I’ve said it before and I’ll say it again.
Good marketing starts with an understanding of the customer need. The more tightly you define your audience, the easier it is to understand what’s important to them and predict how they’re likely to behave.
It makes product and proposition development easier. More focused, more relevant, more likely to resonate.
That’s why it makes sense to segment audiences and create relevant propositions for each.
But it’s not always that easy. When you need to create a brand or proposition that appeals to a wider audience, the trick lies in identifying the behaviours that your potential customers share.
That doesn’t mean that we do away with segmentation. Without it, whether demographic, attitudinal or behavioural, it’s all too easy to make big assumptions.
It’s a mistake to treat a large audience as a homogenous group.
Marketing is all about creating and communicating offers that have value for customers.
So understand your potential audience groups, break down their attitudes and behaviours, identify what they have in common and develop your proposition on that basis.
Insight is everything.
Insight doesn’t come from staring at the herd, it comes from getting up close with the cow.