Marchand--Segmentation - Man of Many Words Finds One
3. What are the expectations, now and in the short-term future, for digital capabilities and job-
related communications? (File transfer, data management, the Internet, e-mail.)
4. What are each segment's needs for upstream and downstream services? (Forecasting, mailing, inventory management, fulfillment.)
5. What is the dollar volume of printing dollars spent by each segment in the region served by your company? (What growth potential does it have for your company? What, then, is the appropriate size of marketing and other investments to go after additional business in given segments?)
6. Who are your competitors in each segment? How do you stack up against each? (What are the implications for the segments chosen as growth targets?)
7. What is the language or terminology used in each segment? (A simple example: Preprint, insert, flyer and supplement are terms for the same product used in different retail segments and in various locales.)
8. What marketing communications should be used and how? (Publicity in a segment's trade publications, direct mail, etc.)
How to Segment
There's no mystery here. Break down your customer and prospect lists by segments, defined by SIC code, geography, size and printing/service needs. You'll discover commonalities that will enable you to market and sell more effectively. Just as important is the information you'll acquire, enabling you to evaluate proposed investments better than ever before.
Segment—become market-driven and production oriented. Maybe not one word, but still sound advice for your sales and marketing efforts in 1999—a year that I hope brings you continued success and increased prosperity.
About the Author
Jacques Marchand may be phoned at (415) 357-2929. His firm, Marchand Marketing, provides strategic consulting services, research, market planning, segmentation, lead generation, positioning and marketing communications to help companies in the printing industry increase sales. Send e-mail to email@example.com. Information about the firm's work for clients is also available on its website, www.marchand.com.