Market Segmentation
Most organizations don’t have just one target market. They have several segments to communicate with. Understanding how to segment your customers and the different messages and tactics that should be used to communicate with them is key.
You have probably tried segmenting your customers based upon demographic factors such as age, professional setting, or income. This can be effective. But the truth is, the demographic factors you use to identify your market segments are only markers of difference in attitudes and behavior.
To be really effective in segmenting your market, you need to ask, what does a Baby Boomer want or need that a Gen-Xer doesn’t care about? What does an organization’s CEO spend his time thinking about, versus a middle manager?
Cluster analysis helps Performance Strategies understand the fault lines between market segments based on the differences that really matter. Then we identify the demographic tags that apply to each segment. So we give you effective messaging that speaks to each audience based on the things they care about, and tell you how to reach each audience.