Is it possible to experiment with new programs and stay on brand at the same time? If you know who your existing and potential audiences are, yes you can.
I have been working with a few organizations that are attempting to build new audiences with new programs. Sometimes I get the call too late to make this suggestion:
Before you decide to implement a new program, have it go through a list of audience checks.
- First and foremost, does the programming fit under your mission umbrella. Does this programming still make sense for your organization? Some organizations forget to ask this question before going ahead, and it usually does not work out very well. Answering this question before planning will save you valuable time, energy and money.
- Run the new program past some of your existing audience members. If they are giving you puzzled looks and are scratching their heads, it may not be a good fit. It may be that your existing audience would not like the new programming, but it is indeed better if they at least understand and might be interested. Audience building is about starting with your base and branching out. We tend to forget this at times.
- Figure out the potential audiences you are trying to reach. Does this new group of people make sense to program for? If so, attempt to ask a few of these people their opinion about the new program you are creating for them. Would they go?
- You will need to decide if this new programming is worth it for the long run. Simply putting on a new program will not keep new audiences. You will want to continue this line of thinking for future programs to retain new audiences. It will need to become a part of your brand or your churn rate will be high.
If you go through this checklist with flying colors, your new program will be blessed with careful forethought. Then you will be able to use the new program with confidence to build relationships with your potential audiences and to continue relationships with your existing base of people.
Experimenting and staying on brand is the smart way to create new programming!
Cheers to happy and loyal audiences,
Shoshana
Shoshana Fanizza
Chief Audience Builder, ADS
