|Segmenting your customer base or intended audience is the key to tailoring and targeting sales through your marketing and communications efforts. It can help your business get the biggest bang for its buck by pinpointing populations that are most likely to respond to your message or purchase your products and services. Segmentation will also help you understand what motivates your audiences so your business can target appeals directly to their needs and desires.Segmenting your customer base requires extensive research. Begin by pulling together your current customer or client list and making an initial analysis of overall purchase history, spending habits and demographics. This will give you a good idea where your efforts will be headed.|
Also, before you begin actively segmenting customers, know that there are a few rules of engagement:
After pulling basic segments based on the information above, dig a little deeper. Look at how your customers or clients are using your products and services and when. Look at how and where orders are placed and try to discern—through surveys, if necessary—what motivated your customers based on their need or desire.
Once your segments are in place—use research compiled on each to start tailoring your marketing plan differently for each demographic based on your findings.
Consider the following basic segmentation findings…:
You can segment even further by what’s known as psychographic or lifestyle segmentation—segmentation based on personalities and attitudes. Utilize tools like the VALS 2 or PRIZM to help you understand how to segment based on these factors and what they mean.
However deep you dig, make sure your message is heard—appeal in the most effective way possible to those most receptive by implementing marketing segmentation into your business plan today. In the world of marketing and communications, one size does not fit all!
“Marketing to Men (Or How to Help Your Husband Buy a Thong).” Usability Effect Website Reviews Audits and Usability Consulting. Web. 11 Jan. 2010.
“Secrets Of The Male Shopper.” BusinessWeek – Business News, Stock Market & Financial Advice. Web. 11 Jan. 2010.
“‘Men Buy, Women Shop’: The Sexes Have Different Priorities When Walking Down the Aisles -.” Knowledge@Wharton. Web. 11 Jan. 2010.
Submit your review