Segment or Not?

Submitted by Sue Castro

Ever wondered what the big deal is about customer segmentation in association meeting marketing?  You sure see it tossed around a lot. But is it really that important?  When done right, YES!

Most associations either avoid it because it’s too complicated, or they don’t know how to identify the segments. 

Identifying your member segments is as simple as analyzing your member database.  I know, that’s easier said than done.  But it provides the basis to communicate appropriately with each of your various member or attendee groups.  Does that matter?  YES!!!  Why? Because it creates a message that is more relevant and thus more likely to be read. 

Group of people

Think of the last time you purchased a book on Amazon.com..  Immediately, Amazon shot back a list of other books that were similar.  By your ordering a particular book, Amazon was able to place you in a segment and marketed to you.  It was likely pertinent to you and you most likely responded positively.  With everyone so taxed for time, it’s simply better to provide information that is relevant to people; not information we think will appeal across a broad audience! 

Segmentation demonstrates you understand your target’s needs and desires.  It also helps you craft a message that is valuable to your audiences; eliminating the need for your target to search around for the information needed.  You are giving it to them in a way that is relevant.  And saving them time. 

Think about what’s in it for your members the next time you communicate to them., They’ll be more responsive because you took the time to communicate to them in their language.  I’ve seen double-digit response rates as a result of segmentation. Try it and you’ll become a believer!

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11 responses

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