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Segmentation Analysis
PERSUADING NICHE
AUDIENCES
What is segmentation?
 Audiences are more
fragmented than
ever.
 Segmentation
divides an audience
into subgroups to
identify specific
attitudes, beliefs,
patterns, or trends.
 Segmentation is used
to create a profile of
the niche audience.
 Persuasive messages
target the niche
group on the basis of
their unique
characteristics.
 Segmentation may involve any of
the following:
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Age
Gender
Culture/ethnicity
Class
Illnesses, disabilities
Income
Education
Language
Lifestyles
Location
Sports, Hobbies
example 1: metro versus retro-sexuals
 The “Man Study” by the Leo Burnett
advertising agency, which created the
Marlboro Man, found that half of all men
report that they don’t know what is
expected of them in society.
 three-quarters of men think that images of
men in advertising are out of touch with
reality.
 Most ads have lumped men into one of two
groups:
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“metrosexuals”: soft, caring males who are
in touch with their feelings. They use
product in their hair, get facial peels, wear
edsigner clothes
“retrosexuals”: manly, macho types. They
drink beer, worship sports, work on cars
Segmenting male consumers
 Metrosexuals: straight
urban men who are into
style, fashion
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wear designer clothes
like fine cuisine
get expensive haircuts
get waxed
enjoy shopping at Banana
Republic
 Retrosexuals (“real men”): straight
males who are more macho, prefer
sex role differentiation
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watch Nascar
Play Xbox 360 and Sony PS2
like Carl’s Jr.
use power tools
enjoy shopping at Bass Pro
live in a “man cave”
Other male niches
 African American males
 sports nuts
 Asian American males
 older dads
 Hispanic males
 divorced, separated males
 Anglo-Euro American
 NASCAR dads
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males
gay males
bachelors
emo guys
macho men
liberal, cause-oriented
men
 nerdy, geeky men
 athletic, fitness-oriented
 conservative males
 born-again, religious
males
Advantages and disadvantages
 identify a new audience, market
 micro-marketing can be costly
 tailor message to a specific
More time, effort, expense to
develop individual messages
and strategies
 if a brand is associated with one
subgroup it may be shunned by
other subgroups
audience
 focus on most relevant media
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Example 2: marketing to gays and lesbians
 There are lots of
gays/lesbians
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Kinsey Report pegs 10% of
the population as being gay.
6-7% openly identify
themselves as gay/lesbian
higher concentrations of
gays (12%) in large urban
areas.
Gays as upscale consumers
 Gays/lesbians have
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considerable purchasing
power
generally better educated,
more affluent
more tech savvy, computer
literate
tend to be trendsetters, “early
adopters,” of technology
politically involved
Gays as a niche group
 Advertising to gays/lesbians is
perceived as a form of social
validation
 77% of gays report changing to
brands that are gay friendly.
 mygayweb.com reports that 78%
of gay online users prefer to buy
from companies that market to the
GLBT community.
 example:“gay friendly” hotels, tour
operators
 insensitive campaigns may
backfire
Gay friendly ads
Example 3: Marketing to hispanic teens
 There are lots of Hispanic teens
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As of the 2000 U.S. Census, Hispanic
youth ages 12-20 had become the
largest ethnic youth population
Nearly 40% of Hispanics are under
age 20
By 2010, nearly 1 in 5 young people
in the United States will be Hispanic
By 2020, the Hispanic teen
population is expected to grow 62%
compared to 10% for U.S. teens
overall.
A larger percentage of children (ages
0-4), 17+%, are Hispanic
http://video.google.com/vide
oplay?docid=4484245883891789484&q=
spanish+commercial&hl=en
Hispanic teens are bilingual (duh!)
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Hispanic teens are more bilingual than
their adult counterparts.
about 75 percent of U.S. Hispanics
speak Spanish at home.
96 percent of Hispanics use at least
some Spanish at home and 86 percent
do so at work or school.
Nielsen reports that half of HispanicAmerican households are thought to
prefer watching programs in Spanish.
a majority (69 %) of Hispanics get
more information about a product
when it is advertised in Spanish than
when it’s advertised in English only.
Target ad
Hispanic teens are more receptive to
Spanish language advertising
 Roslow Research Group
(2000) advertising to
Hispanics in Spanish is
significantly more effective
than advertising in English.
 …Spanish commercials
are 40% more effective at
increasing ad awareness
than commercials in
English
 …Spanish advertisements
are twice as persuasive as
ads received in English.
 16% more Hispanic teens
will recall the spot’s
message if it is in Spanish.
Hispanic teens as a niche group
 Hispanic teens have buying power
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The average Hispanic teen spends $320 a
month, 4% more than the average nonHispanic, and one out of five teens in the
U.S. is Hispanic`.
18- to 24-year-old Hispanics are the most
brand-loyal demographic segment in the
U.S.
 Hispanics teens have their feet in two
cultures
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Hispanic teens are holding on to their
culture
Retro-acculturation
 Hispanics exhibit more brand loyalty
and less cynicism than other consumers
Hispanic friendly marketing
 Accommodation Theory suggests
that bilinguals are attuned to
advertisers who go out of their way
to reach them in Spanish.
 Persuaders should speak to an
audience's cultural identity. The
message should be relevant and
resonate with the culture.
Regional or sub-segmentation
 How much homogeneity? Are
“Hispanics” one group or many
groups?
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Can a persuader use the same
advertising approach to market to
Mexicans, Cubans, Puerto Ricans and
Central and South Americans?
Hershey's made a controversial choice
in promoting its new U.S. Hispanic
line with language familiar to
Mexicans, but not to other Spanishspeakers

cajeta, is the Mexican term for the
caramel flavor known as dulce de leche
in the rest of Latin America
Micro-marketing
 Mark Penn 2007:
microtrends: targeting
niches within niches
 Late-breaking gays
 Surgery lovers
 Stay at home workers
 Mini-churched
 Uptown tattooed
 Militant illegals
 Office romancers
 Pampering parents
 Archery moms
 Mildly disordered teens
 Old new dads
 Video game grown-ups
 Vegan children
 Young knitters
 Troubled teens
 Social geeks
 College educated nannies
 New luddites