Target ‘golden egg’ consumers to achieve maximum ROI

The article discusses consumer segmentation and the importance of targeting a product only to those who want it.

Target 'golden egg' consumers to achieve maximum ROI

Michael Lieberman

Gone are the days when Henry Ford declared that customers could have their car in any colour that they wanted, as long as it was black. The 21st century consumer, used to choice in everything they buy, would ask: Which shade of black?'

The increase in customer choice is why we need segmentation. It is the process of classifying a marketing campaign into mini-markets that behave in the same way. The process consists of four basic steps:

  • Identification

  • Characterisation

  • Evaluation

  • Selection

If properly conceived, these segments will be homogenous in...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands