Who is YOUR Public?

Toastmasters International’s latest statistics proudly state that there are now 15,400 clubs in 135 countries. We are growing, expanding, and widening our footprint—providing leadership and communication skills to 332,000 people, who ultimately will use the skills they hone to improve their lives and those within their spheres of influence. Good for us, right? Certainly laudable accomplishments and worthy of the international publicity received!

But let me play devil’s advocate a minute. How does this knowledge help you to spread the word about YOUR club and what you have to offer? I suggest the answer to my rhetorical question is “not much!” Statistics make a great backdrop to whatever else is going on, but they aren’t the reason you are publicizing your club.

In case you haven’t heard this before—public relations is about building relationships with your public—which circles back to the topic of this month’s column. (Rather clever, wouldn’t you say?)

Several years ago, a budding author asked me for my help in letting the world know he had just been published, to find him paid speaking gigs, and to generate media coverage.

One of my first questions was “who is your audience?” The answer? “Everyone.”

Hmmmm. . .no target audience—no focused message to said audience—just “Everyone.” My task just became unmanageable.

What? Did you just ask me WHY it became unmanageable? Because to effectively publicize anything—whether it be a new author, service activity, or your Toastmasters club—you need to target your message.

First, ask yourself, who do you want to act on your message (and for goodness sakes, don’t answer “everyone”)? Here is a simple rule of thumb for defining your target market: who would be most interested in what you have to offer? Think about it. Stick your head out your proverbial door and look around. Really pay attention. What’s happening out there? Write it down.

But don’t stop there. Do some web research (well, do LOTS of web research) to determine the demographics of your community.

Next, ask yourself: Does what you’re offering solve a need, soothe a pain, or provide a service that is being overlooked by the competition? Can it help skyrocket someone’s career, or help someone find a new job opportunity, or help someone ease into retirement? Find out and write it down.

Okay, let’s bring this back to the club level. Part of your research is determining what makes your club unique. What does your club do that sets it apart from clubs x, y, and z? What does your club do differently, better, or in a more creative way?

Who are your members (oldest, youngest, nationality, culture, history, etc.) What hobbies, careers, other interests do your members possess? What keeps you coming back? What keeps everyone else coming back? Write it all down (your list should be getting pretty long by now)!

Now that you understand what makes your club unique (and your members tick), it’s time to play matchmaker.

Okay, already! Sheesh! For you impatient

types who want me to get to the point, it’s time to identify your target market. With the research you’ve done on members, club, and community start looking for commonalities. In one of my clubs, there are several car enthusiasts. They spend a great deal of time looking at engines, talking about torque, tires, and timing belts. Considering the club and the members I just mentioned, who would be my community target audience? You guessed it! Car hobbyists. (Remember you are looking for commonalities, touch points of connectivity.)

Once you’ve identified a target audience, discover how they share information about events, what magazines they read, and which social media sites they frequent.

Got it? Good! You just identified your first target market (nice job, give yourself a round of applause)! Remember—do your research and

WRITE IT DOWN!