If most marketing communications revolve around delivering a unique product or service benefit to the audience, what do you do when you have multiple audiences, interested in different benefits? How can a brand align marketing messages?
In our experience in the construction industry, communicating to an architect is a very different task than talking to a contractor.
They’re interested in different information, at different points in the project cycle, and they access that information in different ways.
- When you have multiple audiences, interested in different benefits, how can a brand align marketing messages?
- These two audiences also need to be appealed to at different times – the time between the specification stage and a contractor being appointed can often be months, sometimes even years.
- All of these professionals can have brand preferences, are looking for product features and benefits, and need to be convinced to choose your product or service over potentially hundreds of others.
