Posts Tagged ‘how to segment a market’

Segmenting a market

Segmenting a market used to sound very complex to me.  And at its most sophisticated levels, it is.  But for most small and medium businesses, segmenting a market is the simple process of figuring out who your customers are and how to reach them.

Movies appeal to the market sector

Movie production companies are very good at segmenting markets.  That’s why they run movie trailers that are designed to appeal to the market sector that’s in the theatre to see the current blockbuster.  This really came home to me recently when my son invited me to join him for an action flick.  They’re not really my speed, but I went along anyway.  I was prepared for two hours of thundering sound, crashing buildings and carnage, but nothing prepared me for the trailers for upcoming films.

I wasn’t the target

I found them tasteless, over-dramatic, loud and generally unbelievable at any level.  I couldn’t figure out why anyone would want to see what they were showing us.  But of course, that’s because the production company knew how to target an audience.  And I definitely wasn’t the target.  Interestingly, when I went to a romantic comedy with my wife the next week, at least a couple of the trailers intrigued me and I made a mental note to see them, either at the theatre or on DVD. Obviously, the film promoters know how to segment a market.

Know your audience

The object lesson here is simple: know your audience.  Know what they like, what turns them on and gets them excited enough to buy your ideas or products.  Focus your message exclusively to that targeted group and forget everybody else.  They don’t matter because they don’t want what you’re selling.

Pick one promo

One final thought: avoid messages that promote this, this, this, this and that other thing you do.  Pick one product or service to be promoted and stick with it – preferably the one that’s currently most popular with your clients and most profitable for you.  You’re always better to aim than to try to promote everything to everyone.

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About Thomas Moss

Thomas Moss is a speaker, writer and coach who provides business communications services, primarily in the Greater Toronto Area, including Oshawa, Whitby, Ajax, Pickering, Markham, Richmond Hill, Newmarket, Vaughan, Brampton and Mississauga. Service is also available outside of the GTA.