Audience, Message and "Pure Michigan"

The audience and message for the "Pure Michigan" campaign is as broad and vast as the state itself.  The tourism campaign is a "come one come all" invitation for visitors to enjoy the state and spend money.  But the campaign is anything but random.  With over ten television commercials and nearly 60 different radio ads, the campaign is highly segmented.  Some commercials address cultural attractions, other showcase beaches, family vacations, fishing and autumn colors.  Each message is designed to tell a receptive audience why a Michigan vacation is right for them.  When considering the complexity of the Michigan campaign it makes marketing one's businesses almost seem simple.

Let's start with a definition.  A target audience for a business, in essence means current and potential customers.  Your target audience is the focus of your marketing in order to sell your products or services.  Generally they already have an interest in what you have to offer.  A target audience can be subdivided by interests, income or demographics. 

Your current customers are tremendous information resource.  By talking with and surveying them a business owner can learn what need is being filled, what solution is being provided by your business.  Why do they do business with you?  What do they like and not like?  Based on your business there may be other key questions your current customers can answer.  When you are trying to attract birds of a feather, it's good to know why the birds you have are showing up in the first place.  Using that information in marketing means you are addressing the needs of potential as well as current customers.  Tell the audience you are the answer or solution to their need.  When you have a campaign in place, be sure to inform your employees so they can reinforce the message.

When one observes the "Pure Michigan" television or radio ads, it stands out that the pacing is gentle, but the message is informative.  This model is helpful in understanding that less is truly more in marketing.  If a message is crammed with information, the audience misses a great deal.  It seems that people today function with their minds running in several directions at the same time.  A simple marketing message is easier to understand and remember.  And of course, one of the purposes of marketing is to be remembered.

The next post will cover some of the marketing tools available exclusively to Adrian Area Chamber members.