PLAYING WITH SEGMENTS
Setting up a competition site is a risky investment – choosing the right developers, creating pictures for Spot-the-Ball, not to mention designing and coding it if your company is courageous enough to decide to do it without external help. All that times goes into setting up the skilled game instead of bringing the people willing to play and engage with your brand. How should a company know who, out of all the endless combinations of criteria, is their player?
That’s why companies should concentrate on segmentation.
Market segmentation is the process of dividing a market of potential customers into groups or segments, based on different characteristics. The segments are composed of users who respond similarly to marketing strategies and who share traits such as similar interests, needs or locations.
By arranging their company’s target market into segmented groups, rather than targeting each potential customer individually, marketers can be more efficient with their time, money and other resources than if they were targeting consumers on an individual level. Grouping users with adjacent and similar tastes and behavioural patterns together allows your company to target specific audiences in a cost-effective manner.
That establishes four main types of segmentation:
Geographic – Where your users are located and how their location informs their tastes and choices. The cultural values differ immensely between regions, cities and even districts – and each requires a different approach.
Psychographic – The values, tastes and other inherent traits that consciously and subconsciously influence the audience’s choices. Why it matters? Try getting Manchester United fans to play a Manchester City-centered spot-the-ball competition and see how that goes.
Demographic – All the classics: age, gender, family size, education, income, occupation and etc. There are vastly different marketing tactics to get people who have five kids, use Tik Tok and those who afford Rolls Royce. You can get all of them to your competition site, just not with the same toolset.
Behavioural – The myriad of ways people reacts to brands, how fast and when they decide to buy things, how fast they become loyal to the brand and what gives them anxieties all go in here.
Just like everything else in our lives, your competition site can’t and won’t satisfy everyone. But it can satisfy those who are interested in buying what you sell and they will appreciate that you understand them and their needs. With proper research and segmenting any skilled game and competition site can be geared to the appropriate audience. In the end, segmentation benefits everyone.
When your company decides to run a spot the ball site or any other skilled game competition, it is so much better to concentrate on understanding your audience, how they feel, what they need and how it makes them behave and leave the dirty work to professionals from Tentacle Solutions who make a living from it.
Why segmentation matters? Try getting Celtic fans to play a Rangers-centered spot-the-ball competition and see how that goes.