Marketing communications should include your message to target your audience
Except when it isn’t.
And you miss the mark.
I sat in a beauty clinic for two hours today.
My mate was having a pedicure.
The therapist did a weird thing to her with hot towels, paraffin and oil and soon our conversation quietened, she fell asleep and I was left with a coffee – and a copy of Grazia.
So, I did what any copywriter worth her highly fragranced salt, set against a background of plinky whale music would do.
And I listened.
And that’s how I know that Jane from Whitley Bay’s bikini line is still intact.
Because the salon’s booking system went a bit weird this week.
And it failed to give people a confirmation – and a reservation – when they booked.
And so the salon did what most modern businesses do these days.
They wrote a post on their Facebook business page, explaining the problem and asking people to book again.
Jane isn’t on Facebook.
So she didn’t see the message.
And didn’t know that her reservation to be plucked like a chicken hadn’t been made.
Which is okay, in a way, because the North East is chilly.
Even in late summer.
It missed the mark.
And Jane had to go home and try again next week.
Because to talk to your people.
To reach your tribe.
You need to know where they hang out.
So that when you need to talk to them.
You know where to look.
And when you have things to promote.
You know you’re not hiding your light under a bush(el).