\nIf\n you have looked at any marketing books, read articles, seen marketing \nvideo clips, one of the terms that often comes up, is segmentation. They\n will go on about how you must understand it to be able to both \neffectively target your marketing and get the maximum return the spend. \nHow it can alter brand perception, drive customers to or away from a \nbusiness, how by changing which segments you advertise too can effect \nyou bottom line. It\u2019s one of the big \u2018tent pole\u2019 things that every \nmarketing expert goes on about but more often than not actually go in to\n simple enough detail that anyone can understand and apply to their \nbusiness. We are going to do that for you and help you understand market\n segmentation and how it can alter people’s perception of your business.<\/p>\n\n\n\n
First\n things first. What is market segmentation. Simply put, it is \nunderstanding the buying habits of different groups of people, usually \nbroken down it to simple categories to help make judgements on their \nrelatives interest in a company\u2019s product or service. Most big \nadvertising companies run lots of surveys to find out people’s \npreferences and then analyze it based on categories like age, gender, \nethnic group, income, profession, marital status, offspring, home \nlocation, even down to the types of possessions that they own. This \nallows them to say that \u2018Boggos Beer has 35% market share of the single \nmale 20-35 who work in trade professions and live in a flatting \nsituation, but only a 15% market share of males in the same age and \nemployment group who are married or have a partner.\u2019 It\u2019s the act of \nputting quantifiable numbers to something as complex as personal taste \nfor a large variety of the general public. By using that information the\n marketing company can now create targeted advertising to appeal to the \nmarkets that the client wants to expand in. Depending on the degree of \ndetail that they have, it can dictate the whole marketing strategy for a\n company. It also allows them to analyze the less obvious results when \nthey do indirect marketing through sponsorships, product placement, or \nmaking use of the growing internet influencers market.<\/p>\n\n\n\n
Now\n that\u2019s all fine and good for a big company that can afford to pay for \nall the research and marketing brain power. You might say that it\u2019s not \nso relevant to you as you are a small trader or some business that \ndoesn\u2019t sell things. The reality is that market segmentation is \naffecting your business too, and maybe to its detriment if you don\u2019t \nrealise what you are doing. So we are now going to have a quick rundown \nof how you can see how you\u2019re segmenting potential customers and how to \nwork with it to your advantage.<\/p>\n\n\n\n
I\u2019m\n sure by now you will have noticed that your business attracts a type or\n category of customers. Just by how you have \u2018branded\u2019 your business you\n will have presented yourself to a section of the market as appealing. \nBy the choice of colours and typefaces on your logo, the types of flyers\n and brochures you put out, what keywords find your website online, \nwhere you put advertising both in physical and digital format all alter \npeople’s perceptions of your business and made you appealing to one \ngroup but not to another. The question is, is that the right group of \npeople for your business?<\/p>\n\n\n\n
I\u2019m\n sure that if your business has been running for a while, you will have \nnoticed that it attracts a type or category of customers. Just by how \nyou have \u2018branded\u2019 your business you will have presented yourself to a \nsection of the market as appealing. By the choice of colours and \ntypefaces on your logo, the types of flyers and brochures you put out, \nwhat keywords find your website online, where you put advertising both \nin physical and digital format all alter people’s perceptions of your \nbusiness and made you appealing to one group but not to another. The \nquestion is, is that the right group of people for your business?<\/p>\n\n\n\n
Thinking about your business and the customers you have had in the past consider the following points
<\/p>\n\n\n\n
After\n having look at who you are currently reaching, you may come to realise \nthat you\u2019ve been advertising to the wrong people or using the wrong \nmethods and need to change how you do things. Or you could be \nadvertising to the right people but you need get them to spend more. And\n of course everyone wants to add new people to their range of clients. \nThis will take time and effort, and in the meantime you don\u2019t want to \nlose the people who you already have. While this isn\u2019t a easy process \nthere are a few simple ideas you could use.
<\/p>\n\n\n\n
\n Given how many books are written, hours of video made, days of \nconferences held, about the subject I have only been able to give the \nbriefest overview of the subject in 1300 words. From here you can do \nyour own research on the subject, as there are plenty of article on the \ninternet or books in the library system. If you don\u2019t have the time or \ninterest of getting in to the subject but still want understand who your\n customers are and how to get new ones, then why not give us a call. We \ncan help you narrow down who you are selling to now, and how to market \nyourself to new types of customers. So give us a call or email and we \ncan set up an appointment to get you sorted. <\/em><\/p>\n ","protected":false},"excerpt":{"rendered":" If you have looked at any marketing books, read articles, seen marketing video clips, one of the terms that often comes up, is segmentation. They will go on about how you must understand it to be able to both effectively target your marketing and get the maximum return the spend. How it can alter brand … Continue reading “Understanding market segmentation”<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":11,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27],"tags":[],"_links":{"self":[{"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/posts\/508"}],"collection":[{"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/comments?post=508"}],"version-history":[{"count":2,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/posts\/508\/revisions"}],"predecessor-version":[{"id":926,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/posts\/508\/revisions\/926"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/media\/11"}],"wp:attachment":[{"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/media?parent=508"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/categories?post=508"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/tags?post=508"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}