Market segment ation and Targeting

Your success as a marketer is not just what you say about a product…

…but to whom you say it.

Who does this message resonate with? What makes this product desirable? What are strong points of this campaign? What is weak? How would you improve it?

Since no product or service pleases everybody Marketers need to select specific target markets that offer the greatest potential for being satisfied.

How advertisers use consumer behavior to influence purchasing habits is key to a successful marketing campaign.

Lots of marketers are great on a first date, but only the best can create a lasting marriage between buyer and brand.

① Determine product utility ② Find quality eyeballs ③ Create chemistry ④ Build a lasting bond Four Steps to a Committed Customer (Or an insane, raving brand fan. You know, either way.) This is a real tattoo! Source: seahawks.net 10/17/12

The bond that develops between a consumer and a product is an incredibly important and valuable relationship.

Why? Because the heart is more influential than the head. The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.

People may not remember exactly what you did, or what you said, but they will always remember how you made them feel.” —Maya Angelou

It’s not all about the jingle, or the character license, or the celebrity endorsement.

Marketers need to inform and educate.

This campaign suggests that the brand is (mostly) about you. The thinking, feeling, deeply passionate you. You don’t go to Starbucks because it’s simply what everyone does. You go because it’s what interesting people like you choose to do.

Starbucks Mobile Order-And-Pay Launched December 4, 2014

How does the new “mobile order- and-pay” service fit the Starbucks brand message and continue to serve their target market? Does it encourage additional brand engagement? Why or why not?

The key to a company’s success is its ability to locate, attract and keep customers who are willing and able to pay for its goods and services.

“Education is the most powerful weapon to change the world.” —Nelson Mandela