Most organisations want to reach as many people with as much information as possible in the shortest possible time.
This is a natural ambition because they think this will speed up their chances of success. After all we humans are an impatient lot and demand instant results.
The cold, hard truth however is most of us have limited budgets, time and energy levels so reaching everybody quickly becomes expensive and exhausting. We simply do not have the dollars or stamina for this so we need to rank or prioritise our audiences.
Start out by asking which individuals and groups matter most to your business?
The answer will lead you to identify your must reach audiences and help to put a laser-like focus to your marketing. The must reaches are people on whom you depend heavily, who are or will be personally affected by your work or who can markedly influence the success of your services. When it comes to giving attention they must be your number one priority. Most often they are your staff, volunteers, current and potential clients or customers and of course people with the funding.
Another significant group is those who can help you at some point or might benefit from what you offer. Their support is less critical so you do not need to spend as much time with them. They could be regulators, kindred organizations or even professionals that refer people to your services. Of course they still need to know about you but not as often as the must reach group.
A lesser priority still are the people who need occasional information. For example your local community becomes important at fundraising time but probably don't need to hear from you continually throughout the year.
It's wise to set achievable audience priorities yet recognise they need to be regularly reviewed as your circumstances and operational environment change.
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