Intro to Segmentation

Part I. The Methodologies

Suzanne Carawan

VP Global Marketing

Big-Chunk-Big Thinking

Thinking About the Whole

-Big Numbers by

Attendee Category

Thinking About the Segment

-What makes up

the whole?

-How do we

categorize?

-How do we

identify each

segment?

-What are the

common factors?

Segmentation Decision

Framework

What is the meaning of one orange?

• Attendee/Customer Base?

• Market? Market Vertical?

• Attendee Category?

How will you cut it?

• Peel & separate?

• Slice it?

• How fine will you slice?

Unique Segments

Take each segment

and do the following:

1. Name it

2. Describe it

3. Write a benefit

statement

Create Your Value Prop Matrix

Description Approximate

Size of Segment

Value

Proposition

(Benefit)

How You W ill

Measure &

Benchmark

Segment #1 Name

Segment #2 Name

Segment #3 Name

Create Buyer Personas

• Visualize & Characterize this Group of Attendees/Customers

• Write a story about them. Write many stories about them.

• Think about their total life and how your product fits in

• Understand the joy & pain of the segment

The Affluent Orange

The Affluent Orange

The Affluent Orange

The Affluent Orange

The Affluent Orange

The Affluent Orange

The Affluent Orange

The Affluent Orange

The Affluent Orange

Create Your Persona Matrix

Demographics

Psychographics

Lifestyle

Description “Day

in the Life”

Pain or Joy

Points

How Your

Product/Event/S

ervice Fits In for

this Persona

Persona #1:

Justine Steelman

Persona #2:

Maria Rodriguez

Persona #3:

Amanda Hastings

• Same methodology

• Identify attendee personas

• Identify what is the unique proposition for each

persona category

• Over-deliver on the pain or joy point

• Hype the pain or joy points

• Get testimonials!

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