Which Audience Do You Have?
I’ve been a fan of Matt Lehrman’s “Four Types of Audiences” construct for several years now. What he’s outlined in this excellent article is the essence of CRM.
He talks about focusing your engagement effort with your audience based on their interaction with your organization. He’s offering four “buckets” that your patrons fall into based on the depth, quality, and timing of their involvement.
The bottom line is that treating all audience members in the same way robs you of all the potential that targeting affords. If you want a quick dose of inspired segmentation thinking to inspire your spring 2016 audience development marketing plans, this article will deliver!