The Marketer’s Guide to Segmentation, Targeting, & Positioning

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I once heard a new business owner compliment their target market; wait for it; “all”.

* Crane *

While it feels good to believe it each one If you are interested in purchasing your product or service, it would not be wise to describe your target market in this way.

Not only does this definition (or lack thereof) create more work for you; It hurts you too Original Target Market – By expanding your scope, you fail to inform and educate your audience about how your products or services can improve their lives.

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This is where distribution, targeting, and positioning come into play. We’ve developed this guide to help you understand how and why you should take the time to better understand your audience and target your marketing. Let’s dive inside

At its core, STP helps you better target your marketing messages and better serve your customer base.

This model can also reveal niche markets, uncover new customers or market opportunities, and, ultimately, make your marketing efforts more efficient and cost-effective.

STP allows you to pick a large, anonymous audience and define how your different products (or different components of the same product) belong to specific consumer segments in that large audience – thus Understand how to position your product (position) and how to capture the message. Attention of every class.

Let’s open each part of the positioning model to target precision.

1. Field

Definition refers to the process of dividing your audience into smaller groups based on certain characteristics. This process allows you to group members of your individual audience into similar groups so that you can better communicate your products, features, and benefits that are more relevant to them.

You can segment your audience based on one or more of these criteria.

  • Populations, Which usually answer the question WHO Your buyer is (such as age, gender, education, location and occupation)
  • PsychologyThe answer to Joe’s question Why Your buyer buys (such as preferences, personality traits and beliefs and values)
  • Lifestyle Quality, Such as hobbies, recreational preferences, and non-work activities
  • BehaviorSuch as brand loyalty, channel preferences and other shopping habits

Segmentation may occur a A little Familiar with another process that we often discuss here on the HubSpot blog. The two have a lot in common because they help you dig into the most important factors in your target audience.

But while the buyer person helps you create a handful of customer profiles that represent your wider audience, categorization allows you to divide your audience into countless segments, each of which One can target you separately.

For example, let’s say Powers & Tales is a Chicago pet sitting company that offers pet sitting, dog walking and boarding services. Given the large number of pet owners in the city, they need to segregate their audiences into smaller groups to determine where to place their services.

Based on their research and existing customer base, they divide their audience into three main segments.

  1. Class A Consists of high-income pet owners who work often and require dog walks and pet pop-in visits during the day.
  2. Class B Consists of middle class individuals and families who travel overnight for boarding or pet seating services and are in need
  3. Class C. Contains pet owners and retirees who need help caring for their pets

2. Targeting

With your audience in hand, it’s time to move on to the goals. However, first you have to decide which segments are targeted with your marketing. To understand this, ask yourself a few questions about each category:

  • Does this category contain enough potential users to justify eligibility? If this class is changed, will it be profitable enough?
  • Is it different in terms of measurement from other parts?
  • Is it accessible to all members of marketing and sales?
  • Is your company equipped and able to serve the class? Are there any physical, legal, social or technical barriers that can prevent this?

Choosing which parts to target is a strategic decision. Thankfully, some strategic planning models, such as PESTLE analysis, can help you better understand the practicality of each segment.

It takes a lot of work to successfully target a segment of your audience. Whether you identify two classes or ten, don’t feel the need to target more than one class at a time. Also – targeting one at a time will help you improve your marketing position for each specific segment of marketing.

Following our example, Powers & Tales does research to better understand Chicago’s audience. Claws and tails know that Class A makes up 60% of its market size, Class B 30% and Class C10%. In addition, the average income of Class A is higher and they are willing to pay more for pet sitting and walking services. Because of this, they choose to focus on Class A.

3. Positioning

At this point, you need to understand the population, psychology, motivations, and pain points of your segment (s) that you have chosen to target, to position your product or service. Can provide a place to start.

First, take a step back and test your product or service in the context of your chosen class. If you were in their shoes, why would you compete with your product? Which features or benefits are more appropriate to you based on the incentives and pain points you identify?

This information is important to explain the positioning of your brand and to understand how it stands out to your competitors. One way to understand where you stand well is to create a positioning map, which is a “visual conspiracy of specific brands against the axis, where each axis represents the characteristics that lead to brand selection.” Known for running. “

What are two reasons you should plan on mapping your status to the class you want to target? For example, we say that Punjab and Tail segment A decides to choose two brands of pets based on two attributes: service area and reliability. Here’s what a brand positioning map looks like (with fake brands).

Brand positioning map for example

1) Understanding what the target group considers important for brand selection and 2) Where its competitors succeed (and decrease), identify and open market opportunities in Punjab and its The ability to get a marketing position is the best way to fit your needs and goals. Its audience

What is positioning in distribution, targeting, and marketing?

The STP model is an invaluable addition to any marketing strategy, regardless of your industry, product or audience. It prioritizes efficient and effective marketing and ensures that you are providing only highly relevant, targeted messaging across the board.

It also plays a role in developing other strategies, such as your buyer personalities, customer lifespan, and basic brand suggestion.

Targeting and positioning precision

Source

With a user-centric approach like STP, you can be sure that every inch of your marketing is relevant to your audience – thus increasing the likelihood of them becoming a lifelong customer. , Buy and status.

Examples of strong market distribution and positioning

Brands permanently separate, target and position their audience and marketing, often taking notice, even without us (consumers). Ever seen a brand or product and thought, “Hey, he’s the best for me” or “Wow, the right place at the right time.” Yes; you have been subject to the STP model.

Let’s take a look at some examples of excellent marketing distribution and positioning.

1. Panera bread

With countless fast-paced casual restaurants on the map, it’s hard to decide where to eat when you’re in a hurry, but, for some reason, Pinera Bread always comes to mind (at least). For me).

Panra has successfully embraced the “health-related” and “climate-related” segments of the fast-growing casual food industry. Is Pinera’s food so different from other fast food options? Absolutely not.

But branding itself with the view that “we believe that good food, food that you can feel good about, can bring us the best of all”, The higher the position, the faster.

2. All Birds

Like food, there are You Many shoe brands in the market. But All Birds didn’t stop him from creating a new space in a busy space full of comfortable, functional shoe options.

How did All Birds get the position to stand out from the competition? By raising environmental awareness and placing the center and the center in its marketing. According to the All Birds website, the brand “crafts friendly natural materials for the planet, such as merino wool and eucalyptus trees, because they are our best chance for a sustainable future.”

At first glance, all Bird’s shoes don’t look much different from other walking or running shoes. However, its audience that cares about sustainability and ground-aware products knows the difference.

3. Cat

Now businesses can’t just divide their audience through “men” and women – there’s a huge difference between each of the broader genders, and the razor brand cat took note.

In an effort to quell the “pink tax”, Bailey markets price-based razors and related products. In addition, they work to normalize body hair and other forgotten or embarrassing parts of a woman’s body.

Through this positioning, Bailey is able to set her product apart from competitors and build a strong, positive community around her brand.

4. Possession

The world of online dating is a busy, strange place. From Tinder to Farmers.com, everyone knows a place to meet, well, anyone. Occupy came to the fore only a few years ago, yet it still tops the list of most popular and trusted dating apps.

Over and over again, I’ve heard that occupation is a favorite because of it works – Meaning it helps people to meet and build real relationships. You wouldn’t think that a dating app would treat itself as unnecessary, but that’s exactly what it did. In fact, its mission statement is that “we’ve created an app that’s designed to be deleted.”

By focusing on the needs and desires of its audience, Heng has created another reliable, on-demand online dating experience that sets it apart from its competitors.

The segmentation-targeting-positioning model is designed to help you better target your marketing messages and better present your customer base. This is a win for you and your customers!

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