Narrowcasting: How to Use Research and Engagement for Growth

Gini Dietrich Chief Executive Officer, Arment Dietrich, Inc.

Posted on February 25th 2014

Narrowcasting: How to Use Research and Engagement for Growth

NarrowcastingIt will come as no surprise to many of you that I am a big believer in hard work.

I’ve always worked under the assumption that if you work hard, do your research, and treat people like human beings, you’ll get everything you want.

Because of that philosophy, the culture at Arment Dietrich is not one of spray and pray.

We do our homework. We find the right connections. We engage with human beings. We build relationships. We aren’t afraid of elbow grease. And we are successful because of it.

Which is why I love what Amy Vernon has to say about narrowcasting.

Narrowcasting? Say What?

As we build our fans, followers, and connections, we are encouraged to increase our numbers. After all, human beings equate big numbers with success.

But, as we’re growing our numbers, what happens to those people we began with…and sort of left in the dust as we got bigger?

Enter narrowcasting.

Narrowcasting is not a new theory. As Amy explains in a forthcoming webinar, it dates back to the 1700s.

What is new is how social has enabled us to approach smaller audiences, become more focused, and target – very specifically – who we want to engage with, based on our business goals.

When I speak, one of the first things I do is take the list of attendees and check out their social networks.

It probably won’t come as a surprise that 99.9 percent of the pages I visit are all broadcast – or push – marketing.

And, inevitably, someone will debate the merits of my presentation because, in their experience, social just doesn’t work.

That’s because we never blame the approach. We always blame the platform or the person managing it.

Narrowcasting removes those factors and looks at why people follow you, how to engage them, and what kinds of content are most appealing to them.

Narrowcasting Formula

During this Thursday’s webinar, Amy will break down the narrowcasting formula for you.


She approaches each section and provides a list of tools (both paid and free) to really dig into your fans, followers, and connections.

Taking some of her favorite tools, she shows you exactly how to use them and what kinds of data to pull from them to best narrowcast your audiences.

It’s worth attending if only for a complete list of tools, software, and platforms you may not know exist to help you more easily do your job.


Gini Dietrich

Chief Executive Officer, Arment Dietrich, Inc.

Gini Dietrich is the founder and chief executive officer of Arment Dietrich, Inc., a firm that uses non-traditional marketing in a digital world. The author of Spin Sucks, the 2010 Readers Choice Blog of the Year, a Top 42 Content Marketing Blog from Junta42, a top 10 social media blog from Social Media Examiner, and an AdAge Power 150 blog, Gini has delivered numerous keynotes, panel discussions, coaching sessions, and workshops across North America on the subject of using online technology in communication, marketing, sales, and HR. One of the top rated communication professionals on the social networks, Gini was recently named the number one PR person, according to Klout and TechCrunch, on the channels, and number one on Twitter, according to TweetLevel. She also can be found writing at Crain's Chicago Business, AllBusiness, and Franchise Times.
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