By saying everything to everyone, you’ll end up being nothing to no one. Well, if you try to solve all your target customers’ problems at once, you will risk sounding generic and may not appeal to any of them. Here’s where market segmentation or targeting particular groups of customers with particular messages or products will work better. The segmentation can be based on factors like age, gender, location or income.
For example…
Cathy has a great skill for making decorative headbands. She wanted to commercialise her business by selling her products online. To see if there was scope for her product amongst different age groups, Cathy segmented her target market to little girls, teens and women. This age-based segmentation helped her design product surveys which in turn informed headband design as well as marketing campaigns.
