MARKET SEGMENTATION

People are different and in so many ways. Differences demographically are usually only the tip of the ice berg, as they refer to a limited amount of information, which often generalises a market and risks being far too generic.

Market segmentation is a very important part of marketing strategy, and is often something that is not done often, or regularly enough. The market changes rapidly, and segments shift all of the time. If your market segmentation was done in 2008 for example, guess what! The market is completely different today, and your segmentation is in dire need of a makeover. 

Think of segmentation as Market DNA. We highlight the areas of the market that are ripe for your value proposition and put a ring around the areas that would be a waste of time and resources chasing. The question is how we do this. The answer is simple. We segment people based on their psychographic traits, their needs, and their past behaviors. 

By doing this we are able to see the key things that make the market segments different, and slightly more marketer friendly than the typical demographic or mosaic segments. If this was your business's market DNA then you would be focusing your message to Niche Market 2: "Give Me Quality" first as it is the largest Niche, and guess what your message should be about? We then drill into this segment and you will find all of the demographic information, media habits, psychographics etc... to be able to target these people through the right channels, with the most effective message - and sell more things!

Essentially this DNA becomes the platform for your marketing strategy and will be a powerful planning source for all of your marketing communication both above and below the line.

Check out our work for examples of the clients we work with, or feel free to contact us to chat about this in more detail.