One of life’s wonders is the snowflake. According to research, even though two snowflakes may form in the same cloud, their individual journeys to the ground affect their shape and size, giving each snowflake its own unique identity. You may never find an identical pair of snowflakes, but they can be grouped by similarities in their patterns.

The same holds true in marketing in regards to mapping out your target audiences. No two audiences are exactly like which is why one of the biggest mistakes is to send the very same message to every person. The fact is, the age of mass marketing is long gone. We now live in a world where the customer has much more control of the buying process. It goes without saying that a goal for every marketing campaign should include delivering an exceptional customer experience. Customers always have the final say and that includes how they share that experience with peers.

Modern marketing stresses the importance of creating a series of personalized messages to each prospect in order to keep him/her engaged throughout the buying process or what we call the Customer Journey.

In order to create these personalized messages the first step is to break your target audience into segmented audience groups based on their specific wants and needs. Once you identify these individual groups you can craft and deliver messages that have a much higher chance of resonating with your prospects -- something to keep in mind when we get our next snowfall this winter.

As always the overall objective with every marketing campaign is to send the right message to the right audience at the right time.

If this message has sparked an interest or if you have a new opportunity that you want to share with potential customers we invite you to contact anyone of our Storytellers at a+h.