Julianna Yau’s blog

Ken Coulter’s presentation, Understanding Your Audience and Your Community – Mapping Software that Reveals Key Characteristics, was mostly a case study in what the Oakville Centre for the Performing Arts was able to get from MapInfo Inc’s PSYTE.

Much of the information he presented is available on PSYTE’s website, so here are the general thoughts/notes I was able to get out of the presentation:

-tracking info about audience
-what do they believe and how do we talk to them?

Todays Audience
-values based on age

Changes, Changes, Changes
-flexibility, choice and convenience
-the value proposition (time vs money)
-brand loyalty
–brand is the trust in your implied promise
–consistency of what is offered

-membership mapping

~where are they? who are they? how do they spend their money?
~what about the people you WANT to attract?

-using stats to determine what type of content to produce for communications
-story captures
-outcomes
-pre and post change surveys

-people want their opinions to be heard
-what does your service do for the community?

-stats also give you a view of how others see you
-one time buyers (important because they had to change their behaviour to interact with you) vs behavioural subscribers vs loyal subscribers
-what do you provide that others don’t?
-computer as communication device, not calculator or typerwriter

User Generated Content – what people are saying to each other about you

Environics Institute
-EXPENSIVE!!!

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