Many times we get asked what is the best way to get the message out.
After some more conversation about what the message and positioning is, we always go back to who is the target audience. While many companies understand that to effectively communicate their message they need to understand who their target is, they don’t really understand how to segment their target audience. Segmentation can come in many forms; age, geography, attitudes, perceptions, needs, costs, value, etc.
What is important is to provide the right information to the right people to advance the purchasing decision. By understanding what each potential customer’s status is will enable the agency to produce targeted materials to engage with on their level. With new technology and multiple media channels, it has become easier to reach a larger audience, what hasn’t changed is the need to disseminate all the information out there to provide the right information to the right people.