It’s been years since I have been a conference attendee. The latest conference I attended was the 2023 Leadership Summit for chapter leaders of the AMA (American Marketing Association). What I learned at this conference is that not all chapters are the same. They are cohesive to the AMA brand, yet with diversity and individuality.
How can you communicate all the features and benefits of membership to multiple groups, with multiple needs and wants, and not bore everyone in the process?
How do you differentiate between enticing new members, while engaging current members with very limited time, budgets, and (more importantly) attention spans?
If you want to inspire and attract newbies, do a webinar or presentation on AI, and you will get the largest possible audience. But if you want to attract influencers, you have to be prepared to talk with a small, and very focused audience.
If you think about engaging those different audiences, influencers need to be inspired. And, it takes influencers to inspire newbies.
“Half the world is composed of people who have something to say and can’t, and the other half who have nothing to say and keep on saying it.”
– Robert Frost
In this episode, we will discuss how segmentation can help you communicate with different audiences with different agendas, while still using the same messaging!



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