The Key to Relevance
As a young adult, the term Relevant meant that something was hip or up to the times. As I have grown older, I have come to the realization that the term Relevant is rather fickle, and honestly is in the eye of the beholder. Having lived in Texas for most of my life, and now living in the Seattle area, I have come to realize that relevance is a funny thing. See something that was relevant in Texas, was considered old and outdated in Seattle and vice versa.
The more I have been involved in creative projects and events, the less the word Relevance was even relevant. The word that matters more than anything to me is AUDIENCE. Your audience is the most important thing for you to understand in order for your creative marketing to succeed. Some businesses reach too broad of an audience, thus becoming irrelevant to every age. You must narrow your audience in order to relate on a personal level. The key to unlocking the most impactful marketing, is to create things that relate to your audience. This is true relevance.
As you think through your next steps in marketing your company, know your audience first. Creativity should always flow from there.