Before you can grab the attention of your customers through your communications and messages, you first must connect with them. But who is “them,” exactly?
 
It’s a good – and important – question to answer. You don’t want to respond too quickly or two broadly, though, because the answer isn’t as simple as you might initially think.
 
Identifying “them”
Sure, your customers may be composed of your community’s residents, but they aren’t one, faceless person. They don’t collectively think the same way nor do they need the same thing. Your audience is a diverse group of people so you must figure out:

You don’t have to drill down to an individual level, but you should gather enough specific demographic information so you can identify various subgroups within your community:

Taking time to specifically identify your customers is an important initial step in planning effective communications for them.