Regardless of what you want to sell, these days you have to consider the temperature of your audiences.
Cold publics
- Unaware of the problem.
Warm publics
- Aware of the problem and the solution.
- Aware of the solution.
Hot publics
- Aware of the problem and the solution.
- Aware of their company.
For example. Suppose our company sells legal services. We are a law firm specializing in tax matters.
A warm audience is one that recognizes that it is in need of this type of service (aware of the problem), knows our company and knows that we can meet this need.
On the other hand, a cold public is one that may even be aware that they have a need in this respect but are not yet looking for solutions.
The aim of relationship marketing is to 'warm up' audiences and can be applied through systems that distribute the value of what you provide at optimum depth.
For cold audiences, communication should be more generic, comprehensive and exploratory, "touching" on possible pain points in a way that may arouse the public's interest. In our example: New tax legislation, segments most affected, etc.
On the other hand, for hot publics, communication should be focused on more details so that our company is the chosen one to supply the solution.
In our example: strategies to deal with litigation, new laws and ordinances that may support our strategies etc.
For any market segment there is always a great opportunity to cherish your potential customers as a function of proximity (temperature) to your company through specific relationship channels that if used systematically, will work to generate the best leads for your company.
