What you want to talk about isn’t always what your audience wants to hear.  Simple concept, but are we as marketers truly listening to what resonates with our audience?

At the January AMA Wichita luncheon sponsored by Koch Industries, Rob Carlton and Kaylan Gisi presented what approach they have taken at Koch Ind. to achieve this exact goal.

To earn their audience’s attention, the team developed their own in-house newsroom which took on a beat reporter mentality.   Understanding what their target audience was already talking about allowed them to create focused content.  Once the big picture was created, multiple pieces of micro-content were developed to further hone their messaging to various niche markets.  The result was increased engagement and a shift in public perception.

Their final word of advice, experiment!  The team acknowledged what worked and what didn’t.  It’s what makes a professional a Professional.

Categories: Luncheon Recap

Related Posts

Luncheon Recap

Recap: Allegiant Air

Dig into the analytics 14 million passengers flew with Allegiant Airlines in 2018. How do you communicate your brand to such a diverse audience? According to Kimberly Schaefer, Director of Public Relations for Allegiant, you Read more...

Luncheon Recap

Recap: “Image Counts: What Top Brands Understand About Great Design”

According to Bill Gardner, of Gardner Design, you get one chance to make a first impression and if you’re a brand, you better get it right. At AMA Wichita’s luncheon, Gardner’s speech “Image Counts: What Read more...

Luncheon Recap

Nonprofit Marketing Relies on National Organization and Sponsorships

Susan G. Komen Race for the Cure isn’t the only race in town anymore, said Kirsten Bruce, executive director of Komen Kansas, the Kansas affiliate of the national organization. Along with smaller budgets and the Read more...