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Smart segmentation to keep your campaigns fresh, relevant and effective – TyreSafe case study. Audience strategy conference, 26 May 2016

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Jason Simms, communications director, CJAM Group

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Smart segmentation to keep your campaigns fresh, relevant and effective – TyreSafe case study. Audience strategy conference, 26 May 2016

  1. 1. Smart segmentation to keep your campaigns fresh, relevant and effective Audience Strategy - Understanding and connecting with stakeholders TyreSafe case study
  2. 2. INTRODUCTION • Overview of segmentation… practical not theoretical • Segmentation by behaviour • Segmentation by life stage • Keeping it fresh • Gaining approval…
  3. 3. “Market segmentation is the process of splitting customers, or potential customers in a market into different group, or segments” SEGMENTATION IS A VALUABLE TOOL IN THE BOX
  4. 4. CHANNEL, MESSAGE & TIMING
  5. 5. Know your target; know your market MAKE IT STICK
  6. 6. BENEFITS OF SEGMENTATION
  7. 7. SEGMENTATION, TARGETING AND POSITIONING GeographicalDemographic Psychographic Lifestyle Beliefs & values Life stagesBenefit Behaviour Common categories of segmentation
  8. 8. SEGMENTATION BY ROAD USER
  9. 9. CHARITY SEGMENTATION Beneficiaries Advocates of the Beneficiaries Decision-makers Influencers of Decision-makers
  10. 10. BUT…
  11. 11. SEGMENTATION: TYRESAFE ? ? ? ? ? ?? ?
  12. 12. YOU’RE STILL TALKING TO PEOPLE NOT ‘SEGMENTS’
  13. 13. THEY ALL HAVE BRAINS “My husband takes care of everything to do with the car” “Yes my tyres have 1.8mm of tread so I’m fine” “I check my pressure every time I fill up to keep the car safe” “My car is only two months old so its tyres are fine” “I use mum and dad’s car - why should I check?”
  14. 14. DEFINING A TARGET, BLURRING GROUPINGS GeographicalDemographic Psychographic Lifestyle Beliefs & values Life stagesBenefit Behaviour Sources of information to guide us: • Stakeholders • Supporters • Industry • Media • Research channels (eg surveys) • Govt departments
  15. 15. Q. WHAT LINKS THIS GROUP?
  16. 16. DIFFERENCES IN BEHAVIOURS OF TYRESAFE'S TARGET Motorbike •‘Big bikes’ •‘Non-preachy’ tone •‘Prepare like the pros’ Scooter • Similar attitude to car owners • Informative tone
  17. 17. SCOOTER COMMUTER
  18. 18. SEGMENTATION BY LIFE STAGE ? ? ? ? ? ?? ?
  19. 19. SEGMENTATION BY LIFE STAGE
  20. 20. HOME SAFELY ON SAFE TYRES “My husband takes care of everything to do with the car” REASON TO BELIEVE 1 in 4 tyres on UK roads have defective tyres, killing or seriously injuring 200 each year PROPOSITION Your child may be at risk CHANNELS Mumsnet. NHS Foundation Trusts. Parenting magazines. Facebook groups ACTION “I’m going to ensure my tyres are safe and check them regularly” PROMPT Is my car safe? INSIGHT Assumption that because husband books MOTs and servicing, he’s also checking tyres INFORMATION Check tyres monthly and before long journeys. Check tread, pressure and condition. How to check
  21. 21. HOME SAFELY ON SAFE TYRES Janine McCarthy explained: “TyreSafe’s campaign is so important and I want everyone to listen and act on the message ‘Home safely on safe tyres’. I was lucky, but defective and illegal tyres can ruin lives. As new mums-to-be, we pack our hospital bags with everything we need and check our baby car seats – but we need to add CHECK TYRES to our pre-baby checklist.” Reinforced with case study
  22. 22. KEEPING IT FRESH: PHASE TWO Grandparent carers
  23. 23. OVERARCHING MESSAGE NEEDS TO STAY FRESH TOO 2010 2011 2012 2013 2014
  24. 24. FRESHENED WITHOUT LOSING BRAND Microsite hosts all resources for orders & advice Toolkit acts as a full guide for supporters Variety of supporting print posters & leaflets Variety of supporting online banners Online resources supported with dedicated animation
  25. 25. WE TOOK A RISK…
  26. 26. WAS IT SUCCESSFUL? • Record year for materials distributed • Record year for social media engagement • Record year for reaching new stakeholders But… Some could only use the safer options
  27. 27. GETTING APPROVAL… May the 4th be with you: Successful segmentation means speaking your audience’s language
  28. 28. SUMMARY – SEGMENTATION & TARGETING • Segmentation is a highly valuable tool • Low cost research can be drawn from ‘in-house’ sources • Segmentation groupings are useful but don’t be afraid to blur the boundaries • Stay fresh by considering how the message can be biased towards specific groups • Understand and use the tonality of the target – expect to risk moving away from ‘corporate’ tone
  29. 29. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
  30. 30. Audience strategy: understanding and connecting with stakeholders Sponsored by Conference 26 May 2016 London #CCaudience WiFi: RRPN1 Password: kmrhja12

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