It’s one of the most important things in marketing and it is so often overlooked or forgotten in the rush to get across our messages. Who is our audience and the audience of the media/event we are targeting? What is important to them? What will trigger their interest or trigger them to buy? When we are putting together our marketing plan, this is essential. We have to know for every geography, every type of product, everything. We don’t then forget about it. We have to repeat it for everything that we do. A general advert may be used across a variety of media as long as they have the same target audience. We should never be afraid to modify it when we have a different audience. Also, when we are writing an article or press release we have to write it for the particular audience it is aimed at. Even if it is an existing article, we can make a few changes to ensure it resonates with the readers. In the case of marketing, one package does not necessarily suit all.
It is just as true when selecting media to advertise in, give an exclusive to, or an exhibition to attend. Make sure the audience really is relevant and when you design a stand, or organise your promotional activities around the show design it with them in mind.
Once you know your audience, success becomes so much easier.
Today, when I was giving a colleague an introduction to PR, it made me take a fresh look at what we always considered to be the basics of PR and they still hold true. Journalists still want good, reliable information in a timely manner. And what’s the first thing you say when you speak to them, whatever medium it is through? Have you got a minute or are you on deadline? And if they contact you, what’s one of the most important things, as well as knowing what they need? What’s your deadline? It’s amazing how many people either aren’t aware of it, or forget it. Even those who know a lot about marketing generally. As I said before, PR isn’t rocket science – it’s mainly common sense.
At SquareMango, we like to take a look at something, turn it inside out and think outside the box. We look for the right solution, which sometimes can be very simple, but effective. Our expertise spans many years, many different disciplines, industries and countries.
Here you will find information, tips, articles, views, news, photos for your interest and to help you. Marketing yourself or your company can be as easy or as hard as you make it. Your PR agency, marketing agency, online PR agency, or freelancer can ease you through it. It’s not rocket science. Whatever industry you are in, the basics are the same, the tools are the same. Just the execution, based on knowledge, experience, imagination and understanding of how the market works, that changes.