A client recently told me that she is responsible for handling a number of 2019 targets her company is pursuing. She was really worried because they were so big, yet highly specific. The targets basically ran like this, “achieve e-commerce sales of $x in 2019 among 55+ year old consumers who are currently non-brand users.” I told her I thought this was a great example of a well-designed goal because it’s so specific. We then went on to talk about some approaches she could use, which apply across industries.
I’d been talking to this client about our Targetable Segmentation approach for a while, and it was a good time to reconsider some of the benefits of that approach. As opposed to other segmentation approaches, targetable segmentation guarantees 100% accuracy against prospect lists, whether they are internal or third party. However, being able to accurately target people is only part of the battle. We need to know how to reach them most effectively and what messages will come across as compelling and motivating.
Just as positioning work cannot be conducted in a vacuum that ignores when to deliver certain positioning messages, targeting cannot be viewed in a vacuum that aims solely to identify people accurately.”
Thus, at the very core of her issues were how to identify the correct prospects, how to reach them, and what to say to them— which are the elements of positioning and the customer journey in our Targetable Segmentation approach. This type of end-to-end solution gives your brand a much more holistic view than ever before. Just as positioning work cannot be conducted in a vacuum that ignores when to deliver certain positioning messages, targeting cannot be viewed in a vacuum that aims solely to identify people accurately.
Targetable Segmentation was the right solution to help my client reach her 2019 e-commerce sales goals, and it can help your brand reach its goals, too.”
The benefits of this approach allow you to:
- Gain internal alignment on how to approach goals through moderated discussions and workshops with key stakeholders. Our sister company, Illumination Research, has a patented approach to this important phase of strategic initiatives called Knowledge Connect™ that provides templated one-pages and strategic presentations (created with client input) that provide concrete pathways for progression to achieve end goals.
- Understand key attitudes, channels, and messages in behavioral settings maintaining the behavioral economics of how people really interact with brands and categories. We use a myriad of primarily qualitative techniques here to make sure we don’t miss anything of importance; measuring attitudes, behaviors and neuroscience-type inputs.
- Create targetable segments that use the prior input in a quantitative study that keeps the original marketing goals (quick wins, e-commerce with those aged 55+) top of mind. We don’t have a specific statistical approach to creating segments (we use many approaches); we let the data guide us on what is most actionable.
- Develop target specific content and connections mapping that can be evaluated on a regular basis (hourly in my client’s case). We work with our clients to present the most accurate and actionable ways to use outcomes for each functional team within the business (for example, we regularly work with brand, marketing, product, and operations teams).
This combination of behavioral and attitudinal research, with a guaranteed 100% accuracy, allows for the best target marketing that I have been involved with over the past 20 years.
Want to see how Targetable Segmentation will work to meet your brand’s goals?