Target your message
News of a new team as posted on the website of co-title sponsor Stan’s NoTubes
Have something to say? It’s important to not only know what you’re saying, but also to target your message to the proper audience.
Imagine you were seriously injured and in need of urgent care. Would you pick up a piece of paper and write a letter to your grandmother for help? While Grandma might be able to offer lots of comfort and support at some point in your healing process, you’d get help far more quickly and effectively if you picked up your phone and called 911 for help.
When you have something to say – urgent or not – it’s important to not only craft your message well, but also to send it to the right audience using the most appropriate method of communication.
For example, it’s not worth your time to market an expensive new luxury car to poor college students on a budget. Likewise you would not market cheap beer to successful, wealthy business executives.
News of the same new team as posted on the website of co-title sponsor Niner
Now let’s take a look at a real world example from Sue George Communications.
I recently helped a client, Stan’s NoTubes, spread their news about two elite women’s cycling teams for which they are title sponsors. One team was brand new while the other was an existing team that had just had its title sponsorship renewed.
It wouldn’t have made sense to send press releases with this kind of news to magazines and websites about money, housekeeping or even other sports.
Instead, we specifically targeted online and print cycling industry publications that run related kinds of coverage. We also made use of an audience we already had by virtue of posting the news on the client’s website.
And finally, we used the client’s social media outlets and that of the team members to help get the word out.
News of the new team as posted on industry news website Dirt Rag Magazine.
Through all those channels, we were able to successfully get the word out where it need to go.
Contact me any time at Sue.George.Communications@gmail.com to discuss your organization’s marketing and communications needs.