Orange You Glad You Segmented Your List?
When I was a little kid I loved spending time with my Grandma and Grandpa. I’d go stay with them and they’d spoil me rotten and why not, I was their only grandson. One of my fondest memories (besides going golfing with Grandpa) was sitting at the kitchen island with grandma, eating open-faced peanut butter sandwiches with cold mug of milk and an orange.
My grandma would help me peel the orange, but then I had the duty to separate all the slices. I loved to do this because then the scent of orange would linger on my fingers all day. I also like to try and get each and every slice I could, especially the really thin slices you could almost see through. I don’t know why, but I swear those slices tasted the best.
Why am I talking about oranges on a blog about marketing? Because slicing up your list into segments (just like the orange) can be the fastest and more rewarding way to increase your sales. You don’t need a niche product or to limit your total marketing outreach to a focused segment. The trick is appear highly targeted is to make your audience feel like your product was created specifically for them.
Relying on one, generalized message to meet all of your marketing needs creates a watered-down version of the very best aspects of your business or product. The result is that you become the guy at the party that talks to everyone yet, at the end of the night, no one remembers your name.
Creating targeted content is customizing the features and benefits of your product to meet the specific needs of a defined segment. This type of marketing demonstrates your expert knowledge of this group. They are more than just a passing acquaintance, the have achieved best friend status.
Your message speaks specifically to a segment and listens to their response. Creating this conversation is the cornerstone of a great customer relationship in which you continually demonstrate how well your product/business relates to their life. They will feel as if you are speaking directly to their needs, wants, troubles, and desires.
There are dozens of different ways you can segment out your desired customers. To get started we’ll focus on 6. Use what you already know about your current client base to create easily identifiable segments based on:
- Home Owner/Renter
- Marital Status
- Children/No Children
With those segments in mind, develop messaging that meets each of your identified segments by relying on a few tried and true typecasts:
|Gender||Male||Quick to make decisions; value logical, fact-based arguments, focused on the short-term impact||Male-focused products throughout the yearGift items (for women) during specific seasons (Valentine’s Day, Christmas, Mother’s Day)|
|Female||Makes decisions based on research, sees the big picture, focused on the long-term impact||Female-focused products throughout the yearGift items (for men) during specific seasons (Valentine’s Day, Christmas, Father’s Day)|
|Age||Young||Desire for immediate satisfaction, defined by material status||StatusTrends/AppearanceFun and Excitement|
|Older/Mature||Long-term goals (retirement), defined by professional status||StabilityReliabilityAbility to recapture some of the fun and excitement of youth|
|Income||Low||Has less disposable income and a greater desire to “prove” their success||Status (cool factor)Payment arrangementsConfidence|
|Upper||Has more disposable income and a desire to compete with friends/colleagues/peers to demonstrate wealth||Upsells for prestige or additional features and/or servicesLong-term benefitsStatus|
|Home Owner/ Renter||Home Owner||Creating a permanent space, products for the home; less likely to move often||FamilyStabilitySpending time at home/entertaining|
|Renter||Creating a personalized space without permanent changes; more likely to move more frequently||FreedomFlexibility|
|Marital Status||Single||Divorced, widowed, never married with or without children||IndependenceSpontaneity|
|Married||Spend time with other married people and are heavily influenced by one another||DependabilitySecure future|
|Children||Less free time, buying decisions are often influenced by children and are defined by the “pride of parenthood”||Educational,Family-orientated and multi-purpose, time-saving products|
|No Children||Spend time on self-exploration and improvement; focused on career; have more disposable income||Aesthetically pleasing productsLong term value (investment) products|
With these segments in mind, begin to investigate ways that you can stack the definitions and values to create a more defined segment to engage in your marketing efforts. If you take a few minutes to run through this you are one step closer to creating a fully-defined buyer persona! You’ll also see your advertising dollar go much further and your customer relationships grow as a result.