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WHAT IS MULTI-AUDIENCE COMMUNICATION ANYWAY?

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Information about WHAT IS MULTI-AUDIENCE COMMUNICATION ANYWAY?
Finance

Published on August 20, 2009

Author: adventurehouse

Source: slideshare.net

Description

Observations on how to effectively reach your end-customer through a multi-audience communications strategy.

Your feedback is appreciated.... thanks!
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WHAT IS MULTI-AUDIENCE COMMUNICATION ANYWAY? WWW.ADVENTUREHOUSEGROUP.COM FOLLOW US ON TWITTER: /ADVENTUREHOUSE

A LONG TIME AGO IN A WORLD FAR, FAR AWAY,

A LONG TIME AGO IN A WORLD FAR, FAR AWAY, CORPORATE COMMUNICATIONS USED TO BE SO SIMPLE.

YOU SOLD A PRODUCT

OR A SERVICE

TO ONE TARGET AUDIENCE

WITH A CLEAR END-BENEFIT

BUT TODAY...

penetrate new market YOU SELL by 2010 CUSTOMIZED increase SOLUTIONS usage by TAILORED TO 3.5% UNIQUE NEEDS increase ROI by 7%

BUT DELIVERING THESE SOLUTIONS ISN’T SO EASY!

THERE ARE MANY MORE LAYERS TO PENETRATE BEFORE REACHING...

THE END-USER.

WHAT DO YOU DO?

DEVELOP A MULTI-AUDIENCE COMMUNICATIONS STRATEGY

WHAT’S THAT?

IT’S A PRE-PACKAGED COMBO PLATTER OF... B2B B2B2B B2B2C COMMUNICATIONS COMMUNICATIONS COMMUNICATIONS CUSTOMIZABLE KNOWLEDGE TEMPLATES TOOLS LAUNCH TIMELINE

HOW DOES IT WORK?

FIRST. DO A DEEP DIVE INTO THE NEEDS OF YOUR END-USER. (profile, objectives)

SECOND. IDENTIFY THEIR PAIN POINTS. (what keeps ‘em up at night)

THIRD. CONNECT YOUR PRODUCT VALUE TO END-USER NEEDS (how it alleviates the pain)

FOURTH. PLAN THE ROUTE THAT THE INFORMATION WILL NEED TO TRAVEL TO REACH...

THE END-USER.

AND LAST. MAKE IT E EASY TO IMPLEMENT. (provide the means and the tools) S

I STILL DON’T GET IT.

OK. HERE’S AN EXAMPLE...

YOU HAVE A PRODUCT

YOU NEED TO COMMUNICATE THE PRODUCT BENEFITS TO THE END-USER END-USER

BUT YOU FIRST MUST SELL THE PRODUCT TO THE DECISION-MAKER OF COMPANY 1 COMPANY 1 END-USER

COMPANY 1 NEEDS TO DEMONSTRATE PRODUCT VALUE TO THEIR CUSTOMER: COMPANY 2 COMPANY 1 COMPANY 2 END-USER

COMPANY 2 BUYS INTO SOLUTION BUT NEEDS THE TOOLS TO SPEAK EFFECTIVELY TO THEIR END-USER COMPANY 1 COMPANY 2 COMPANY 2 END-USER

MOVING HER TO ACTION.

MULTI-AUDIENCE COMMUNICATION CONNECTS THE B’s & C’s B2B2C B2B2B B2B YOU COMPANY 1: MANAGEMENT COMPANY 2: MANAGEMENT COMPANY 2: MARKETING COMPANY 2: END-USER

PROVIDING EACH AUDIENCE WITH THE RIGHT INFORMATION AND TOOLS B2B TOOLS: • Solution-based sales materials • Thought leadership • Case studies, research • Product materials YOU COMPANY 1: MANAGEMENT COMPANY 2: MANAGEMENT COMPANY 2: MARKETING COMPANY 2: END-USER

PROVIDING EACH AUDIENCE WITH THE RIGHT INFORMATION AND TOOLS B2B TOOLS: B2B2B TOOLS: • Solution-based sales materials • Solution-based sales materials • Thought leadership B2B2B materials • Product • Case studies, research • Communications program, templates, guide • Product materials • Implementation timeline YOU COMPANY 1: MANAGEMENT COMPANY 2: MANAGEMENT COMPANY 2: MARKETING COMPANY 2: END-USER

PROVIDING EACH AUDIENCE WITH THE RIGHT INFORMATION AND TOOLS B2B TOOLS: B2B2B TOOLS: B2B2C TOOLS: • Solution-based sales materials • Solution-based sales materials Ongoing end-user • Thought leadership B2B2B materials • Product communication to • Case studies, research • Communications program, templates, guide promote product value • Product materials • Implementation timeline and benefits YOU COMPANY 1: MANAGEMENT COMPANY 2: MANAGEMENT COMPANY 2: MARKETING COMPANY 2: END-USER

IN A STREAMLINED DELIVERY MECHANISM

MAKING COMPLEX COMMUNICATIONS SIMPLE ONCE AGAIN.

WANT TO LEARN MORE? CONTACT WEB TWITTER Alexander Acker www.adventurehousegroup.com /adventurehouse 212-243-6867 x212 aa@adventurehousegroup.com

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