How can music explain targeted marketing?

Targeting or understanding differences in your audience can help your FI in many ways. It helps you keep up with their ever changing life cycles, life stages, needs, socioeconomics, spending habits of your customers and so on. That, in turn, gives you insight into how to communicate, build relationships, aid in retention, meet their expectations and yes even how to market to them.

If you were a musician (and I’m a keyboard player and composer), you tailor your music and performance to your audience. You even pay attention to the order of the songs in a show, for the best response, which is known as the elusive “Set List”. That can even change based on audience reactions throughout the performance.

The best way to demonstrate this theory is as follows. Some people listen to country music, some to classical, some R & B, Blues, Rock, you name it…but you get the picture. It’s a diverse world. So as an entertainer, I always try to play the style they like. Hence, I’m targeting via their musical tastes. And if I didn’t, they won’t enjoy the show or come back again. That’s when my audience retention would go down and they would look for other talent. There you have it…proof of the importance and potency of targeting your message, services and of course your music.

Keeping this in mind, you can now focus on how to make messages relevant to your diverse base of account holders and to follow their changes over time. It also enlightens you on how to make your follow-up and touch points more relevant. Listen to your customer and utilize that information in your message, communications and delivery. Also, keep an eye on reactions to your message as your customer changes.

I actually do speaking engagements called “Keynote Concerts” for the Financial Industry making this point via my piano playing. So, you might want to consider that for your next conference. It can apply to management, customer service, selling and more. It’s not your typical session…Just saying! Contact me at desi@deeptarget.com for more info.

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