Abels Communication Company

Strategy Implementation Councel

#businessplans

New Customers Are Not Only Target Audience

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An organization succeeds when it reaches the right target audiences with clear, concise messages about its product or service. It also has to know how to build positive brand awareness while solving internal and customer-facing problems.

This achievement starts with a strategic business plan – the road-map for “who to reach, what to say and where to say it.” After all, an effective marketing or communications program without a strategic foundation is the same as not having a flight plan when flying a plane.

However, even with a strategic plan, many business, non-profit or government organizations only focus on potential new customers (a.k.a. donors, revenue-generators etc.). This is 100% wrong!

The following activities are critical in ensuring overall success:

  1. First identify goals, target audiences, messages, timetables and budgets; then implement the tactics.
  2. Communicate with new prospects plus employees, former & current clients, business & community leaders, legislative & regulatory officials, industry groups, key influencers, news media, neighborhood groups, referral partners and more.
  3. Materials must focus on the needs of each target audience and articulate how you specifically help solve a problem.
  4. Crisis response is most effective when an organization plans in advance for things to go wrong. Know how to reach all important stakeholders when it does because your response directly affects your brand.

You may already have a great product or service. In order to grow your organization, be sure to communicate with all key target audiences – not just “new customers”.

Richard Abels                                                                                                

Here’s Why You Should Plan to Springsteen Your Organization

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Business Lessons We Can Learn from

Bruce Springsteen and the E Street Band

 

 

I’ve seen Bruce Springsteen and the E-Street Band perform a lot – more than some folks and less than others – and plan to see him again. Every time, I come away energized, renewed, optimistic and happy!

 

The tickets are expensive. But, after my first concert, I have never questioned whether the performance would be worth the price. Why? Because my past experiences have proven that the “product” is always so damn good. Bruce et. al. takes care of his own (the audience) – every single time.

 

My recent concerts helped me realize organizations can create bonds with their customers, colleagues and employees the same way. How? These three “Bruce-mantras” explain why you should plan to Springsteen your organization.

 

  1. Exceed Expectations

Bruce and the ESB give their all – performing 3+ hours every night. Many bands “only” play 90 minutes (if that). There’s never an opening act and the audience always leaves wanting more. Plus, the music is great! This game plan and execution exceed customer expectations.

 

  1. Be Flexible and Nimble

One of the band’s trademarks is to play requested songs. I’ve seen Bruce pull six or more signs out of the audience and add them right into the playlist. We all have to be equally knowledgeable and fast-on-our-feet to best serve our stakeholders. This also means we have to be exceptionally prepared.

 

  1. It’s All About Your Audience(s)

The band’s mission is to always provide a great entertainment experience. The entire organization is passionate about their craft and cares about its fans. Focusing on our business relationships the same way will increase satisfaction and reduce customer churn.

 

I’m always looking at the tour schedule to plan when I can see them next. Imagine…spending money today and immediately looking to do it again. From a business perspective, being able to build a connection which results in loyalty, retention, referrals, incremental revenue and customer (personal) satisfaction is invaluable.

 

You can Springsteen your organization and build outstanding relationships with customers, colleagues, employees and other important stakeholders – but it takes a dedicated focus, strategic business plan and lots of hard work to communicate clearly and effectively. That’s where AbelsComm comes in!