Know your Audience to Build your Brand

Know Your Audience

If someone asked me to explain the most important aspect of marketing, I would tell them that it’s as simple as knowing your audience. Who is your target customer and what is the best way to connect with him?

If you’ve read this blog for a while, then you might know that Gossett Marketing works extensively with healthcare organizations. So…who is a hospital’s target audience when it comes to marketing? Well, they really have to find ways to focus on the entire community in order to keep their name top of mind. This means representatives from the University of Miami Hospital attend tradeshows and networking events to meet professionals. They wear logoed apparel to community events like art festivals and hand out information to the general public. We also encourage them to advertise on TV, radio, and in print ads. When your whole community is your audience, you have to find ways to touch everyone!

Speaking of community, we are located in Miami, Florida – a very multicultural town – so we always advise our customers to focus their branding efforts on both English and Spanish speakers. For instance, Florida’s Department of Transportation distributes information about SunPass all up and down the Turnpike, so we feel that it is important for their pamphlets and window signs to be published in both languages. Sure, it might cost a bit more to print two versions of everything, but it is the easiest way to market their services to both halves of the population around here, so it is utterly necessary.

Obviously South Florida is also quite tropical, so some of the marketing strategies that might work in, say, Minneapolis, don’t necessarily work here. Take promotional products as an example. In a snowy climate an ice scraper might be an excellent way to garner exposure for your brand, but it’s not going to fly at a tradeshow at the Miami Beach Convention Center. People around here need sun visors, not something for the snow! (Now, an ice scraper could be an effective direct mail piece for the a local company like Norwegian Cruise Line, but that’s information for a different blog post.)

I’ve simplified my answer for the sake of brevity, but you get the idea. If you want to build your brand, then you need to know your audience, where to find them, and how to effectively connect with them.

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