Five segmentation steps
You’ve done some database mining, audience profiling or primary research and observed patterns that indicate audience groups you’re interested in, giving you the bones of a segmentation model. The groups have passed the first tests of segmentation – each is distinct enough and reflects shared needs and a common response to an offer. So, what next? This article suggests how you can colour in your sketches of each group, engage your colleagues in recognising them and keep your segmentation live and relevant. We consider two kinds of segments and describe the steps you might take. Included are some quotes and examples from Sound and Music (SAM), a contemporary music organisation, combining producing, programming, information and services.
Define your messages and marketing channels. Think benefits (not features). Consider whether the message is about customer service, accessibility, price incentives, added value or simply a more personalised communication. From your information, how and where are they most likely to engage with your message – at home, online, in venue, on the street, in a social media community or reading a particular publication?