A Case Study for Architectural Lighting Company

1. SEE THE LIGHTLAURA KERRIGAN
SEGMENTED MARKETING

2. 1.0WHOAMI
For 16 years I have been immersed in the marketing
world. Though my specialism is Digital I have been
employed in PR and Integrated agencies as well as
client side and events. I have lived in world wide
destinations such as London, Sydney, Brisbane,
Amsterdam and Dublin. More recently I relocated to
Lancashire. Over the years my focus has been on
Global Digital, Strategy & Activation across 53 local
markets. During this period I have given regular
industry talks, university seminars and trade press
interviews across the varied topics.
MARKETING STRATEGY
ONLINE ADVERTISING
INTEGRATED MARKETING
USER EXPERIENCE
AUDIENCE SEGMENTATION
ECOMMERCE
PUBLIC RELATIONS
CREATIVE DIRECTION
BRAND DEVELOPMENT
GRAPHIC DESIGN
SOCIAL MEDIA CONTENT
SEARCH ENGINE OPTIMISATION
From 430 endorsements on LinkedIn
SKILLS
“Laura is hugely important in growing the agency’s
largest clients’ digital and social media portfolio, &
helping the agency along its path to being fully
integrated. She is a rare blend of client services, strategy
& creativity; and has the ability to take clients and non-
digital colleagues on the difficult journey into new
territories. She leads from the front, people trust her
opinion & her infectious enthusiasm for near enough
everything makes the whole journey fun. I couldn’t
recommend Laura enough.”
ADOBE MANAGING CONSULANT FOR EMEA, MIDDLE EAST AND AFRICA
LAURA KERRIGAN
REFERENCE

3. 1.1WHOAREACDCLighting
ACDC is made up of two parts, global and local. We should not
act independently of each other. One is not higher than the
other. We are a team with the same goals. Global is the creator
and and keeper of brand. Local is the deliverer, advocate and
data generator.
The Segmented Marketing Manager acts as a bridge between
global and local.
The goal in segmented marketing is not just to tell everyone in
local markets our global perspective then enforce it. It is to unify
our shared knowledge and build a sustaining relationship with
each other. Global do not wish to provide local with assets that
are of no use or govern brand messaging with no shared ideal.

4. Market segmentation is a technique that groups our customers with
similar needs and common buying behaviors into segments. These
segments become the basis for targeted marketing. A marketing
segmented approach essentially matches products and services to the
buyers interests, behaviour and geography.
1.2SEGMENTEDMARKETING
B. Segmented tailor that plan to local market attributes
C. The local team receive assets that are unified in context
A. ACDC create the marketing strategy on a global level
D Salesforce receive localised guidance for increased sales
E. We ALL test, measure and adjust
IF WE KNOW KNOW MORE, WE CAN DO MORE, WE CAN SELL MORE
WHAT DOES
GLOBAL WANT
WHAT DOES
LOCAL WANT
WHAT DOES THE
CUSTOMER WANT
BRAND
PRODUCT
A
B
C
D
E
TARGETING
SEGMENTATION
MARKETINGMIX
POSITIONING
Through segmentation, you can identify niches with specific needs,
mature markets to find new customers, deliver more focused and
effective marketing messages.
Messages should be designed for each segment to emphasise
relevant benefits and features required rather than one size fits all
for all customer types. This approach is more efficient, delivering the
right mix to the same group of people.

5. KNOWLEDGE IS POWERTHE RESEARCH PROCESS 2

6. At a global level we need to create a journey of discovery to
implement at a local level. This can evolve depending on what we
learn from our local peers and varying touchpoints. It is a
starting point that future ideology should be born from. Initial
Global marketing needs to start from a local market perspective.
Once established we can speak from a point of knowledge and
authority to local markets for a brand and product edict.
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RESEARCH
IMPLEMENTION
EVOLVUTION
IMPLEMENTATION We drive implementation
EVOLUTION Knowledge is the beginning, not the end
RESEARCH We have to gather intelligence
STEP 1 to 9
IN THE BEGINNING THERE WAS NOTHING0
MONTH 1 Start as we mean to go on TARGETING
SEGMENTATION
POSITIONING
2.0SEGMENTEDMARKETING
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7. RESEARCH
SEGMENTED MARKETING

8. OUR
TEAM
LOCAL ACDC
ORGANISATION
CUSTOMER
AUDIENCE
OUR
CAPABILITIES
OUR
SERVICE
OUR
DATA
SALES
WHAT?
DEMOGRAPHIC
WHO?
PHYCOLOGY
WHY?
GEOGRAPHIC
WHERE?
CONSUMER
COMPETITOR
EXTERNAL
INTERNAL
COMPANY
CONTEXT
I need to answer this diagram for all the local markets. I doubt I
have to start from scratch but I do have to meet local markets to
gather what is already understood.
Upon discussion with local markets the elements that impact
sales could change. If that is the case my evolution of this diagram
could evolve from market to market
2.1INITIALDISCOVERY DATA, DATA, DATA, DATA, DATA, DATA, DATA, DATA, DATA, DATA, DATA, DATA
WITHIN THE FIRST MONTH1
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Check that all existing local resources are
centralised, up to date and translated.
Understand current routes to knowledge (tools)
Check local markets immediate needs
Introduce myself and the role to ACDC staff
SWOTSWOT
Gather all existing Global insights and data
Give advance notice to markets of next steps
Check that all existing local resources are
centralised, up to date and translated.
Check local markets immediate needs
Establish Segmented Marketing parameters

9. 2.1.1SEGMENTATIONPARAMTERS
SIZE
The market must be
large enough to justify
segmenting.
DIFFERENCE
Measurable
differences
must exist
between
segments.
MONEY
Anticipated
profits must
exceed the
costs of
additional
marketing
plans
ACCESSIBLE:
The segment
must be able
to receive our
marketing
messages
BENEFITS
Different segments
must need different
benefits.
KNOW OUR GOALS
There are many factors we need to consider when setting our
data requirements.
First of all we need to understand what significance we place on
varying aspects of the segmentmentation. We can add and
subtract to what we wish to discover
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10. 2.1.2AGREEDATAEXTENSION
DEMOGRAPHICS
Breakdown by any combination:
age, gender, income, education,
ethnicity, marital status,
or business, size, office,
type of residence, profession
PYSCOLOGY
'personality and emotions'
based on behaviour, linked to
purchase choices, lifestyle, hobbies,
risk aversion, leadership traits.
magazines read and TV..
LIFESTYLE
This refers to Hobbies,
recreational pursuits,
entertainment,
vacations, and other
non-work time pursuits.
BELIEFS AND VALUES
Religious, political, nationalistic
and cultural beliefs and values.
LIFESTAGE
Life Stages is the Chronological
benchmarking of people’s
lives at different stages.
GEOGRAPHY
Drill down by Country, region,
area, metropolitan or rural location,
population density or even climate.
BEHAVIOUR
Refers to the nature of the purchase,
brand loyalty, usage level, benefits
sought, distribution channels used,
reaction to marketing factors.
BENEFIT
Benefit is the use and satisfaction
gained by the consumer.
DIG A BIT DEEPER
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11. EXTERNAL
Although Barrowford, UK are the keepers of the brands integrity
across all markets local market managements teams clearly have
knowledge that Global do not. Sharing mutual understanding with each
other can only help grow the business and ensure the strategy and
creative assets relevant and useful. We need to discuss local market
nuances across the Hospitality, Residential, Retail and Outdoor
Façade segments.
LOCAL MARKETING INSIGHTS AND DATA
Tell me about your audiences and marketing
Can you show me your existing data and knowledge?
What limitations do you face?
How do you measure success? (KPI’s)
What do you need from us?
Is there anything you would like to talk about?
Can you work with me to talk to your salesforce?
Who are our competitors?
2.2LOCALMARKETING
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P L E A S E N O T E A L L N E X T S T E P S A R E S P E C U L A T I V E , T H E Y W I L L B E A G R E E D W I T H L O C A L M A R K E T S A N D G L O B A L
I NEED TO HAVE AN OPEN RELATIONSHIP WITH LOCAL MARKETING TEAMS
Please can help populate this database?
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How do you prefer to consume info from Global

12. DATA IS THE KEY TO SUCCESS
P L E A S E N O T E T H I S M A Y C H A N G E S L I G H T L Y U P O N S P E A K I N G T O T H E L O C A L M A R K E T M A N A G E M E N T T E A M I N S T E P 1
2.2.1LOCALMARKETING
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NAME GEO WEBSITE SOCIAL MEDIA TRADE PR OFFERING
Lorum Ipsum Lorum Ipsum Lorum Ipsum Lorum Ipsum Lorum Ipsum Hospitality
Lorum Ipsum Outdoor
Lorum Ipsum Retail
Lorum Ipsum Residential
Lorum Ipsum STENGTHS OPPORTUNITY
WEAKNESS THREAT
There are multiple areas we need to cover internally
at a management team level but it essentially boils
down to data and insight collection. It is not enough
to tell me, we have to record it for measurement.
Ideally this will be an established lead generation tool
we can utilise initially and advocate in the long term.

13. The Salesforce have direct access to our customer. I am sure it feels
like Global are a million miles away and are almost abstract in
existence. The time has come to get in touch and consolidate the
knowledge into a central point. The wider business needs to know
what Salesforce know about ACDC customers and market from
potential clients that haven’t purchased through us for one reason or
another, to our existing or past acquisitions
In return we will enable new leads for new business in new and
existing areas.
LOCAL SALES INSIGHTS AND DATA
Please can you fill in this questionnaire?
What limitations do you face?
Do you need anything from us?
Is there anything you would like to talk about?
P L E A S E N O T E T H I S M A Y C H A N G E S L I G H T L Y U P O N S P E A K I N G T O T H E L O C A L M A R K E T M A N A G E M E N T T E A M I N S T E P 1
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2.3LOCALSALES
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OUR
TEAM
LO
CA
L
AC
DC
OUR
CAPABILITIES
OUR
SERVICE
OUR
PLANNING
INTERNAL
COMPANY
CONTEXT

14. TALK TO THE END CUSTOMER
P L E A S E N O T E T H I S M A Y C H A N G E S L I G H T L Y U P O N S P E A K I N G T O T H E L O C A L M A R K E T M A N A G E M E N T T E A M I N S T E P 1
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2.4DIGDEEPER
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OUR
TEAM
LO
CA
L
AC
DC
OUR
CAPABILITIES
OUR
SERVICE
OUR
PLANNING
INTERNAL
COMPANY
CONTEXT
It is customary to send a test questionnaire to any existing database
and beyond as a sense check. This will not only allow us to ensure the
integrity of what we know but also build on it.
Interviews: Talk to a few people that are broadly representative of our
target audience. In-depth interviews let you gather useful qualitative
data to really understand what makes our customers tick.
Surveys: Surveys let you reach more people than interviews, but it can
be harder to get as insightful answers.
There are pro’s and cons to all data capture routes.

15. Once we have all the existing knowledge in place I can evaluate how to
clean it, explain it and test it.
This will need to be presented in a visual and stimulating manor with
key insights and next steps.
ANALYSE & TEST COMBINED DATA & INSIGHT
P L E A S E N O T E T H I S M A Y C H A N G E S L I G H T L Y U P O N S P E A K I N G T O T H E L O C A L M A R K E T M A N A G E M E N T T E A M I N S T E P 1
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2.5TRANSLATELEARNINGS
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16. Consumer Personas are pegged to distinct market segments.
Imagine your varying customers, we will identify their more general
attribute's that are unique to your market. Conceptually our
customers personas and sub-seqments will help our business to
reconcile consumer needs and desires with the resources of ACDC
lighting. Demographic information is typically included in what we do
(segmentation metric). The most common demographics include
education level, age, area of residence and so on but obtaining a more
detailed understanding of our customers, habits, industry, strengths,
needs and weakenesses will ultimately improve the success of a
marketing campaign or product launch.
ESTABLISH END USER PERSONAS
P L E A S E N O T E T H I S M A Y C H A N G E S L I G H T L Y U P O N S P E A K I N G T O T H E L O C A L M A R K E T M A N A G E M E N T T E A M I N S T E P 1
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2.6WHOAREWETALKINGTO?
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17. 2.6.1CREATINGPERSONAS
COMMERCIAL
BUILDERS
REMODLERS
COMMERCIAL
ARCHITECTS
(large scale)
RESIDENTIAL
ARCHITECTS
(small scale)
PROPERTY
OWNER
MATERIAL
DEALERS
SOUND
ENGINEERING
EVENT
DELIVERY
PRIMARY
SECONDARY
The primary audience remains the same but the specialism of
industry individuals can vary. In Marketing terms we would consider
these trade.
The secondary audience although more obscure are the parties often
associated with good OWNED and EARNED channel marketing,
content creation, events and public relations
WHO IS OUR AUDIENCE?
When we are creating personas we start with data
that has been tested not from hearsay.
• Do our segments is differ to the end user?
• Does an architect work in both retail and
hospitality?
• Does a supplier deliver to both residential
architect and builder?
• Does our current audience drive future content
and sales?
• What are their habits when consuming
information?
We can establish a start point and evolve it…..

18. This is the stage of the process where the local market mapping and
strategy is presented to global teams.
It is at this phase that we would need to consider what it tells us
versus objectives. Does this information reflect where you thought you
were? If not, what should be done.
PRESENT TO GLOBAL
P L E A S E N O T E T H I S M A Y C H A N G E S L I G H T L Y U P O N S P E A K I N G T O T H E L O C A L M A R K E T M A N A G E M E N T T E A M I N S T E P 1
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2.7BRIDGETHEGAP
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DIVIDE &
CONQUER

19. IMPLEMENTATION
SEGMENTED MARKETING

20. A local market toolkit is essentially a user journey of knowledge and
assets. How do we help local markets deliver the brand, the product
and ultimately drive sales?
There are many ways to build a toolkit but the key factor is ensuring
the toolkit matches the segmented knowledge that we hold.
• Do we create a bespoke central repository for salesforce?
• Do we create a way of tailoring our marketing materials based on
persona and end user structure?
• Do we unify social media or channels or enable independent
management?
CONSIDER TOOLS FOR LOCAL MARKETS
P L E A S E N O T E T H I S M A Y C H A N G E S L I G H T L Y U P O N S P E A K I N G T O T H E L O C A L M A R K E T M A N A G E M E N T T E A M I N S T E P 1
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2.8BRIDGETHEGAP
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ATTRACT EDUCATE PURCHASE ADVOCATEENGAGE CONSIDER
CONTENT STRATEGYKEY DATES KPI’s
MEASURE TEST ADJUST

21. In Marketing we work in our own version of segments based on action
and channel. This combination drives our activity.
COMMUNICATIONS STRATEGY
P L E A S E N O T E T H I S M A Y C H A N G E S L I G H T L Y U P O N S P E A K I N G T O T H E L O C A L M A R K E T M A N A G E M E N T T E A M I N S T E P 1
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2.8.1BEPRESENT
OUR SOCIAL MEDIA
OUR ACTS, ADVOCATES AND INFLUENCERS SPENDNG SOME CASH
AMPLIFICATIONMAKING SOME NOISEBUYING TICKETS
cc
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22. Toolkits are merely the guideline, it is the activation that is important
and the relationship activation builds. It is scalable based on market
behaviour and budgets.
TOOLKITS ARE NOT JUST A DOCUMENT
P L E A S E N O T E T H I S M A Y C H A N G E S L I G H T L Y U P O N S P E A K I N G T O T H E L O C A L M A R K E T M A N A G E M E N T T E A M I N S T E P 1
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2.8.2BEALWAYSON
PRODUCT
CONSTANT CONVERSATIONAL RELATIONSHIP
PRODUCT
PRODUCT
OWNED
Control
Cost efficiency
Longevity
Versatility
Niche audiences
PAID
Immediacy
Scale
Control
EARNED
Most credible
Key in most sales
Transparent
Longevity
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23. EVOLUTION
SEGMENTED MARKETING

24. With everything we do in marketing we can never keep a status quo
when it comes to knowledge. For every product plan we just be
deciding how to measure it’s success long before it’s rollout.
At the same time we need to maintain an open dialogue with local
marketing teams to ensure that it works for them. When a toolkit is
sent we need to be asking the question ‘was it useful to you?’ and ‘how
can we do it better?’
CONTINUOUS DISCOVERY
P L E A S E N O T E T H I S M A Y C H A N G E S L I G H T L Y U P O N S P E A K I N G T O T H E L O C A L M A R K E T M A N A G E M E N T T E A M I N S T E P 1
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2.9NEVERSTOPEVOLVING
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ATTRACT EDUCATE PURCHASE ADVOCATEENGAGE CONSIDER
CONTENT STRATEGYKEY DATES KPI’s
MEASURE TEST ADJUST

25. HOW WOULD I APPROACH MARKETING SEGMENTATION FOR HOSPITALITY IN IMEA?
The process isn't always just region or segment specific. We focus on audience.
How is information consumed and where are our crossovers in messaging?
WHAT TOOLS AND SUPPORT WOULD GLOBAL PROVIDE TO LOCAL?
I can give you my methodology, local response will drive the detail.
WHAT COMMS AND STRATEGY WOULD I IMPLEMENT TO SUPPORT SALES AND MARKET
The communications strategy for Brand and Product starts with Global. My role is to translate it for local
market initiatives. The driving force will be based on data and a continuous relationship with local market
teams

26. MY END GOAL
Centralise sales and marketing through data and intelligent asset tracks within local markets and segments

27. LAURA KERRIGAN
SEGMENTED MARKETING