Smart segmentation to keep your campaigns fresh, relevant and effective Audience Strategy - Understanding and connecting with stakeholders TyreSafe case study
Smart segmentation to keep your campaigns fresh, relevant and effective – TyreSafe case study. Audience strategy conference, 26 May 2016
Apr 13, 2017
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Smart segmentation to keep your campaigns fresh, relevant and effective
Audience Strategy - Understanding and connecting with stakeholders
TyreSafe case study
INTRODUCTION
• Overview of segmentation… practical not theoretical
• Segmentation by behaviour
• Segmentation by life stage
• Keeping it fresh• Gaining approval…
“Market segmentation is the process of splitting customers, or potential customers in a market into different group, or segments”
SEGMENTATION IS A VALUABLE TOOL IN THE BOX
CHANNEL, MESSAGE & TIMING
Know your target; know your market
MAKE IT STICK
BENEFITS OF SEGMENTATION
SEGMENTATION, TARGETING AND POSITIONING
GeographicalDemographic
Psychographic
Lifestyle
Beliefs & values Life stagesBenefit
Behaviour
Common categories of segmentation
SEGMENTATION BY ROAD USER
CHARITY SEGMENTATION
BeneficiariesAdvocates of the
Beneficiaries
Decision-makersInfluencers of
Decision-makers
BUT…
SEGMENTATION: TYRESAFE
?
??
??
??
?
YOU’RE STILL TALKING TO PEOPLE NOT ‘SEGMENTS’
THEY ALL HAVE BRAINS
“My husband takes care of everything to do with the car”
“Yes my tyres have 1.8mm of
tread so I’m fine”
“I check my pressure every time I fill up to
keep the car safe”
“My car is only two
months old so its tyres are fine”
“I use mum and dad’s car - why
should I check?”
DEFINING A TARGET, BLURRING GROUPINGS
GeographicalDemographic
Psychographic
Lifestyle
Beliefs & values Life stagesBenefit
Behaviour
Sources of information to guide us:• Stakeholders• Supporters• Industry• Media• Research channels (eg surveys)• Govt departments
Q. WHAT LINKS THIS GROUP?
DIFFERENCES IN BEHAVIOURS OF TYRESAFE'S TARGET
Motorbike•‘Big bikes’•‘Non-preachy’ tone•‘Prepare like the pros’
Scooter• Similar attitude to car
owners• Informative tone
SCOOTER COMMUTER
SEGMENTATION BY LIFE STAGE
?
??
??
??
?
SEGMENTATION BY LIFE STAGE
HOME SAFELY ON SAFE TYRES
“My husband takes care of everything to do with the car”
REASON TO BELIEVE1 in 4 tyres on UK roads
have defective tyres, killing or seriously
injuring 200 each year
PROPOSITIONYour child
may be at risk
CHANNELSMumsnet. NHS Foundation Trusts.
Parenting magazines. Facebook groups
ACTION“I’m going to ensure my tyres are safe and check
them regularly”
PROMPTIs my car safe?
INSIGHTAssumption that because husband books
MOTs and servicing, he’s also checking tyres
INFORMATIONCheck tyres monthly and
before long journeys.Check tread, pressure and
condition.How to check
HOME SAFELY ON SAFE TYRES
Janine McCarthy explained:
“TyreSafe’s campaign is so important
and I want everyone to listen and act
on the message ‘Home safely on safe
tyres’. I was lucky, but defective and
illegal tyres can ruin lives. As new
mums-to-be, we pack our hospital
bags with everything we need and
check our baby car seats – but we
need to add CHECK TYRES to our
pre-baby checklist.”
Reinforced with case study
KEEPING IT FRESH: PHASE TWO
Grandparent carers
OVERARCHING MESSAGE NEEDS TO STAY FRESH TOO
2010
2011
2012
2013
2014
FRESHENED WITHOUT LOSING BRAND
Microsite hosts all resources for orders & advice
Toolkit acts as a full guide
for supporters
Variety of supporting print
posters & leaflets
Variety of supporting online banners
Online resources
supported with
dedicated animation
WE TOOK A RISK…
WAS IT SUCCESSFUL?
• Record year for materials distributed• Record year for social media engagement• Record year for reaching new stakeholders
But…Some could only use the safer options
GETTING APPROVAL…
May the 4th be with you: Successful segmentation means speaking your audience’s language
SUMMARY – SEGMENTATION & TARGETING
• Segmentation is a highly valuable tool
• Low cost research can be drawn from ‘in-house’ sources
• Segmentation groupings are useful but don’t be afraid to blur the boundaries
• Stay fresh by considering how the message can be biased towards specific groups
• Understand and use the tonality of the target – expect to risk moving away from ‘corporate’ tone
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk
Audience strategy:understanding and connecting with
stakeholders
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