Knowing your customer segments
Upcoming SlideShare
Loading in...5
×
 

Knowing your customer segments

on

  • 1,343 views

Know

Know

Statistics

Views

Total Views
1,343
Views on SlideShare
1,278
Embed Views
65

Actions

Likes
0
Downloads
7
Comments
0

2 Embeds 65

http://www.biowebspin.com 64
https://twitter.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Knowing your customer segments Knowing your customer segments Presentation Transcript

  • Customer Segments
  • Customer Segments The “Dialogue Track”
    • Each customer segment has a different set of interests (preferences, behaviours, and beliefs)
    • Each customer segment requires a different approach with regard to goal-setting and strategies
    • The “Dialogue Track” signifies the key communication points and probes you should be using to help you:
      • Better align with your customer
      • Help you achieve your goals
  • Customer Segments
    • George Bush
    • Angelina Jolie
    • Paris Hilton
    • Al Gore
    • Bill Gates
    The “Dialogue Track” An Obvious Example
    • Environment
    • Terrorism
    • Refugee Aid
    • Technology
    • Where the next party is
    “ Dialogue Track” “ Recipient” Can you match the talk track with the appropriate recipient ?
  • Customer Segments
    • George Bush
    • Angelina Jolie
    • Paris Hilton
    • Al Gore
    • Bill Gates
    The “Dialogue Track” An Obvious Example
    • Environment
    • Terrorism
    • Refugee Aid
    • Technology
    • Where the next party is
    “ Dialogue Track” “ Recipient” To develop effective dialogue tracks, you must direct the conversation towards the recipients interests
  • Customer Segments The “Dialogue Track” A Business Example: Coca Cola and Diet Coke What do you do or talk about to drive the business? Segment 1: The Coca Cola Drinker Segment 2: The Diet Coke Drinker
    • First, identify your goals
    • For each segment, they are the same:
    Customer Segments The “Dialogue Track” A Business Example: Coca Cola and Diet Coke Goal 1 Increase consumption of preferred drink Goal 2 Drive trial of different formulation
  • Customer Segments The “Dialogue Track” A Business Example: Coca Cola and Diet Coke
    • Next, identify your probes and strategies or dialogue tracks for goal 1
    • In some cases, there is overlap between segments
    Goal 1: Increase consumption of preferred drink Have you considered it for other delicious uses? Use it for different reasons: popsicles, slushees, cocktails Is it all about the calories? Drink all you want. No worries about calories (0+0+0…=0) Tastes great/keeps you going throughout the day Have a different container mix at all times for different purposes: the two litre, one litre, fridge pack, classic bottles, cans, small bottles, medium bottles… Have a stash at home, in the car, at work Drink it morning, noon, and night Strategies/ Dialogue Tracks What do you like about coca cola? Do you buy it in bulk? Do you prefer bottles or cans? Do you find the cans too small? Are the bottles not big enough? Do you have it available to you when you want it? When do you drink it? Probes
  • Customer Segments The “Dialogue Track” A Business Example: Coca Cola and Diet Coke Goal 2: Trial Other Formulations
    • Then, identify your probes and strategies or dialogue tracks for goal 2
    • In some cases, there is overlap between segments
    Outline all the possible needs for each that are realistic What other flavors have you tried? Try different flavors: lime, lemon, cherry vanilla… Have you heard about coca cola zero? If you like the taste of coca cola, you may want to try coca cola zero if your trying to watch the calories You should keep diet coke around for guests You should keep coca cola around for guests Enjoy health benefits with Diet Coke Plus –calorie-free with vitamins and minerals Try different diet flavors: lemon, lime, cherry vanilla… Strategies/ Dialogue Tracks Do you have friends who drink diet coke? Do you have friends who drink coca cola? Have you heard about Diet Coke Plus? What other diet flavors have you tried? Probes
  • LET’S LOOK AT SOME EXAMPLES
  • Customer Segments High “Pet Rock” Buyers Goals
    • “ Pet Rock”
    • Maintain existing “Pet Rock” business
    • Increase utilization of “Pet Rock”
    • Announce and drive usage of “Pet Rock” creative design
    • “ Chia Pet”
    • Establish dialogue about “Personalized Chia Pets”)
    • Gain commitment to order “Chia Pet”
  • Customer Segments High “Pet Rock” Buyers “Pet Rock” Strategies/ Dialogue Tracks
    • Confirm buyers of “Pet Rock”
    • Drive customer articulation regarding what they like about the “Pet Rock”
    • Probe about current usage of “Pet Rock” by customers with regard to commercial marketing
    • Communicate “personalized Pet Rock” and other core benefit messages
    • Gain commitment to have customer 1) continue to buy “Pet Rock” and 2) trial buy one get one free “Pet Rock” campaign
    • Inform customers that you will follow up with new features to the “Pet Rock”
  • Customer Segments High “Chia Pet” Buyers “Chia Pet” Strategies/ Dialogue Tracks
    • Probe about current customers of the “Chia Pet” with regard to local wholesalers, Walmart, other distributor outlets
    • Communicate Key Messages:
      • Non-gardeners: Engaging/Fun applications with the “Chia Pet” and importance of learning about nature as an educational tool
      • Gardeners: Creative & fun approaches to gardening
    • Gain commitment to have customer order bulk volume of “Chia Pet”
    • Inform customer that there will be a rebate option for certain number ordered and favorable “bulk pricing”
  • High “Pet Rock” Buyers Probes
    • “ Pet Rock” and “Chia Pet”
    • As a wholesale account what is the current usage of the “Pet Rock” inventory? What sizes are they ordering more?
    • Do you have customers returning any? What are their concerns? How are you managing customers who do not wish to keep their “Pet Rocks”?
    • How are you ordering “Pet Rocks” currently? What type of customers are buying them?
    • What do you like and dislike about the “Pet Rock”?
    • Have you heard about the various colors of the “Pet Rock”?
    • Will you consider ordering a bulk of “Pet Rocks” for your gardening customers?
    • “ Chia Pet”
    • As a wholesale account what is the current usage of “Chia Pet” inventory? What selections are your customers ordering?
    • Will you consider buying bulk “Chia Pets’ for your gardening section?
    Customer Segments
  • FINAL THOUGHTS
  • Final Thoughts
    • Probe
    • Learn about your customer!
    • The better you understand your customer, the more thoughtful and targeted dialogue track you have in reaching the goal
    • Offer
    • For all customers, ask them what you can do to help and how you can provide the best value to them
    • Prove
    • Follow up on your previous conversations
    • Say what you do and do what you say
    • Close
    • Ask appropriately for the business
    Customer Segments
  • AH 2 & Beyond Consulting ~ Strategic Business Planning ~ ~ Marketing Excellence ~ ~ Commercial Operations ~ ~ Training Development ~ ~ Tailored Workshops ~ ~ Keynote Inspirational Speaker ~ Contact Us Today! 267.221.8529 [email_address] www.ah2andbeyond.com