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How to do Segmentation

Premium Content: How to do Segmentation, the practical guide

segmentation Mar 31, 2021

By Nick Bottai - Co-Founder/Director @ The Marketing Leaders Ltd.

 

In March we spoke about Segmentation, a step that is at the basis of every strategy and this is why is so important.

In the first article, Nick explained what segmentation is and what are the different types of segmentation in the B2C context, showcased some examples from Lego and the travel industry, with a final case study on a Hotel segmentation strategy.

The following week, Andrea (Segmentation in Action) showed us how segmentation aligns to the funnel/buyer journey and why it’s so important in the marketing strategy. As example, he analysed 2 iconic brands: Coca-cola and Disney.

In the last article, Tom went through the B2B space, outlining the differences and similarities between the B2C and B2B segmentation approach. He also clarified the different approaches and segmentation techniques.

 

NOW IT’S TIME TO DESCRIBE HOW TO DO IT.

You can be in the B2C or B2B space. The approach is the same in the beginning; what does it change is how you communicate after you picked your segment, the touching points, the buyer journey and so on.

 

EVERYTHING STARTS WITH YOU

Well, you is your product(s), your service(s). It might feel strange: “we know what we sell”… but is it true? If you look back at the examples we made in our articles, especially the hotel and Coca-Cola, a person might think their product is just an hotel, just a drink. It means your customer can be “just a customer”. To know your product means to know who your product is made for. A hotel in Vegas and a hotel in Bali are not the same product.

So, first of all, know your product, your service. Deeply understand what and whose needs it solves.

 

WHAT IS YOUR GOAL?

Yes, also here you need to have a goal to pursue. It’s important because it makes your life easier, especially in the next stage: “I want to sell more”. Ok, let’s analyse it.

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