How to use demographics to improve marketing results

By Nigel TempleNo Comments
Demographics is primarily used within B2C (Business to Consumer) marketing). At The Marketing Compass, we are often asked how to use demographics to improve marketing results. By thinking in terms of demographics, you can create offers, headlines, advertisements, web pages, events and entire marketing campaigns which are aimed at distinct groups of consumers. This will help you to improve your marketing results. Demographics are part of the market segmentation process. The benefits of segmentation include improving your copywriting, as it is easier to write for a 'group of people with shared needs'. If you sell to consumers (the 'general public'), the factors to consider include: Age Can you define age brackets for the people you are marketing to? For example 18 – 25 or 50 plus. (Beware of this approach, as it can be too simplistic). Gender Are you selling to just men or just women? If you are selling to both, are your products / services more relevant to men or to women? Socio-economic group Can...
Read More
The power of being customer centric

The power of being customer centric

By Nigel TempleNo Comments
Within this 2 minute video, Nigel Temple talks about the power of being customer centric. The other option is to be product focused and the trouble here is that products won't give you referrals. If you sell services, Nigel has advice for you as well. He touches on segmentation and the importance of thinking deeply about this concept. There is also some (optional!) homework for you. We hope that you enjoy this brief video and by all means let us know your feedback. Relevant blogs include 'Do you have a concise marketing plan?' and 'Segmentation is a key element of your marketing strategy'. Incidentally, if you subscribe to our newsletter, you will receive a free marketing toolkit, which includes a concise marketing plan template. You can drop this into a wordprocessing document. Alternatively, if you become a Navigator member of The Marketing Compass, we will open up a comprehensive online marketing plan for you. As you will see, Navigator membership is not expensive...
Read More
Segmentation is a key element of your marketing strategy

Segmentation is a key element of your marketing strategy

By Ben Temple1 Comment
A market segment = a group of people with shared needs. By segmenting your market, you will find it easier to communicate. You can create propositions, key messages, offers etc for each market segment. As your messages are in line with the market segment, you will get more response and make more sales. Here are two examples of market segments: * Independent professionals, working in the Thames Valley, looking for more clients (B2B marketing) * Fashion conscious 18 - 24 year old ABC1 women living in Chelsea (Consumer marketing) Ideally, you should use a CRM (Customer Relationship Management System) to manage your customer database and segments. For further information, here is a Wikipedia article....
Read More