Your brand resonates with one group but not another. How do you bridge the gap within your target audience?

Ask yourself this- why are you even selling to a group that doesn't naturally resonate with your brand message? Are you taking a greedy stretch to increase sales, without calculating the impact on your brand? Or, have you somehow created a product that caters to different needs for different groups? Or worse, are you taking a greedy stretch but you are so blinded by the thrill of quick benefits that it seems like your product actually resonates with unrelated target audience groups? Think about it. You could save yourself a lot of time, energy, & money.

Flipkart realized early on that urban customers resonated more with their platform compared to rural users. To address this, they conducted detailed audience research, identifying different shopping behaviors, internet accessibility issues, and expectations between these two segments. With this insight, they developed Flipkart Lite, an app catering to low-bandwidth users, showing how in-depth audience insights can bridge a significant gap in market penetration. Research by McKinsey shows that 65% of companies that invest in audience insights see a positive impact on market share.

Are they your target audience - primary, secondary ? If so then you need to dig in to the details and see if you are hitting their needs, their perspective, their persona. Review your personas but also contact databases - maybe right message but wrong person at the company in B2B scenarios. If they are not then that’s ok as it’s not the right audience. Overall though the brand needs to have positive outlook from general audience so you may need adjust the brand position at uber level and then drill in pillars to target personas. If it’s mass consumer - then go on listening tour, interviews, talk to your fans and detractors. As well your own employees are sources of what’s going on - go through your internal listening too.

If you're not hearing echoes, it's likely because your brand messaging is entirely lopsided, You may be focusing on what your organization wants, rather than what your intended audience needs. Talking to yourself may satisfy your own or your Board's desire to be heard, but it diminishes credibility and depresses engagement with other audiences. Once you've aligned your core concepts with issues that key audiences also value, then review your channels, language and visuals to ensure they align.

Begin by identifying the shared values that resonate across both audience segments. Tailor your messaging to address their specific needs, ensuring it remains authentic and relevant. Active listening helps uncover where the disconnect lies, allowing you to adapt your approach to better engage the less connected group. This inclusive strategy ensures your brand appeals to all, without losing its core appeal. #MarketingStrategy #Branding #AudienceEngagement #CustomerExperience #BrandAwareness #Inclusivity #BusinessGrowth #TargetAudience #BrandIdentity #CustomerSatisfaction danportik.com

Stay true to what brought you success! Not everything or everyone is going to like the same thing. Staying committed to your brand and what defines you is imperative to your audiences. Example…as an all natural chef, I do eat fast food. The fast food chains do not need to spend one dime on trying to get me into their restaurants because I choose to eat a different way. But they do have an audience that makes them very successful. You cannot please everyone. Even Jesus couldn’t do that and He was perfect! Stay true to your gifts and you will succeed!🌈✝️

First things first. You cannot be everything to everyone, nor can your brand. So, start with the basics. Who is your target? What do they love? What do they not know that they need to know? And how does your brand solve their problems or bring them joy? That's just a glimpse of many, many things to uncover as you launch your products to many diverse groups. Both qualitative and quantitative approaches work. And AI adds an entirely new and speedy dimension. However, the biggest key, is having an intuitive and empathetic leader to really listen to these insights. Then you're golden.

If you have a group of people who get you and your product, the best thing to do is grow that group as large as you can. Don't get distracted by a bunch of folks who are not eager to support you. It is different if you have no groups, but if you have one, my "rule of thumb" is never to start with a new group until you have 50-60% penetration of the group that is begging to give you money.

To bridge the gap within a target audience, it’s essential to first understand each group's distinct needs and preferences through research and feedback. Tailor your messaging and product offerings to address these differences while maintaining brand consistency. Use segmented marketing strategies like personalized content or targeted campaigns to resonate with each group. Building authentic connections through diverse platforms and encouraging dialogue will help create a more inclusive brand experience that appeals to both groups without alienating them.

Swiggy, India's leading food delivery service, tailors its messaging to suit diverse audience preferences. While they use trendy, witty copy to engage urban millennials, they also run campaigns highlighting local cuisine and delivery convenience for small-town customers. By adapting its tone and language without altering its core message, Swiggy creates resonance across diverse demographics. HUL's Surf Excel adopts different narratives for metropolitan areas and smaller cities, focusing on modern parenting in one and traditional family values in the other. According to Accenture, 91% of consumers are more likely to shop with brands that provide personalized offers and recommendations.

Create messaging that speaks directly to the specific needs and values of the less-engaged group. Use language, tone, and content that align with their preferences while staying true to your brand identity. Emphasize different aspects of your product or service that appeal to each group. For example, one segment might value sustainability, while another prioritizes innovation or convenience.

How to unify your brand message 1. Employ email marketing to segment your audience 2. Use an A/B testing strategy to know what marketing strategy works for your type of audience. The different types of audiences include hot, cold, and warm. The hot audience needs the solution now and is willing to pay. Mainly, this audience could be referrals from existing clients or existing clients The cold audience needs nurturing and education to help them understand their problem. The warm audience is aware of their problem and needs a trusted brand that could solve it. This audience becomes hot when you deliver on your promise. After you identify your type of audience you can connect your audience to unique messages that meet their needs

It's important to remember that different audience segments respond best to different messages that resonate with their core beliefs and values. Boomers nearing retirement and Gen Zers entering the workplace are likely to have vastly different priorities. Even if you'd like to sell these two demographics the same product, you would have to tailor your messaging to appeal to their distinct situations.

Tailored messaging is crucial for connecting with different audience segments. By addressing their specific concerns and aspirations, you show that you understand and value them, fostering a stronger connection with your brand. Remember to adapt your tone, language, and delivery channels to align with each group's preferences.

creating different marketing materials, ads, or content that speak directly to the various groups within your target audience. you can create a flyer/ Graphic post/ or video showing all your interests groups with customized message! This would help reaching to all interest groups with a message that resonates your brand!

My products, messages and networking pitches are tailored to specific targets. Whether it's corporate, family, special needs, or veterans, there's a story that speaks to the needs of that particular audience. However, they all stay true to my brand.

Tailor your messaging based on your brand’s central theme. Additionally, reassess how you’ve defined your target audience. Your brand’s segmentation shouldn’t be constrained by overly narrow criteria. While demographics can aid in targeting, relying too heavily on them can result in fragmented and less impactful audience segments. The lack of resonance might stem from defining your target segments too narrowly. Customize your messaging for a clearly defined group, but ensure it’s broad enough to resonate with a wider audience.

Segundo Kotler, após identificar as características únicas de cada segmento de público, é essencial adaptar a mensagem para atender às suas preocupações e aspirações específicas. Isso não implica criar mensagens de marca completamente distintas, mas ajustar o tom, a linguagem e os canais de comunicação para se alinhar melhor às preferências de cada grupo. Essa estratégia demonstra compreensão e valorização de todos os segmentos do público, fortalecendo a conexão com a marca.

Tailoring your messaging to the unique aspects of each audience segment is crucial for building stronger connections. It’s not about reinventing your brand message but fine-tuning the tone, language, and delivery channels to resonate with different groups. This personalized approach demonstrates that you truly understand and value your audience's diverse needs and aspirations, deepening their connection with your brand. You can foster loyalty and engagement across all segments by aligning your communication with their preferences.

To bridge the gap within your target audience, go beyond the usual strategies: 1. Co-Create with Your Audience: Engage different segments in brand development through workshops or online forums to create relevance and connection. 2. Embrace Cultural Nuances: Tailor experiences, not just messaging, to align with the cultural values of underserved groups. 3. Create Immersive Experiences: Use AR, virtual events, or experiential marketing to engage different groups uniquely. 4. Empower Brand Ambassadors: Leverage ambassadors from within underserved groups to build trust. 5. Unexpected Partnerships: Collaborate with brands or influencers who connect with the underserved group. These strategies can help engage your entire audience effectively.

Tata CliQ, an Indian e-commerce platform, ensures that their brand experience remains consistent across digital and offline channels. Whether through personalized app notifications or customer service at physical stores, the brand maintains its core values of trust, authenticity, and convenience. Despite tailoring experiences for different customer groups, the brand's commitment to quality is consistent, fostering brand loyalty across segments. Gartner reveals that 89% of companies compete primarily on customer experience, making consistency a critical factor in brand success.

Consistency in your brand experience is crucial for building recognition and trust. Ensure that all touchpoints reflect your core brand values and promise, even as you adapt your messaging. A consistent brand experience doesn't mean a uniform one; it means that each variation of your message still feels like it comes from the same source, with the same commitment to quality and service.

Consistency in brand experience is essential for building recognition and trust. Every touchpoint should reflect your core brand values and promise, ensuring that it remains true to the brand's essence even as you adapt your messaging. Consistency doesn’t mean everything has to be uniform, but rather that each variation of your message should feel authentic and aligned with the same commitment to quality and service. This approach strengthens your brand’s identity and fosters a deeper trust and loyalty among your audience.

Brand experience across all platforms has been critical, and keeping it consistent means: Having the same protocol for customer service so that service is uniformly superlative. Regular training of staff in key brand values and how to apply them in customer interactions. A quarterly audit to ensure all customer touchpoints adhere to our brand standards.

Consistency in your brand experience is essential. It's vital that all touchpoints consistently reflect your core brand values and promises, even when adapting your messaging. This approach reinforces brand recognition and builds trust with your audience. A consistent brand experience doesn't imply uniformity; rather, each variation of your message should still resonate as coming from the same source, maintaining a steadfast commitment to quality and service.

Engage and Listen is the best option for bridging the gap within your target audience. By actively engaging with both segments of your audience and listening to their feedback, you gain direct insights into their needs, preferences, and pain points. This approach fosters trust and allows you to tailor your messaging and experiences more effectively, ensuring that your brand resonates with both groups. It also helps you adapt in real-time, making necessary adjustments to unify your audience and build stronger connections across the board.

Execute experiential marketing with the group that is not resonating with your brand along with 360 degree engagement using both online and offline media

Si hablamos de marca, hablamos de "Involucrar y escuchar". Implementa una estrategia de segmentación para personalizar mensajes y crear contenido diversificado. Utiliza embajadores de marca en eventos inclusivos para fomentar la interacción y procesos de co-creación, desarrollando una narrativa inclusiva. Analiza detalladamente los puntos de contacto y ajusta tu estrategia basándote en métricas específicas por segmento. Mantén un diálogo constante mediante encuestas, redes sociales y comunicación directa, demostrando tu compromiso con las necesidades de toda tu audiencia. Estas acciones integrales ayudarán a crear conexiones más fuertes y uniformes con todos los segmentos, fortaleciendo la posición de tu marca en el rubro en el que estés.

Effective engagement means creating a dialogue with your audience. By listening and making adjustments based on their input, you can fine-tune your strategy for better results.

Inviting multiple customers to a “town hall” can be a good way to get conversation flowing. Customers will get inspired/more comfortable by being around others in their shoes.

By actively encouraging interaction from all segments of your audience through social media, surveys, and direct communication, you open the door to valuable feedback and insights. Listening to this feedback and being willing to adjust your approach shows that you’re responsive and genuinely committed to meeting your audience’s needs. This ongoing dialogue strengthens your relationship with your audience and helps you continuously refine your strategy for better results

Proactive engagement has really paid off in gaining insight into audience discrepancies. My approach includes: Hosting virtual town halls to collect first-hand feedback and build community. Using tools like NPS to quantify customer satisfaction and loyalty. Using feedback to drive change, demonstrating to the audience that their opinion actually makes a difference.

Engagement thrives on mutual interaction. Encourage participation from all audience segments via social media, surveys, and direct communication. Actively listen to their feedback and be ready to tweak your approach accordingly. This continuous dialogue not only refines your strategy but also shows your responsiveness and dedication to addressing your audience's needs, fostering a deeper connection and trust.

Se uma parte do seu público não está se conectando com sua marca, pode ser hora de ajustar a mensagem. Tente entender o que esse grupo específico realmente valoriza e fale diretamente com essas necessidades. Pequenos ajustes na forma como você se comunica podem fazer uma grande diferença em como eles percebem sua marca.

Nike didn’t start by selling to everyone—neither should you. Who is your customer avatar? When Nike first started, it was runners. Your customer avatar is the key to focused growth. When your brand resonates with one group but not another, it’s time to evaluate and adapt. Start by defining your customer avatar. Who is most likely to purchase? Focus on them first. One of the fastest ways to gain insight on your customer is to paid acquisition. Evaluate what works and adapt your strategy accordingly. Remember, your avatar isn’t everyone—it’s the group that drives the majority of your results. Start there, adapt, and grow intentionally.

Adaptability has always been crucial. My approach includes: Setting clear metrics for success and reviewing campaign performance at regular intervals. Willingness to pivot strategies quickly based on feedback or the performance of KPIs. Staying on top of the latest industry trends is paramount in allowing our approaches to remain fresh and relevant.

The journey doesn't end with implementing changes. Continuously assess the impact of your efforts through key performance indicators (KPIs) such as engagement rates, conversion rates, and customer satisfaction scores. Stay agile by adjusting your strategy based on what's effective and what's not. This flexibility is crucial for maintaining relevance and resonance with your ever-evolving audience, ensuring sustained success.

Na minha experiência, se um segmento do seu público não está respondendo como esperado, é crucial revisar sua mensagem. Compreenda o que esse grupo valoriza e ajuste sua comunicação para alinhar-se com essas expectativas. Pequenos ajustes na forma como você se comunica podem ter um impacto profundo na percepção da sua marca.

Success requires ongoing assessment. By closely monitoring KPIs and being open to adjustments, you can keep your brand strategy sharp and responsive to evolving audience needs.

Just be careful and provide some guidelines - influencers will never care about your brand as much as their own. They can still be powerful partners but don’t put all your hope into them.

This has been an absolute game-changer for us, so long as it's done thoughtfully. That often means: Picking influencers for reasons beyond sheer reach, instead selecting them for alignment with our brand's values. Co-creating content to ensure authenticity and engagement. Assessing the effectiveness of influencer ROI through data to continuously improve our influencer strategy.

Social proof paves the way for a relationship with the consumer. Remember they arent dumb. They are going to see/smell fabricated social proof at quite a distance and any hope you had at connecting to start to court them as a customer is at a big disadvantage. Real measurable social proof and influence comes from working with influencers that believe in what you do and are there with you first and foremost to be a part of the brand story. I've seen far greater cost to benefit ratio with an aggregate micro and mid-level influencer "family" than bigger names (with bigger ask). Real people value what real people say.

To maximize brand impact, partner with influencers who appeal to both segments of your target audience. Their authentic connection with followers can create a stronger, more unified brand presence.