When you have your targets identified, your segments lined up, your team on a first-name basis with your profiles, and an activation plan for how you’re going to reach out and engage with those targets, you have hit the jackpot. Your communications will resonate because you’re connecting with targets on an emotional level, your offer will drive interest because you know what your targets are looking for, and your follow-through will meet expectations. There are no out-of-the-box solutions for driving engagement at this level. We work with your teams to build a research framework that will deliver the targeted segments that support your growth goals.
You can’t afford hit-or-miss targeting. We’ll help you get it right the first time.
Go deeper with segmentation to identify needs, behaviors, and decision-making processes and build deeper engagement that leads to enhanced sales performance. Learn more about the role targets and segments play in your bottom line.
Activation strategies turn research insights into action plans, and have the power to center teams across your organization on customer needs. Here are some tips.
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During our webinar on advanced analytics with USAA, we learned how their team leverages data to build strong programs, including targeting and segmentation. Watch now.
A precise and relevant targeting strategy has a shelf life — consumer attitudes change, new players enter the market. You need to keep up. If your segmentation studies seem stale, your conversion rates are stagnating, and if you’re having a difficult time reaching new customers, it’s time to take a fresh look at your targets. A comprehensive reassessment that includes updated segmentation, competitive analysis, and concept testing, can help brand teams get activation strategies back in line. This article provides 5 ways to determine if your targeting needs a refresh.
Brands that are experiencing an acquisition have a long list of tasks, but a primary goal should be aligning key teams such as marketing, sales, and partners globally. A comprehensive targeting study is essential in helping you understand the new consumer base. In this case study, a leading manufacturer acquired global brands and needed to identify and reach out to the new customer base. Read the case study to see how they gained deep insights to build new segments.
Inviting cross-functional teams into the conversation prior to a targeting research study helps to build consensus on what shape the study should take and guides decision-making throughout the research process. These teams, comprising members from diverse departments such as product development, marketing, and finance, bring perspectives that help prioritize target segments around growth objectives. Participation also drives engagement and advocacy across your organization to ensure adoption. Get more information on why a “big table” is essential to the success of your targeting research strategy.
When we needed to build a targeting strategy for a client that represented a large U.S.-based jewelry retailer, Radius executed a program that delivered essential customer knowledge and segmented the audience into logical and reliable groups we could target. Thanks to their ability to work quickly, and to their expertise in segmentation; we were able to produce an effective campaign.”
