Holiday card selection underscores the importance of segmentation

Being a strategist, writing holiday cards is always a bit more complex for me than the average person.  I am driven to sort, segment and select:

  • Finding a card with a nativity scene for your most religious Christian friends
  • Sending an image of Jolly Ole St. Nick for kids and people who celebrate Christmas in a more secular fashion
  • Ensuring Jewish friends get a blue menorah and Hanukkah greetings (usually sent early, so as not to miss the holiday altogether)
  • Thinking I might need a Kwanzaa card, or at least one with a non-Judeo-Christian message
  • Offering Peace on Earth to those who categorize themselves as spiritual more than religious
  • Avoiding wishes for a Happy Healthy New Year to those with long-term health issues
  • Compromising with snowmen, snowflakes and other winter scenes for everyone else

This year’s round of holiday greeting segmentation got me thinking.  Do most marketers make this much effort to recognize different audiences and message to their needs?  Or do they send the marketing equivalent of a card that simply reads Happy Holidays – non-offensive, but also absent any insight or deep relevance to the recipient?

May I suggest a New Year’s Resolution for most marketers out there?    Take another look at your target audience and ask:  Who are they?  What drives them?  And how does my product/service align with what’s important to them?

It just might lead to a more segmented, personalized marketing plan; one that engages and motivates your target in new and powerful ways.

— Pam Alvord, EVP, Chief Brand Strategist

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