What is Psychographic Segmenation?

Do you want mediocre copy results? Or do you want stellar improvements in sales and customer relations? Writing superb copy is not the only route to building more customer relationships. Strategic copy positioning plays a role as well.

Certainly, where you place your copy is as conducive to business development as how well it is written. Place hot written copy in the best places and generate new business. Place it in the wrong area and blow your marketing budget to bits and pieces.

Before selecting where to place your copy think long and hard about your demographic and psychographic profiles. Who is your customer? Are they old or young? Male, female or both? Do they like baseball or fishing? Are they the king of their own empire or do they work for someone else? These questions must be considered prior to deciding where you should place or post your copy.

Consider this strategy for strategically placing your copy:

Online publications. There is an online publication for most demographic and psychographic profiles. A google search should yield a list to begin your research to find the audience publications that match your product.

Print publications. Check your libraries magazine directory by topic. Select 20 periodicals at a time to research for your product fit. For pricing information review their media kits. The great thing about posting in magazines is that many publications have circulations and subscribers that exceed 100,000. Used with skills, this can translate into major sales.

Specialty publications. Many special and small papers are specialized and provide good leads. If you search the market you will likely find a precise publication match for your product. These are your potential market clients. Rule them in your marketing plan.

Maximize your copy ads by going to the best markets. The best markets are composed of people who use products similar to yours, or who have problem needs your products can solve. Track these markets.

Email marketing is an integral part of modern business. No matter what
industry you are in, advanced email marketing software can provide you
with effective segmentation tools. Basically, your subscribers fall into
3 categories: new contacts, openers and deadbeats. Your main goal is to
turn them into engaged clients. Below are a few useful pointers on how
to encourage each of them to respond to your email.

New subscribers

Adding new contacts to your list doesn’t mean that you have succeeded in
bringing in more business. There are 2 basic things you need to do to
motivate them to buy from you. The first is to find out what they like
or spend money on. The more you know about them the better chance you
will have to draw their attention to your products and services.
Information enables you to tailor your email to each recipient?s needs
so they find it compelling and informative to read.
This is where email marketing software becomes necessary. The second
step is to move new subscribers to the list of engaged customers who
click on links in your emails, visit your websites and make orders. The
key to doing this is introducing newcomer discounts. Create a promo code
and send it to new contacts together with a link backed by analytics.
This way you can see what pages they visit and add them to the list
automatically once they click on the link.

Deadbeats

They are your contacts who never open your email. Sending out newsletters to
them seems to be a waste of your time and money but you still have a
chance to change things for the better. Use email marketing software to
create an email where you can ask them to reconfirm their desire to
receive newsletters from you. Your subject line should says something
like ?reconfirm your subscription to?.?. If the target subscriber is
interested in what you have to say, they will open the email and click
on a reconfirmation link. There can be a number of reasons why they
never open your email but if you are important to them, they will
re-confirm their subscription to your service. You can delete all
contacts who haven?t responded to your email from your list.

Openers

On
your segment list, there are subscribers who open your email but never
visit your site. Some people view newsletters or emails through the
preview pane and such views are often regarded as opened emails in your
monitoring and reporting systems. This gives you a false idea of how
successfully your campaign works. Your goal is to encourage these
openers to click on the link to your site. With the help of modern email
marketing software you can create an online survey and send it out to
these people. By asking them what products and services they would like
to hear about more often, you can get a better understanding of what
they are looking for and tailor your email to suit their needs.
Customer-oriented newsletters may help motivate such contacts to click
through to your site and even make a purchase.

Segmentation ofyour email list is an important feature of advanced email marketing
software. By identifying who responds to and ignores your email, you can
make prompt adjustments and turn new and disengaged subscribers into
potential buyers.

Psychographic research and advertising is based on the mind of
the consumer and how they think. Psychographic research attempts to
diagnose characteristics of consumers that can affect their response to
various products, services, advertising, marketing and promotional
messages. Yet, unlike regular focus group research it has the objective
of gathering insights about the values, beliefs, attitudes and
motivations of different audience groups, largely based on the
unconscious drivers that determine their behavioral responses.
Psychographic research can recognize similar values, attitude, lifestyle
or personality traits within what seem to be independent demographic
groups

From an advertising perspective the two most useful variables used in psychographic segmentation are the values and
beliefs of the audience. Values are measured in order to appreciate
which messages are most likely to engage, persuade and motivate a given
audience, whereas a detailed understanding of their beliefs enables the
advertising professional to choose which objections to handle in order
to prompt purchase. This valuable information is increasingly being used
to measure, develop and predict the effect of advertising
communication. So the modern advertising professional will overlook the
worth of psychographic research at their peril as it is a vital step
towards understanding why consumers behave the way that they do.

Traditional Market Research

Many traditional research companies are careful in their use of
psychographic techniques for marketing and advertising research,
primarily because it is so hard to elicit, quantify and apply to
advertising and marketing applications. But there are a growing number
of research agencies who specialise in this type of applied research or
to use the latest buzzword ? research for marketing.

Psychographic Research

Psychographics should not be blurred with demographics. Psychographics is a more
sophisticated form of demographics that includes soft knowledge
information about the psychological and sociological characteristics of
the audience. We have already suggested that it can reveal the values,
beliefs, attitudes and motivations of an audience but it can also, if
conducted properly elicit emotional responses, psychometric preferences
and ideological beliefs. In the growing need for advertising
effectiveness, these psychographic insights are every bit as important
as the more regular demographic factors, if not more so.

This is not a new branch of knowledge as psychographic research has been used
for market segmentation for decades and is increasingly relied upon
heavily by the advertising world. Specifically because of its
effectiveness in helping to increase communication ROI by examining
values, beliefs and motivations. Psychographics are designed return on
investment or ROI. However its real benefit is in the way it can measure
the consumer?s predisposition to buy a product, the influences that
stimulate buying behaviour and the relationship between the consumer?s
perception of the product benefits and his/her lifestyle, interests and
opinions. This is why psychographicsare increasingly used to lead the
customer?s journey and their relationship with the brand.

Improve response rates with psychographic research

Whilst the market research industry has no exact definition for
psychographics, it may help a business recognize more about their
customer?s attitudes and beliefs and more importantly provide the
knowledge to help communicate with them more effectively. If you want to
sell more stock in an increasingly competitive marketplace, don?t
forget the worth of psychographic research.

More detail on psychographics are featured in a free booklet on market research
available to all marketing professionals who wish to improve their
response rates. Courtesy of espconsultancy.com the market research uk
specialists.

“The most important thing in vocabulary of advertising is a TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace” quote by David Ogilvy (1911-1999) Founder, Ogilvy & Matter advertising agency.