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The Value of segmentation
- 1. The Value of Market Segmentation What is Segmentation? • The act of partitioning, dividing, sectioning a large population into smaller subgroups. • The act of partitioning a large customer or prospect population into smaller subset groups representing a more narrowly defined set of characteristics. Tom Linn www.linkedin.com/in/tlinn1/ 1 1/22/2014
- 2. The Value of Market Segmentation Why segment? The purpose of segmenting is to distinguish differences among segmented subsets of current and potential customers in order to classify common characteristics, needs and priorities that will identify behavior patterns and buying decisions. This allows the industrial marketer to better tailor their message and more closely align their offerings to a subgroup’s needs in terms of price, value proposition, or solutions in order to maximize their competitive advantage. This helps a company develop a message and implement strategies to a segmented subsets’ needs and desires using media channels and other touch-points that best suited to reaching them. Tom Linn www.linkedin.com/in/tlinn1/ 2 1/22/2014
- 3. The Value of Market Segmentation Examples of segmentation: • Company / organization size • Geographic location • SIC / NAICS codes, among others • Purchasing situation • Decision-making stages • Benefit segmentation • Type of institution • Demographics • Operating variables • Situational factors • Buyers’ personal characteristics Tom Linn www.linkedin.com/in/tlinn1/ 3 1/22/2014
- 4. I work with small to medium size manufacturing companies who need marketing expertise and sales leadership. I am a sales and marketing practitioner whose knowledge and proficiency is founded upon proven sales and marketing successes in numerous companies. I provide proven sales and marketing strategies with a knowledge and proficiency that is founded upon tested and true sales and marketing success. I help companies gain attention and create interest in their products and services. I tailor marketing and sales strategies in a measureable way and specific to a company' needs. Under specific expert direction, companies will gain attention and create interest in their products and services. Please call (651 486 0959) or send me an email. Let’s talk about your needs and goals. Tom Tom Linn www.linkedin.com/in/tlinn1/ 4 1/22/2014
Editor's Notes
- Hello my name is Tom Linn and I welcome you to this short presentation titled The Value of Market Segmentation.I am often asked by clients – what is the value of segmentation? First let me explain what segmentation is in relation to marketing a product or service.Segmenting is the act of partitioning, dividing, or sectioning of a large population into smaller subgroups.In other words it is the act of partitioning a large customer or prospect population into smaller subset groups which represent a more narrowly defined set of characteristics.
- Another important question I am asked is - Why segment?The purpose of segmenting is to distinguishdifferences among segmented subsets of current and potential customers in order to classify common characteristics, needs and priorities that will help to identify behavior patterns and buying decisions. This allows the industrial marketer to better tailor their message and more closely align their offerings to a subgroup’s needs in terms of price, value proposition, or solutions in order to maximize their competitive advantage.This helps a company develop a message and implement strategies to a subsets’ needs and desires using media channels and other touch-points that are best suited to reaching them.
- Examples of segmentation:• Company / organization size• Geographic location• SIC / NAICS codes, among others• Purchasing situation• Decision-making stages• Benefit segmentation• Type of institution• Demographics• Operating variables• Situational factors• Buyers’ personal characteristics
- I work with small to medium size manufacturing companies who need marketing expertise and sales leadership.I am a sales and marketing practitioner whose knowledge and proficiency is founded upon proven sales and marketing successes in numerous companies. I provide proven sales and marketing strategies with a knowledge and proficiency that is founded upon tested and true sales and marketing success. I help companies gain attention and create interest in their products and services.I tailor marketing and sales strategies in a measureable way and specific to a company' needs. Under specific expert direction, my client companies will gain attention and interest in their products and service offerings.Let’s talk about your needs and goals. Please call (651 486 0959) or go to my LinkedIn page at www.linkedin.com/in/tlinn1/ or contact me by email at tl1202@hotmail.com.Tom