Segmentation: One of the greatest arts of marketing

Segmentation:one of the greatest

arts of marketing

John Sauvé-Rodd

Yes… but what about mini

wheels for moving furniture

around…. & wheels with

rubber for comfortable

riding???…. so many

segments to this whole new

wheel market…. & of course

different coloured wheels,

sweets shaped like wheels…..

2

****!

Why should we segment?

• Segments are:

– groups of customers with common needs & wants

• „The firm‟:

– organises itself to satisfy those needs…

Segments:

– Absolutely key a successful business strategy

– They are the key to relationships

3

Exchangeology: the of

business„Trade‟ involves exchanges

In fundraising this is more likely an

exchange of values

A.K.A:

– Relationics

– Transactional sociology

4

Henry Ford vs. Alfred P Sloane

‘You can have

any colour you

want … as long

as it is black’

‘A car for

every purse

and every

purpose’

5

Segmentation fundamentals

Who are your segments?

What are the characteristics, needs, wants

& aspirations of donors in each segment?

Segment size?

Segment profitabiliy?

6

Charities segmentation has its

differences

The donor journey

Long term / lifetime relationships

Many touch points

Changing donor circumstances

7

8

“Market segmentation is a natural result of

the vast differences among people”

Donald Norman