Segmenting Your Population Target Markets

Resources Guide Information Needs… Analyze the environment Select target audiences Set objectives and goals Deepen understanding of target audiences and the competition Develop strategies Develop a plan for evaluation and monitoring Establish budget and funding sources Complete an implementation plan and sustain behavior

Steps for Target Marketing Segment the market – Divide into smaller groups based on commonalities Evaluate the segments – Who is reachable with your current resources… set priorities Choose one or more segments for targeting – Develop targeted interventions Benefits: – Increased effectiveness – Increased efficiencies – Input for resource evaluation – Input for developing strategies

Traditional Variables Geographic (location) Demographic (census form variables) Psychographic (wants, desires, lifestyles, personalities) Behavioral (attitudes, loyalty status, user status)

Stages of Change Pre-contemplation Contemplation Preparation Action Maintenance

VALS The basic tenet of VALS is that people express their personalities through their behaviors. VALS specifically defines consumer segments on the basis of those personality traits that affect behavior in the marketplace.

Healthstyles Segmentation System Decent Dolittles (24%) Active Attractives (13) Hard-Living Hedonists (6%) Tense but Trying (10%) Noninterested Ninilists (7%) Physical Fantastics (24%) Passively Healthy (15%)

Marketing Research Services, Inc. PRISM®, MRSI's four stage marketing research system, uses quantitative and qualitative research tools to guide your company through its product development process. The stages include: four stage marketing research system – Market Understanding Market Understanding Including qualitative research, category assessment, and segmentationqualitative researchcategory assessment segmentation – Concept Development Concept Development Including concept screening with ConScanSM and concept testing with ConSelectSMconcept screening with ConScanconcept testing with ConSelect – Product Development Product Development Including product testing with ProSelectSM, packaging research, pricing research, and claim substantiationproduct testing with ProSelectpackaging research pricing research,claim substantiation – Product Management Product Management Including point-of-purchase research, tracking research, customer satisfaction, and promotion effectiveness researchpoint-of-purchase researchtracking researchcustomer satisfactionpromotion effectiveness research

Dimensions of Wellness Social Intellectual Emotional Environmental Spiritual Vocational Physical Psychographics

Criteria for Evaluating Segments Segment size Problem incidence Problem severity Defenselessness Effectiveness Reachability General responsiveness Incremental costs Responsiveness to Marketing Mix Organizational capabilities Efficiency

Chosen Approach The greatest need Most ready for action Easiest to reach Best match Targeting markets of greatest opportunity

What do we need to know… What would they rather do than the behavior we are promoting and why? (know the competition) What do they know about the desired behaviors? What do they believe? What are their values and attitudes relative to the desired behavior? (benefits, costs, barriers) Do… Know… Believe

Creating the Competitive Advantage Increase the benefits of the target behavior Decrease the barriers (and/or costs) to the target behavior Decrease the benefits of the competing behavior(s) Increase the barriers (and/or costs) of the competing behaviors.

Using the NTCSM Systematic Planning Model for Prevention Marketing within the UWEX Logic Model Framework

Using the Systematic Planning Model for Prevention Marketing within the UWEX Logic Model Framework a simplified picture of a program, initiative, or intervention that is a response to a given situation shows the logical relationships among the resources that are invested, the activities that take place, and the benefits or changes that result – Some call this program theory (Weiss, 1998) or the program's theory of action (Patton, 1997). It is a "plausible, sensible model of how a program is supposed to work." (Bickman, 1987, p. 5). – It portrays the underlying rationale of the program or initiative. (Chen, Cato & Rainford, ; Renger & Titcomb, 2002) is the core of program planning, evaluation, program management and communications

Systematic Planning Model for Prevention Marketing

UWEX Logic Model

A Closer Look at the Integration

Specifics… In order to help: (a specific target audience)… …Who we reach (Participation) to: (do a specific behavior) … What the short term results are (Short term outcomes) Product/Service Placement: … What we do (Activities)

Additional Information We will address: (specific factors that could influence that behavior) Benefits to Promote: Costs to Lower or Make More Acceptable: Other Factors That Must Be Addressed: Information Placement: Promotional Activities and Other Activities:

Data for Decision Making Justifying anticipated outcomes Offer quarterly workshops for local wellness leaders Provide resources for local wellness leaders Increased awareness for, knowledge of, and skills related to delivering workplace wellness programs Increased availability of resources to help deliver comprehensive wellness programs