The old saying “When you try to be something to everyone you end up being nothing to no one” is very true when it comes to marketing your company. You go into the marketplace with a specific audience in mind, you create a product that’s desired or needed by this audience and then you try and sell the product to everyone, sporadically changing the style of communication, the message and the medium. All this does is create confusion, and makes every audience, including your target, unsure about what your company stands for, what you can provide them and whether you are the right company for their particular needs or whether you are too preoccupied trying to attract different audiences.
If you look at your key audience and analytically decide what is the best way to reach them, and with which message, then this should be consistently utilised at all times in order to ensure your company is seen on the merits it can bring to the table, as well as coordinating the marketing budget in the most cost effective manner as possible. When you bring your product to market, and when you decide on what budget is required for marketing, it’s extremely important you decide on your brand message and which mediums to articulate this message through and then consistently remain with these decisions.