Market Edge Advisor October 2019: Segmentation

    Maggie Girolamo

    What does a Gecko have in common with dating Apps?

    Understanding customers creates opportunities from communication today to innovation for tomorrow

    “Save 15% or more”

    “So easy a caveman can do it”

    “Happier than a camel on hump day”

    Each of the above has a clear and simple position that conveys a benefit (savings, ease of use, satisfaction) and speaks to a target segment. For Geico, these three positions, and many more, lead customers to one product.  That’s correct, one product promoted/ positioned differently to address “needs based” segments within a market. Segmentation supports unique communications and product positions that “speak to a target customer in a way that resonates.”

    What does this have to do with dating apps?  Spark networks is using the same common principles when addressing the dating market.  Spark combines promotion with some product adjustment to offer largely the same product to multiple “demographic” segments.

    Using a car analogy, for Sparks, the “engine” is the same, but the promotion and the “paint job” are designed for the target segments – and they are not alone.

    Match Group markets the following products using a different segmentation scheme to address the same broad dating market.

    In each of these examples, customer understanding leads to segments that are addressed differently.  In a B2B environment these same principles apply.  Develop in depth customer insight and use that insight for communication, offer development, innovation or any of the myriad of activities in between.

    In today’s B2B markets, you may be faced with similar “engines” that are being marketed by competition.  Deep customer insight that leads to actionable segmentation can make all the difference.

    For examples of the concepts and tools above in practice, contact info@mkt-edge.com