Talk Bite: Segmentation’s Greatest Accomplishment

Introducing You to Your Biggest Advocates
It doesn’t usually (or arguably ever) make sense to say everyone is your target, because like we have all heard many times in one form or another: you can’t be everything to everyone, and if you try to be, failure is likely. Instead, you should want to answer this question: Who are my best customers? The answer: Yes, those who spend the most with you and/or are the most frequent purchasers of your brand are some of your best customers, but it goes beyond that. They are also the people who share your brand’s values, those who feel they are getting the experience they want and need from your brand, and those who are most likely to tell others about you. In fact, some of these people may not currently engage with your brand. Segmentation can help you change that.

A well-crafted segmentation will tell you many things about your biggest advocates, including:

1. Who they are demographically.
2. What their interests and beliefs are.
3. When they shop for your brand.
4. Where they shop for your brand or where they cross-shop.
5. Why they purchase your brand and others like it.

And what can come out of knowing all of this?And what do happy customers do? They shop more, they talk more, and they improve business (increased sales, anyone?).

So, I guess what I am trying to say here is, do a consumer segmentation study for your brand and you shall be rewarded. Don’t do it and you might be able to survive, but you can probably be doing better!