% is a decent figure.

As you continue to work on how to define your target audience, you can pay attention to the interests of the potential client. From the data obtained, we can conclude that one part of visitors wants to choose vegetarianism in order to prepare healthy food and drinks, and the other wants to improve their health. Of course, this information is not 100% accurate and requires additional verification.

In addition, you will, again, have the opportunity to see the queries with which visitors get to the site and from which sites they “come”. A report on what other sites are of interest to vegetarian.ru readers will also be useful.

The report ends with a list of 10 names of similar sites (again, these are also your competitors, which means it’s worth paying attention to them). In a word, this resource will help in finding the answer to the question of how to determine the target audience.

4) Use Russian-language service"Serpstat".

Serpstat is a website research service aimed at Russian-speaking users. It is similar to the foreign ones presented above, but it also has its own advantages. When you log in home page, then you will be asked to enter the url of the site being examined. Enter and start your research.

This service aims to answer the question of how to correctly identify the target audience and understand it. You will see such data about the site as the pages that users visit and a list of competing sites.

You will have the opportunity to analyze your competitor’s backlinks, its position in the list of search results, etc. All the information received is very useful for marketers, and it will help you in writing SEO articles that are interesting and useful to the reader.

5) Explore Facebook (groups and pages).

Researching Facebook groups and public pages is necessary to know what interests the potential target audience, what they ask about, and how they comment. This way, you will have additional useful information that reveals the unpublicized interests of users. At the same time, pay attention to which articles are most interesting to people.

However, viewing and analysis are good, but communication is better. And you will have the opportunity to communicate with people interested in vegetarianism, doubting the right choice, in other words, with your target audience. In addition, you will be able to personally participate in the discussion of any issue by answering a group member.

So, log into your Facebook page and enter the word “vegetarianism” in the search bar (in the upper left corner). As a result of your search, you will be offered various groups and pages on this topic. Go to any one, for example, the one with the largest number of participants. We went to VegetarianUA. Now you can read comments left in the public and engage in conversation, answering user questions.

But there is a more interesting way to determine the target audience. Once on the group’s page, type the words that competitors are used to find, for example, “how to switch to vegetarianism.” We entered it and looked at the result: articles and comments to them appeared. And you now have information about what interests people, what problems haunt them, and what they need. Find out their most “sore” spots.

The next step may be to contact the moderator for permission to conduct a survey in the group. You can explain that you are working on how to define your target audience because you want to start a new blog. It is quite possible that the survey results will also be of interest to the moderator.

6) Summarize.

After conducting the research, you already have the opportunity to more or less accurately create a portrait of your target audience and determine your ideal reader. For example, let's call her Tatyana. So, “she was called Tatyana,” she is from 25 to 40 years old, she has a family that she loves very much and takes care of the proper nutrition of her husband and child. On at this stage she is thinking about switching to a vegetarian diet, but still has doubts. Therefore, he is interested in information about this on the pages of Facebook and VKontakte, and watches programs about healthy and vegetarian nutrition on TV.

Katerina is also a visitor to websites about vegetarianism (vegetarian.ru and others). However, her goal is to learn how to cook vegetarian meals, and she doesn't want it to negatively affect the health of her family members.

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

Today you will learn:

1. What is target audience;
2. Why is it so important for any business to determine the target audience;
3. How to create a portrait of your client.

What is the target audience

Target audience (TA) - a specific group of people for whom a specific product or service is intended.

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 situation, field of activity and so on.

Not everyone can be a company’s clients or product buyers. 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 18-30 years old, having a small income, trying to spend a minimum of time on training (living close to the club), attending classes in the evening after school or work and on weekends.”

The target audience should be:

1. Interested in the product. Auto parts are not needed for those who do not have a car.
2. Capable of purchasing it. A fashion boutique is out of place near a dorm.
3. Susceptible to marketing pressure. Sometimes it is impossible to lure supporters of one brand to the side of another even with the most effective techniques.

Why define your target audience?

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

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

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

Knowing your target audience allows you to:

1. Increase loyalty - customers will return and recommend the product (service) to their friends.
2. Find new clients faster and cheaper. Advertising costs are significantly reduced when a marketer knows where and when to look for buyers.
3. Create proposals that meet the needs of the audience.

Methods for determining the target audience

Determining your target audience begins with a simple question: “Who needs my product (service)?” The answer to this problem will be given only by the first impetus in. Next, the question is specified and clear features are added to the buyer’s portrait.

Approximate questions when drawing up a target audience could be:

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

The target client 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 should buy my product and why?”, but the greatest accuracy can be achieved by studying your existing customers (or the 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, based on the first letters of the questions:

1. What? (What?). What product or service is the buyer purchasing?
2. Who? (Who?). What are the characteristics of the consumer, his gender, age, and so on.
3. Why? (Why?). What is his motive? This could be a favorable price, convenient packaging, or uniqueness of the product.
4. When? (When?). When the purchase is made and how often.
5. Where? (Where?). The client makes a purchase in a store near his home, in a large hypermarket or online.

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

Preparatory stage - determining the purpose of the study

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

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

• Determination of the target audience for the existing offer (dependence on the product);
• Selecting a target audience for introducing a new product or expanding activities (dependence on the market).

In the first case, the classical scheme applies. There is a product, there are buyers. It is necessary to create a portrait of existing customers so as not to lose them and attract new customers with the same characteristics and needs.

In this case, the operating procedure will be as follows:

1. Comparative competitive analysis goods.
2. Research of loyal consumers (survey to identify purchase motivation).
3. Segmentation of regular and potential consumers.
4. Drawing up a marketing plan.

In the second option, it is only necessary to change or expand it with new proposals. The definition of target audience depends on the market.

Example. An existing toy store plans to expand its scope of work. To do this, the marketer needs to identify all possible target audiences and select the most profitable ones from them: with the largest receipt, lowest costs, high frequency of demand. For example, our toy store might have come to the conclusion that it was worth adding to its assortment teaching aids and workbooks for early child development, including wholesale for kindergartens and creative sections.

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

1. Complete segmentation and market analysis.
2. Identification of the most profitable segments.
3. Drawing up a detailed portrait of representatives of the selected segment.
4. Formation of a further plan for working 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 necessarily include questions:

1. Gender, age, social and financial status, profession.
2. How often are purchases made?
3. Reasons for choosing this particular product.
4. How did the client learn about the product or service?
5. Overall product rating.

The second stage is the division of clients 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, target audience will have to look in different areas:

• . The most stable segment. It is easier to correctly determine the target audience of a consumer-business; it is less susceptible to fluctuations in the future. All information about such clients is publicly available, which means there is no need for labor-intensive searches.
• , where the final buyer is a private person whose interests and needs are not so stable. Fluctuations in the consumer audience can be caused by changes in politics, fashion, and innovation. Seasonality and competition also greatly influence demand.

Last third stage preparatory stage answers the question: what problem needs to be solved? Which business parameters need 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 advertising and product promotion channels that will be most effective for the desired target audience;
• When? The expression “there is a time for everything” is also true for business. It is useless to run advertisements for schoolchildren on TV during daytime school hours. Skis are best offered in winter, and sunscreen in summer. Promotions on alcoholic drinks in restaurants are more popular on Friday and Saturday evenings.

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

Drawing up a client portrait

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

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

• Fanatics devoting all their free time computer games, buying up all new items and rare publications;
• Schoolchildren and students who do not have their own income, choosing inexpensive but popular games with donated or saved money;
• Parents of teenagers who do not understand the industry, buy games as gifts for their children, focusing on reviews and advertising;
• And so on, there can be a lot of potential target audiences.

A full 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 oneself, or surround oneself with comfort);
• Hobbies, interests and leisure activities;
• Problems and needs.

What to do after identifying your target audience

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

Search for places of interaction with target audience.

In order to identify the “habitat” of your clients, you need to:

1. Describe a typical buyer's day. If necessary, you can make separate plans for weekdays, weekends, and holidays. Based on the plan, it becomes clear when the client has free time for impulsive purchases, when he is most receptive to advertising, when his demand for a particular product intensifies.
2. Describe the client's actions after the need arises. For example, the washing machine broke down. A potential client turns on the computer, goes online and types “urgent repair” into a search engine washing machines in Moscow". To “catch the bait” of this potential client, a repair company.
3. Try to predict what the client was doing before the need arose. This is not always possible, but it is very necessary for offering your services in a timely manner. For example, before a young mother goes to the store to buy diapers, she will be in the maternity hospital and in the antenatal clinic - which means you can start offering goods from there.

Formation of a proposal.

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

To draw up a proposal, you must first determine:

1. Needs, “pains”, problems of a potential client.
2. The client's fears, on the basis of which objections are born.
3. Primary and secondary selection criteria.
4. Emotions involved.

They strive to look impressive, to make an impression not only in life, but also on social networks (they actively use Instagram) - the main advertising campaign we will conduct it on the Internet.

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

Common Mistakes

In order to avoid annoying mistakes, you need to be aware of them and avoid these rake.

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

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

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