Blazing the Two-Fold Path

In my last blog I talked about blazing the path to a blended community relations strategy.  When you are trail blazing, there is no wrong way to do it.  And, many paths will get you to your final destination.  However, be careful while you are trail blazing.  One of my favorite quotes (and, btw, there is a link to them here on this homepage) is the one that says “if you don’t where you are going, any path will get you there.”  While you are trail blazing, be sure you have a goal in mind.  Build a strategy on how to get to that goal but don’t be afraid to deviate from your original path.

Part of the path that we have blazed at Avnet includes sponsoring events, creating signature events and tying said events to an advertising campaign.

Primarily, our CR events are helping the community (students, educated workforce, technology), but in the mean time, we have gotten the word out by advertising these events and thus branding the Company.  Our two-fold path has now helped students while letting the rest of the community know that Avnet is a good corporate citizen.  But, once again, one needs to be careful about whom you are trying to reach with this message.  My next blog will address the need to focus in on an audience and really narrowly define your target market.