How to Design “Killer” Segments in Marketing
A Guide to Getting It Right
Crafting the perfect marketing segment is a bit like assembling a dream team; you want the right mix of size, accessibility, and distinctiveness to make your efforts worthwhile. But how do you ensure your segments are ready to deliver results?
Follow these five tried-and-true guidelines, and you’ll be on your way to creating segments that pack a punch.
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1. Segments Should Be Measurable
If you can’t measure your segment, you’re essentially throwing darts blindfolded.
A great segment is backed by data:
- Know its size: Is this segment big enough to be worth your time?
- Identify the audience: Do you have enough information to find and define them?
Without data, your segment is just a guess, and guessing is for the lottery, not marketing.
If your segment is “coffee lovers,” that’s a great start. But if you can’t figure out how many people in your region drink coffee regularly or where they buy it, you’re stuck. Measurable segments let you plan and act with confidence.
2. Segments Should Be Accessible
Even the most promising segment is useless if you can’t reach it. Accessibility means knowing where your audience is, how to communicate with them, and whether they’re commercially viable.
- How can you reach the audience? Do you know where they hang out online or offline?
- Do you have the means to access the segment? Can your business realistically market to this group?
You might identify a segment of high-income adventure seekers in remote locations. Great, but if you’re running a local retail store without e-commerce, they’re out of reach. Always ensure your segment is within arm’s (or ad’s) length.
3. Segments Should Be Substantial
Size matters, but only to a point. A segment needs to be large enough to justify your investment but focused enough to remain relevant.
- Not too narrow: Aim for the largest possible homogeneous group that’s worth targeting with a tailored approach.
- Not too niche: Avoid overly niche segments that might leave you with a dozen potential customers (unless your product is priced to match!).
- Not too wide: Don’t target audiences just because they are the biggest, they may sap your resources and you might not be relevant to the entire segment.
Let’s say you’re a fitness brand. Targeting “new mums looking to regain fitness” is substantial, while targeting “left-handed mums who love pilates and smoothies” might be a little too specific.
4. Segments Should Be Differentiable
The whole point of segmentation is to distinguish one group from another. If your segments blur together, you’ve wasted time slicing the pie.
- Differentiation: Can you clearly tell this group apart from others?
- Relevance: Does segmenting actually help make your marketing more relevant?
If one segment is “men aged 25-40” and another is “men aged 35-50,” you’re overlapping too much. Instead, try “young professionals in their 30s with disposable income” and “older men approaching retirement.” The clearer the distinction, the better your targeting will be.
5. Segments Should Be Actionable
This is where the rubber meets the road. Your segment isn’t just a category, it’s a springboard for action.
- Actionable: Can you design a marketing plan specifically for this group?
- Translatable: Does your segmentation provide a clear path to tailored campaigns via the marketing channels you are planning on using?
Segmenting by “people who like sunny weather” might feel fun, but unless your business is weather-dependent, it’s not actionable. On the other hand, targeting “frequent beachgoers who travel internationally” offers a solid foundation for a travel gear campaign.
Bringing It All Together
Creating killer segments is a balancing act. They need to be measurable, accessible, substantial, differentiable, and actionable. Here’s a quick checklist to make sure your segments hit the mark:
- Can you define and measure your segment?
- Do you know how to reach them?
- Is the group large enough to be profitable?
- Are they clearly distinct from other segments?
- Can you build a marketing plan around them?
If you tick all five boxes, congratulations! You’ve got yourself a segment that’s ready to conquer the marketing battlefield. Now, go forth and get segmenting!
