making the most of what you say presented by parker blackman fenton communications november 3, 2006...
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Making the Most of What You Say
Presented by
Parker BlackmanFenton Communications
November 3, 2006
UCSF National Center of ExcellenceUCSF National Center of ExcellenceIn Women’s HealthIn Women’s Health
Community SummitCommunity Summit
UCSF National Center of ExcellenceUCSF National Center of ExcellenceIn Women’s HealthIn Women’s Health
Community SummitCommunity Summit
Today's Agenda
1. Overview/Introductions
2. Know Your Target Audience
3. Know How to Reach Your Target Audience: Messaging
4. Questions/Discussion Period
Audience Identification
-- Celinda Lake, Lake Snell Perry and Associates, Inc.
“Today’s social marketplace is increasingly crowded and competitive. Targeting and segmentation are crucial to breaking through and having the edge to persuade.”
Pitfall: Not knowing your audience
•Target:
General public
•Not meeting your audience where they are at:
Cars are bad for the environment, so stop driving
Pitfall: Not knowing your audience
•Not knowing where and how to reach your audience:
When trying to reach potential Latino homebuyers in southern California, which outlet is likely to be more important?
Or
Clear, Simple, Concise
•Resonance with target audience
•Emotional connection that touches pre-existing beliefs; plug into their belief system, don’t rewire it.
•Capture hearts first, then minds - ‘Stickiness’
•High-quality messaging - Americans are used to it
•Tell them a story they’ll remember
Overwhelm with data and acronyms
“Right now, the transit dependent are held hostage by the bungling bureaucrats of the
existing transit monopoly.”
Suffer from Literal Sclerosis
• Is it exactly true?
• Keep it simple
• Be evocative, tap emotions
“The Best Part of Waking Up”
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
Audience & Message - Case Study
• Goal: Reduce Littering
• Audience: 15-24 year old men
“Let’s Keep Texas Beautiful and Save Tax
Dollars!”
“Don’t Mess With Texas.”
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