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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

What Sticks – Chapter 9

Consumed => “What Sticks – Chapter 9 (Motivations, Segmentation, and Positioning)” by Rex Briggs and Greg Stuart.

— Three levels to understanding your customers’ true motivations:
1. Level 1 – Know why they hire the category of products.
2. Level 2 – Know why they choose a particular class of brands.
3. Level 3 – Know why they choose a specific brand.

— Get your segmentation and positioning right. The three levels list above are typically relative.

— The size of the customer segment matters LESS than its value.Value add: Agreed! So the question remains, why are so many (read: too many) focused on quantity when in 2011 the focus should be on quality? Talk about another myth that needs to be dispelled.

— Three questions concerning segmentations:
1. Do different segments have different motivations?
2. Is there a different financial value for different segments?
3. Do different segments use different media?

— When identifying segments ask whether you can buy the media that supports that segmentation.

— Keep asking, “Where do I get my biggest bang for the buck?”

— Optimized segmentation is one that focuses the right message on a segment that is large enough to have maximum impact on revenue and profit.

— The sweet spot is a high-impact message directed at a segment of the audience that can be targeted appropriately with the right slice of media. Value add: Great in theory but too often given conflicting visions and levels of understanding among team members difficult to execute.

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