Relevance drives marketing success.

Adding relevancy in communications with your advertising and marketing audience has always been important. Sharing product or service benefits that resonate and, in turn, drive interest, whether measured by enquiries, footfall, clicks or sales, is the key to a successful campaign.

When We Are Acuity was briefed to launch a new service to our client’s entire network of retailer employees, with the goal of achieving a 60% uptake in online registrations, we knew our materials had to appeal to individuals with messaging matched to their needs – no easy task when we’re talking to 10,000 people.

Leading the marketing strategy, we identified 17 core job roles across the business where we could focus relevance. While the new service will benefit everyone, its appeal is going to differ in each of those roles; how a manager finds convenience won’t be the same as how an apprentice does.

We also recognised the importance of addressing the varying sizes of retailers. The key benefits for a large, multi-location PLC will likely differ from those for a small independent or family-run store. So, we split the 17 job roles into three further divisions based on retailer size, essentially creating 51 audience types.

Now we had a much easier task identifying what needed to be said. We’re no longer broadcasting in hope; we’re pinpointing reasons for everyone to sign up. And email was the obvious choice for primary communication, especially given the control our client has over their database and how we can use it to drive custom text fields generated and populated through Poppulo*.

And although digital comms makes adding relevancy simpler, we applied the same audience profiling to printed DM to complement the campaign sequence. Recipients will find tailored content in those too, reinforcing the benefits and encouraging sign-ups.

*Other similar email platforms are available – but we’ve always found Poppulo’s interface and ease-of-use second-to-none**

**Poppulo hasn’t paid me to write that.

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