Your communications mean nothing if the message doesn’t reach or resonate with your target audience.
The first part of the equation is about reach. The COVID-19 pandemic has forced consumers to change habits. People spend more time working remotely, events have all-but disappeared, and layoffs and economic shifts are changing consumers' daily routines … all things that marketers depended upon in our planning efforts. We need to re-learn where our audience is and how they spend their time in order to better target them.
But even if we’ve found them, we still need to motivate them. According to a 2019 study from Havas Group, 77% of consumers buy brands who share their values. Consumers have new stressors and priorities on their minds today, and what they valued yesterday may be different in today’s world.
Successful executives know the key - it’s doing the research and taking the time to truly understand their audience: who they are, what they care about and how to reach them. Kane surveyed communications professionals at PRSA's international conference in 2019 and results showed that only 39% had defined and fully understood what motivated their audience.
Our panel of experts will discuss strategies that brands use to ensure they do not lose touch with their audience. We’ll talk about social listening tools, research methods and discuss examples of things companies are doing today to build inspiring, lasting relationships with their customers.
We are proud to present this webinar in partnership with The Society for Marketing Professional Services Wisconsin chapter (SMPS Wisconsin). The vision of SMPS is business transformed through marketing leadership. They seek to achieve that vision by advocating for, educating and connecting leaders in the building industry.
Moderator - Kimberly Kane, President & CEO, Kane Communications Group
Todd Nilson, Senior Digital Strategy Advisor, Kane Communications Group
Other speakers TBA