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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

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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