Lately we’ve been talking a lot about targeting niche audiences through all marketing disciplines. Our Media Director Sherie has written about the effectiveness of targeting audiences within varying geographic niches while VP, Creative Todd drilled down even further to talk about targeting within a niche of people who ride around in a certain type of car. On the relationship marketing side of things, our President has even spoken out in the American Cities Business Journals about using bloggers to reach customers who have specific niche areas of interest. It wasn’t so long ago that marketing was tasked with reaching the most people at the same time through one medium. But the intricacies of the Internet and insights that come with running and measuring thoughtful digital advertising campaigns and social marketing programs have narrowed our focus towards speaking to a handful of the right people in an environment and at a time that is right for them.
At the end of last year, we were given the opportunity to give this philosophy a new and different application – by looking at the members of the media we build relationships with on behalf of our clients as niche audiences we were pursuing in different regions. It all began with a Brit.
“It’s been a running joke in European PR circles for years: U.S. marketers think of ‘Europe’ as a single, homogenous entity. Of course, that’s nonsense. But, if you asked European marketers how PR practice – especially influencer relations – differs between U.S. regions, it would be a short conversation.”
~Richard Fogg, managing director, CCgroup
What Richard’s talking about up there is a little bit of the pot meeting the kettle. Richard is the managing director at CCgroup, a London-based PR firm that decided to find friends across the pond and conduct research to build a resource that would help international marketers understand the idiosyncrasies of running PR campaigns across multiple U.S. regions. M/C/C was honored to represent the West South Central region, joining nine other agencies representing the state of media relations activities in their own respective regions. After collecting input and evaluating their survey results, the CCgroup put together a website that paints an interesting picture of the U.S. media landscape; and we think domestic marketers would benefit from checking out its findings, too. Three areas of interest stood out to the researchers and participants.