Keep a clear brand core
Define the promise and recognisable elements that stay consistent across audiences.
Deep Targeting
Different people need different reasons to choose the same brand.
Deep Targeting does not mean creating as many small audiences as possible.
One brand. Relevant reasons to choose it.
It starts by finding meaningful differences in needs, motivations and situations of choice.
Messages, arguments, creative, offers, channels and the sequence of contacts are then adapted to those differences.
From understanding people to relevant action
Understand situations of choice
Look at needs, motivations, barriers, context and readiness to buy, alongside customer types.
Adapt what people encounter
Change the message, proof, creative, offer, channel and contact sequence where the differences justify it.
Check the business effect
Assess enquiries, conversion and sales in context. Use the findings to improve both communication and the offer.
Publication
Deep Targeting in Global Brands
A study of real international cases in which segmentation changes not only the audience being targeted, but the message, product, offer, channel and sequence of contact.
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