Strategies for Segmentation

At SRA, we use marketing segmentation to identify unique subsets of groups sharing similar characteristics. This allows our clients to develop different marketing and products or services for each group designed to appeal specifically to them based on their unique characteristics. We help clients understand what makes the different groups within their target audience react differently.

The market segments which are discovered are summarized in a profile, usually with a catchy name that paints a mental picture for our clients of the nature of the cluster. Several key aspects are used to profile the segments or groups. These include the:

• Size
• Geographic characteristics
• Attitudes
• Behaviors, including purchase habits
• Lifestyles, including attitudes, values, personality, and interests (what we call psychographics).
• Demographic differences that make a subset unique.

Ultimately, the goal of segmentation strategy is to be able to develop products, services, and messages to each individual group within your audience based on their needs and desires to make your marketing more successful.