This is part three in a five part blog series that is meant to help you better understand the communication process for marketing and public relations campaigns.
This week I’m going to focus on helping to determine which audience to target, how to best understand your audience and different tactics to create during the campaign.
Dictionary.com defines a consumer by explaining it’s “a person or organization that uses a commodity or service”. This relates to the communication process because the consumer is the main focus of the campaign. So to have a successful campaign you, the PR Coordinator, must clearly understand the type of consumer that needs to be reached and the different forms of communication that can be used.
Here are five key thoughts to keep in mind when focusing on your target audience.
- Determining your Audience
What are the campaign goals and objectives? Is the method of communication most important or can it be changed? Can you clearly explain who would want to participate in the campaign? By answering some of those questions can help you to determine your target audience. For instance, a campaign’s objective could be to increase online sales through Google ads. Therefore, you want your target audience to be active online participants.
- Audience Profile
Start by determining the audience you would like to target for your campaign. Then conduct some primary research and secondary research, if needed. By better understanding your audience, you will be able to get create tactics that will successfully spread the campaign’s’ message.
- Providing for your Audience
How will this campaign help your audience? Will it solve a problem or make things easier? Once you are aware of how you can help your audience, be sure to identify that issue during the campaign. For instance, if your campaign will solve a problem identify the problem and how you provide the solution.
- Building Trust with your Audience
It’s common knowledge that people are more interested in purchasing things from people they trust rather than focus solely on advertisements. So encourage your current consumers to promote your brand. This will help to grow your audience and the company’s brand through positive encouragement. Depending on your campaign’s purpose, you may want to have video or written testimonials, social media posts, or simply word of mouth.
- Choosing the right Communication Tactics
Your target audience will help to determine which tactics will be helpful and which will be less successful. During this process refer to the target audience research; this will help to determine the best tactics to use during your campaign. Here is a list of possible tactics that can be utilized: social media, videos, blog posts, television and radio ads, online banners, Google ads, promotional souvenirs (t-shirts, pens, notebooks, etc.), and more. Try brainstorming with some co-workers to come up with creative and catchy ideas!
Remember that the consumer is an important asset in the company since consumers help to drive the business. Conduct research as necessary and be sure to learn from the results. The better you understand your audience, the better results the campaign will achieve.
Be sure to check out part four of my blog post focusing on crisis communications. Until the next post, have a fantastic weekend!