WHAT IS MULTI-AUDIENCE
COMMUNICATION ANYWAY?
         WWW.ADVENTUREHOUSEGROUP.COM   FOLLOW US ON TWITTER:
                ...
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...
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   C...
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)


                              ...
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


                           ...
COMPANY 1 NEEDS TO DEMONSTRATE
PRODUCT VALUE TO THEIR CUSTOMER:
          COMPANY 2



      COMPANY 1   COMPANY 2


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



     COMPANY 1   COMPANY 2   CO...
MOVING HER TO ACTION.
MULTI-AUDIENCE COMMUNICATION
            CONNECTS THE B’s & C’s
                                                          ...
PROVIDING EACH AUDIENCE WITH THE
           RIGHT INFORMATION AND TOOLS
B2B TOOLS:
• Solution-based sales materials
• Thou...
PROVIDING EACH AUDIENCE WITH THE
           RIGHT INFORMATION AND TOOLS
B2B TOOLS:                                        ...
PROVIDING EACH AUDIENCE WITH THE
           RIGHT INFORMATION AND TOOLS
B2B TOOLS:                                        ...
IN A STREAMLINED DELIVERY MECHANISM
MAKING COMPLEX
 COMMUNICATIONS
SIMPLE ONCE AGAIN.
WANT TO LEARN MORE?

CONTACT                      WEB                           TWITTER
Alexander Acker              www.a...
WHAT IS MULTI-AUDIENCE COMMUNICATION ANYWAY?
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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.

Your feedback is appreciated.... thanks!

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WHAT IS MULTI-AUDIENCE COMMUNICATION ANYWAY?

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

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