National Chewing Gum Day is September 30. Silly holiday? Maybe. But why not turn it into the perfect opportunity to step out of your bubble and assess marketing goals, target audiences and initiatives?
CHEW ON THIS
Have you been relying on the same creative to reach the same audience with the same offer year after year? Just like a stick of gum, marketing campaigns can lose their flavor over time. Make sure to take a step back and review what people currently think about your organization, and what you’d like them to think. Through member/customer surveys, stakeholder polling and other informal research, you might just freshen up your perspective on their perceptions and be able to address them head on.
And though making assumptions is often necessary, don't forget to do some fact-checking and re-evaluating from time to time. Who is your target audience? No really, who are they? Have they changed over the years? Do you have multiple audiences? Getting answers to these questions is another reason to make data collection and ongoing research a priority.
To thoroughly understand a particular target audience, first, get personal – don't define the group as a whole, but instead represent the group with a fictional, generalized personification of your ideal customer. You may have many of them! Use these valuable metrics to paint the picture, and then tailor your marketing efforts to their specific needs, behaviors and concerns.
METRICS TO DEFINE YOUR IDEAL CUSTOMER
Background :: Job, Career Path, Family
Demographic :: Gender, Age, Income, Location
Identifiers :: Demeanor, Communication Preferences
Goals :: Primary Goal, Secondary Goal
Challenges :: Primary Challenge, Secondary Challenge
What Can We Do :: To help he/she achieve their goals and overcome their challenges
Real Quotes :: Often the best insights come straight from the audience's own words
Common Objections :: List reasons they have for not buying your product/service
Marketing Messaging :: How you will describe your solution this particular persona
Elevator Pitch :: How you will succinctly sell your solution
For example, after this exercise, a YMCA might develop the persona of "family-man Frank" – the stay-at-home millenial father who's trying not to get too comfortable with his new dad-bod and wants the kids to burn off some energy, too. He likes lifting weights, but doesn't use his crossfit membership enough to justify the cost. The Y is the perfect place for Frank and the whole family - make sure he gets the message!
READY TO SPIT OUT THAT OLD GUM?
Whether you're a small YMCA, a large manufacturer or any organization in between, 2-Story can help you keep it fresh and keep it flavorful. Check us out at 2-Story.com and 2-Story.com/YMCA.
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