In a new business presentation last week, a board member of a community-focused organization asked us how we are able to market to demographics different than our own, specifically an older demographic. We took this question as an opportunity to define the process we take with each of our clients and describe our commitment to gaining measurable results.
Define. The first step we take is to identify all of the target audiences possible. Brainstorm every possible person your organization currently contacts, wants to contact and will contact with your plan. Take these audiences and combine them into primary and secondary groups.
Listen. Sometimes we begin to forget that marketing is not all about pushing out information to the public – it is just as vital to take in information. Talk to your audiences and listen to the common themes they share. Use these themes as answers to your questions and target your communications around what each group needs to know. For example, you wouldn’t send the exact same letter to a loved one as you would to a stranger, so why would you send the same e-blast to people invested in your organization as you do to people you are trying to get to invest.
Research. One motto that we adhere to at Serendipit is that we aren’t afraid to get our hands dirty when it comes to research. We want to dig deep to find the answers that might have been looked past initially. Whether this means holding focus groups, group and one-on-one interviews with management or conducting surveys, we are committed to finding the true reasons your organization isn’t maximizing its results.
Plan. Finally, after all of the digging, listening and targeting has been completed we set out with a solid plan. We make sure that all of our bases are covered and our results will be measurable once we complete the tasks at hand.
In marketing there is never just one way to go about a plan. How does your organization target different demographics than your own?
