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9 POINTERS TO
SEGMENTATION
SUCCESS
Improve marketing ROI
Bill Vallis – The Four Peas
UNDERSTANDING
SEGMENTATION
Marketers often focus on tactical detail ahead
of the strategic approach.
Segmentation goes to the heart of business
success.
• It’s the precursor to better targeting
• It’s based on understanding your customers
It doesn’t have to be difficult – and it can
drive step-change in your marketing results.
SEGMENTATION
DEFINED
Identify the specific needs and wants of your customers.
Then create sub-groups (segments) that share the
same purchase motivations.
CRITERIA
• Demographic
• Benefit sought
• Occasion /application
• Psychographic
• Behavioural
• Geographic
There are numerous criteria you can use to
segment your customers into sub-groups.
Apply the criteria that best tie in with
your customers’ purchase motivations.
EVALUATE
YOUR
SEGMENTS
Here’s the targeting bit: identifying the
segments you are best positioned to serve –
and to achieve commercial results from.
• Is it large enough to be profitable?
• Can you reach the individuals cost effectively?
• Is it sufficiently distinct from other segments?
If you accurately identify target segments and tailor the
marketing mix accordingly, results will follow.
• Does it inform the marketing mix?
Segmentation summary
– 9 pointers to success
3. Segmentation = ‘grouping customers by their purchase motivations’
1. Ensure your strategy’s right, before fine-tuning tactics
2. Profitable targeting relies on segmentation
4. Applying simple user classifications is less effective
5. Evaluate and prioritise segments
6. Tailor your marketing for each segment you target
7. Segmentation improves marketing efficiency & ROI
8. Tailored propositions raise perceived value and margins
9. Segmentation information is key: include in agency briefs9. Segmentation information is key: include in agency briefs
THE FOUR PEAS
CAN HELP YOUR
BUSINESS:
 Address marketing challenges.
 Create effective campaigns.
 Deliver the business results you need.
THINK
OUTSIDE
THE POD
Bill Vallis
E: bill@thefourpeas.co.uk
T: 01225 447 496
M: 07906 416 445
Twitter: BillVallis
LinkedIn: uk.linkedin.com/in/billvallis

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9 Pointers to Market Segmentation Success

  • 1. 9 POINTERS TO SEGMENTATION SUCCESS Improve marketing ROI Bill Vallis – The Four Peas
  • 2. UNDERSTANDING SEGMENTATION Marketers often focus on tactical detail ahead of the strategic approach. Segmentation goes to the heart of business success. • It’s the precursor to better targeting • It’s based on understanding your customers It doesn’t have to be difficult – and it can drive step-change in your marketing results.
  • 3. SEGMENTATION DEFINED Identify the specific needs and wants of your customers. Then create sub-groups (segments) that share the same purchase motivations.
  • 4. CRITERIA • Demographic • Benefit sought • Occasion /application • Psychographic • Behavioural • Geographic There are numerous criteria you can use to segment your customers into sub-groups. Apply the criteria that best tie in with your customers’ purchase motivations.
  • 5. EVALUATE YOUR SEGMENTS Here’s the targeting bit: identifying the segments you are best positioned to serve – and to achieve commercial results from. • Is it large enough to be profitable? • Can you reach the individuals cost effectively? • Is it sufficiently distinct from other segments? If you accurately identify target segments and tailor the marketing mix accordingly, results will follow. • Does it inform the marketing mix?
  • 6. Segmentation summary – 9 pointers to success 3. Segmentation = ‘grouping customers by their purchase motivations’ 1. Ensure your strategy’s right, before fine-tuning tactics 2. Profitable targeting relies on segmentation 4. Applying simple user classifications is less effective 5. Evaluate and prioritise segments 6. Tailor your marketing for each segment you target 7. Segmentation improves marketing efficiency & ROI 8. Tailored propositions raise perceived value and margins 9. Segmentation information is key: include in agency briefs9. Segmentation information is key: include in agency briefs
  • 7. THE FOUR PEAS CAN HELP YOUR BUSINESS:  Address marketing challenges.  Create effective campaigns.  Deliver the business results you need.
  • 8. THINK OUTSIDE THE POD Bill Vallis E: bill@thefourpeas.co.uk T: 01225 447 496 M: 07906 416 445 Twitter: BillVallis LinkedIn: uk.linkedin.com/in/billvallis