Segmentation, targeting, and positioning (STP) is a three-step process to take your brand and turn it into a successful marketing campaign.
1. Segmentation is the first step necessary in marketing--choosing who will be targeted in the campaign. This phase, including deciding on the demographic groups and interest groups that will be targeted, sets the stage for all other aspects of STP.
2. Targeting is the second step of STP and may include researching information about how these groups react to marketing messages and determining what approaches are effective with these audiences. Targeting can also involve honing in on specific segments within target audiences that are more likely to buy brands similar to yours or participate in promotional offers you create. This step includes a process that groups your target audience and gives them a name (called targeting). This can be done manually or through computer software.
3. Positioning is the last step in STP, where you create an effective marketing message, script, and materials to create a well-executed campaign. This is the most important part of STP--making sure your message, script, and materials will reach your target audience effectively.
7 Tips & Methods to Differentiate Your Brand and Attract Your Ideal Customers
1. How to Attract the Ideal Customer, Who is the Heart of Your Business?
Ideal Customers are the ones who buy your products or use your services [the products/services you offer], not just because they see that it is a product or service that meets their needs, but for other reasons as well. This means being drawn to your product by more than just its inherent value in relation to what they need and want from it, but also by additional values. These can be based on personality traits, motivations, life experiences, and more. These can be based on personality traits, motivations, life experiences, and more. Also, QR codes can be considered as an advanced technology for increasing engagement.
2. Identify Your Best Customers
What really defines the ideal customer is that they have the highest chance of repeat business, of recommending you to others, and of coming back for more. To reach these ideal customers you must know who they are and what motivates them so that you can market to people in such a way as to affect their behavior.
The first step in identifying your best customers is to list all the groups who fit into your target segment: demographics, geographic location, and psychographics like interests and needs. Then rank these groups by volume of sales or profitability results first.
3. How to Identify Your Target Customer?
The next step is to focus on the groups that are most profitable or have the highest chance of being profitable. By looking at what makes up this group, like their interests and needs, you can see where you have an advantage over the competition that could make you more successful. Here are some examples:
– You have a certain reputation for customer support or service, make sure it is clear in your marketing messages and that it is attractive to those who value this.
– If there is a certain benefit you offer that no one else does, make sure it is prominent in your marketing message.
4. Most Successful Companies Have Good Customer Service
Among the most important things that distinguished Dell Computer from its competitors was the fact that, along with its products, it offered excellent customer service and a support system. That meant a better chance of making sales and retaining customers than any other computer company. Kelly Services was another fine example of a great customer service system.
5. Create Your Target Customer Profile
You must have a clear understanding of who you're targeting, or there would be a risk of wasting your advertising budget by sending messages that don't seems to be a perfect fit for anyone in particular. To do this first consider what your current demographics are and where they come from and why they are in that place. Look at the demographic/psychographic information you have on file, as well as any other research you might have done on customers to see how they compare to each other.
6. Understand That Every Business is Different
It is vital that you build a profile of the people who buy from you and the needs and motivations behind those purchases so that your marketing efforts continue to be successful over time. You must understand what is B2B sales, and how it is different from B2C. Your advertising efforts must adapt to the people who buy from you, as well as the products and services you offer. You must take this into account when creating your marketing messages. If your profile shows that certain motivations, needs, and values are more relevant to who buys from you than others, then these should be included in your marketing message. If they aren't important to this group, then you can eliminate references to them.
7. How to Create Your Marketing Message
When creating the message that you want to convey through all the various marketing channels you use, it is vital that it is clear and consistent no matter how many different ways it is seen or heard. The way most companies accomplish this consistency is through a tight script that is used across all advertising and promotional materials. A script is a carefully written message that gets voted on by the creative team and approved before it is used. This allows for consistent messaging between advertising, promotions, and direct marketing.
End Note
The marketing management tool of STP is a useful model to follow when you plan your marketing strategy. Through this model, the main focus is not selling a product or service, but finding those who are most likely to buy or use it and targeting them in such a way that they will feel compelled to purchase. In total, the steps are segmentation, targeting, positioning, and then differentiating your brand to this target group.
