One of the first steps in defining, examining and understanding all potential target audiences in advance of a brainstorm is to organise them into spheres of priority and influence.
The organisation system – known as the Target Audience Universe – was created as a by-product from the New v. Old Models of Communications. The Old Model (known as the Pyramid of Authority) demonstrated how a large, single, often monolithic organisation spoke to its audience as a mass whole. The audiences rarely if ever questioned the integrity of the organisation or the credibility of its information or message.
This one-way communications model was irreversibly changed by the Internet. In its place, the New Model (called the Sphere of Influence) showed how the organisation was no longer the centre of attention, it no longer controlled the conversation, and it was no longer above being criticised. Anyone with an ISP and a keyboard was as relevant as the organisation. Any message could be communicated, marginalised, diffused or rejected. Not only did the Internet make all audiences equal, it also allowed anyone to generate their own distinct level of influence.
The New Model is helpful to keep in mind when mapping the audiences in a communications plan. The Target Audience Universe categorises each group into their areas of importance, either by 1) the direct link to the business goal or 2) to their area of influence upon other groups.
Primary Target Audience
In the centre, the primary audience is the group which will help an organisation accomplish its business objective or achieve its business result. For example, it’s the audience which buys the organisation’s product or service. When this audience isn't an existing customer or doesn’t share its point-of-view, marketing and communications often help change their attitude, opinion or behaviour through messages and tactical programmes.
Secondary Target Audiences or Key Opinion Leaders
These are the homogenous groups of people which have either positive or negative influence on the primary audience. They are organised by how they affect a certain outcome, whether it be a certain opinion, behaviour or decision. In a campaign of limited resources, it’s vital to focus communications on the most persuasive groups – whose spheres of influence often and can overlap, as shown.
Media - Traditional and Digital
Shown in green, the outside sphere is the Media, which can be divided into three sub-groups:
Just because the Primary Audience is in the centre does not necessarily make it most important. In many cases, the role of communications is more vital to building influence among the secondary audiences, or the media. But, be careful too not to place too much emphasis and resources on speaking to audiences which don't directly influence the business result. For example, programmes that simply generate media coverage or website hits - but not change the business result - is a waste of all resources.
