Do you know how to engage with your audiences?

by Adwright, 30 September, 2019

Every brand has a variety of products catered to different demographics and psychographics to widen their reach. However, to appeal to different segments, brand owners will need to understand the needs of their target consumers and create products that will appeal to them. By doing so, brands can resonate well with their target audiences. Hence, consumer segmentation plays a large role in identifying the possible product ranges a brand can create.

Consumer Segmentation

Understanding your potential customers from different segments unravels new insights your brand can harness to serve a larger market. Here are 3 essential points to note for the consumer segmentation process.

Examining Consumers

Examine the types of consumers who will most likely purchase your product/services and the segments that your brand has the potential of targeting.

Knowing your current target audiences and its segment groups can be beneficial for brands. It can provide invaluable insights about consumer trends and purchase behaviours, which could be leveraged by brands to create products that are aligned with the ever-changing demands of mass consumerism.

Understanding Motivations

Understand the psychological and immediate motivations that would lead consumers to become customers. Motivations can be split into two categories –

  1. Psychological motivations are factors such as status or perception attached to a brand or its product.
  2. Immediate motivations can be described as factors that are short term such as rewards, sales or promotion-based tactics.

Different types of consumer groups will be influenced by different motivation factors. Hence, your brand has to consider how the nuances of the product, packaging design, and even marketing efforts can relate effectively to the intended audiences.

Creating Narratives

Identify the needs of different groups of customers and create narratives where your product can cater to them.

Brand narratives are communication assets that can be tailored to engage with a specific target audience group. It can be communicated from different touchpoints such as an advertisement, a website, or even on the product packaging. Effective, persuasive, and relatable communication assets occur when brand narratives are aligned with the interest of its target audience.

How to implement consumer segmentation?

TheSeafoodCompany is a seafood operator and supplier in Singapore. Its business model revolves around importing, exporting, farming, processing, and distributing seafood.

To create purposeful retail products for its consumers in the different segmentation, TheSeafoodCompany went through a brand architecture process. It had a few different brands which was streamlined into a single brand name ‘Seaco’ with 3 different product lines. Each of the sub-brands; Seaco Everyday, Seaco Fiesta and Seaco EasyPlate cater to a different consumer. Each of these sub-brands has its own distinct purposes and narratives that resonated with their intended audiences.

Read more on how they build its brand architect for better consumer segmentation that resulted in stronger brand resonance. To find out more about the branding services that Adwright provides, call us today on +65 6227 7227 or email enquiry@adwright.com

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