Comments on: Are you a motorist or a pedestrian? http://dunnsdenblog.com/2008/04/22/are-you-a-motorist-or-a-pedestrian/ A blog about advertising, marketing, social media and how they affect your business! Tue, 01 Dec 2009 02:01:41 +0000 http://wordpress.com/ hourly 1 By: George Lemmond http://dunnsdenblog.com/2008/04/22/are-you-a-motorist-or-a-pedestrian/#comment-99 George Lemmond Fri, 06 Jun 2008 20:43:20 +0000 http://townplanner.wordpress.com/?p=27#comment-99 Thanks for reading our blogs and for your comments, which help us to hone our thinking. I'm afraid I'm not sophisticated enough to use psychographic data in combination with other facts to come up a usable media plan or creative platform.My approach is to find the strongest benefit that appeals to the most people. The users will then self-select themselves. Keep your comments coming! Thanks for reading our blogs and for your comments, which help us to hone our thinking. I’m afraid I’m not sophisticated enough to use psychographic data in combination with other facts to come up a usable media plan or creative platform.My approach is to find the strongest benefit that appeals to the most people. The users will then self-select themselves. Keep your comments coming!

]]> By: chicentrepreneur http://dunnsdenblog.com/2008/04/22/are-you-a-motorist-or-a-pedestrian/#comment-97 chicentrepreneur Fri, 06 Jun 2008 00:57:23 +0000 http://townplanner.wordpress.com/?p=27#comment-97 Psychographic data should be used only in connection with one particular buying situation, not as a fixed an unchangeable dimension in the customer's or prospect's profile of information. That is why it is useful to couple psychographic data with demographic data. Humans are complex, there are so many different factors at play in buying decisions including things like culture, gender, self esteem and group affiliation, not to mention the kind of day a person had at work. It is important to maintain an up to date and well rounded picture of who your customers are using a variety on unobtrusive market research techniques. Customers are usually happy to tell you a bit about themselves if you make it easy and they think it will help you serve them better... at least loyal customers are, and those are the ones a chic entrepreneur wants Psychographic data should be used only in connection with one particular buying situation, not as a fixed an unchangeable dimension in the customer’s or prospect’s profile of information. That is why it is useful to couple psychographic data with demographic data. Humans are complex, there are so many different factors at play in buying decisions including things like culture, gender, self esteem and group affiliation, not to mention the kind of day a person had at work. It is important to maintain an up to date and well rounded picture of who your customers are using a variety on unobtrusive market research techniques. Customers are usually happy to tell you a bit about themselves if you make it easy and they think it will help you serve them better… at least loyal customers are, and those are the ones a chic entrepreneur wants

]]> By: TNyden http://dunnsdenblog.com/2008/04/22/are-you-a-motorist-or-a-pedestrian/#comment-85 TNyden Wed, 30 Apr 2008 09:59:37 +0000 http://townplanner.wordpress.com/?p=27#comment-85 I am delighted to find George Lemmond's blog on Dunn's Den! George has been a friend, mentor, and teacher to me for a number of years. His views on marketing are spot on. As the owner of one small business and the prospective owner of a second company, I found that once I answered the question of what business am I in, my marketing plan practically wrote itself. I am delighted to find George Lemmond’s blog on Dunn’s Den! George has been a friend, mentor, and teacher to me for a number of years. His views on marketing are spot on. As the owner of one small business and the prospective owner of a second company, I found that once I answered the question of what business am I in, my marketing plan practically wrote itself.

]]> By: George Lemmond http://dunnsdenblog.com/2008/04/22/are-you-a-motorist-or-a-pedestrian/#comment-81 George Lemmond Wed, 23 Apr 2008 17:03:47 +0000 http://townplanner.wordpress.com/?p=27#comment-81 The problem I see with pyschographics is that it puts the cart ahead of the horse. It says, a hah!---a big group of my users is, for example, bookworms. Therefore I will seek what ever motivates bookworms, and that will be my marketing premise. But that would be straying from the real motivator of most of the rest of my users. I would first seek to find the core benefit that my product or service elicits. I will probably discover that users cross over many demographic or value system groups. (I would see what are the biggest buckets that can be reached with my media budget.) I call this “benefit segmentation.” The magic motivator stays in the product, and that will be my message. The problem I see with pyschographics is that it puts the cart ahead of the horse. It says, a hah!—a big group of my users is, for example, bookworms. Therefore I will seek what ever motivates bookworms, and that will be my marketing premise. But that would be straying from the real motivator of most of the rest of my users.

I would first seek to find the core benefit that my product or service elicits. I will probably discover that users cross over many demographic or value system groups. (I would see what are the biggest buckets that can be reached with my media budget.)

I call this “benefit segmentation.” The magic motivator stays in the product, and that will be my message.

]]> By: JReid http://dunnsdenblog.com/2008/04/22/are-you-a-motorist-or-a-pedestrian/#comment-80 JReid Tue, 22 Apr 2008 23:53:02 +0000 http://townplanner.wordpress.com/?p=27#comment-80 The most useful thing about psychographics that I've found --- is that it helps you identify pretty specific ways to motivate or otherwise affect the behavior of a group. True, what you've said about folks changing from one bucket to the other -- but fundamentally, I don't think their motivators change.....if that makes any sense. As marketers, we're looking for ways to communicate with and then ultimately, change the behavior of our markets. Knowing how your target responds to a variety of queues is like stacking the deck. Or at least taking a peek at the key card. The messaging it takes to impact the pedestrian is different, in many cases, than the messaging it takes to catch the attention of the motorist. Don't you think? The most useful thing about psychographics that I’ve found — is that it helps you identify pretty specific ways to motivate or otherwise affect the behavior of a group. True, what you’ve said about folks changing from one bucket to the other — but fundamentally, I don’t think their motivators change…..if that makes any sense. As marketers, we’re looking for ways to communicate with and then ultimately, change the behavior of our markets. Knowing how your target responds to a variety of queues is like stacking the deck. Or at least taking a peek at the key card. The messaging it takes to impact the pedestrian is different, in many cases, than the messaging it takes to catch the attention of the motorist. Don’t you think?

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