MANY BUSINESSES I COME ACROSS DON’T KNOW – 3 OBSERVATIONS It is interesting how many businesses I come across that have not accurately and precisely defined their audiences, and equally, accurately and precisely prioritised them. There are many. These businesses have not accurately and precisely defined who is to be communicated with, and as a […]

MANY BUSINESSES I COME ACROSS DON’T KNOW – 3 OBSERVATIONS It is interesting how many businesses I come across that have not accurately and precisely defined their audiences, and equally, accurately and precisely prioritised them. There are many. These businesses have not accurately and precisely defined who is to be communicated with, and as a result, are not at all well placed to maximise the efficiency of their communication. The more accurately and precisely audiences are defined and prioritised, the more targeted the messaging can be, and the more cost effective the media selection will be. Ideally, these audiences will be defined in terms of: Demographic variables; Psychographic variables. Given that the media outlets generally maintain high quality demographic statistics to help guide purchases, demographic variables are most important in determining the optimal media Psychographic variables are most important in defining the messaging, particularly as it relates to the branding.…