Communication, Design, Gareth Case

The Power is in the Audience

A recent Forrester report claims that a 60 second video is the equivalent of 1.8m written words. And I believe it, as I am one of a group of people that prefers to consume information at a high level, in short concise chunks. Video works for me. The same however, cannot be said of any of the Finance Directors I have worked with, or many of the Managing Directors either. These ‘types’ tend to enjoy the detail and a 2 hour read of a 10,000 word document is much more preferable.

So where does that leave us marketing folk? Stuck in the middle of a preference war that, if you’re not careful can easily be influenced by the detail loving FD and MD.

What it really means is that we must understand our audience. This applies not only to our outbound marketing, but also to how we present on a one to one basis. We need to know what makes them tick so that we can fully engage. Unfortunately in marketing one size does not fit all, we must cater for the masses without becoming generic.

I am currently the process of implementing a communication strategy that achieves just that. Giving our employees and therefore our target audiences the option of wordy solution pitches, though to 1 page overviews and of course, my favourite, the 60 second video elevator pitch.

The final piece of this jigsaw lends itself to CRM strategy. We must capture these preferences for our customers, prospects and even our own employees to make sure they receive our information and consume our brand in a way that maximises it’s strength and effectiveness.

About to produce some new material? Think about the audience before you start writing.

About garethcase

Gareth Case has more than 12 years experience of marketing in the B2B technology space and has held senior marketing roles at Intermec Technologies, Arc Solutions, Viglen, Athona and now ONI and has experience of working throughout EMEA, North America and APAC. His broad understanding of the full marketing mix combined with a diverse skill set has contributed to the success and growth of his previous employers. Gareth has proven, successful experience in the following marketing disciplines: Offline: Marketing Strategy, Team Leadership, Direct Mail, Campaign Management, Telemarketing, Print Production, Public Relations, Copywriting, Budget Management, Graphic Design, Collateral Design, Presenting. Online: Website Design, Content Management, iPad Toolkits, Social Media, PPC, SEO, Analytics, CRM, E-Marketing, Video. Gareth has experience of working across many vertical markets including Healthcare, Local Government, Education, Finance, Insurance, Manufacturing, Logistics, Retail, Media, Not for Profit and Legal. He has started this blog ‘Inside a Marketing Mind’ to share his experiences and promote debate around the latest marketing innovations. Follow Gareth on Twitter here – http://twitter.com/gareth_case and subscribe to the blog for all the latest updates. For a more detailed synopsis of Gareth’s skills and experience, please visit his blog or LinkedIn page


2 thoughts on “The Power is in the Audience

  1. Great article and you are right; you can very much do this stuff yourself at a much lower cost than paying an expensive agency. However, that assumes that you discount the opportunity cost incurred by not doing stuff that adds greater value to your business and which better reflects you skills set and what you are paid for.

    Posted by Richard Wyatt-Haines | September 8, 2011, 6:58 pm


  1. Pingback: Can video content be produced in-house? « INSIDE A MARKETING MIND: BLOG BY GARETH CASE - September 8, 2011

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