| October 1, 2019 -- Successful businesses market themselves to their target audience. They first identify their customer base, then identify what they expect from them, and finally create a marketing strategy to attract that target audience to their business. People do business with people they know, like and trust. The same theory can be applied to each and every Grange.
What is a target audience? According to the dictionary, a target audience is a particular group at which a film, book, advertising campaign, etc., is aimed; the specific group of people you want to reach with your marketing message. They are united by common characteristics, like demographics and behaviors. In today’s times, people are pulled in many different directions, so capturing their attention is often a difficult endeavor. While it may be the first instinct to want to target to everyone, narrowing or focusing to a specific audience is a much more efficient and effective way to market your Grange.
Where do we start? First, look for common characteristics and interests between your Grange’s mission, activities and programs and people in your local community. Perhaps your target audience may include backyard farmers or gardeners, housewives or young families, or crafters. Your target audience could be local historians, or community service minded individuals. Or also educators, musicians and music lovers, or those looking for a purpose. Figure out not only who has a need for your Grange, but also who your Grange needs.
Consider the demographics. Determine how your Grange will fit into your target audience’s lifestyle. How and when will your target audience use your Grange? What features of your Grange are most appealing to your target audience? What media does your target audience turn to for information? Do they read the newspaper, search online, frequent social media, or attend particular events? The better you understand your target audience, the more closely you’ll be able to focus your marketing, so you can reach the audience most likely to convert into volunteers and members.
Be clear about the value of your Grange. Understand the difference between features and benefits. Features are what your Grange is or does. The benefits are the results. How does your Grange make someone’s life easier, better, or just more interesting? If you can’t articulate what your Grange’s core values are, how will others be able to recognize them?
If you’re not sure exactly how people benefit from your Grange, why not ask them? You might find that current members are getting creative and using your Grange for purposes you haven’t even thought of. That might, in turn, change how you perceive your target audience for the future. An email survey, or a survey passed out at a meeting, can turn up all kinds of great insights, as can asking a quick question or two on your social media outlets.
Defining your target audience is the hard part. Once you know who you are targeting, it is much easier to figure out how to reach them and what marketing messages will resonate with them. For example, instead of sending a mailer/brochure about your Grange to everyone in your ZIP code, send it only to those who fit your target audience criteria. Save money and get a better return on investment by defining your target audience.
If you or your Grange needs assistance in marketing, social media, publicity and more, please contact the Public Relations Committee. We’re here to help! E-mail: publicrelations@ctstategrange.org or information@ctstategrange.org .
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