“New Customers” Are Not Your Only Target Audience

With 2016 starting to hit its stride, organizations are back to building awareness and solving problems. Both undertakings require clear, concise and accurate written/spoken materials to reach the right audiences with the right language at the right time.

Success begins with the strategic plan – because running an effective program without a plan is analogous to flying a plane without a flight plan.

However, even with a plan, new customers (donors, volunteers, revenue-generators etc.) are not the only audience an organization must reach.

As your marketing communications program is activated, keep these core principles in mind:

1. It’s not just about new customers…you also need to connect with employees, former & current clients, business & community leaders, legislative & regulatory bodies, industry groups, indirect influencers, neighborhood groups, referral partners and more.
2. Communications and marketing messages should focus on the needs of each audience and articulate how you help them solve a problem. There is rarely a one-size-fits-all message.
3. Evaluate and implement tactics only once your goals, audiences, messages, timetables and budgets have been prioritized.
4. Crisis response is most effective when companies have planned for it in advance.

When you want to increase awareness & visibility or solve the difficult problems which hold you back, remember to reach out to more than just "new customers" in order to be successful.