Warning: This May Electrify the Engineer Geeks in Your Audience
- Use content that speaks to their unique intelligence. To keep things interesting, speak to your audience's geeky side. For example, a recent McClenahan Bruer Communications campaign featured a series of technical questions designed to lure a tech audience. Here's one: "What device did Harold P. Brown invent in the late 1880s to help Thomas Edison publicize the dangers of alternating current?" (Answer: The electric chair.) The ad campaign added: "If you know the answer to this question, and you are an RF or wireless engineer, you would be part of the way towards entering a drawing for a Kindle."
- Use an integrated marketing approach. Engineers work under high pressure and with tight time-constraints. You need to engage them in a number of ways, making the content easy to access. Also, be sure to use multiple social-media channels to reach this collaborative consumer segment.
- Have fun. For all the above reasons, make the theme, look and tone of your materials more playful than your typical day-to-day communications. Engineering audiences enjoy a little humor, as long as it's done intelligently.
The Po!nt: Find your inner geek and make your high-tech prospects laugh. Concise and informative content is a necessary start, but smart and funny content will win them over.
Source: Deep Tech Dive. Click here for the full post.
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