Jun 25

Written by: Myra Norton
6/25/2008 2:52 PM

With gas prices on the rise and job security on a downward spiral, businesses have tightened up on their expenses in recent months. As professionals, we recognize that we need to spend wisely, yet we still see mass marketing and the same prospects targeted over and over again. Granted, there have been a variety of studies conducted that connect increased brand visibility with purchase decision; however, this comes at a cost. This leaves us with the question, how much are we willing to spend on messaging that falls on deaf ears?

 

What is the solution to becoming a more effective spender? Four words: Open up and listen. Whether we want to admit it or not, relationships are vital. How people are connected socially affects how they access and interpret information. A message delivered from a trusted peer is more powerful than a message from a biased source. Identifying the influential relationships among our audience is the first step in a successful and innovative marketing strategy.

 

An open dialogue between you and your target community enables you to further understand your target audience and address their needs in an effective manner. By empowering the relationships that already exist, you can build partnerships and advocacy.

 

Community engagement empowers marketing communications. Furthermore, a more targeted message will lead to greater sales with fewer resources. Why waste your money on the masses – get to know your community and become a part of theirs.

 

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