Speaking to a new and different audience…
March 30th, 2006 | Marilou BarsamBringing a message to a new market is a common challenge amongst many companies.
Recently, a network access management company switched their main marketing messaging from networking decision makers to security decision makers. This company has been very successful in the past advertising to our network audience. They wanted to leverage this success and reach out to the Security Audience.
To get their voice heard above the clutter, we created a single web page listing all their relevant security white paper and Webcast content. We also sent out a large amount of emails and ran banners to gain market presence for them in the Security space. In addition, we highlighted their content assets (linking to their single web page) on the home pages of SearchSecurity.com. Our media plan was to reach as broad yet targeted an audience as possible.
Marilou’s Educated Guess
Karen,
I agree with your tactics for how to quickly and notably get the attention of the security audience for your client. It's also important to consider what the messages to this new audience should focus on. They should build instant credibility with the new audience.
The client can do this by bringing over examples of their success in their "anchor" market and highlighting how those same success factors relate to the "new" market. A case study illustrating their ability to cross-over markets would be perfect.
This is especially critical in the security online space that is riddled with an overabundance of security providers all claiming what they can do better than their competition.
The world of online marketing is an exciting, and dynamic one, but on the other hand, it is unforgiving of advertisers with messages that don’t stand out -- especially to new audiences that don’t know them from Adam.
In the world of online, if an IT vendor can creatively and quickly explain who they are, what they know (expertise) and why it matters (benefit), any existing or new IT buyer will listen to them.
Anyway, that’s my educated guess…
