One Message, Many Audiences: Rising to the Challenge

You likely have invested considerable time and energy into developing the right brand and message for your business. It’s one of the first marketing tasks that a company tackles. But once you have your brand – one that will differentiate you among competitors and make your products and services recognizable and appealing – it’s time to think about the various audiences you communicate to and how your brand and message can resonate most effectively with each one.

With the right brand identity, you can easily customize different marketing pieces to appeal to each audience’s needs, interests and potential objections. And the right message can easily be tweaked successfully so it resonates with each of your unique audiences (see sidebar for all potential audiences you may have). The goal is to create clarity and excitement about your brand among every group with whom you interact.

Questions to Consider

When thinking about how to appeal to a particular audience, here are some questions to ask yourself.

    • What is important to them when it comes to your company or its offerings?
      It's important to consider first what you want your audience to think and feel when you communicate with them. Next, you want to consider how your company brand can inspire these desired thoughts and feelings. At times, this may be a challenging task. That is why it's important to have a strong brand that integrates various messages and color palettes, because it allows for flexibiliity when communicating various messages without compromising the integrity of your brand.

    • What information is relevant and what is irrelevant to them?
      Every audience today has a short attention span, so every piece needs to capture quickly why they should engage with you. Headlines and subheadings, bullets and callouts are design elements that meet your audiences’ need for a quick review of your materials. If you give them relevant information in an easy-to-digest format, you’re more likely to entice them and capture their business.

    • What do you want your audience to do to engage with you?
      Clarifying the desired response you would like from each group will make the creation of each marketing piece a much easier process. If, for example, you want employees to feel connected to your organization, creating a company newsletter with a look and feel and content that is relevant to them can have a positive response. If you want to drive prospects to a specific landing page on your website, an email campaign or electronic piece may be most effective, since they will be online when they read it.

Continuity is Key

As you create unique pieces for each audience, e.g. a recruiting brochure aimed at college grads for your Human Resources team vs. a press kit aimed at getting local coverage, it’s important to achieve a recognizable look. So if someone were to lay out every marketing piece your company has designed, it would be clear that they all came from the same firm.

By taking the time to evaluate each audience, you will be able to create consistent, compelling marketing pieces that encourage every group to engage with your business!