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branding.segmentation and targeting
I get targeting, but what is segmenting?
Segmenting a market, an audience, helps to define and allow your marketing efforts to focus on specific set of prospects that are "most likely" to purchase your offering. Accurately targeted segments provide the highest return on your marketing investment. With carefully considered market segments, using even just basic demographic and psychographic analyis, yield an awareness of your target audience that you can then specifically tailor your brand messages to. The result is communication/media tightly developed for meaningful and emotional connections that quickly build your brand and have lasting resonance.
At Sienna Creative we help our clients spend the quality time up front to make a difference...
Introspection
How granular are your marketing and branding efforts? Is it a campaign that is based on a "one size fits all" approach? Can you articulate different group characteristics for the audiences that would be interested in your product or service? Do you have communications and media crafted to touch the hot buttons for each segment?
"If you do build a great experience, customers tell each other about that. Word of mouth is very powerful."
Jeff Bezos
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