Sub-identify subgroups within the target demographic.

technique — attributed to John Woo

Woo's audience work starts with the observation that a target demographic contains subgroups and subcultures the producer can now identify with more precision than ever. Better identification produces better tailored messages, which produce stronger connections to the content and brand. The technique requires the team to spend real time on the audience before designing the program. Generic events optimized for the average member of the demographic underperform events designed for the specific subgroup mix actually attending. The discipline is upstream of the production work and rarely receives the budget it merits.

For brand experience leads, corporate marketers, and event producers planning programs for diverse audiences. The technique is most useful as a discovery discipline at project kickoff.

audience-segmentation, subgroups, personalization, tailored-messages