Ah Ha….. I hear you all sing …. If like me you aren’t afraid to admit you sang it out loud… read on! It’s not about if your audience are young or old, halal meat eaters or adrenaline junkies. It’s about what drives them to purchase in the way they do, what motivates them to achieve and what their personal drivers are.
With more and more of us taking a more blended approach to work/life balance knowing your real audience rather than your perception of who they are is going to be key in the future to engaging your customers, employees, partners and that all important Generation Y that are yapping at our feet forcing us to re-evaluate how we do things in all walks of life.
Yes we know it’s all about insights (check out Rufus’ latest blog The Future is Bright with Insight) but how do you make knowing your audience work for you as a brand? By knowing your audience inside out this will help you know how to incentivise them, how to communicate with them and how to entice them away from their computer screens and to your event. I was sat in a meeting this week with 5 male company board members (sorry gents) all over 40 years old and from a certain cultural background.
With me in a very different audience bracket it became very apparent that what excites and engages them is significantly different to what engages and excites me. Some looked shocked when I spoke about how my audience bracket views things. Not that either is wrong but if brands knew the preferences of their “desired” customer, or future employees for example, and tailored their content in the right way, they would have more success in making their events/ campaigns engaging. And this is what I think whenever I am talking through a brief with a client. I put myself in their audience’s shoes and if I don’t know their audience I get to know them. There’s always a way “Inspiration exists, but it has to find you working.” Pablo Picasso.
Each person you want to attend an event/buy your product will have a different driver and it’s up to us as an agency to delve into who the audience is, to make sure we partner the right content quality that is engaging and captivating for them. It’s certainly not one size fits all at Corporate Innovations. I personally feel if you truly know your audience; know how and what they buy, how they talk to their colleagues, what rewards them, you can truly understand what content will appeal to them and engage them in the most powerful context. Ultimately giving you the maximum return on investment from your project and let’s be honest that is what it’s all about.
In the words of Joe Pulizzi “Every piece of your content should be excellent, enough that customers are compelled to share it.” Why not give us a call and see what exciting ideas we might have about engaging your desired audience? We promise our hold music isn’t Abba or Alan Partridge and won’t greet you when you call! Although I can’t guarantee on a company night out you won’t find us belting out an Abba Tune in a cocktail bar somewhere fabulous… we know what drives this audience! (hums Dancing Queen to herself as she presses save)