Marketing Consulting on Customer Segmentation Warwickshire

This page provides relevant content and local businesses that can help with your search for information on Marketing Consulting on Customer Segmentation. You will find informative articles about Marketing Consulting on Customer Segmentation, including "Segmenting Your Customers - Uncovering Hidden Value". Below you will also find local businesses that may provide the products or services you are looking for. Please scroll down to find the local resources in Warwickshire that can help answer your questions about Marketing Consulting on Customer Segmentation.

Frontiers Marketing
0121 7067788
205 Kings Road
Birmingham

Data Provided by:
D 2 D Ltd
01926 831744
Cloister Crofts
Leamington Spa

Data Provided by:
Oakley Wilkinson Bryan Ltd
0121 7666571
Unit F4 The Arch
Birmingham

Data Provided by:
Trinity Street
01926 451623
Queensway
Leamington Spa

Data Provided by:
Baldwin Marketing Associates Ltd
0121 4283355
Epsom House
Birmingham

Data Provided by:
Joinery Providers
01675 437378
20-21 The Courtyard
Birmingham

Data Provided by:
Sue Lawton
01926 432122
Acacia Road
Leamington Spa

Data Provided by:
Arcedia Marketing Consultants
0121 6161500
Winston Churchill House
Birmingham

Data Provided by:
Palmer Hargreaves Ltd
01926 451976
14-20 The Parade
Leamington Spa

Data Provided by:
Media & Marketing Services
01926 864834
230 Warwick Road
Kenilworth

Data Provided by:
Data Provided by:

Segmenting Your Customers - Uncovering Hidden Value

Although markets consist of customers with similar needs, customers still differ in many ways, such as the benefits wanted, how price sensitive they are, and the quantity and frequency with which they make purchases.

Therefore segmentation is the process of dividing customers within a market into distinct groups based on these differences.
 
The process works in the following way:

  • Segment your customers into distinct groups based on past actions or preferences

  • Develop a relevant communication strategy with each group

  • Position your various products or services in a way to appeal to each group
  •  
    For example, you may separate people based on average spend, how recently they made a purchase, or how often they make purchases. When segmenting your database remember the following advice:
     
    • Make groups the right size – too large and they won’t be focused enough, too small and it won’t be worth going to the effort to target them.

    • Have enough groups to suit your requirements.

    • Ensure that each group is different and distinct – without this you’ll be unable to develop unique offerings for each group.
     
    If you have a database of members you may want to divide your database into those people who are current members, those who have been members at some point in the past, and those who have some connection but have never become a member.
     
    Having segmented your database you can use the data to develop distinct marketing strategies for each group based around:
     
    • Direct mail
    • Individualised email marketing communications
    • Product development
     
    The aim is to move people down the marketing funnel : prospects to customers, customers to repeat customers, and repeat customers to high-value customers.
     
    For example, you could send a membership offer to people who were members in the past, inviting them back for a special free trial. Always individualise communications, as Marilyn Latham is the Marketing Manager for Lyris Technologies highlights:
     
    "Sending out a single email message to every address in your database whenever you wanted is so 20th Century now!"
    To your most loyal customers you could send out a voucher along with 5 discount vouchers for their friends. This will further strengthen their loyalty and as you know that they’re likely to have a positive opinion of your company they&rs...

    Click here to read the rest of this article from Marketing Minefield