Thursday, February 5, 2009

Today's Question: If You Build it, Will They Come?

The communication manager's answer to the this question is a simple, "No." Sorry to disappoint farmers in Iowa, but multiple communications touchpoints are what drive target audiences to what you build--whether it's a bricks-and-mortar location or a virtual destination.

With any building you need a strong foundation. For marketing that foundation consists of research which provides insights into your target audience. This needs to be more sophisticated than general demographic information; explore the habits, feelings and beliefs of your audience.

The real dilemma then becomes how to reach these audiences. Some audiences still respond to traditional methods, I'm not talking smoke signals and carrier pigeons, but rather print ads, direct mail and earned rint and broadcast media placements. Other audiences might consume their information online, so email marketing, Web banners, blog postings, YouTube uploads and microsites are necessary. Finally, your audience might be tech junkies and they probably aren't the tech nerds you automatically think of..the world of Twitter, Wikis, Widgets and mobile apps has no audience boundaries!

Maybe it's time to change the mantra to: If you market it, they will come!

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