Stan’s Café is a performance group based in Birmingham UK and an enterprise I featured in my Creative, Cultural and Digital Industries Guide. The directors at Stan’s Café recognise that they have three distinct types of customers.
Each audience has different interests and needs to know different things, so by clarifying the distinction between these different audiences, Stan’s Café recognises that they need to convey different messages to each of them. Then, the media they use to communicate has to be appropriate to each particular audience and message.
Precision marketing helps us to identify the different markets for any particular product and how we can best communicate effectively to each specific market. For any one product, there are often several distinct markets.
Of course, much of this we do instinctively anyway, without using any particular technique. We know that we need to speak to venues in a different way than to audiences. We know that communication to key stakeholders needs to be different than promotional materials produced for audiences. However, the benefit of being more methodical is that we don’t miss any opportunities, we don’t get our wires crossed, and we don’t compromise or water-down our communications. In this way, all marketing communications are clear, appropriate and precise.
Key Points
There are probably several distinct markets or ‘audiences’ for your business and each needs to hear a different message, appropriate to their own needs.
What to do next