Well known ways to segment your audience include:
Ā Ā Ā 1. Demographics Breakdown by any combination: age, gender, income, education, ethnicity, marital status, education, household (or business), size, length of residence, type of residence or evenĀ profession/Occupation. An example is Firefox who sell ācoolest thingsā, aimed at younger male audience. Though, Moshi Monsters however is targeted to parents with fun, safe and educational space for younger audience. Ā Ā Ā 2. Psychographics This refers to āpersonality and emotionsā based on behaviour, linked to purchase choices, including attitudes, lifestyle, hobbies, risk aversion, personality and leadership traits. magazines read and TV. An example is Virgin Holidays who segment holidays into 6 groups. Virignholidayssegments Ā Ā Ā 3. Lifestyle This refers to Hobbies, recreational pursuits, entertainment, vacations, and other non-work time pursuits. Companies such as on and off-line magazine will target those with specific hobbies i.e. FourFourTwo for football fans. Ā Ā Ā Ā 4. Belief and Values Refers to Religious, political, nationalistic and cultural beliefs and values. The Islamic Bank of Britain offers Sharia compliant banking which meets specific religious requirements. Ā Ā Ā 5. Life Stages Life Stages is the Chronological benchmarking of peopleās lives at different stages. An example is Saga holidays which are only available for people aged 50+. They claim a large enough segment to focus on this life stage. Ā Ā Ā 6. Geography Drill down by Country, region, area, metropolitan or rural location, population density or even climate. An example is Neiman Marcus, the upmarket department store chain in the USA now delivers to the UK. Ā Ā Ā 7. Behaviour Refers to the nature of the purchase, brand loyalty, usage level, benefits sought, distribution channels used, reaction to marketing factors. In a B2B environment, the benefits sought are often about āhow soon can it be delivered?ā which includes the ālast minuteā segment āĀ the planning in advance segment. An example is Parcelmonkey.co.uk who offer same day, next day and international parcel deliveries. Ā Ā Ā Ā 8. Benefit Benefit is the use and satisfaction gained by the consumer. Smythson Stationary offer similar products to other stationery companies, but their clients want the benefit of their signature packaging: tissue-lined Nile Blue boxes and tied with navy ribbon!
