SlideShare a Scribd company logo

How a Segmentation Refresh Ignited Brand Growth.pdf

This presentation shares tips for successfully refreshing a segmentation - knowing when it's time to refresh, how to frame your market, how to prove your segments to inspire confidence and how to activate your segmentation to energize stakeholders.

1 of 22
Download to read offline
How a Segmentation Refresh Ignited Brand Growth.pdf
To Refresh or Not
to Refresh Your
Segmentation
That is the
Question
OUTDATED
BUSINESS
EVOLUTION
MARKET
EVOLUTION
MARKET
ACCELERATORS
TOP
REASONS TO
REFRESH
OUTDATED
BUSINESS
EVOLUTION
MARKET
EVOLUTION
MARKET
ACCELERATORS
TOP
REASONS TO
REFRESH
THE CHALLENGE
FOR OUR CLIENT:
All of the
Above
For a Financial Services Company, a Rapidly Evolving
Landscape was an Indicator for a Refresh
The brand was
growing up
GenX entering
retirement
More diverse
investors
Rise
of mass
affluents
Emergence of
direct sales
channels
COVID’s impact on new
ways of thinking about
saving and investing
EVOLVING YOUR
SEGMENTATION
REQUIRES A
FRESH TAKE
2
1
3
PROVE
ACTIVATE
FRAME
FRAME
REVISIT WHO’S IN
THE MARKET NOW 1

Recommended

05.21.15 Vanderbilt Presentation on Building Leadership Skills
05.21.15  Vanderbilt Presentation on Building Leadership Skills05.21.15  Vanderbilt Presentation on Building Leadership Skills
05.21.15 Vanderbilt Presentation on Building Leadership SkillsMichael Burcham
 
27 Learnings From Leading A Marketplace Business - Focus
27 Learnings From Leading A Marketplace Business - Focus27 Learnings From Leading A Marketplace Business - Focus
27 Learnings From Leading A Marketplace Business - FocusDanny Denhard
 
Creative & Storytelling Across Social Channels
Creative & Storytelling Across Social ChannelsCreative & Storytelling Across Social Channels
Creative & Storytelling Across Social ChannelsTinuiti
 
Sales Methodologies - A quick guide to boosting success - realSociable
Sales Methodologies - A quick guide to boosting success - realSociableSales Methodologies - A quick guide to boosting success - realSociable
Sales Methodologies - A quick guide to boosting success - realSociableDalia Asterbadi
 
Customer Strategy Ecosystem
Customer Strategy Ecosystem Customer Strategy Ecosystem
Customer Strategy Ecosystem Adrian Campanelli
 
WNS Denali Sourcing Solutions: Elevate Your Procurement Strategy
WNS Denali Sourcing Solutions: Elevate Your Procurement StrategyWNS Denali Sourcing Solutions: Elevate Your Procurement Strategy
WNS Denali Sourcing Solutions: Elevate Your Procurement StrategySheetalSharma899215
 
Ignite the Pipeline with Personalized Integrated Campaigns
Ignite the Pipeline with Personalized Integrated Campaigns Ignite the Pipeline with Personalized Integrated Campaigns
Ignite the Pipeline with Personalized Integrated Campaigns Lauren Goldstein
 
Ignite the Pipeline with Personalized Integrated Campaigns
Ignite the Pipeline with Personalized Integrated Campaigns Ignite the Pipeline with Personalized Integrated Campaigns
Ignite the Pipeline with Personalized Integrated Campaigns Babcock Jenkins
 

More Related Content

Similar to How a Segmentation Refresh Ignited Brand Growth.pdf

Vision to Action
Vision to ActionVision to Action
Vision to ActionSkillweed
 
Michael Farrington - Staying Relevant in Marketing
Michael Farrington - Staying Relevant in MarketingMichael Farrington - Staying Relevant in Marketing
Michael Farrington - Staying Relevant in MarketingAMASanDiego
 
Engage & Listen: Activating Your Brand Across Digital Touchpoints
Engage & Listen: Activating Your Brand Across Digital TouchpointsEngage & Listen: Activating Your Brand Across Digital Touchpoints
Engage & Listen: Activating Your Brand Across Digital TouchpointsOne North
 
Young Marketers Elite 4 - assignment 2.1 - quang minh -bao nhu-quynh phuong -...
Young Marketers Elite 4 - assignment 2.1 - quang minh -bao nhu-quynh phuong -...Young Marketers Elite 4 - assignment 2.1 - quang minh -bao nhu-quynh phuong -...
Young Marketers Elite 4 - assignment 2.1 - quang minh -bao nhu-quynh phuong -...Quỳnh Phương
 
Young marketers elite 4 assignment 2.1 - quang minh -bao nhu-quynh phuong -...
Young marketers elite 4   assignment 2.1 - quang minh -bao nhu-quynh phuong -...Young marketers elite 4   assignment 2.1 - quang minh -bao nhu-quynh phuong -...
Young marketers elite 4 assignment 2.1 - quang minh -bao nhu-quynh phuong -...Cường Phan
 
Power of social media - Humphrey
Power of social media - HumphreyPower of social media - Humphrey
Power of social media - HumphreyLin Humphrey, Ph.D.
 
Nine Ways to Win Investors and Influence Prospects
Nine Ways to Win Investors and Influence ProspectsNine Ways to Win Investors and Influence Prospects
Nine Ways to Win Investors and Influence ProspectsAtlas Integrated
 
Getting brilliant briefs from your client
Getting brilliant briefs from your clientGetting brilliant briefs from your client
Getting brilliant briefs from your clientKathryn Ellis
 
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand InfluencersHow to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand InfluencersVivastream
 
A++marketing storytelling whitepaper
A++marketing storytelling whitepaperA++marketing storytelling whitepaper
A++marketing storytelling whitepaperYehuda Cagen
 
NextGen Customer Engagement - An Extension from Dave McClure's Pirate Startup...
NextGen Customer Engagement - An Extension from Dave McClure's Pirate Startup...NextGen Customer Engagement - An Extension from Dave McClure's Pirate Startup...
NextGen Customer Engagement - An Extension from Dave McClure's Pirate Startup...Dalia Asterbadi
 
Webinar Social Selling for Sales Teams
Webinar Social Selling for Sales TeamsWebinar Social Selling for Sales Teams
Webinar Social Selling for Sales TeamsDoble Group, LLC
 
Marketing Revealed: How Retail and Digital Marketers Drive Transformation
Marketing Revealed: How Retail and Digital Marketers Drive TransformationMarketing Revealed: How Retail and Digital Marketers Drive Transformation
Marketing Revealed: How Retail and Digital Marketers Drive TransformationG3 Communications
 
Enhance-Vendor-Reseller-Relationship-Model-N
Enhance-Vendor-Reseller-Relationship-Model-NEnhance-Vendor-Reseller-Relationship-Model-N
Enhance-Vendor-Reseller-Relationship-Model-NChannelinsight
 
Managing stakeholders as critical success factor in operational excellence
Managing stakeholders as critical success factor in operational excellenceManaging stakeholders as critical success factor in operational excellence
Managing stakeholders as critical success factor in operational excellenceThe Jamilah H
 
Social Fresh Tampa 2011: The Social Engagement Journey w/ Kristy Bolsinger
Social Fresh Tampa 2011: The Social Engagement Journey w/ Kristy BolsingerSocial Fresh Tampa 2011: The Social Engagement Journey w/ Kristy Bolsinger
Social Fresh Tampa 2011: The Social Engagement Journey w/ Kristy BolsingerSocial Fresh Conference
 
Digital Marketing 101 For Non-Marketers
Digital Marketing 101 For Non-MarketersDigital Marketing 101 For Non-Marketers
Digital Marketing 101 For Non-MarketersCreative For More
 

Similar to How a Segmentation Refresh Ignited Brand Growth.pdf (20)

Vision to Action
Vision to ActionVision to Action
Vision to Action
 
Michael Farrington - Staying Relevant in Marketing
Michael Farrington - Staying Relevant in MarketingMichael Farrington - Staying Relevant in Marketing
Michael Farrington - Staying Relevant in Marketing
 
Engage & Listen: Activating Your Brand Across Digital Touchpoints
Engage & Listen: Activating Your Brand Across Digital TouchpointsEngage & Listen: Activating Your Brand Across Digital Touchpoints
Engage & Listen: Activating Your Brand Across Digital Touchpoints
 
Brand Storytelling Master Class - Clover Carroll, New Story Media
Brand Storytelling Master Class - Clover Carroll, New Story MediaBrand Storytelling Master Class - Clover Carroll, New Story Media
Brand Storytelling Master Class - Clover Carroll, New Story Media
 
Young Marketers Elite 4 - assignment 2.1 - quang minh -bao nhu-quynh phuong -...
Young Marketers Elite 4 - assignment 2.1 - quang minh -bao nhu-quynh phuong -...Young Marketers Elite 4 - assignment 2.1 - quang minh -bao nhu-quynh phuong -...
Young Marketers Elite 4 - assignment 2.1 - quang minh -bao nhu-quynh phuong -...
 
Young marketers elite 4 assignment 2.1 - quang minh -bao nhu-quynh phuong -...
Young marketers elite 4   assignment 2.1 - quang minh -bao nhu-quynh phuong -...Young marketers elite 4   assignment 2.1 - quang minh -bao nhu-quynh phuong -...
Young marketers elite 4 assignment 2.1 - quang minh -bao nhu-quynh phuong -...
 
Power of social media - Humphrey
Power of social media - HumphreyPower of social media - Humphrey
Power of social media - Humphrey
 
Nine Ways to Win Investors and Influence Prospects
Nine Ways to Win Investors and Influence ProspectsNine Ways to Win Investors and Influence Prospects
Nine Ways to Win Investors and Influence Prospects
 
cus expereince
cus expereincecus expereince
cus expereince
 
Getting brilliant briefs from your client
Getting brilliant briefs from your clientGetting brilliant briefs from your client
Getting brilliant briefs from your client
 
How to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand InfluencersHow to Use Social Currency to Identify Your Brand Influencers
How to Use Social Currency to Identify Your Brand Influencers
 
A++marketing storytelling whitepaper
A++marketing storytelling whitepaperA++marketing storytelling whitepaper
A++marketing storytelling whitepaper
 
03 CXPA Finland Webinar - How to get customer sustainably on mngt agenda - Ja...
03 CXPA Finland Webinar - How to get customer sustainably on mngt agenda - Ja...03 CXPA Finland Webinar - How to get customer sustainably on mngt agenda - Ja...
03 CXPA Finland Webinar - How to get customer sustainably on mngt agenda - Ja...
 
NextGen Customer Engagement - An Extension from Dave McClure's Pirate Startup...
NextGen Customer Engagement - An Extension from Dave McClure's Pirate Startup...NextGen Customer Engagement - An Extension from Dave McClure's Pirate Startup...
NextGen Customer Engagement - An Extension from Dave McClure's Pirate Startup...
 
Webinar Social Selling for Sales Teams
Webinar Social Selling for Sales TeamsWebinar Social Selling for Sales Teams
Webinar Social Selling for Sales Teams
 
Marketing Revealed: How Retail and Digital Marketers Drive Transformation
Marketing Revealed: How Retail and Digital Marketers Drive TransformationMarketing Revealed: How Retail and Digital Marketers Drive Transformation
Marketing Revealed: How Retail and Digital Marketers Drive Transformation
 
Enhance-Vendor-Reseller-Relationship-Model-N
Enhance-Vendor-Reseller-Relationship-Model-NEnhance-Vendor-Reseller-Relationship-Model-N
Enhance-Vendor-Reseller-Relationship-Model-N
 
Managing stakeholders as critical success factor in operational excellence
Managing stakeholders as critical success factor in operational excellenceManaging stakeholders as critical success factor in operational excellence
Managing stakeholders as critical success factor in operational excellence
 
Social Fresh Tampa 2011: The Social Engagement Journey w/ Kristy Bolsinger
Social Fresh Tampa 2011: The Social Engagement Journey w/ Kristy BolsingerSocial Fresh Tampa 2011: The Social Engagement Journey w/ Kristy Bolsinger
Social Fresh Tampa 2011: The Social Engagement Journey w/ Kristy Bolsinger
 
Digital Marketing 101 For Non-Marketers
Digital Marketing 101 For Non-MarketersDigital Marketing 101 For Non-Marketers
Digital Marketing 101 For Non-Marketers
 

More from Vital Findings

PR Worthy Techniques To Make Research Go Further
PR Worthy Techniques To Make Research Go FurtherPR Worthy Techniques To Make Research Go Further
PR Worthy Techniques To Make Research Go FurtherVital Findings
 
Storytelling 360: Great Stories Start BEFORE the Research, And Don’t End With...
Storytelling 360: Great Stories Start BEFORE the Research, And Don’t End With...Storytelling 360: Great Stories Start BEFORE the Research, And Don’t End With...
Storytelling 360: Great Stories Start BEFORE the Research, And Don’t End With...Vital Findings
 
Quirks: Using A Segmentation to Craft Marketing Campaigns
Quirks: Using A Segmentation to Craft Marketing CampaignsQuirks: Using A Segmentation to Craft Marketing Campaigns
Quirks: Using A Segmentation to Craft Marketing CampaignsVital Findings
 
Surviving the Cross-Platform Explosion: Lessons from The Walking Dead
Surviving the Cross-Platform Explosion: Lessons from The Walking DeadSurviving the Cross-Platform Explosion: Lessons from The Walking Dead
Surviving the Cross-Platform Explosion: Lessons from The Walking DeadVital Findings
 
The Shift to Smartphone Dominance
The Shift to Smartphone DominanceThe Shift to Smartphone Dominance
The Shift to Smartphone DominanceVital Findings
 
How Will You Buy a Car in 2025
How Will You Buy a Car in 2025How Will You Buy a Car in 2025
How Will You Buy a Car in 2025Vital Findings
 
Aspirational Segmentation
Aspirational SegmentationAspirational Segmentation
Aspirational SegmentationVital Findings
 
How Design is Connecting Insight to Impact
How Design is Connecting Insight to ImpactHow Design is Connecting Insight to Impact
How Design is Connecting Insight to ImpactVital Findings
 
Future autonomous vehicle driver study
Future autonomous vehicle driver studyFuture autonomous vehicle driver study
Future autonomous vehicle driver studyVital Findings
 
Visual Questionnaire Design
Visual Questionnaire DesignVisual Questionnaire Design
Visual Questionnaire DesignVital Findings
 
Evangelizing Research to Inspire Action
Evangelizing Research to Inspire ActionEvangelizing Research to Inspire Action
Evangelizing Research to Inspire ActionVital Findings
 
Digital Purchase Journey
Digital Purchase JourneyDigital Purchase Journey
Digital Purchase JourneyVital Findings
 
The 2013 Market Research Event Promotional Infographic
The 2013 Market Research Event Promotional InfographicThe 2013 Market Research Event Promotional Infographic
The 2013 Market Research Event Promotional InfographicVital Findings
 
D.I.Y. Insights Workshop Cards
D.I.Y. Insights Workshop CardsD.I.Y. Insights Workshop Cards
D.I.Y. Insights Workshop CardsVital Findings
 
Bringing Research to Life through Collaborative, Engaging and Inspiring Works...
Bringing Research to Life through Collaborative, Engaging and Inspiring Works...Bringing Research to Life through Collaborative, Engaging and Inspiring Works...
Bringing Research to Life through Collaborative, Engaging and Inspiring Works...Vital Findings
 

More from Vital Findings (15)

PR Worthy Techniques To Make Research Go Further
PR Worthy Techniques To Make Research Go FurtherPR Worthy Techniques To Make Research Go Further
PR Worthy Techniques To Make Research Go Further
 
Storytelling 360: Great Stories Start BEFORE the Research, And Don’t End With...
Storytelling 360: Great Stories Start BEFORE the Research, And Don’t End With...Storytelling 360: Great Stories Start BEFORE the Research, And Don’t End With...
Storytelling 360: Great Stories Start BEFORE the Research, And Don’t End With...
 
Quirks: Using A Segmentation to Craft Marketing Campaigns
Quirks: Using A Segmentation to Craft Marketing CampaignsQuirks: Using A Segmentation to Craft Marketing Campaigns
Quirks: Using A Segmentation to Craft Marketing Campaigns
 
Surviving the Cross-Platform Explosion: Lessons from The Walking Dead
Surviving the Cross-Platform Explosion: Lessons from The Walking DeadSurviving the Cross-Platform Explosion: Lessons from The Walking Dead
Surviving the Cross-Platform Explosion: Lessons from The Walking Dead
 
The Shift to Smartphone Dominance
The Shift to Smartphone DominanceThe Shift to Smartphone Dominance
The Shift to Smartphone Dominance
 
How Will You Buy a Car in 2025
How Will You Buy a Car in 2025How Will You Buy a Car in 2025
How Will You Buy a Car in 2025
 
Aspirational Segmentation
Aspirational SegmentationAspirational Segmentation
Aspirational Segmentation
 
How Design is Connecting Insight to Impact
How Design is Connecting Insight to ImpactHow Design is Connecting Insight to Impact
How Design is Connecting Insight to Impact
 
Future autonomous vehicle driver study
Future autonomous vehicle driver studyFuture autonomous vehicle driver study
Future autonomous vehicle driver study
 
Visual Questionnaire Design
Visual Questionnaire DesignVisual Questionnaire Design
Visual Questionnaire Design
 
Evangelizing Research to Inspire Action
Evangelizing Research to Inspire ActionEvangelizing Research to Inspire Action
Evangelizing Research to Inspire Action
 
Digital Purchase Journey
Digital Purchase JourneyDigital Purchase Journey
Digital Purchase Journey
 
The 2013 Market Research Event Promotional Infographic
The 2013 Market Research Event Promotional InfographicThe 2013 Market Research Event Promotional Infographic
The 2013 Market Research Event Promotional Infographic
 
D.I.Y. Insights Workshop Cards
D.I.Y. Insights Workshop CardsD.I.Y. Insights Workshop Cards
D.I.Y. Insights Workshop Cards
 
Bringing Research to Life through Collaborative, Engaging and Inspiring Works...
Bringing Research to Life through Collaborative, Engaging and Inspiring Works...Bringing Research to Life through Collaborative, Engaging and Inspiring Works...
Bringing Research to Life through Collaborative, Engaging and Inspiring Works...
 

Recently uploaded

6 Steps To Run A Successful Digital Marketing Agency.pdf
6 Steps To Run A Successful Digital Marketing Agency.pdf6 Steps To Run A Successful Digital Marketing Agency.pdf
6 Steps To Run A Successful Digital Marketing Agency.pdfafreenguliwala1
 
What Is Materials Handling? Logistics Glossary
What Is Materials Handling? Logistics GlossaryWhat Is Materials Handling? Logistics Glossary
What Is Materials Handling? Logistics Glossarykumarjamiy
 
Six essential questions to ask your electrician in epsom
Six essential questions to ask your electrician in epsomSix essential questions to ask your electrician in epsom
Six essential questions to ask your electrician in epsomSK Electrical Works
 
Quick Fixes When A Garage Door Won’t Close as It Should
Quick Fixes When A Garage Door Won’t Close as It ShouldQuick Fixes When A Garage Door Won’t Close as It Should
Quick Fixes When A Garage Door Won’t Close as It ShouldAll Garage Doors and Gates
 
cfo service in dubai Strategy support, Risk minimization, Liability management
cfo service in dubai  Strategy support, Risk minimization, Liability managementcfo service in dubai  Strategy support, Risk minimization, Liability management
cfo service in dubai Strategy support, Risk minimization, Liability managementSumit Dubey Fitness
 
Horarios de ómnibus copsa verano 2024.pdf
Horarios de ómnibus copsa verano 2024.pdfHorarios de ómnibus copsa verano 2024.pdf
Horarios de ómnibus copsa verano 2024.pdfflordelotomore
 
Johns Essex Air Conditioning | Supply, Maintenance & Repair
Johns Essex Air Conditioning | Supply, Maintenance & RepairJohns Essex Air Conditioning | Supply, Maintenance & Repair
Johns Essex Air Conditioning | Supply, Maintenance & RepairSouthend builders in uk
 
How to get Discounts On True links wear?
How to get Discounts On True links wear?How to get Discounts On True links wear?
How to get Discounts On True links wear?Julia Smith
 
新南威尔士大学毕业证制作流程UNSW毕业证文凭学历学位认证
新南威尔士大学毕业证制作流程UNSW毕业证文凭学历学位认证新南威尔士大学毕业证制作流程UNSW毕业证文凭学历学位认证
新南威尔士大学毕业证制作流程UNSW毕业证文凭学历学位认证8cuw8kc0
 
圣约翰大学毕业证制作流程美国学历学位认证
圣约翰大学毕业证制作流程美国学历学位认证圣约翰大学毕业证制作流程美国学历学位认证
圣约翰大学毕业证制作流程美国学历学位认证8cuw8kc0
 

Recently uploaded (12)

6 Steps To Run A Successful Digital Marketing Agency.pdf
6 Steps To Run A Successful Digital Marketing Agency.pdf6 Steps To Run A Successful Digital Marketing Agency.pdf
6 Steps To Run A Successful Digital Marketing Agency.pdf
 
What Is Materials Handling? Logistics Glossary
What Is Materials Handling? Logistics GlossaryWhat Is Materials Handling? Logistics Glossary
What Is Materials Handling? Logistics Glossary
 
Six essential questions to ask your electrician in epsom
Six essential questions to ask your electrician in epsomSix essential questions to ask your electrician in epsom
Six essential questions to ask your electrician in epsom
 
Quick Fixes When A Garage Door Won’t Close as It Should
Quick Fixes When A Garage Door Won’t Close as It ShouldQuick Fixes When A Garage Door Won’t Close as It Should
Quick Fixes When A Garage Door Won’t Close as It Should
 
cfo service in dubai Strategy support, Risk minimization, Liability management
cfo service in dubai  Strategy support, Risk minimization, Liability managementcfo service in dubai  Strategy support, Risk minimization, Liability management
cfo service in dubai Strategy support, Risk minimization, Liability management
 
IETM Level 4 Service Provider -Code and Pixels.pdf
IETM Level 4 Service Provider -Code and Pixels.pdfIETM Level 4 Service Provider -Code and Pixels.pdf
IETM Level 4 Service Provider -Code and Pixels.pdf
 
Horarios de ómnibus copsa verano 2024.pdf
Horarios de ómnibus copsa verano 2024.pdfHorarios de ómnibus copsa verano 2024.pdf
Horarios de ómnibus copsa verano 2024.pdf
 
Johns Essex Air Conditioning | Supply, Maintenance & Repair
Johns Essex Air Conditioning | Supply, Maintenance & RepairJohns Essex Air Conditioning | Supply, Maintenance & Repair
Johns Essex Air Conditioning | Supply, Maintenance & Repair
 
How to get Discounts On True links wear?
How to get Discounts On True links wear?How to get Discounts On True links wear?
How to get Discounts On True links wear?
 
Overview of Mitsubishi M-Series Filtration
Overview of Mitsubishi M-Series FiltrationOverview of Mitsubishi M-Series Filtration
Overview of Mitsubishi M-Series Filtration
 
新南威尔士大学毕业证制作流程UNSW毕业证文凭学历学位认证
新南威尔士大学毕业证制作流程UNSW毕业证文凭学历学位认证新南威尔士大学毕业证制作流程UNSW毕业证文凭学历学位认证
新南威尔士大学毕业证制作流程UNSW毕业证文凭学历学位认证
 
圣约翰大学毕业证制作流程美国学历学位认证
圣约翰大学毕业证制作流程美国学历学位认证圣约翰大学毕业证制作流程美国学历学位认证
圣约翰大学毕业证制作流程美国学历学位认证
 

How a Segmentation Refresh Ignited Brand Growth.pdf

  • 2. To Refresh or Not to Refresh Your Segmentation That is the Question OUTDATED BUSINESS EVOLUTION MARKET EVOLUTION MARKET ACCELERATORS TOP REASONS TO REFRESH
  • 4. For a Financial Services Company, a Rapidly Evolving Landscape was an Indicator for a Refresh The brand was growing up GenX entering retirement More diverse investors Rise of mass affluents Emergence of direct sales channels COVID’s impact on new ways of thinking about saving and investing
  • 5. EVOLVING YOUR SEGMENTATION REQUIRES A FRESH TAKE 2 1 3 PROVE ACTIVATE FRAME
  • 7. Know the Trends: Understand the evolution of what is happening now and what’s projected to happen to determine where to focus your segmentation FRAME
  • 8. Go Deep with Current & Potential Audiences: Immerse to pinpoint nuanced ways the market has shifted This will frame the segmentation design FRAME Living within means to support family Real estate acquisition Financial independence Financial security into retirement Hispanic/ LatinX Asian/Pacific Islander Black/African American High Net Worth
  • 9. Define the sample frame BEFORE you segment • Assets of $250k+ • Must work with and value a Financial Planner • HHI of $75k+ & Liquid Assets of $100k+ • Primary/shared decision making for household PREVIOUS IR: 10.5% NEW IR: 33% FRAME Where We Started 2015 Qualifications Where We Landed 2021 Qualifications Exploratory Quantitative to Define Addressable Audience
  • 10. Zoom in vs. Zoom out FRAME Segment 1 Segment 2 Segment 3 Segment 4 Segment 5 Segment 6 Fits Now Future Opportunities Fits Current Business Model Low Hanging Fruit With Slight Evolution Extra Effort
  • 12. Take your segmentation to the market to gut-check it Validate It In the Market PROVE “I think you guys are dead on with your groups. I don't know how you guys did this. This speaks loud to how we structure our business... I could almost put each group in one of the four areas that we have created.” – Financial Professional
  • 13. CREATE ENERGY AROUND THE NEW MARKET VIEW ACTIVATE 3
  • 14. PRE-PLAN Create formal plan BEFORE you start. Define who, what where, when, why. House Rules for Activation BE FLEXIBLE Do not expect a perfect project with a bow wrapped around it. Go with the flow. SET EXPECTATIONS Tell stakeholders how this helps and that you’ll bring them along for the ride. INFORM Continuous touch points along the journey only benefit you in the end. ALIGN At critical junctures and decision points. DO NOT BE AFRAID Bring stakeholders in. They will feel invested. ACTIVATE
  • 15. Build anticipation • Communication plan. • Alignment conversations. • Insights teasers (example newsletter at right). ACTIVATE
  • 16. ACTIVATE Connect the dots • Be clear on what changed. • Connect to existing insights. • Infuse segments into future strategic work. Secure Confidants
  • 17. Make it relatable • Humanize the segment. • Analytic frameworks. • Storytelling devices. ACTIVATE
  • 18. ACTIVATE Capture attention • Use creativity. • Use design. • Use immersion.
  • 19. ACTIVATE Don’t Quit: Activation STARTS at the rollout SEGMENT WORKSHOPS SEGMENT IMMERSIONS INTERACTIVE DELIVERABLES SEGMENT PLAYBOOKS
  • 20. 20 PLUS OUR TOP TIPS THE OUTCOME "I am still getting comments today about how much people enjoyed yesterday's interactive presentation. People are telling me they left feeling energized and wanting to learn more. It doesn’t get any better than that. You all really set the bar on how to successfully introduce a ton of data to engage people with short attention spans. We’ll be using this approach as a case study “best practice” going forward." - Head of Insights
  • 21. Tips to Refresh Your Segmentation Know when it’s time. Consider these two questions: Has your business changed since your segmentation was done? Have market conditions evolved? Embrace the process. Flexibility, openness and continuous alignment are needed as you infuse a refreshed segmentation into your organization. Frame your potential market. Examine market trends, characteristics and consumer needs to determine whether to zoom in or zoom out. Test drive your new segments. Segments should feel like common sense. Gather feedback to make sure they pass the sniff test. Create an activation plan. Having an activation plan that’s adapted to your company’s working culture is critical. Use creative formats and tools to break the information down, to show what’s changed, to build energy and to create staying power.