To tailor your communication messages and materials, you must first know your audience. Remember to think like a marketer and ask the right questions. To learn about factors that affect your audience's behavior, don't forget to conduct thorough research.
Tailoring communication activities means understanding and identifying appropriate cultural codes reflected through the use of symbols, metaphors, and visuals, including the types of actors, spokespeople, and music with which your audience most identifies. In addition, language should be tailored to reflect the dialects, idioms, and colloquialisms used by your target audience.
Weed and Seed messages are likely best delivered by someone who is well known, respected, and trusted by members of the community. This person is rarely a celebrity but rather someone from the community. This type of messenger works best in one-on-one and small-group communication and can serve effectively as a Weed and Seed spokesperson on television and radio.
