The five steps to develop audience analysis
There are different ways to approach audience analysis in corporations. David Crain, former Director of Marketing at Fluor Corporation, and Stan Abraham, a professor at Cal Poly Pomona, developed a five-step method for discovering customers’ particular strategic needs based on application of value-chain analysis.
Step 1: How the key concepts in the field (internal & external) are used in corporations The article mentions the internal and external forces that can affect the corporations. And I thought it was interesting that the external processes occur outside
the corporation but the strategic opportunities are there to be controlled. Even though external effects are inevitable, some factors can be carefully examined.
Step 2: How to construct a customer’s value chain
Step two is always needed in any kind of communication. I agree with Crain and Abraham that companies need to know who their audiences are. It’s important to know how its business processes add value to the customers.
Step 3: How to identify customer’s value through other information
The Value-chain analysis helps a supplier to distinguish between the activities of the customer’s company directly. Knowing other inforamtions and surroundings will enhance the understanding of the analysis.
Step 4: How to use the additional information to develop strategic needs and priorities.
Strategic activities are the activities a firm must implement in order to realize its strategy. I think it’s an important step because it’s a stage where all the information is gathered about the customer’s needs.
Step 5: How corporations can use the analysis to form a new strategic capability
Continuing to serve the routine operating needs of customers is what service-providers all too frequently do. But I think that corporations need to also focus on the growth and new development of what the customers need. They need to plan out a new strategy that is receptive to audiences.
Crain and Abraham addresses their idea that careful audience analysis will strengthen relationships with customers by clarifying their strategic priorities.
Hey Ashley,
Interesting topic for a post. I’m a litte confused by step #4. What is an audience value chain? It is just thinking of what the customer values? I imagine that would very important when trying to reach its publics…what things your customer values effects the way they view your company/advertising campaign. Definitely attach the link next time so I can read more!
I was also confused by what a value chain is. I’m assuming it has something to do with what we learned in class the other day about a customer’s value to the company. For example if you buy from the same company repeatedly then you are more financially valuable than someone who just buys occasionally. But how exactly does a company construct a value-chain analysis? Also, what additional information would prove useful? I’m a little confused as to the connection between the steps and relationships. I agree with Annie, links would have helped! All in all, interesting information.
Yeah it makes sense that you need to know your audiences’ values in order to properly implement a strategic plan to reach them. I agree with Annie and Ansa in that in would be interesting to have a more in depth avenue to see how exactly these value chains are constructed. I’m curious over how much psychological analysis is used in the preparation for the chain.
Ashley,
This five-step method to discovering customers’ particular needs explains the basics of an effective audience analysis. Each step is essential to develop a new strategic plan to attract and hold audience member. The logic behind the fifth step seems to be the most important. Stan Abraham recognizes that the needs of an audience change, therefore so should the company’s strategic plan for serving customers. As the needs of the customers grow, so should the level of customer service. Without properly analyzing the audience, all other aspects of a company’s marketing campaign are useless. Always think of he customer first!