You know the expression "different strokes for different folks". But, let's look at it from a targeted communication perspective - each segment of your audience (different folks) deserves a communication strategy that caters to their different strokes - whether that be values, tone, or content.

Let's look at a really good example of this - Knixwear creates high tech undergarments for women. (I am a huge fan of their Evolution Bra.) Recently, they launched a line of leakproof panties for teen girls - Knixteen. And with it they launched a custom site for the product line that caters to a teenage audience - testimonials from teens, a modified look to the Knixwear branding, and even a resource hub that answers all those period and body questions every teen girl wants answers to (but doesn't want to ask a parent).

Knixwear has catered the content and user experience of the site so precisely that they've included a note recognizing that most teen girls will not have access to a credit card to order leak-proof panties online.

"No credit card? No problem. Add items to your bag then click Share Bag to email a parent or guardian and let them now you're interested in trying Knixteen!"

Good communication speaks directly to your people. Messaging should resonate with who they are, what they value, and in a manner that speaks to your understanding of who they are as individuals. Knixwear has really hit it on the head here with their Knixteen site.

Microsites can be incredibly successful communication channels for product lines and program series that cater to an entirely different community than your core audience.

Let's chat about whether a microsite might be right for you and your business.