Are you talking to the right people?

Are you talking to the right people?

Wed, 23 July, 2008
Posted by Wendy Renner
Upon returning from a series of recent conferences, a consistent theme kept popping up, “Are we speaking to the right people?”. Not only that, but are we even talking with the correct message. For years marketers have gone out of their way to send a unique message. Tell a different story, make it memorable. However, it seems we might be missing the mark if we are consistently telling the same story to the all our audiences. I know we all are aware of marketing to specific demographics. But what happens when you have more than one generation or gender you are speaking too. Do they all respond the same to your message? Is the message broad enough to touch them all? Often the answer is no. Sometimes it takes a bold approach to NOT talk to everyone, pair down your audience and start sending a message that speaks directly to them. I know it is not easy to cut off potential customers, but if you are not reaching them anyway with your diluted message to the masses, you are not really risking anything. To market better in these unsure times, speak to a very specific audience, make the message hit home with them and them only. Do not try and cast your net as far as you can and think it will catch you more fish, often it is the single targeted throw that receives the best most profitable results.