By Drew Stevens
Feb. 16, 2012
Since I am from the East Coast I am enamored with pizza. From the large deep dish to the fabulous white pizza there is nothing that reminds me more about my experiences in Brooklyn than a good pizza.
For many around the United States that have experienced a good pizza, they are always round and cut into pretty much equal triangles so everyone else gets a similar piece. And more expressly you need to cut the pizza because not many can eat a large 16” round pizza.
With that in mind marketing works in the same fashion. Marketers cannot eat the whole pizza pie, in other words cast messages to a large market – it is too much. It is always best to focus on a small piece to attract many consumers. Anyone in business today must realize whether they are in their own business such as chiropractic or consulting or they sell for a living, they must divide the market into smaller sections. The reason; It is always better to focus on a smaller section and cast a small net because consumers hear you better.
Market segmentation as it is known is a systematic process of focusing on small areas of the pie so that businesses gain visibility and community. When there is a focus on a smaller market, the messages are meaningful and less diluted since they can focus specifically on the needs of the particular consumer. For example, if your business is seeking to provide sales solutions to small businesses then it is important to focus demographically on the type, size, industry, revenue level and decision makers so that your appeal will go further. No business can be all things to all people so when you market to businesses that emulate your perfect client your marketing is more direct, creating for you a better return on your investment.
So, if you are not gaining the best success in your marketing efforts, then think in terms of New York style pizza. First look at the whole pie and then slice accordingly and watch your investment soar.
Not sure how to segment your market then contact me and I will send you a quick template and MP3 that shows you how. There is no obligation to do anything further. I might even treat you to some pizza if you are close by.
Drew Stevens, Ph.D., is president of Stevens Consulting Group. He is the author of “Split Second Selling” and the founder and coordinator of the Sales Leadership Program at Saint Louis University. Contact him at www.stevensconsultinggroup.com.