Effective marketing is a customer focused process. The critical first step is knowing who your customer is and how to position your offering. This workshop will cover how to identify the ideal customer segmentation and position a firm's offering in order to create long term customer value.

1. CUSTOMER FOCUSED
MARKETING
Tim Finnigan

2. This Presentation Focuses on:
“The Customer”

3. Introductions - Why Customer Segmentation - 4 p’s are now the 4 c’s
How do you Segment - What’s next after Segmentation

6. “Build something 100 people love, not something 1 million people kind
“Amazing things will happen when you listen to the consumer.” –Jonatha

7. Who Is
Nike’s
Biggest
Customer?
"Everything we do starts with the consumer," Nike CEO Mark Parker told investors during a recent

9. Why Segmentation?
Increased Focus - Marketing Costs - Better Product Development
Happy Customers

12. A company can’t “win” with
everyone!
They must
research…
…then decide
on segments

13. Look at your Customer Base
Check out your Competition
Analyze your Product/Service
Choose Specific Demographics to Target
Consider the Psychographics of your Target

14. • Demographic
• Psychographic
• Geographic
• Behavioral
B2B
Take Out
Psychographic
Four Bases for Segmenting
Consumer Markets B2C

15. Demographic
Segmentation
Does Gender Influence
Purchases?
Does Income?
Does Education?
Other?
.

16. Psychographic Segmentation
• Activities
• Interests
• Opinions
How People Spend their Time and Money

17. 6-16

18. Can You Identify Nike’s
Target Market?

19. Can You Identify Social Sparkling Wine’s
Target Market?

21. Most Brands Create
a BRAND PERSONA
after Extensive
Market Research to
really Understand
the Customer

23. What do we do
Now? Create Content
Marketing Campaigns
Niche Bloggers/Influencers
Targeted Advertisements
Partner with other Brands
Participate in Events
Referral System/Loyalty

24. The End