Welcome to Audience of One

What's it like to work with Audience of One?
This page will give you a sense of our guiding beliefs, our approach to client projects and how we're different to most marketing consulting and marketing services companies.

Successful Marketing - If you use our products and services, you will see results. You can expect to gain the following:

When you work with us you’ll tighten up your marketing. You’ll find there’s real value in properly structured marketing . . . You’ll be working to a go-to-market strategy with the right mix of direct mail, lead generation programs, web content, advertising, publicity and other marketing devices. With a clear, step-by-step plan of action, you’ll know exactly what we’re doing, why we’re doing it and what you're paying for it.

Your marketing material will sing with one consistent voice. All our marketing has but one aim: to elicit a response from your target market. To generate moments of contact that present warm leads to your business. In order to usher your prospects along the conversion trajectory, we’ll align your marketing strategy with the needs and methods of your sales process. The result: when they’re ready to buy, you’ll be ready for them.

You’ll effectively be engaging a marketing operations department, a manager and a creative shop, all under the one roof. You’ll have at your disposal a wealth of strategic knowledge and hands-on expertise in gaining market recognition and retaining clients. You’ll have a carefully costed marketing action plan and easy-to-apply creative ideas.

With a single point of contact, you’ll save time and cut stress. At our regular work in progress meetings, you simply tell your account director what you need and we take care of the rest. All your sales collateral, your website and direct mail will speak in a unified language: the voice of your brand.

Your marketing dollars will become more productive. With an Audience of One marketing program in place, you’ll find your need for costly hit-and-miss direct mail, cold-calling and advertising campaigns diminishes. You’ll find an increasing number of prospects coming to you, rather than you going to them.

Principles we abide by:

Proactive timing

Industries and markets work on their own annual cycles of activity. Knowing the annual cycle of your business is part of our job. Marketers need all the advance knowledge they can get of the opportunities that arise and the obligations that go with them, such as deadlines. One of the hallmarks of excellence in marketing – agency and in-house – is how actively they address this.

Attention to detail

In-depth audits. Multi-tiered strategies. Precision-honed action plans. Accurate costings. Fine-tuned communications. Throughout every facet of business, it’s the fine details that make the difference.

Intelligent systems

The key lies in getting systems in place. Systems that flag key moments in our action plans. Systems that eliminate duplication of labour and documents. That turn strategies into sequences of simple tasks.

Detail in the communication

What do your website, brochures, press releases, sales letters and other marketing materials say about you? Do they engage your audience at depth as they articulate your business case? How does a business best support its claims to ‘customer focus’? By speaking the language of its customers, visually and verbally.

Visibility is everything

Have you ever wondered why a hamburger chain would bother putting its logo on a billboard half way between Hall’s Creek and Kununurra? The point is, it’s about building and maintaining familiarity in the minds of your target audience.

Visibility breeds familiarity. Familiarity builds trust. And trust fosters comfort. The kind of comfort that attracts customers.

Our Approach - What is relationship marketing and the Audience of One methodology?

Relevant and Useful Marketing Information

Audience of One relationship marketing is all about effective market positioning, clarifying value propositions and getting you more attention from your target audience. We're also an educational business, helping you use the principles and practices of relationship marketing in order to attract clients. To that end, we offer information and services (many are free), specific programs and workshops . . . every sort of help you'll need to see the way forward, and to fit your budget.

Traditional marketing works on one-size-fits-all messages and scatter-gun distribution methods. Marketers send out mass messages on the assumption that if you throw it around thickly enough, a certain percentage of it is bound to stick.

**The problem is, a message fashioned on ‘lowest common denominator’ principles works not by attracting prospects, but by avoiding & excluding them.**

Relationship marketing places emphasis on positive attraction rather than mere neutrality. It does this by dividing a broad mass market into slimmer, clearly definable segments. These segments are more clearly defined by specific interests than the mass market, so it’s easier to fashion messages with more appeal.

There are fundamental differences in the messages. In relationship marketing, they’re much more about interactivity, education and information tailored to the needs of the customers, not the vendors.

This requires greater empathy and precision than most marketing. But with the infrastructure in place to make and maintain contact with their target market groups, countless businesses all over the world have reaped handsome rewards.

In mass direct mail campaigns, a response rate of 2 per cent is acceptable. At 4 per cent they’re cracking open the champagne. By comparison, in relationship marketing, campaign response rates of 10-20 per cent are not uncommon.

Everyone loves to claim they’re ‘customer focused’. Relationship marketing turns the rhetoric into reality.
Pick a website. Any website. Chances are it talks: About Us. Our People. Our Work. Our Methods. Our Company History. It may even go into boasting about their first-class reputation and how trusted they are. In short, it’s all About Us, the vendor. Not You, the audience.

Relationship marketing turns this around. It turns simple etiquette into strategy by giving clients and prospects first-hand evidence of how you can be of use to them. An example: a website built on these principles uses show-don’t-tell methods. You’ll find it packed with information and links designed to be of use to the reader, not just to sell them goods and services. In effect, the relationship is the prize and the sale is a by-product.

In relationship marketing, there’s no room for the me-too approach
Take a look at your competitors’ marketing material – things like sales letters, brochures and web content. Then take a look at your own. Chances are one player's material stands out. Is it yours?

How often do you see competing businesses claiming difference and uniqueness in materials you can’t tell apart?

An important element of relationship marketing lies in integrity: matching words with deeds. Your marketing collateral is an ideal starting point. It gives you a platform all your own to stand on and demonstrate your uniqueness first hand.

Here’s a summary of the differences between conventional marketing and Audience of One’s relationship marketing

Conventional Marketing	Audience of One Marketing
Vendor-centred	Customer-centred
Explicit emphasis on features & benefits	Emphasis on useful information to help customer make decisions; feature-benefit factor is implicit
Promotion-based (‘buy this’/‘look at this’)	Educational (‘this might help’)
‘Look at the associations we belong to’/‘look at the awards we’ve won’	Relevant credibility – examples of what we can do for you
One-size-fits-all messages aimed at lowest common denominator; scatter-gun distribution	Customised solutions
Charge for time	Charge for value
Mass appeal brochures, marketing material and direct mail	Sophisticated material targeting individual prospects and existing customers
‘I’ve got something to sell’ approach	Consultative sales approach
Audience of thousands	Audience of One

A truly unique approach to marketing and sales – how our relationship with you begins

Ideally, we start with an informal meeting. You’ll need to set aside a couple of hours for an in-depth Marketing Audit and mind mapping session. The more of your key people you have in there, the better.

You’ll be asked to define what it is you do (most people find this hard to do with absolute clarity)
Who you do it for (ditto this)
How you do it (that’s so often because they’re drowning in this part)
How you cost it (or gagging on this part)
The results you’ve shown to date (the good, the bad and the ugly)
What ideas and plans you have for the future (but that doesn’t mean stop dreaming)
Where you’d like to take it from here (and how to keep it real)
How you determine a cost-effective marketing budget (ditto this).

You'll come away with a clear view of your business and how to speak to your market.

We’ll help you define the rationale and ideas on which you’ve built your business; your skills and the matrix of values on which you’ve built and run it; your points of competitive advantage.

You’ll come to know what’s productive in your marketing and what isn’t. What’s viable, what’s premature and what isn’t.

Shortly thereafter, you’ll be presented with a series of marketing suggestions built on all this information.

Now that you have a better idea about the results you can expect by working with us and our approach and philosophy of working with clients next go to our Services/Programs page to learn about the specific services and programs we offer.

IS THIS FOR YOU?
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INTERACTIVE DEMO OF USING PERSONALISATION
People are getting dramatic response rates using highly targeted, personalised print and web communication campaigns.
How does personalisation in marketing communications work?
Click and read through this insightful interactive demo.

HOW WE WORK
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Why?
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