Hiebing Explores: Segmentation and Knowing Your Target
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Hiebing Explores: Segmentation and Knowing Your Target

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Done right, segmentation rocks. It helps you see the market through the eyes of your brand’s consumers. And it lets you identify the emotional drivers that can help you grow your business. But to ...

Done right, segmentation rocks. It helps you see the market through the eyes of your brand’s consumers. And it lets you identify the emotional drivers that can help you grow your business. But to get the most from segmentation, you need to be in firm control. If you would like to discuss it in person or over the phone, please give us a call at 608.256.6357 or send us an email: letstalk@hiebing.com

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Hiebing Explores: Segmentation and Knowing Your Target Hiebing Explores: Segmentation and Knowing Your Target Presentation Transcript

  • SEGMENTATION:
    MANAGING THE ROCK STAR OF BRAND INSIGHT.
  • Segmentation owns an uneven reputation.
    FANS who have witnessed its power when thoughtfully harnessed
    FOES who have seen it suck time and energy from flawed application
  • That said, we believe:
    It’s a rock star tool for brands to build stronger bonds with consumers
  • That said, we believe:
    It’s a rock star tool for brands to build stronger bonds with consumers
    Like many rock legends, it needs good management
  • Good management = steering clear of the traps that can cripple your study.
  • traps that can cripple your study:
    Looking Through the Wrong Lens
    Not digging deep enough
    Failure to anticipate Possible Outcomes
    Thinking Your Target Will Be Obvious
    Failure to Test the Actionabilityof Segments
  • Trap #1:
    Use The Wrong Lens, And You See The Wrong Thing
    You’re used to looking atyour business from the perspective ofyour business.
    Your consumer doesn’t.
  • Trap #1:
    Use The Wrong Lens, And You See The Wrong Thing
    You’re used to looking atyour business from the perspective ofyour business.
    Your consumer doesn’t.
    Period.
  • When doing a segmentation study:
    Ask questions that let your consumer tell you how they view your category and your brand.
    Trap #1:
  • When doing a segmentation study:
    Only then will you find a meaningful way to break through and forge a strong bond with her.
    Trap #1:
  • Wrong lens alert!
    Segment names like:
    are signs that you’re looking at your business from your perspective…
    Trap #1:
  • Wrong lens alert!
    Segment names like:
    are signs that you’re looking at your business from your perspective…
    Notyour consumers.
    Trap #1:
  • Not diggingdeep enough
    Trap #2:
  • Good things happen to those who dig deeper.
    Trap #2:
  • Drive your questionnaire to explore a broad range of emotional dimensions.
    You’ll avoid creating flat, uninspired segments.
    Trap #2:
  • So, ASK…
    Trap #2:
  • Does a longer questionnaire take longer?
    Sure.
    Trap #2:
  • Does a longer questionnaire take longer?
    Sure.
    Do the results justify it?
    You bet.
    Trap #2:
  • Trap #3:
    FAILURE TO ANTICIPATE POSSIBLE OUTCOMES
  • 3 Things To Remember
    Anticipate. Anticipate. Anticipate.
    Trap #3:
  • You know a lot about:
    Trap #3:
  • Use that knowledge to hypothesize what the segments might be.
    Then create the questions to find out for sure.
    Trap #3:
  • Trap #4:
    Think your segments are actionable?
    Ask your inner marketer to prove it.
  • Tricky part:
    There is never just one solution in segmentation.
    There are always many possible segmentation outputs.
    Trap #4:
  • How do you identify the best segmentation output?
    Trap #4:
  • How do you identify the best segmentation output?
    Ask yourself…
    Trap #4:
  • Does each segment profile immediately spark marketing ideas for that segment?
    Trap #4:
  • Does each segment profile immediately spark marketing ideas for that segment?
    Nodding yes? 
    You’re on your way to success.
    Trap #4:
  • Trap #5:
    The Only Obvious Thing About Targets Is That They Are Seldom Obvious.
  • Sometimes it’s very clear whom you need to target.
    Sometimes it’s not.
    So how do you pick? Click on for some thoughts to guide you…
    Trap #5:
  • Look first at segments that contain a lot of your current brand users
    Your core users know and love your brand.If you can meet your business goals by staying focused on the people who already love you…  go for it!
    Trap #5:
  • Unfortunately, business goals often require reaching beyond current users.
    If that’s the case for you…Look at brand switchers or occasional users next
    Trap #5:
  • But watch out if these occasional buyers are heavily price driven.
    Someone will always go lower and lure your target away.
    Trap #5:
  • Finally, look at converting nonusers
    This presents the more difficult challenge, but a more lucrative reward.
    Pure incremental sales.
    Trap #5:
  • Big Finish:
    Segmentation is a power tool.
  • Big Finish:
    Segmentation is a power tool.
    It helps you see the market through the eyes of consumers.
    It identifies who your core target could be to help you grow your business. 
    It can inspire a more meaningful connection.
  • Remember:
    You control just how powerful a tool segmentation will be.
    After all, It’s the manager who books any self-respecting rock star’s gigs.
  • Want segmentation to perform brilliantly for you?
    608.256.6357Hiebing.com