WHAT IS MULTI-AUDIENCE COMMUNICATION ANYWAY?
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Transcript of WHAT IS MULTI-AUDIENCE COMMUNICATION ANYWAY?
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WHAT IS MULTI-AUDIENCE COMMUNICATION ANYWAY?
FOLLOW US ON TWITTER: /ADVENTUREHOUSE
WWW.ADVENTUREHOUSEGROUP.COM
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A LONG TIME AGO IN A WORLD FAR, FAR AWAY,
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A LONG TIME AGO IN A WORLD FAR, FAR AWAY,
CORPORATE COMMUNICATIONS USED TO BE SO SIMPLE.
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YOU SOLD A PRODUCT
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OR A SERVICE
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TO ONE TARGET AUDIENCE.
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WITH A CLEAR END-BENEFIT
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BUTTODAY...
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increase ROI by 7%
increaseusage by3.5%
penetratenew marketby 2010YOU SELL
CUSTOMIZED SOLUTIONSTAILORED TO UNIQUE NEEDS
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BUT DELIVERING THESE SOLUTIONSISN’T SO EASY!
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THERE ARE MANY MORE
LAYERS TO PENETRATE
BEFORE REACHING...
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THE END-USER.
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WHAT DO YOU DO?
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DEVELOP A MULTI-AUDIENCE COMMUNICATIONS STRATEGY
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WHAT’S THAT?
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IT’S A PRE-PACKAGED COMBO PLATTER OF...
KNOWLEDGE TOOLS
B2B2C COMMUNICATIONS
B2B2B COMMUNICATIONS
CUSTOMIZABLE TEMPLATES
LAUNCH TIMELINE
B2B COMMUNICATIONS
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HOW DOES IT WORK?
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FIRST. DO A DEEP DIVE INTO THE NEEDS OF YOUR END-USER.
(profile, objectives)
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SECOND. IDENTIFY THEIR PAIN POINTS.
(what keeps ‘em up at night)
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THIRD. CONNECT YOURPRODUCT VALUE
TO END-USERNEEDS
(how it alleviates the pain)
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FOURTH. PLAN THE ROUTE THAT THE
INFORMATION WILL NEED TO TRAVEL TO REACH...
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THE END-USER.
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S
AND LAST. MAKE IT EASY TO IMPLEMENT.(provide the means and the tools)
E
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I STILL DON’T GET IT.
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OK. HERE’S AN EXAMPLE...
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YOU HAVE A PRODUCT
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YOU NEED TO COMMUNICATE THE PRODUCT BENEFITS TO THE END-USER
END-USER
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BUT YOU FIRST MUST SELL THE PRODUCT TO THE DECISION-MAKER OF COMPANY 1
COMPANY 1
END-USER
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COMPANY 1 NEEDS TO DEMONSTRATE PRODUCT VALUE TO THEIR CUSTOMER:
COMPANY 2
COMPANY 1
END-USER
COMPANY 2
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COMPANY 2 BUYS INTO SOLUTION BUT NEEDS THE TOOLS TO SPEAK EFFECTIVELY TO THEIR END-USER
COMPANY 1
END-USER
COMPANY 2 COMPANY 2
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MOVING HER TO ACTION.
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YOU COMPANY 1: MANAGEMENT COMPANY 2: MANAGEMENT COMPANY 2: MARKETING COMPANY 2: END-USER
B2B2C
MULTI-AUDIENCE COMMUNICATION CONNECTS THE B’s & C’s
B2B2BB2B
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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
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YOU COMPANY 1: MANAGEMENT COMPANY 2: MANAGEMENT COMPANY 2: MARKETING COMPANY 2: END-USER
PROVIDING EACH AUDIENCE WITH THE RIGHT INFORMATION AND TOOLS
B2B2B
B2B2B TOOLS:• Solution-based sales materials• Product materials• Communications program, templates, guide• Implementation timeline
B2B TOOLS:• Solution-based sales materials• Thought leadership• Case studies, research• Product materials
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YOU COMPANY 1: MANAGEMENT COMPANY 2: MANAGEMENT COMPANY 2: MARKETING COMPANY 2: END-USER
PROVIDING EACH AUDIENCE WITH THE RIGHT INFORMATION AND TOOLS
B2B2B
B2B TOOLS:• Solution-based sales materials• Thought leadership• Case studies, research• Product materials
B2B2B TOOLS:• Solution-based sales materials• Product materials• Communications program, templates, guide• Implementation timeline
B2B2C TOOLS:Ongoing end-user communication to promote product valueand benefits
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IN A STREAMLINED DELIVERY MECHANISM
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MAKING COMPLEX COMMUNICATIONS
SIMPLE ONCE AGAIN.
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TWITTER/adventurehouse
WEBwww.adventurehousegroup.com
WANT TO LEARN MORE?
CONTACTAlexander Acker212-243-6867 [email protected]