Revitalised & Evolved Segmentations
Dynamic Segmentation
Keep your strategy sharp with a segmentation that keeps evolving
Great segmentations can have a huge impact on how effectively and efficiently businesses grow their brands. That’s why so many companies invest so much in segmenting their audiences. They are costly and time-consuming exercises, so traditional wisdom (as well as financial pragmatism) suggests that re-segmenting every 5 years or so years is optimal.
But is it?
Even after a year, we’ve noticed that segmentation can go stale in a business. It’s difficult to keep people around an organisation interested unless you’ve got new data to show them. Demonstrating the impact of product launches and campaigns on different segments is an important way to keep the segmentation relevant and provides vital feedback about whether your strategy is bearing fruit. This doesn’t mean changing your segmentation every year. Clear’s segmentations can be periodically refreshed with a minimal investment of time and cost.
A refresh…
- Will show you how the consumer landscape is evolving. It can also provide a basis to model future changes as the market continues to evolve.
- Helps you understand how your brands are evolving. It can confirm the position of your own brands but also a check of competitor activity and emergent threats.
- Allows you to review the impact of significant new product launches. We’ve seen how significant new product launches have changed the very definition of the market you are playing in and a refresh will give you clear direction on how you should respond.
- Shows you where new opportunities are emerging, directing you towards pockets of potential where you can either innovate or re-position your brands.
- Gives you an opportunity to further embed and inject life into your segmentation, bringing fresh news and, most importantly, new perspectives on how to win.
Refreshing your segmentation is a more pragmatic and flexible approach to keeping your strategy sharp and one step ahead of your competition.
To find out more about how we can help you and your business get ahead, contact Damian Symons