Page 1

Understanding &  Segmen/ng  Your  Customer  –   Part  II   GeCng  the  Right  Customer  For  Your  Marke<ng  Message  

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


Know Your  Customer  Types  

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


The Resistant  Customer   Mindset:  Hates  your  company  and   holds  deep  resentment  for  your  brand   Ø  Behavior:   –  Will  spread  nega<ve  word  of   mouth  wherever  possible   –  Took  their  experience  with  your   brand  personally  and  is  looking  for   revenge   –  Will  defect  to  your  compe<tor  first   chance  they  get   Ø  Loyalty:  Zero   Ø  Possibility  of  Defec/on:  Extremely   High  (you  can’t  save  this  group)   Ø 

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


The Indifferent  Customer   Mindset:  Sees  your  company/product/ service  as  nothing  more  than  a   commodity   Ø  Behavior   –  Will  always  try  to  get  lower  prices   to  the  point  of  near  zero  margin   –  They  will  promise  volume  or  future   business,  but  see  li"le  unique   value  in  your  offering   –  Always  willing  to  walk  away  from   the  sale  because  they  have  other   op<ons  available   Ø  Loyalty:  One   Ø  Possibility  for  Defec/on:  Very  High   Ø 

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


The Acceptant  Customer   Mindset:  Expects  your  customer  to   provide  the  maximum  of  what’s  asked   and  nothing  more   Ø  Behavior:   –  Doesn’t  think  of  your  brand  un<l   absolutely  necessary   –  Comes  to  you  because  you  have   become  a  habit  or  more   convenient  choice   –  Maybe  aware  of  other,  be"er   op<ons,  but  simply  hasn’t  made   the  effort  to  pursue  them   Ø  Loyalty:  Two   Ø  Possibility  for  Defec/on:  High   –  Customer  expecta<ons  can   outpace  what  you  provide   Ø 

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


The Preferen<al  Customer   Mindset:  Has  grown  to  like  your  brand   and  tends  to  understand  the  unique   value  that  you  provide   Ø  Behavior:   –  Most  of  us  make  the  mistake  of   making  this  customer  type  the  top   of  our  customer  pyramid   –  When  given  a  choice,  they  will   probably  con<nue  to  use  your   brand   –  Very  aware  of  industry  trends  and   can  surprise  by  defec<ng  if  you   have  not  given  them  benefits  or   raised  the  bar  on  service  or   innova<on   Ø  Loyalty:  Three   Ø  Possibility  for  Defec/on:  Somewhat   High   Ø 

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


The Evangelist     Mindset:  The  pinnacle  of  the  customer   rela<onship  and  would  buy  anything   you  offer   Ø  Behavior:   –  They  tell  everyone  they  know   about  your  company   –  Men<ons  how  sa<sfied  they  are   even  in  casual  conversa<ons   –  Your  brand  has  become  part  of   their  life   –  Finds  personal  meaning  with  your   brand   –  Worth  their  weight  in  gold  because   they  do  more  to  grow  your   business  than  any  ad  campaign   Ø  Loyalty:  Four   Ø  Possibility  for  Defec/on:  None   Ø 

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


The Customer  Profile   Who  is  my  target  customer?  

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


When we  talk  about  profiling   customers,  we  start  with  the   basics  –  or  what  is  know  as  the   old  way….  

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


Old Way   Standard  Demographics     Age,  Race,  Income,     Educa<on,  Family  Size,  Employment  

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


Now this  way  has  given  marketers  a   great  deal  of  informa<on  over  the   decades,  it  has  not  improved  the   marke<ng  performance  of  our   ac<vi<es  and  campaigns  

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


Why?

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


The standard  demographics  are  a   very  general  way  of  looking  at  a   customer  –  it  gives  us  insights  but   not  details  which  we  need  to  drive   our  marke<ng  

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


Rs. 200,000+  

40+

Master’s Degree  

Business Owner  

Family of   2  

h"p://emagine-­‐group.com

Middle Eastern  

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


This is  the  limita<on  of  the  old   way  of  marke<ng  segmenta<on  

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


New Way  –  Audience  Segmenta/on   GeCng  to  the  root  of  your  customer  

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


When you  use  a  audience   segmenta<on  method,  you  are   be"er  able  to  break  down  your   customer  into  clear  sets  of  detail   that  allow  you  to  target  them  more   effec<vely   h"p://emagine-­‐group.com  

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


Is audience  segmenta<on  just   about  behaviors?  

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


When we  work  with  this  method,   we  start  from  a  different  point   than  the  tradi<onal   demographics  

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


Where do  you  think  we  start  in  this   method?  

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


Life Roles  are  the  different  things   that  we  are  that  make  up  our   buying  decisions.  

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


When marketers  start  with  life  roles,   we  are  be"er  able  to  define  our   customer  because  different   behaviors  fall  into  the  different  roles   we  carry  in  life.  

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


When you  define  someone’s  life   roles,  you  are  be"er  able  to  define   their  –     behaviors,  habits,  interests  and   purchasing  decisions  

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


Understanding Market  Segmenta/on   Learning  How  to  Break  Down  Your  Customer’s  Into  Groups  

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


Market segmenta/on  is  the  process   that  companies  use  to  divide  large   markets  into  small  markets  that  can   be  reached  more  efficiently  and   effec<vely  with  products  and   services  that  match  their  unique   needs   h"p://emagine-­‐group.com  

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


Market Segmenta<on  

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


Market Segmenta<on   Divides  the  market   into  different   geographical  units   such  as  na<ons,   regions,  states,   coun<es,  or  ci<es  

Divides buyers  into   different  groups   based  on  social  class,   lifestyle,  or   personality  traits  

h"p://emagine-­‐group.com

Geographic segmenta/on  

Psychographic segmenta/on  

Demographic segmenta/on  

Behavioral segmenta/on  

Divides the  market   into  groups  based  on   variables  such  as   age,  gender,  family   size,  income,   occupa<on  and   educa<on  

Divides buyers  into   groups  based  on   their  knowledge,   aCtudes,  uses,  or   responses  to  a   product  

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


How Do  We  Market  To  These  Segments?  

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


Marke<ng Segmenta<on   All  

New vs.     Returning  

4 Key   Products  

8 Major   Markets  

16 Visitor   Personas  

100% of  visitors  

100% of  visitors  

1 segment  =  all    

h"p://emagine-­‐group.com

16 segments  =  all    

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


Market Targe<ng   Mass  

Segmented

Niche

Local/Individual

Undifferen<ated Marke<ng  

Differen<ated Marke<ng  

Concentrated Marke<ng  

MicroMarke<ng

Targets the   whole  market   with  one  offer     Mass  marke<ng     Focuses  on   common  needs   rather  than   what’s  different  

Targets several   different  market   segments  and   designs  separate   offers  for  each  to   achieve  higher   sales  and   stronger  posi<on  

Targets a  small   share  of  a  large   market     Limited  company   resources     Knowledge  of   the  market     More  effec<ve   and  efficient  

h"p://emagine-­‐group.com

Prac<ce of   tailoring   products  and   marke<ng   programs  to  suit   the  tastes  of   specific   individuals  and   loca<ons  

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


Results from  Mass  Marke<ng   Price  

Direct Sales  

Fill by  ad  networks  

Volume h"p://emagine-­‐group.com  

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


Results from  Market  Segmenta<on   Price  

Direct Sales  

Audience-­‐based selling  

New Revenue  

Fill by  ad  networks   Volume   h"p://emagine-­‐group.com  

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  


Results from  Audience  Targe<ng   Price  

Direct Sales  

Audience-­‐based selling  

New Revenue   Fill  by  ad  networks  

Volume

h"p://emagine-­‐group.com

Brand Focused,  Socially  Ac<ve,  Digitally  Enabled  

Understanding & Segmenting Your Customer - Part II  

The last lecture in the customer segmentation series

Read more
Read more
Similar to
Popular now
Just for you