Reaching a New Audience Through Trusted Partners

Success story from a senior staff role at a national organization.

“In the first year, we achieved 225% of our goal.”

The challenge

The organization had a strong, established network of high-net-worth partners. It then launched a new product aimed at a very different audience – one where the brand wasn’t well known.

It needed a focused acquisition strategy to cut through the noise, build trust with this new group and generate meaningful revenue.

Getting to know the audience

We started with the early adopters. I combined the organization’s own data with outside research, and we sat down for real conversations with customers. Together, those revealed the shared motivations driving this new audience, and we built detailed profiles of the people most likely to say yes.

Building bridges

Because this audience didn’t yet know the brand, we earned trust through the people and places they already valued:

1. Phase one: partnerships. We built partnerships with businesses and organizations that were already popular with this group.
2. Phase two: a targeted campaign. Using those new community connections and our research, we launched a focused, exclusive acquisition campaign.

The outcome

In the first year of this campaign model, the organization reached 225% of its customer acquisition goal, with average transaction values higher than expected.

Just as important, we built the campaign, partnerships and data systems together with the organization’s own staff. The team learned to think and act strategically, so when I moved on, the work carried on without missing a beat.

Try this

Think of an audience you want to reach but haven’t. List three businesses or community groups they already trust. Those are your first conversations.

Be well.