{"id":454,"date":"2019-11-14T17:24:47","date_gmt":"2019-11-14T22:24:47","guid":{"rendered":"http:\/\/lighthousecg.com\/strategy\/?p=454"},"modified":"2019-11-14T17:25:53","modified_gmt":"2019-11-14T22:25:53","slug":"when-was-the-last-time-you-assessed-your-companys-audience","status":"publish","type":"post","link":"https:\/\/lighthousecg.com\/strategy\/2019\/11\/14\/when-was-the-last-time-you-assessed-your-companys-audience\/","title":{"rendered":"When was the last time you assessed your company\u2019s audience?\u00a0"},"content":{"rendered":"<p>We have recently completed a marketing and branding assessment with one of our association clients.\u00a0 We hired a consultant, collected data, surveyed the membership and conducted focus-groups.\u00a0 We learned a lot, both about our brand but also about what our customers were looking for from the association.\u00a0 And what they didn&#8217;t like.\u00a0 The information we learned and the feedback we received will re-shape the association. It will redefine how the company presents itself and what it delivers.<\/p>\n<p>But our biggest ah-ha lesson was the importance, the critical importance of looking at the company through the lens of the customer.\u00a0 What do they want and how do they want it?\u00a0 Once this is understood, it is easier to expand your market and reach new customers.\u00a0\u00a0Once this is understood, it become easier to grow and connect to new markets and members.\u00a0\u00a0 Here are some tips that we learned that are summarized nicely by our friends at Forbes.<\/p>\n<ol>\n<li>Understand the landscape \u2013 What sparks this new audience\u2019s interest?<\/li>\n<li>Redefine the product- \u201cOne size fits all\u201d does not apply to every audience.<\/li>\n<li>Involve the audience- Get the new audience members to be part of your brand and product<\/li>\n<\/ol>\n<p><a href=\"https:\/\/www.forbes.com\/sites\/serenitygibbons\/2019\/10\/17\/how-to-grow-your-brand-by-thinking-bigger-about-your-audience\/#442f069d5909\">https:\/\/www.forbes.com\/sites\/serenitygibbons\/2019\/10\/17\/how-to-grow-your-brand-by-thinking-bigger-about-your-audience\/#442f069d5909<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We have recently completed a marketing and branding assessment with one of our association clients.\u00a0 We hired a consultant, collected data, surveyed the membership and conducted focus-groups.\u00a0 We learned a [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-454","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/lighthousecg.com\/strategy\/wp-json\/wp\/v2\/posts\/454","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lighthousecg.com\/strategy\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lighthousecg.com\/strategy\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lighthousecg.com\/strategy\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/lighthousecg.com\/strategy\/wp-json\/wp\/v2\/comments?post=454"}],"version-history":[{"count":1,"href":"https:\/\/lighthousecg.com\/strategy\/wp-json\/wp\/v2\/posts\/454\/revisions"}],"predecessor-version":[{"id":455,"href":"https:\/\/lighthousecg.com\/strategy\/wp-json\/wp\/v2\/posts\/454\/revisions\/455"}],"wp:attachment":[{"href":"https:\/\/lighthousecg.com\/strategy\/wp-json\/wp\/v2\/media?parent=454"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lighthousecg.com\/strategy\/wp-json\/wp\/v2\/categories?post=454"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lighthousecg.com\/strategy\/wp-json\/wp\/v2\/tags?post=454"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}