WHAT IS MULTI-AUDIENCE COMMUNICATION ANYWAY?

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

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

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  • 1. WHAT IS MULTI-AUDIENCE COMMUNICATION ANYWAY? WWW.ADVENTUREHOUSEGROUP.COM FOLLOW US ON TWITTER: /ADVENTUREHOUSE
  • 2. A LONG TIME AGO IN A WORLD FAR, FAR AWAY,
  • 3. A LONG TIME AGO IN A WORLD FAR, FAR AWAY, CORPORATE COMMUNICATIONS USED TO BE SO SIMPLE.
  • 4. YOU SOLD A PRODUCT
  • 5. OR A SERVICE
  • 6. TO ONE TARGET AUDIENCE
  • 7. WITH A CLEAR END-BENEFIT
  • 8. BUT TODAY...
  • 9. penetrate new market YOU SELL by 2010 CUSTOMIZED increase SOLUTIONS usage by TAILORED TO 3.5% UNIQUE NEEDS increase ROI by 7%
  • 10. BUT DELIVERING THESE SOLUTIONS ISN’T SO EASY!
  • 11. THERE ARE MANY MORE LAYERS TO PENETRATE BEFORE REACHING...
  • 12. THE END-USER.
  • 13. WHAT DO YOU DO?
  • 14. DEVELOP A MULTI-AUDIENCE COMMUNICATIONS STRATEGY
  • 15. WHAT’S THAT?
  • 16. IT’S A PRE-PACKAGED COMBO PLATTER OF... B2B B2B2B B2B2C COMMUNICATIONS COMMUNICATIONS COMMUNICATIONS CUSTOMIZABLE KNOWLEDGE TEMPLATES TOOLS LAUNCH TIMELINE
  • 17. HOW DOES IT WORK?
  • 18. FIRST. DO A DEEP DIVE INTO THE NEEDS OF YOUR END-USER. (profile, objectives)
  • 19. SECOND. IDENTIFY THEIR PAIN POINTS. (what keeps ‘em up at night)
  • 20. THIRD. CONNECT YOUR PRODUCT VALUE TO END-USER NEEDS (how it alleviates the pain)
  • 21. FOURTH. PLAN THE ROUTE THAT THE INFORMATION WILL NEED TO TRAVEL TO REACH...
  • 22. THE END-USER.
  • 23. AND LAST. MAKE IT E EASY TO IMPLEMENT. (provide the means and the tools) S
  • 24. I STILL DON’T GET IT.
  • 25. OK. HERE’S AN EXAMPLE...
  • 26. YOU HAVE A PRODUCT
  • 27. YOU NEED TO COMMUNICATE THE PRODUCT BENEFITS TO THE END-USER END-USER
  • 28. BUT YOU FIRST MUST SELL THE PRODUCT TO THE DECISION-MAKER OF COMPANY 1 COMPANY 1 END-USER
  • 29. COMPANY 1 NEEDS TO DEMONSTRATE PRODUCT VALUE TO THEIR CUSTOMER: COMPANY 2 COMPANY 1 COMPANY 2 END-USER
  • 30. COMPANY 2 BUYS INTO SOLUTION BUT NEEDS THE TOOLS TO SPEAK EFFECTIVELY TO THEIR END-USER COMPANY 1 COMPANY 2 COMPANY 2 END-USER
  • 31. MOVING HER TO ACTION.
  • 32. 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
  • 33. 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
  • 34. 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
  • 35. 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
  • 36. IN A STREAMLINED DELIVERY MECHANISM
  • 37. MAKING COMPLEX COMMUNICATIONS SIMPLE ONCE AGAIN.
  • 38. WANT TO LEARN MORE? CONTACT WEB TWITTER Alexander Acker www.adventurehousegroup.com /adventurehouse 212-243-6867 x212 aa@adventurehousegroup.com