Spark Clan

Tailoring messages is the key to engaging with different types of people, without losing their interest through failing to connect with them on a personal level.  Different people can perceive the same brand in different ways.  And that’s ok.  However, as a brand leader you need to know the various tribes that consumer your brand better than anyone else so every time you speak to them they feel like you are talking to them directly.

Our customer segmentation allows you to build accurate profiles of how different groups engage with your brand, on and off line.  By identifying the who, the where and the what we can help you to make your content more effective.  Every contact counts.

For instance when looking at online engagement, once we identify where your ideal consumers spend their time online, we can help you to create segment campaigns whether it is done via location demographic or identifiable online interests.  You can tailor your advertisements to be seen by those you want viewing them. Either through pay per click advertising or organic search engine optimisation, once we have a clear picture of your audience, we can begin to make tweaks to the content of your adverts and where they are shown, enhancing conversion rates and engagement across all advertising channels.

A product that meets the needs of its consumer is a product that has more chance of selling. When you know what your audience tends to look for and where they take their inspiration from, you can begin to tailor your product to match something that is almost a perfect representation of what your targeted customer is looking for. When you begin to offer the best product on the market, you become the hotbed of activity and a trendsetter in your own right. Spark Clan helps you do this by identifying exactly what people are looking for when searching for products that match something you could offer.

Obtaining a healthy customer relationship is made far easier when you understand your customers as individuals who have their own behaviours and personalities. Customer segmentation research allows you to understand the potentially large target group of consumers on a more personal level. This means being able to identify pain points that leave your customers unsatisfied. From this, you can work towards building your relationship with each type of customer and making them feel like you are the service provider they have been looking for.  A tailored approach is key in the vast world of the internet as one size certainly does not fit all, something we fully acknowledge in the work we do at Spark.  Of course you may decide, now that you know your customer base so well, that certain segments are not worth investing in.  At least with a properly conducted segmentation you have that choice.  No more wasting budget trying to talking to everyone.

When you have that rapport with your audience and offer products that fit exactly what they are looking for, you begin to gain customer trust in terms of your reputation preceding your products. You can become a business that sells just by putting your name to a product. This allows you to influence audience behaviour through pioneering the market you are based in, making your products the must-have in their field.

Knowing what your audience is looking for today and what they may want tomorrow is a vital tool in gaining a competitive market edge.  We find that often our clients, once they have conducted a segmentation project, will recruit their segments and keep close to them so they can stay ahead of what they want.  Who better to sound out strategy with than the consumers that are expected to engage with that strategy?

Understanding your audience helps you better understand your own business and what it is you want your business to be, in all aspects. It helps you establish a brand, a line of in-demand products/services and a tone of voice that speaks to your audience. Segmenting audiences helps you prioritise and focus your business to where you believe there will be the most success.

Another key aspect of customer segmentation is being able to understand what motivates your audience to display certain behaviours online. When we identify what people are going out of their way to browse for, and are spending their free time engaging with, we can begin to understand what interests motivate their online efforts. Providing a service or product that people actively want as opposed to last resort is the key to constant business flow and customer satisfaction.