Who Are Your Segments?
Written on June 24, 2010 by admin
Last week at DellCAP, I sat in a session where Dell identified its customer segments for a particular set of products. Some of them included:
- Price Sensitives
- Sensible Traditionalists
- Creative Explorers
- Expressive Connectors
- Casual Connectors
I had fun trying to figure out which one I fit in the best (I think I’m a few of the different segments). I’d actually brought up customer profiles earlier in the day as a way for Dell to better help potential customers navigate its website for a purchase. Currently it’s convoluted and hard to figure out what I need. I would have to have my husband tell me how much RAM or what kind of processor I want, and I hate having to rely on him like a 1950s housewife!
I suggested that Dell revisit the profiles they used to have on the site. They could perhaps ask questions that visitors could click on:
- Are you a gamer?
- Do you use your computer for work?
- Do you watch videos on your computer?
Then these questions would filter through to product recommendations. I don’t know what kind of RAM I use, but I can tell you what I do with my computer, and you can tell me what I need.
So I’ve already scolded Dell for not better identifying with its customer segments. What about you? Could using these segments help either you internally (trick question; the answer is yes) or help your customers make a better informed purchase?
Identifying Your Segments
If you don’t already have your segments outlined, take the time to identify them now. Who uses your product? It’s probably more than one type of person. Let’s use Egg client Inspired Gifts as an example. The company sells customizable gifts that you can put photos on, such as playing cards, posters and books. They’re a great example for this exercise, because they actually have several segments:
- Parents (mainly mothers) who want to capture family memories
- Pregnant women or new mothers (babies are an instant memory maker)
- Brides (signature boards with a photo of the couple can be signed by friends for a momento)
- Grads
- Teachers
- Grandparents
- Birthday celebrators (is that a word?)
Each of these segments can benefit from Inspired Gifts’ products, but in different ways, and at different times. You wouldn’t market a signature board to a grandparent, nor a deck of cards to a teacher. So each segment should be treated differently.
Once you have your list of segments, think about how each group likes to communicate. Is it through magazines (brides and pregnant women) or social media (moms eager to connect with others)? This will help you build out your marketing strategy by segment.
Now, share with us. Who are your segments?
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- #DellCAP: From Behind the Curtain to Next Steps (successful-blog.com)
