asae09 annual mtg b monterio slides v2 31 jul09
DESCRIPTION
My portion of the Communication Section Council Learning Lab on 16Aug09 at ASAE09 Annual MeetingTRANSCRIPT
www.asaecenter.orgConnecting Great Ideas and Great People
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Creating Clear and Compelling Messages:
Ready, Aim, Fire!Target Your Audiences Effectively
Sunday, August 16, 2009 3:15 pm – 4:30 pm
Brad MonterioVice Chair, Communication Section Council
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Dwight D. Eisenhower
“It is far more important to be able to hit the target than it is to haggle over who makes a weapon or who pulls a trigger.”
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PlanAnaly
zeIdenti
fy Goals/Objectives
Deliverables Timeline
Define markets Who wants to
hear about this?
Define audiences
Segment as finely as possible
NOW YOU ARE
READY
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DIFFERENTIATE DECISION MAKERS & INFLUENCERS
Audience:
Decision Maker
Influencer
Influencer Influenc
er
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MAP AUDIENCES
Influencer
Influencer
Audience
Audience
Audience
Association
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INFORMATION SOURCES?
“It is far more important to be able to hit the target than it is to haggle over who makes a weapon or who pulls a trigger.”
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To effectively communicate, we must realize
that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others.
-Anthony Robins, life coach
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DEVELOP MESSAGES – MAP TO AUDIENCES
Influencer
Influencer
Audience
Audience
Audience
Association
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PUT IT ALL TOGETHER – CREATE VALUE
NOW YOU CAN AIM
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FIRE
Pick your weaponPull the trigger
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KEY TAKE AWAYS
TARGET so you can MAP
MAP so you can CONNECT
CONNECT so you can
COMPEL
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Contact Information
Brad MonterioManaging DirectorColcomgroup and CMH Partners [email protected] +1 646 256 5296
SEE YOU NEXT YEAR!Annual Meeting & Expo
August 21 - 24, 2010Los Angeles, CA