The document discusses the importance of developing a multi-audience communications strategy in corporate communications, which has evolved from targeting a single audience to addressing multiple layers before reaching the end-user. It outlines a step-by-step approach to understanding the end-user's needs, identifying pain points, and connecting product value to alleviate these issues. The document ultimately emphasizes providing tailored tools and information for various stakeholders to facilitate effective communication and product sales.

1. WHAT IS MULTI-AUDIENCE
COMMUNICATION ANYWAY?
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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.

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