Segmentation

Segmentation analyses have been around for decades -- from simple demographic profiling to psychographic approaches. The SPENDING STYLE SEGMENTATION SYSTEM has been developed to aid the marketer in the promotion of products and services. Unlike most segmentation models, the SSS SYSTEM is not a single `one-shot-only technique, but rather a group of sophisticated research tools that identify each consumer's individual orientation to choosing products and services.

Suppose you, as a marketer, had a magic formula to profile each buyer in a database or on a customers' prospect list. The formula would reveal important facets of a buyer, e.g., How ready is each buyer to try new, innovative products...how willing is he/she to pay top dollar for a top quality product...how important is convenience of product use to that person's purchase decision.

What could you do with that information? Clearly, the information would result in increased sales by your sales/marketing programs.

For example, this intelligence can dramatically increase the effectiveness of your direct mail, telemarketing, contacts by sales representatives...by identifying how likely is each specific person to buy particular products and by revealing the sales messages that are especially appealing to each individual buyer. Knowing what to say and to whom to say it yields big dividends for the marketer.

The magic formula indicates which communication themes (e.g., "low cost", "cutting edge", "top quality") will work, and which will not work, when used in print or broadcast advertising. The targeting and communication information provides the basis for short and long term planning --e.g., brand positioning, sales force training, and new product development.

The SPENDING STYLE SEGMENTATION SYSTEM provides this information. It's not magic, though it springs from over a decade of university and professional research. The SPENDING STYLE SYSTEM profiles individual buyers in a database or on a name list...in regard to how they make their purchase decisions and their responsiveness to major message themes.

Three applications are now available:

SSS - VETS
Tailored to animal veterinarians with small practices.

SSS - AG
Keyed to farmers purchasing of agricultural supplies and equipment.

SSS - FINANCE
Fine tuned to consumers choice of banking and investment products.

A fourth SPENDING STYLE SEGMENTATION SYSTEM for general retail goods is under development.

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