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.
The benefits of this approach allow you to:
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?