6. 01 Customer Demographics Distribution
Priori Segmentation Support - Age, income, and marital status characteristics
Age/Life Stage
Household Income
Marital Status
• Normally Distributed
• Mainly 25-80 y/o
• Focus on Pre- & Post- Retirement • 3 Main Ranges
• A-C(<30,000)
• D-I(<100,000)
• K+(>100,000)
• # married > 2* # single
Note: Multivariate regression between y(travel expenditure + transportation expenditure) and x( Age, income, marital status, gender, number of children, etc.) shows that age, income, marital
status and number of children are the most significant variables for our customer base. Number of children leads by 0, then decreases smoothly with more kid(s) around. Not separately shown
here since it can be captured by age and marital status. Data from 20K.
Total Household affordability indicator
7. • Single
• Age > 30
• Income ~ 60k
• # Children = 0
• Luxury life, Travel, Music
• 7.5% in Customer Base
• 15.6% in Random Base
• Married
• 25 < Age < 60
• Household Income < 150K
• # Children > 0
• Healthy life & Outdoorsy
• 26.4% in Customer Base
• 15.8% in Random Base
• Married
• Age > 60
• Household Income > 80K
• # Children = 0
• Music, Food, Sports
• 15.1% in Customer Base
• 10.7% in Random Base
02 Segmentation Profiles
Capturing main types (valuable majority) of our customer based on demographics distribution
Data from analysis of 20K Customer Database and 80K Random Database.
Single Fabulous Energetic Family Old Empty Nesters
9. 01 Single Fabulous
Persona
Julie 45 y/o 85K Interior Designer, MIAMI
I am single. I love wine, beach, music and
high-ending events. I love reading Vogue
and Essence to get the updated information
about fashion and entertainment. Since I
just bought a boat, I am looking for suitable
insurance.
WHO ARE THEY?
Age: 30-85
Income: >=$40,000
Where: Majority near water
Food & Entertainment Expenditure: ~25%
Interests: Luxury life, travel, music
Value Proposition
We provide you with opportunity to
upgrade your entertaining life with high
quality and hassle-free insurance solution.
Heterogeneity and Homogeneity features
10. 02 Marketing Channels
Advertising
• Suitable channels
• Videos/TV Programs
• Focused on casual
travelling & wine tours
Newspaper
& Magazine
Dealership
Cooperation
• B2B Cooperation
• Train dealers’
salesforce to pitch
• Lower operation $
High-End Events
• Tailored invitation letter
• Promote through events
Appropriate Touch Points
• Post in Travel Section
• Cooperated with influencers
11. 03 Geography-Wise Focus
Need more marketing efforts to focus on these places
• Near Water
• Boat Insurance Oriented
13. Energetic Family02
Recreational Vehicle customers
Demographics
• Single Family with 1-3 kids
• Home owner
• High school education
• Occupation: Work from home;Tradesman;
Middle Management,etc.
• Household income: $100-149K
Healthy and Outdoorsy Lifestyle
• Outdoor & Sports
• Personal and vacation travel
• Natural food
• Active Reader(99% avid reader)
14. Energetic Family02
Persona
Ray 47 yr Mechanics, MI
Gina 43 yr Online Blogger, MI
Eric 13 yr Amy 10 yr
Single family with 2 children living in
Michigan. We love camping, playing
tennis and enjoy traveling. We are
seeking for affordable RV insurance
package.
Value Proposition
We provide economical and convenient
insurance coverage for families who
love RV lifestyle and outdoor activities.
15. • Content marketing to create RV
discussions through social media
• Cooperate with influencers such as
bloggers to share RV experiences
Digital Marketing
• Build relationship with dealers
to reach out to local customers
• Cross sell insurance to family
with SUVs or with trucks
Local Dealership
• Advertise at travel, family & health
magazines and newspaper sections
• Sharing articles about family
outdoor activity experiences with
recreational vehicles
Newspaper & Magazine
02 Marketing Channels
16. 03 Geography-Wise Focus
• People live near Great Lakes
- Michigan(MI)
- Ohio(OH)
- Texas(TX)
- California(CA)
• Near recreational attractions
- Colorado: Pueblo, Colorado Springs
- Utah: Salt Lake City
- California: Bakersfield
Families living near mountain area attractions is also our target
18. 01Old Empty Nesters
Demographics
• Age: 70s
• Where: MI, CA, TX, OH
• Income: 42 ~ 72K
• Occupation: Work from home, retired,
tradesman, middle management
Life style
• Outdoor & Sports
• Value health and fitness
• Reading
• Music, Food & Wine
Data from analysis of 20K Customer Database and 80K Random Database.
Heterogeneity and Homogeneity features
19. 01Old Empty Nesters
Johnson Couple
Henry 72y/o; Retired; LA
Monica 70y/o; Retired; LA
Have lots of savings;
Interested in travel, reading and
outdoor activities;
Want easy, reliable and good
service insurance.
Data from analysis of 20K Customer Database and 80K Random Database.
Heterogeneity and Homogeneity features
20. 02 Marketing Channels and Messages
We deliver our customers
the easiest, safest, and
most reliable insurance
solution.
Phone Sales
• Salesforce
Print Advertising
• Newspapers, magazines.
• Direct mail
Data from analysis of 20K Customer Database and 80K Random Database.
Sponsorships
• Boat shows
• Music festivals
• Summer camps
TV and Radio
• Commercials
Partnership
• Life insurance
• Auto insurance
• Credit cards
21. 03 Geography-Wise Focus
Need more marketing efforts to focus on these places
• Near Water
• Boat Insurance Oriented
