Franziska: Hi and welcome back! So last week, I ran a Blast-Off tour around Australia where I ran these workshops in different cities around Australia.

The one question that businesses kept asking me over and over again was, “what do I do with my marketing if I have more than one market?” So what do I do if there‘s more than one market? If I want to target, for example, the HR person in the corporate organization but I also want to small business owners.

Let me actually tell you what not to do. The one thing that you don‘t want to do is if you have more than one market, you don‘t want to just have one marketing campaign. You don‘t want to just have one message or one marketing channel. What you need to do is segment your markets out and be very specific who those markets are and find out everything about these markets. So you might have one or two or three or even four different market segments and then understand that market segment in super detail.

There are two things that you need to do. First of all, understand the demographics. So demographically, who are they? Are they women, men, married, single, do they have families? Where do they live? What are their hobbies? What do they read? Where do they hangout? What associations do they belong to? That‘s demographics. That‘s sort of what most of your competitors will probably do also.

Where it gets interesting is the second part of understanding your market. That is their emotional triggers. So what you want to do is really understand what triggers them to take action. The two questions that you can ask yourself is what are their desires. So what do they really, really want and what are their frustrations? What are they frustrated about? Once you understand their emotional triggers, your marketing messaging just becomes so much more attractive. The campaigns that you will run will become more exciting for them. And that‘s what marketing is all about. Marketing is about being amazing, attractive, engaging. It‘s not about being boring or trying to convince someone.

So I thought this could be really useful for you to know if you run a business and you have been a bit confused about how to approach different audiences, this is how you do it.

Of course, if you know another business owner who needs to hear this message, please send them this video and share it with them if you want to. Because for us here at Basic Bananas, it‘s all about creating ripple effects. We‘re all about creating ripples of brilliance. The more people we can help, the happier we get here. So thanks again and thank you so much for watching. I‘ll see you next time.