I have always loved Robin Hood. It’s easy to point to the 1938 classic with Errol Flynn or point away from the 1991 Kevin Costner version. But my favorite is a lesser-known British television series from the 1980s, Robin of Sherwood. Pre-Dynasty Michael Praed expertly yielded both sword and bow, fighting for the underdog, while making the ladies of Sherwood swoon.
In classic lore, Robin demonstrates his prowess with a bow and arrow in a competition, splitting the arrow that had already hit the bullseye, and winning the purse. Robin was an amazing marksman, but a lousy marketer.
Too often marketing plans have a narrow definition of target audience, using “audience” as a synonym for “client” or “customer.” It’s critical to think holistically and strategically. Take a few steps back from that target. The rings leading into the bullseye represent all the other people who can affect your company or organization.
So, who lives in those rings? Let’s start with your employees. That’s Little John. They are your front line in every sense of the word. They are always by your side, but do they embody your brand attributes? Do they provide the level of customer service your clients need and expect? Do they know the company’s goals and how they play a critical role in driving success? Internal communications are not merely a nice-to-have, feel good function; it’s key to your culture and growth.
Friar Tuck often counted the “rescued” coins that “fell off” the wagons, so next up are your funding sources. If you are a non-profit organization, you may rely on grants from public and private institutions. How you tell your story under the confines of specific instructions can make or break your application. Individual donors keep the lights on in some organizations. It’s not enough to only reach out when you want money. Community support needs are increasing, not decreasing. Why should that donor continue giving to you instead of the non-profit around the corner?
What of Lady Marion, you ask? Well, she is the #1 influencer of the forest, don’t you know. Unlike the Merry Men who didn’t have anywhere else to go, Marion chose to live by Robin’s side. Unless you are a brand with millions to spend on big names on social media, you need to think a little differently about who your influencers are. Seek out your Marion. She is the one who sings your praises to anyone within earshot. Marion is a grand multi-tasker, so she is probably already wearing another hat, like past customer or employee.
Take heed Ye Olde Locksmiths of the land, there are other types of influencers you should keep close. Potential business customers may very well already have associations with your local bankers, accountants, and lawyers. Make sure these sources understand what you do, and, like wandering minstrel Alan A Dale, can weave your story into an epic tale for the ages.
Then there’s Will Scarlet or Will Scatlock, in my beloved version. He’s a bit of a rogue, and well, criminal to be blunt. He’s the wily one you always need to keep an eye on, much like your (albeit honest) competition. Smart businesspeople always know what their Scatlock is up to and vice versa. The thing about Will is, there are times where he can be an ally. When two voices are stronger than one in telling a story or enacting change, don’t discount the power of a united front.
Now that you have identified your own merry band of diverse audiences, it’s time to strategically identify the best ways to reach them. This is where Robin’s narrow focus can win the day. Pinpoint where your audiences live, work, and play, in reality and online. Look at demographics and trends. If you don’t know, don’t guess. Decisions need to be based on research and data not dubious Magic Eight Balls, like the ones Richard the Lionheart brought back from his captivity in France.
With data in hand, you’re ready to take your finely crafted messages and trumpet them in the stands of the next archery tournament, tack them to the tree under the royal decree, and everywhere in between.
Contact CMO for Hire when you need help translating Middle Ages Marketing to Industry 4.0. Happy targeting.
