Segmentation Analysis PPT
Segmentation Analysis PPT
Persuading niche audiences
What is segmentation?
Audiences are more fragmented
than ever before
involve any of the
Segmentation divides an audience
into subgroups to identify specific
attitudes, beliefs, patterns, or trends.
Segmentation is used to create a
profile of the niche audience.
Persuasive messages target the
niche group on the basis of their
example 1: metro versus
The “Man Study” by the Leo
Burnett advertising agency, which
created the Marlboro Man, found
that half of all men report that
they don’t know what is expected
of them in society.
three-quarters of men think that
images of men in advertising are
out of touch with reality.
Most ads have lumped men into
one of two groups -- the soft,
caring type known as
"metrosexuals," who are
comfortable with facial peels and
pink shirts, or the stereotypical
"retrosexuals," who remain
oafishly addicted to beer and
urban men who are into
wear designer clothes
like fine cuisine
get expensive haircuts
enjoy shopping at
Retrosexuals (“real men”):
straight males who are more
macho, prefer sex role
Play Xbox 360 and Sony PS2
like Carl’s Jr.
use power tools
enjoy shopping at Bass Pro
Identify a new audience,
tailor message to a
micro-marketing can be
More time, effort, expense
to develop individual
messages and strategies
If a brand is associated
with one subgroup it may
be shunned by other
Example 2: marketing to
gays and lesbians
There are lots of gays/lesbians
Kinsey Report pegs 10% of the
population as being gay. 6-7%
openly identify themselves as
gay/lesbian, with higher
concentrations (12%) in large
Gays as upscale
generally better educated,
more tech savvy, computer
tend to be trendsetters, “early
adopters,” of technology
Gays as a niche
Advertising to gays/lesbians is
perceived as a form of social
77% of gays report changing to
brands that are gay friendly.
mygayweb.com reports that 78%
of gay online users prefer to buy
from companies that market to
the GLBT community.
example:“gay friendly” hotels,
insensitive campaigns may
Gay friendly ads
Example 3: Marketing to
There are lots of Hispanic teens
As of the 2000 U.S. Census, Hispanic
youth ages 12-20 had become the
largest ethnic youth population
Nearly 40% of Hispanics are under age
By 2010, nearly 1 in 5 young people in
the United States will be Hispanic
By 2020, the Hispanic teen population is
expected to grow 62% compared to
10% for U.S. teens overall.
A larger percentage of children (ages 04), 17+%, are Hispanic
Hispanic teens are
Hispanic teens are more bilingual
than their adult counterparts.
about 75 percent of U.S. Hispanics
speak Spanish at home.
96 percent of Hispanics use at least
some Spanish at home and 86
percent do so at work or school.
Nielsen reports that half of HispanicAmerican households are thought to
prefer watching programs in Spanish.
a majority (69 %) of Hispanics get
more information about a product
when it is advertised in Spanish than
when it’s advertised in English only.
Hispanic teens are more
receptive to Spanish
Roslow Research Group (2000)
advertising to Hispanics in Spanish
is significantly more effective than
advertising in English.
…Spanish commercials are
40% more effective at
increasing ad awareness than
commercials in English
…Spanish advertisements are
twice as persuasive as ads
received in English.
16% more Hispanic teens will
recall the spot’s message if it is
Hispanic teens as a niche
Hispanic teens have buying power
The average Hispanic teen spends $320 a
month, 4% more than the average nonHispanic, and one out of five teens in the
U.S. is Hispanic`.
18- to 24-year-old Hispanics are the most
brand-loyal demographic segment in the
Hispanics teens have their feet in two
Hispanic teens are holding on to their
Hispanics exhibit more brand loyalty and
less cynicism than other consumers
suggests that bilinguals are
attuned to advertisers who go
out of their way to reach them in
Persuaders should speak to an
audience's cultural identity. The
message should be relevant
and resonate with the culture.
Regional or subsegmentation
How much homogeneity? Are
“Hispanics” one group or many groups?
Can a persuader use the same advertising
approach to market to Mexicans, Cubans,
Puerto Ricans and Central and South
Hershey's made a controversial choice in
promoting its new U.S. Hispanic line with
language familiar to Mexicans, but not to
cajeta, is the Mexican term for the caramel
flavor known as dulce de leche in the rest of