Segmenting Your Population

Target Markets

Resources Guide Information Needs…

Analyze the environment Select target audiences Set objectives and goals Deepen understanding of target audiences and the

competition Develop strategies Develop a plan for evaluation and monitoring Establish budget and funding sources Complete an implementation plan and sustain

behavior

Steps for Target Marketing

Segment the market – Divide into smaller groups based on commonalities

Evaluate the segments – Who is reachable with your current resources… set priorities

Choose one or more segments for targeting – Develop targeted interventions

Benefits: – Increased effectiveness– Increased efficiencies– Input for resource evaluation– Input for developing strategies

Traditional Variables

Geographic (location)

Demographic (census form variables)

Psychographic (wants, desires, lifestyles, personalities)

Behavioral (attitudes, loyalty status, user status)

Stages of Change

Pre-contemplation Contemplation Preparation Action Maintenance

VALS www.sric-bi.com/VALS/presurvey.shtml

The basic tenet of VALS is that people express their personalities through their behaviors. VALS specifically defines consumer segments on the basis of those personality traits that affect behavior in the marketplace.

Healthstyles Segmentation System

Decent Dolittles (24%) Active Attractives (13) Hard-Living Hedonists (6%) Tense but Trying (10%) Noninterested Ninilists (7%) Physical Fantastics (24%) Passively Healthy (15%)

Marketing Research Services, Inc.

http://prism.mrsi.com/ PRISM®, MRSI's four stage marketing research system, uses

quantitative and qualitative research tools to guide your company through its product development process. The stages include:

– Market Understanding Including qualitative research, category assessment, and

segmentation – Concept Development

Including concept screening with ConScanSM and concept testing with ConSelectSM

– Product Development Including product testing with ProSelectSM, packaging research,

pricing research, and claim substantiation – Product Management

Including point-of-purchase research, tracking research, customer satisfaction, and promotion effectiveness research

Dimensions of Wellness

Social Intellectual Emotional Environmental Spiritual Vocational Physical

Psychographics

Criteria for Evaluating Segments

Segment size Problem incidence Problem severity Defenselessness

Effectiveness

Reachability General

responsiveness Incremental costs Responsiveness to

Marketing Mix Organizational

capabilities

Efficiency

Chosen Approach

The greatest need Most ready for action Easiest to reach Best match

Targeting markets of greatest opportunity

What do we need to know…

What would they rather do than the behavior we are promoting and why? (know the competition)

What do they know about the desired behaviors? What do they believe? What are their values and attitudes relative to the

desired behavior? (benefits, costs, barriers)

Do… Know… Believe

Creating the Competitive Advantage

Increase the benefits of the target behavior Decrease the barriers (and/or costs) to the

target behavior Decrease the benefits of the competing

behavior(s) Increase the barriers (and/or costs) of the

competing behaviors.

Using the NTCSM Systematic Planning Model for

Prevention Marketing within the

UWEX Logic Model Framework

Using the Systematic Planning Model for Prevention Marketing within the UWEX Logic Model Framework

a simplified picture of a program, initiative, or intervention that is a response to a given situation

shows the logical relationships among the resources that are invested, the activities that take place, and the benefits or changes that result

– Some call this program theory (Weiss, 1998) or the program's theory of action (Patton, 1997). It is a "plausible, sensible model of how a program is supposed to work." (Bickman, 1987, p. 5).

– It portrays the underlying rationale of the program or initiative. (Chen, Cato & Rainford, 1998-9; Renger & Titcomb, 2002)

is the core of program planning, evaluation, program management and communications

Systematic Planning Model for Prevention Marketing

UWEX Logic Model

A Closer Look at the Integration

Specifics…

In order to help: (a specific target audience)… …Who we reach (Participation) to: (do a specific behavior) … What the short term results are

(Short term outcomes)

Product/Service Placement: … What we do (Activities)

Additional Information

We will address: (specific factors that could influence that behavior)

Benefits to Promote: Costs to Lower or Make More Acceptable: Other Factors That Must Be Addressed: Information Placement: Promotional Activities and Other Activities:

Data for Decision Making

Justifying anticipated outcomes

Offer quarterly workshops for local wellness leaders

Provide resources for local wellness leaders

Increased awareness for, knowledge of, and skills related to delivering workplace wellness programs

Increased availability of resources to help deliver comprehensive wellness programs