Once you know your demographic, you can shape your message and medium so they resonate very specifically with the target audience
By Ed Pierce, Fleet Industry Marketer
In my last two ‘Call to Action’ columns, I began a series of tips from an article by Anna Kucirkova of Connex Direct Marketing entitled “Four Key Steps Toward Successful Marketing Communication.” It is a great read with plenty of ideas for fleet industry firms interested in better marketing. Here is the next installment of her story with my own complementary points.
Now it’s time to create a message that will resonate with your key demographics. What REALLY pains them? What are some of their daily challenges, and how can you alleviate those challenges? What kind of humor and tone do they respond to? What is relevant to them?
These are important questions to consider when developing a marketing communication plan. It’s also important to maintain that tone and vision across the various types of communication.
In 2015, David Yeom developed the first online dollar store. He noticed that there was a market that had room for him — namely millennial moms who were not affluent. Yeom stated, “It fills us with a tremendous amount of pride that 80% of the shipments being sent out of our warehouse is to outside California and New York…It’s going to Middle America. And we embrace it.”
They developed their site to look like Pinterest – popular among their demographic – and to encourage a browsing-like feel of a dollar store. Shoppers could look through their inventory without a specific item in mind and start to fill up their cart. Their site was also created to be extremely mobile friendly, allowing for busy millennial moms to shop when they get a chance.
A B2B Example
While a great customer experience is important, taking it to the next level can make all the difference in constructing the medium for communications. One provider of enterprise data storage systems listened to feedback and suggestions to give customers the experience they wanted.
They did this through a customer portal that offered easy access to important resources, a like-minded community, and the option to open a support case ticket. They took things even further through gamification: community members who answered questions, provided feedback, or engaged in your community received rewards.
Both cases demonstrate that once you know your demographic, you can shape your message and medium so they resonate very specifically with the target audience.
Next month, we will review the use of marketing tools. Please free to contact me with questions or comments at firstname.lastname@example.org.