Market SegmentationAudience of 3 Strategy

Your Marketing 33% more focused

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Audience of 3

The Audience of 3 strategy is a simplified market segmentation approach that allows marketers to deliver more targeted messaging and improve sales results. It is intended for marketers that understand their market demograhics and behaviors but deliver the same overall messages to all audience members. It is believed that 3 segments can be made out of every audience and without a ton of extra work, marketers can optimize messaging in 3’s and be 33.3% more targeted with every message. Run an Audience of 3 marketing campaign over the course of 3-6 months (depending on the product) and measure the results

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Audience of 3

Mature

Main Messages

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Innovation

Price Smart

Future Promise

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MatureInvest 66% of Marketing $

The mature segment consists of consumers that have already purchased your product or products similar to yours. They understand the product and have experienced it’s advantages. Use the following 3 marketing channels to reach them and promulgate 3 messages that express innovation, price smart and future promise

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MatureMonitor your social media profiles for conversation and activity. Respond to any customer service requests. Consistently Promote loyalty offers. Monitor competitors social activity and examine their customer complaints/compliments – adjust accordinly. Push PR

Run offline loyalty-driven events and invite mature audiences through social media and direct mail/email marketing – generate word of mouth

Direct Mail and Email offers. Discounts, Exclusive Information, Event Invites. Tie it into what you are doing with your offline PR. Then push the call to actions through your social channels

Growth

Main Messages

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Cool

Dependable

Better

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GrowthInvest 17% of Marketing $

The growing segment consists of consumers who have yet to purchase your product or a competitor’s similar product but are looking to do so now or in the near future. This could be consumers who have purchased from you in the past, but the new product has dramatically transformed over the years. Usually these enthusiasts are just waiting for the right time and offer, so be where they buy. Show your audience you have the cool (the IT) product, it is dependable (longevity) and it is better than competitors/better for their life

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GrowthCreate a TARGETED digital marketing campaign that involves the primary digital tool(s) used by your audience – the internet, phone, satellite radio, digital cable. These ads should incorporate some keywords used for search and use very targeted publications. Buy into ad networks that primarily target your audience.

Form stronger store/distributor partnerships to reach the customer WHERE they buy – couple the messaging with search and your digital advertising to influence online purchases

Why do they want your product? To put their wants to rest, what are the keywords they would use? What are the hot terms associated with your product/service and how to do you narrow that focus so that you are among the top of the organic listings. Embed your online advertising creative and copywriting for consistency

Immature

Main Messages

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Problem Solver

Necessity

New Existence

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ImmatureInvest 17% of Marketing $The immature audience has had the least amount of exposure to your product, meaning they have NEVER bought it or something similar to it and/or they don’t yet understand the features. Your other two audiences will be key influences, but reaching them should revolve around mass market messaging and infiltrating popular spaces online. (if you consumer does not use the internet, you can substitute TV PR and Paid Efforts. Promulgate messages that plant the idea of “this solves a problem”; it’s a necessity for many ; brings out a new existence for you. Your not LAST to get it.

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ImmatureMass market reach – a magazine with a large scale of subscribers, TV network with many viewers. If you can’t afford BIG ADS, simply locate less expensive publishers who have a large scale of your target audience. But don’t get too targeted or niche. Keep it broad. If possible, tie in your sponsorship event.

Online PR is important because you can generate viral buzz with your efforts. Positive word of mouth from peers can influence immature audience members to take notice. Help push the sponsored event

Sponsor something large scale – online or offline. Sponsorships build blind brand awareness. Accompany your product & brand with sponsorship by giving away an offer or free gift. Implant your product and brand in the minds of immature audience members who may grow over time. Don’t let the event audience be too niche.

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Why Invest More in Mature Segment?This segment has a strong influence on the other two segments. If you don’t pay proper attention to the mature segment you will have very little product support in the market. Little support leads to little attention across all marketing channels and sooner or later your product is considered all but eliminated from the competition.

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Measure the Results1. Before you start the campaign, gather all of your current sales efforts over a set period

of time 3-6 months OR if the product has yet to be released, gather all your forecasted sales stats for the duration of the Audience of 3 campaign strategy.

2. Take that number and put it to the test as you track sales results during at the end and 3 months after the campaign. Give it a 3 month grace period in case any of your efforts fermented after the campaign.

3. Determine all ROI – this includes social ROI (comments, likes, customer service, etc.) Brand ROI (brand recognition estimates) Competitve Slump ROI (competitive sales cycles drop) and integrate them into YOUR success equation. Success is based on your expectations and pre-campaign stats.

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Change Lanes, Don’t Take an Alternate RouteThis strategy was developed with open interpretation in mind. Doing every step the way it is stated in this report is not necessary. So if you don’t have a big online advertising budget then create an alternative offline strategy.

DO STEP BY STEPIt is important that you allocate the time and money in the manner stated inthis presentation. You can tweak the channels but keep the % commitmentsthe same or you will not have truly completed an Audience of 3 campaign.

Market SegmentationAudience of 3 Strategy

By: Casey Fictumwww.digitalfewsure.com

Twitter - @cfictum

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