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Brenda Ng

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Wear Your Brand Hat to Ensure Segmentation Adoption

Posted by Brenda Ng

Tue, Sep 24, 2019

Wear Your Brand HatThe best segmentation is wasted if your internal teams and agencies aren’t using it.  Compared to a one-time launch event, an adoption campaign takes place over time, and allows for new behaviors and an understanding of the target segments’ lens to groove.   

Brand Hat

Create and have fun with an adoption campaign by putting on a brand and product management hat.

  • Target: Which groups should adopt the new segmentation?  Marketing, sales, product, executive leadership, agencies, finance, customer service?  This determines the scope and reach of the campaign.
  • Goals: Focus on deep understanding of your prioritized, target segments, not necessarily every category segment.  What behaviors do you want to see?
  • Duration: Like any product launch, the campaign could be broken down into three parts: pre-launch to anticipate and raise awareness; launch to introduce; and post-launch to provide reinforcement.
  • Naming: Own it!  Create a name for the campaign that links to the segments or the benefit of transitioning to a new segmentation.  It can be activated during the pre-launch, teaser phase.  For example, “Coming soon.  A Fresh Perspective.”  Or “They’re arriving.  The Fabulous Four.”

Fun. Fit.

A bevy of fun, engaging ideas can be modified to fit your company’s culture or industry.  Everyone has a different learning style, so mix it up to dial up the reach.  A few jump-start ideas:

  • Create each segment’s LinkedIn profile. Or create Tinder profiles.
  • If each segment had an Instagram account what would that look like? If you have the budget, provide instant cameras, assign a segment to a team (or better, have a team member complete the algorithm to determine their segment), and have them complete a scavenger hunt using snapped pictures.  Use cellphone cameras for a no-budget option.  Or create a Fun Friday where each team dresses up like a segment, brings a segment’s favorite foods to share, plays their anthem in the background—and the other teams guess the segment.
  • Create an internal website or database that has the facts, figures, sizing, valuation, etc. to be used in estimates, forecasting, and modeling.
  • Rename conference rooms by segment name, for 3-6 months. One conference room per segment. Further bring the segment to life through decorations, and interactive experiences.

Brief Details

Small details matter to reinforce adoption of the new target segments. 

Refresh templates for creative briefs, new product briefs, and market research briefs to include a trigger:  Which target segment is this effort for?  Leave space to include important insights and numbers.

Now, you have the keys to a successful segmentation.  We’re happy to help.


Brenda NgBrenda Ng, VP of Strategy and Account Planning, spearheads CMB's engagement solutions from product development to strategic planning.

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Topics: product development, marketing strategy, market strategy and segmentation, brand tracking, experiential marketing, engagement strategy

Category Disruption and Maximizing Insights Impact

Posted by Brenda Ng

Fri, Jun 28, 2019

You know it’s time for a new segmentation when significant category disruption is occurring.

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A successful category segmentation does more than pinpoint your primary and secondary target customers. It helps you and your stakeholders understand how disruption shifts customer beliefs, motivations, and behaviors related to purchase and usage.

Common category disruptors:

  • A new competitor is shaking up the category or maybe it’s you entering a new category. Amazon is one of the best examples of a new, disruptive entrant in a variety of industries. With a good segmentation, you’ll know which segments make up the bulk of your volume, which customers are at risk, and how to compete effectively.
  • One of my favorite disruptors is new technology. In the auto-industry, it’s self-driving cars, electric cars, and online car sales. In financial services, robo-advisors, mobile payments, and financial management apps are shifting the landscape. You could fill a fascinating book with refreshed segmentations for consuming digital entertainment and media in the past 10 years.  Think how much change was enabled by technology with on-demand viewing, streaming content, and alternatives to episodic content.  A new segmentation chapter is ready to be written with 5G, evolution of wearables, smart devices, and AI.
  • New pricing models can create seismic category change and the need to refresh a segmentation. Consider the growth of subscriptions versus transactional, à la carte pricing.  When I was at T-Mobile, it was delightful to shake up the wireless industry and win customers with no contracts and installment plans.

Sometimes your boss or another executive asks for a new segmentation.  That’s a very good reason to consider a new segmentation.  Why?  If they’re not asking for a new segmentation and there’s major disruption in the category, it’s imperative to secure senior leadership support. Senior management endorsement is a critical success factor in adoption of a new segmentation across an organization. 

Next time, I’ll share the recipe to ensure the successful embrace, adoption, and usage of a new segmentation.

Brenda is CMB's VP of Strategy + Account Planning

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Topics: technology research, market strategy and segmentation