Observations on how to effectively reach your end-customer through a multi-audience communications strategy. Your feedback is appreciated.... thanks!

1. WHAT IS MULTI-AUDIENCE
COMMUNICATION ANYWAY?
WWW.ADVENTUREHOUSEGROUP.COM FOLLOW US ON TWITTER:
/ADVENTUREHOUSE

2. A LONG TIME AGO
IN A WORLD FAR, FAR AWAY,

3. A LONG TIME AGO
IN A WORLD FAR, FAR AWAY,
CORPORATE COMMUNICATIONS
USED TO BE SO SIMPLE.

4. YOU SOLD A PRODUCT

5. OR A SERVICE

6. TO ONE TARGET AUDIENCE

7. WITH A CLEAR END-BENEFIT

8. BUT
TODAY...

9. penetrate
new market
YOU SELL by 2010
CUSTOMIZED increase
SOLUTIONS usage by
TAILORED TO 3.5%
UNIQUE NEEDS
increase
ROI by 7%

10. BUT DELIVERING THESE SOLUTIONS
ISN’T SO EASY!

11. THERE ARE
MANY MORE
LAYERS
TO PENETRATE
BEFORE
REACHING...

12. THE END-USER.

13. WHAT DO YOU DO?

14. DEVELOP A MULTI-AUDIENCE
COMMUNICATIONS STRATEGY

15. WHAT’S THAT?

16. IT’S A PRE-PACKAGED COMBO PLATTER OF...
B2B B2B2B B2B2C
COMMUNICATIONS COMMUNICATIONS COMMUNICATIONS
CUSTOMIZABLE
KNOWLEDGE TEMPLATES
TOOLS
LAUNCH
TIMELINE

17. HOW DOES IT WORK?

18. FIRST. DO A DEEP DIVE INTO
THE NEEDS OF YOUR END-USER.
(profile, objectives)

19. SECOND. IDENTIFY
THEIR PAIN POINTS.
(what keeps ‘em up at night)

20. THIRD.
CONNECT YOUR
PRODUCT VALUE
TO END-USER
NEEDS
(how it alleviates the pain)

21. FOURTH.
PLAN THE ROUTE THAT THE
INFORMATION WILL NEED TO
TRAVEL TO REACH...

22. THE END-USER.

23. AND LAST. MAKE IT E
EASY TO IMPLEMENT.
(provide the means and the tools)
S

24. I STILL DON’T GET IT.

25. OK. HERE’S AN EXAMPLE...

26. YOU HAVE A PRODUCT

27. YOU NEED TO COMMUNICATE THE
PRODUCT BENEFITS TO THE END-USER
END-USER

28. BUT YOU FIRST MUST SELL THE PRODUCT
TO THE DECISION-MAKER OF COMPANY 1
COMPANY 1
END-USER

29. COMPANY 1 NEEDS TO DEMONSTRATE
PRODUCT VALUE TO THEIR CUSTOMER:
COMPANY 2
COMPANY 1 COMPANY 2
END-USER

30. COMPANY 2 BUYS INTO SOLUTION
BUT NEEDS THE TOOLS TO SPEAK
EFFECTIVELY TO THEIR END-USER
COMPANY 1 COMPANY 2 COMPANY 2
END-USER

31. MOVING HER TO ACTION.

32. MULTI-AUDIENCE COMMUNICATION
CONNECTS THE B’s & C’s
B2B2C
B2B2B
B2B
YOU COMPANY 1: MANAGEMENT COMPANY 2: MANAGEMENT COMPANY 2: MARKETING COMPANY 2: END-USER

33. PROVIDING EACH AUDIENCE WITH THE
RIGHT INFORMATION AND TOOLS
B2B TOOLS:
• Solution-based sales materials
• Thought leadership
• Case studies, research
• Product materials
YOU COMPANY 1: MANAGEMENT COMPANY 2: MANAGEMENT COMPANY 2: MARKETING COMPANY 2: END-USER

34. PROVIDING EACH AUDIENCE WITH THE
RIGHT INFORMATION AND TOOLS
B2B TOOLS: B2B2B TOOLS:
• Solution-based sales materials • Solution-based sales materials
• Thought leadership B2B2B materials
• Product
• Case studies, research • Communications program, templates, guide
• Product materials • Implementation timeline
YOU COMPANY 1: MANAGEMENT COMPANY 2: MANAGEMENT COMPANY 2: MARKETING COMPANY 2: END-USER

35. PROVIDING EACH AUDIENCE WITH THE
RIGHT INFORMATION AND TOOLS
B2B TOOLS: B2B2B TOOLS: B2B2C TOOLS:
• Solution-based sales materials • Solution-based sales materials Ongoing end-user
• Thought leadership B2B2B materials
• Product communication to
• Case studies, research • Communications program, templates, guide promote product value
• Product materials • Implementation timeline and benefits
YOU COMPANY 1: MANAGEMENT COMPANY 2: MANAGEMENT COMPANY 2: MARKETING COMPANY 2: END-USER

36. IN A STREAMLINED DELIVERY MECHANISM

37. MAKING COMPLEX
COMMUNICATIONS
SIMPLE ONCE AGAIN.

39. WANT TO LEARN MORE?
CONTACT WEB TWITTER
Alexander Acker www.adventurehousegroup.com /adventurehouse
212-243-6867 x212
aa@adventurehousegroup.com