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Psycho
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- 3. What are Psychographics? •The study of: Personality Values Opinions Attitudes Interests Lifestyle
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- 5. Belonger • Community • 40%-- United States • Not fond of change • Conservative • Stick to certain brands
- 6. Achiever • Workaholic • 5-7%--UnitedStates • Control 95% of American money • Thirst for wealth and power • Independence and Reputation • Latest tech
- 7. Emulator (Wanna-be) • Triesto be the Achiever • Buys fake luxury items • Like to resemble celebrities • Low self-esteem • <30 years old
- 8. Socially Concious • Environmentally-friendly •Support charities • Type A Optimist about the world's future • Type B No faith in society
- 9. Balanced • Achievers witha socially conscious mind Goal is to make the world a better place • Type A Spend money on what makes them feel redeemed • Type B Donate money to charities
- 10. Needs-driven • 'Poor' • Rationalshopping • Offers/coupons
- 11. Determining a Group'sPsychographics
- 12. Methods • Personal observation •Employee observation • Oral interviews • Written surveys • Focus groups
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- 14. Tactics • Emotions • Flaws •Reposition competition • Promote exclusivity • FUD Fear Uncertainty Doubt
- 16. Targeting Model • Bull's-eye(center) What relates directly to the target market • The Second Tier (middle layer) What relates indirectly to the target market • The Third Tier (outer layer) Not related to target market, yet in some form is oriented towards it
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- 18. Changing the Internet... •Experience becomes more about the consumer • Change it's appearance for the consumer • Tapping into social and mobile
- 19. Conclusion • Getting thepsychographic data is important, but really applying it to marketing is how it is made effective • Going beyond the demographics of the consumer and really understanding their psychographics will provide valuable data that can differentiate marketing from the competitors • Create a deeper connection with your target market “Hey, that company really gets me”
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