What is Narrowcasting?
Most of us are more familiar with the term broadcasting. “Broad”casting is when you send out messages that reach a broad audience.
Narrowcasting instead aims media messages to a specific (narrow) group of people.
Narrowcasting vs Broadcasting
Narrowcasting, on the other hand, is very focused on a highly targeted audience. This audience is usually less costly to reach and you can create higher impact, very specific messages for this narrow audience.
What is Narrow?
Narrow target audiences can be segmented in many ways, including:
- a specific region
- a specific group
- a company
- an organization
- people with a specific interest
Narrowcasting General Examples
To help illustrate the concept of narrowcasting a little better, here are some examples of narrowcasting alternatives to broadcasting.
- Network TV Channel
- Time Magazine
- YouTube Channel
- Photography Magazine
Narrowcasting Real Life Examples
We’ve talked about some general examples of narrowcasting, now here are some examples of how our clients are using our narrowcasting software and PowerPoint to create their own narrowcasting solutions.
- Rainbow Lodge Retreat Center – Rainbow Lodge communicates with guests using digital signage in their lobby. The digital signage shows real-time local weather to a very narrow target audience – their customers who love to hike.
- Mexican Red Cross – the Mexican Red Cross uses digital signage to communicate with internal staff and visitors, sharing information about disaster relief efforts and emergency tips.
- HD Supply – HD Supply uses digital signage on their factory floor to create a real-time dashboard showing production rates, defects and other information to staff and management.
As you can see, the audiences in each of these cases are very narrow with very targeted messages and information being provided that is of critical interest to that specific audience.
Why is Narrowcasting Important?
Narrowcasting is important because it lets you provide more powerful, targeted messages that are more compelling for that specific audience.
How Narrowcasting Saves Money
In addition to providing more powerful messages to your target audience, narrowcasting also usually saves money as you can deliver your messages through narrow channels that reach that audience directly.
This is in start contrast to the large budgets needed for mass marketing.
What Can Be Narrowcasted?
Anything that can be broadcasted can also be narrowcasted. Examples include:
- Recorded video
- Images and Graphics
- Live video feeds
Narrowcasting Best Practices
Here are a few tips to keep in mind while creating your narrowcasting media:
- Tailor Your Story – Take advantage that narrowcasting reaches a very narrow audience and tailor your message to be of compelling interest to this audience.
- Choose File Formats Your Audience Prefers – pay attention to how your audience wants to receive its messages. Do they prefer video, graphics, text, podcasts or some other format? Create your media messages in the format your audience prefers.
- Choose or Create Channels to Reach Your Audience – Learn to use or create media channels that reach your specific audience. This can be by using existing channels or by creating your own delivery systems.
Interactive Narrow Casting
With the rise of touch screens, narrowcasting can also become interactive, where your audience chooses from multiple media streams you supply.
For example a city information kiosk could have options for residents, tourists, or businesses to let people choose and customize what information they access.
What is Needed for Narrowcasting?
You can narrowcast in any facility or even in outdoor venues as long as you have access to a screen or monitor connected either to a network, computer or compute stick (tiny computer on a stick).
PowerPoint for Narrowcasting
We recommend using PowerPoint for narrowcasting. Here is why:
- PowerPoint is easy to use.
- Most businesses already have access to it.
- Large number of templates available.
- Powerful narrowcasting plugins available.
Here are some narrowcasting plugins for PowerPoint that will help you implement your narrowcasting strategies:
- iPoint – Mange your digital signage and info screens across your network or across the globe. Create playlists of the media you want delivered to your audience.
- MessagePoint – Turns your existing computer network into a powerful in-house broadcast system.
- Dynamic Elements – Connect your messaging to live social media, weather, news, clocks, timers calendars or create your own video walls.
- DataPoint – Connect your messaging to nearly any real-time data source.
More Narrowcasting Help
Questions about narrowcasting? Want help deciding how to start? Contact us and we will be happy to help.