Who is your customer?

Are you selling to individuals, businesses, not-for-profits or governments?

Geographic: Does location matter?  Is your customer locked to an address or postal code?  Do you count on walk-up foot traffic only?  Is your customer on the web?

Psychographic: How does your customer live? Does your customer search for status?  What values does your customer hold?  What social class can they be considered to occupy?  What is their personality like?


Behavioural: How does the customer use the product or service?  What are your customer’s loyalties?  How aware is your customer of the product or service?  What occasions are important the customer?  What purchasing pattern does the customer display?

B2C Demographic: How old is your customer?  What gender is your customer?  Do they fulfil traditional gender roles or newer roles?  Do they strongly associate with a creed or culture?  Are they married, single, with a family or without? What’s their income bracket or education level?

B2B Demographic: How many employees does the company have?  How many locations?  Who makes the decisions to buy?  Who makes the decision to pay? What industry is the company in?  What payment terms are standard in the industry?  How long has the company been in business? 


Interactions will be set by answers to:

  • When are we going to talk to the customer and when do they expect to talk with us?
  • Where are we going to do this?  Store-front?  Phone? Web-Site?
  • How are we going to do it?
  • What is our message?

The effectiveness of your interactions will be based on combining key segmentation attributes that work together to improve the impact of your interactions.

Messaging Times and Interruptions

When you message someone is the first attribute you need to discover.  The best time to message is when the customer is in need.  That is why search advertising is so successful.  You see an ad for a product you are actually searching for.

The amount of time the buyer has to consume your offering message is also important.  The less time they have usually also suggests a smaller budget availability.  Your product or offering may be priced out of some Interruption opportunities.

Consumer Report

Selling Model:

Business Category:

Business Sub-Category:

Life-time Customer Value:

Acquisition Costs:

Retention Cost:



Auto dealership

High-End European brands



$300 / year

Oakville, Burlington and Mississauga

Customer Demographic:

Primary (85% of the market):

  • Male
  • Age 55-75
  • No Children at Home
  • over $150,000 yearly income

Secondary (12% of the market):

  • Female
  • Age 45-60
  • No Children at Home
  • over $150,000 yearly income

Market Size:

Total Market:

  • Primary: 7,163
  • Secondary: 8,521

Serviceable Market:

  • Primary: 573
  • Secondary: 682

Obtainable Market:

  • Primary: 50
  • Secondary: 6

Best Targeting Methods:

  • Direct home mailing
  • Golf club sponsorships
  • Private club sponsorships
  • Health club sponsorships
  • Foundation event presents
  • Website and Facebook for branding
  • Person-to-person selling only

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