I grew up watching and listening to Terry Wogan or The Togmeister as he was referred to by his loyal fan base of TOGs, “Terry’s Old Geezers” or “Terry’s Old Gals”.
According to our friends at Wikipedia, Terry’s Radio 2 breakfast programme “Wake Up to Wogan” had 8 million regular listeners, making him the most listened-to radio broadcaster in Europe.
Yet, despite his huge following, Terry was said to have approached his radio broadcasting as if he was speaking to just one person.
Perhaps that is why his TOGs loved him so much, because he spoke to each of them as an individual.
And we all want to be individuals.
There is a lot that Sir Terry leaves to us as his legacy, more than I could ever cover in one blog.
One legacy is what we can learn about how he approached his audience.
Successful organisations develop everything with the needs of their audience in mind.
Their products, services, events, widgets, pieces of written, spoken or filmed communication.
Many organisations have complex segmentation of different ‘user personas’ or ‘pen portraits’ of their different audience types.
I’ve seen audience profiles that are so complex that no one can understand what they mean and how to use them.
I think that there is an art in making everything as simple as it can be.
The next time you sit down to segment your audience profiles, perhaps have a think about what dear Sir Terry would do.
He would focus entirely on his one core audience. His TOGs.
And through that strategy TOGs found him and stayed with him for life.
Isn’t that the ultimate success?
Image source: Wikimedia
