Transcript Segmentation PPT

Segmentation
analysis
Persuading niche audiences
What is segmentation?
 Audiences are more fragmented
 Segmentation may
than ever before
involve any of the
following:
 Segmentation divides an audience
into subgroups to identify specific
 Age
attitudes, beliefs, patterns, or trends.
 Gender
 Segmentation is used to create a
 Culture/ethnicity
profile of the niche audience.
 Class
 Persuasive messages target the
 Illnesses, disabilities
niche group on the basis of their
 Income
unique characteristics
 Education
 Language
 Lifestyles
 Location
 Sports, Hobbies
example 1: metro versus
retro sexuals
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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
sports.
Segmenting male
consumers
 Metrosexuals: straight
urban men who are into
style, fashion
 wear designer clothes
 like fine cuisine
 get expensive haircuts
 get waxed
 enjoy shopping at
Banana Republic
 Retrosexuals (“real men”):
straight males who are more
macho, prefer sex role
differentiation
 watch Nascar
 Play Xbox 360 and Sony PS2
 like Carl’s Jr.
 use power tools
 enjoy shopping at Bass Pro
Other male nitches
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African American males
Asian American males
Hispanic males
Anglo-Euro American
males
Bachelors
Divorced, separated
males
Emo guys
Macho men
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Older dads
Nascar dads
Nerdy, geeky men
Athletic, fitness-oriented
Conservative males
Born-again, religious
males
Advantages and
disadvantages
 Identify a new audience,
market
 tailor message to a
specific audience
 micro-marketing can be
costly
 More time, effort, expense
to develop individual
messages and strategies
 If a brand is associated
with one subgroup it may
be shunned by other
subgroups
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
urban areas.
Gays as upscale
consumers
 Gays/lesbians have
considerable purchasing
power
 generally better educated,
more affluent
 more tech savvy, computer
literate
 tend to be trendsetters, “early
adopters,” of technology
 politically involved
Gays as a niche
group
 Advertising to gays/lesbians is
perceived as a form of social
validation
 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,
tour operators
 insensitive campaigns may
backfire
Gay friendly ads
Example 3: Marketing to
hispanic teens
 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
20
 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
http://video.google.com/vide
oplay?docid=4484245883891789484&q=
spanish+commercial&hl=en
Hispanic teens are
bilingual (duh!)
 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.
Target ad
Hispanic teens are more
receptive to Spanish
language advertising
 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
in Spanish.
Hispanic teens as a niche
group
 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
U.S.
 Hispanics teens have their feet in two
cultures
 Hispanic teens are holding on to their
culture
 Retro-acculturation
 Hispanics exhibit more brand loyalty and
less cynicism than other consumers
Hispanic friendly
marketing
 Accommodation Theory
suggests that bilinguals are
attuned to advertisers who go
out of their way to reach them in
Spanish.
 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
Americans?
 Hershey's made a controversial choice in
promoting its new U.S. Hispanic line with
language familiar to Mexicans, but not to
other Spanish-speakers
 cajeta, is the Mexican term for the caramel
flavor known as dulce de leche in the rest of
Latin America
Micro-marketing
 Mark Penn 2007:
microtrends:.targeting
niches within niches
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Stay at home workers
Uptown tattooed
Office romancers
Archery moms
Old new dads
Vegan children
Troubled teens
College educated nannies
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Late-breaking gays
Surgery lovers
Mini-churched
Militant illegals
Pampering parents
Mildly disordered teens
Video game grown-ups
Young knitters
Social geeks
New luddites