For the most part, marketers pretend people only act as individuals. But people are social animals, and the group they belong to determines a lot of the choices they make. But it’s a bit more complicated than that: It’s not just what the group actually does. It’s what the person thinks the group believes. And what they think can either help your brand bond emotionally with your target consumer, or it can trigger a marketing landmine.
But how do you know which groups matter? Simple. It’s the major group identification that drives attitudes toward everything. This has implications for brand loyalty and how your brand should deal with change. It also has implications for content: Some people need more, some people need less.
The good news is that you can implement these insights easily. I’ve discovered questions that can type your target audience by their group identification, which you can then use to deeply understand the impact of your customers’ social group on their brand decisions. And then, people become easy to target—because their media choices are different.
To learn more about how you can make your segmentation and targeting more precise and more actionable, contact me.
Visit my booth at Quirk’s, March 5th and 6th to pick up a free copy of my latest book: Marketing Landmines: The Next Generation of Emotional Branding. (While supplies last.)