It has been said that print is a dying industry and has lost relevance among advertisers but look closer and you will see it’s a changing industry, adapting to the connected world we live in. Even though print has lost some of its prestige among advertisers it remains advantageous for its users. The key is to focus on what print does best and how you can best utilize those strengths, alongside other forms of media, to effectively reach the consumer. One aspect of print that cannot be overlooked is the ability to direct content towards a specific market segment. The following segmentation tools can help anyone in any industry create an accurate customer profile to focus their marketing efforts toward.
Geographic Segmentation: Study the location of your customers to gain an idea of where or where not to focus your advertising. You will also find areas to increase or decrease the number of mailings. An example of a helpful geographic segmentation would be the use of direct mail with in-store coupons. Obviously, these must be presented to a customer with access to your physical location but you might be surprised how often this mistake occurs.
Demographic Segmentation: Decide what demographics (gender, income, age, etc.) your product or service appeals to and focus marketing efforts toward that type of consumer. Begin to establish the persona of your typical customer with geographic and demographic segmentation. Then begin to hone in on more specific consumer characteristics through further analysis.
Behavior Segmentation: What does a day in life of your customer look like? Analysis of the target consumer’s activities, interests, and opinions should provide solid insight to the target market’s lifestyle. It may not be the easiest information to gather but when obtained, it becomes extremely valuable to the company. Now you are able to more accurately predict the actions and reactions of consumers while positioning the product or service to coincide with those wants and needs.
Benefit segmentation: This offers more utility than the traditional methods because it explains the reasons why consumers choose to buy or prefer particular products. Does the customer want to purchase the product now or in the future? Do they want to help the environment by going “green”? Are they economical? You get the idea. Really dig deep during this segmentation breakdown to uncover WHY the consumer wants to purchase your product or service.
Usage Segmentation: Some consumers make use of your product or service everyday while others may find the need to use it just once a year. Categorize your contacts as frequent or infrequent users then, send content to each group that supports their experience with your service or product.
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