19. November 2011 08:58
For creative campaigns to have a chance of working you first need a good idea of the type of person you're tying to reach. That's just common sense. But the kicker is, how to do it cost effectively and quickly.
Marketing theory will tell you about the sequence of segmentation, targeting and positioning. In other words, chunk up your market, know which parts you want to speak to, and then make sure your messaging is strong enough to resonate with that particular group.
Segmentation is the opposite of saying, “Our products are great and we should hit everyone”. Very few brands have the money to do this, and if they have they still don't want to waste it. Imagine Coca-Cola trying to persuade the lovers of ‘organic juice’ to buy a regular coke?
It’s clear that segmentation is necessary, but what’s the best way? read more...