A BOTTOM-UP APPROACH - Visita

9: MORE TARGETEDCOMMUNICATIONS• A focus on niche markets requiresnew ways of communicating,including the use of socialnetworks.• The channels of communicationsand their effectiveness must beconstantly evaluated in a fastchangingworld of technology andcompeting experienceopportunities.• For example, messages and mediaused to reach foodies must bedifferent from those employed toattract sport participants.• Product clubs and clusters willinnovate, test and communicateresults to the entire industry.