In marketing there is no “one size fits all”: creating relevant messages for each target is essential for successful communication 🔝

I would use a video with Miley Cyrus on TikTok to communicate with Mr. José, 80 years old, who has vision problems? 🤔

Would you use M. L. Goucha, on his TVI program, to convince 14-year-old Tomás, who follows gaming influencers, to buy a certain service? 🤔

Is it possible to communicate to everyone in the same way? ⚠️

If in fact our product or service has proven potential for the entire population, why waste it?

Let's do it by steps.

Is our product really ideal for ALL people? 💡

Sometimes, we come across extremely versatile products, which have relevant potential for different types of customers. However, perhaps they are a little more interesting for customer type A, although they are also relevant for customer type B. Or, perhaps, our competition is focusing on type A, and it makes strategic sense for us to focus on B! 🚀

There could be 1001 reasons why we prioritize one target over another. What really matters is that we comply with the golden rule of communication 💡: always adapting communication to our target, making it relevant.

When we try to communicate to everyone equally, no one will truly listen. It's like seeing a billboard with a generic message that we don't identify with, or when we receive an email with a promotion for dental prosthetics, when our oral health is enviable: we feel that that communication “doesn't make sense”, since it is not relevant to us and quickly fades from our memory 💥.

Therefore, it is crucial for the success of a marketing campaign to know who we will communicate to first, even if our product or service is extremely versatile.

“But, Helena, I want to get sales from different types of customers!” ⚠️

Totally agree! It would be foolish not to take advantage of the potential of such a versatile product by converting it into sales.

So, what is the solution?

The solution is very simple: design a communication plan, consisting of more than one campaign, with each communication being directed to different targets.

✅ Divide our audience into targets - groups of individuals with the same characteristics -, based on different segmentation criteria (for me, old but gold: demographic, psychographic, behavioral and geographic criteria continue to be essential)

✅ Understand and characterize each of the targets, understanding “their pains”, the reasons that will lead them to purchase the product or service (using Personas, for example, an extremely useful tool for better understanding our potential customers)

✅ Create communication campaigns with the aim of impacting each of these targets, adapting the message, communication channels and multimedia content to each of them

In marketing there is no “one size fits all”: creating relevant messages for each target is essential for successful communication. 🔝

#segmentação #targeting #comunicacao #marketing