Fulfilling the needs of individuals
We are all individuals with unique experiences and desires. However, it is also true that we humans are social beings enjoying the company of other people with whom we share values, taste and world views.
The fact that individuals do seek validation and approval from the social groups they belong to helps marketers create profiles of market segments. By categorising the different types of personalities in a community you can tailor marketing and sales messages that appeal to specific demographic groups. When this is done right, the message you deliver can prompt individuals to buy your products and/or services.
In society we can find different individuals with differing personality characteristics that include being extrovert, quiet, analytical, adventurous, consensus builders and individualist. Walk into a coffee shop and you are faced with a variety of choices on how the coffee is served to us. With cream, black, iced, whipped, flavoured, the permutations appear endless. Yet, we all seem to have our favourite preference. The really good barista knows how to serve it up just right to the regulars.
The following is a simplified model for personality segmentation you can start working with:
THE HIGH ACHIEVERS
These are individuals who are go-getters. There are very often driven to achieve leadership positions. They enjoy high quality products and services and will often spend money on luxury goods and the finer things in life. Their high energy may sometimes come across as being abrasive and even hurt-full when it comes to emotions. But understanding their draw towards quality can help you focus on marketing language that draws them to the products and services they desire.
THE FUN LOVERS
These individuals are very social and are the people that add life and a positive buzz to the party. They enjoy the fun stuff wearing bright colours and accessories that are attractive and noticeable. These people keep the community bound together with positive energy and enjoy task that allow them to interact with people. They are vibrant and will be drawn towards messaging that promotes warmth, happiness and feeling good.
THE SOCIAL HELPERS
These individuals enjoy attending to the needs of others. They will go that extra mile for others and feel good contributing to the well-being of the community. They tend to choose more neutral colours and accessories that are not flashy. Functionality is what they look for in products and services. They can be found supporting an organization and community cause. They are good team builders. Messages that promote the practical benefits of products and services resonate with them.
THE DETAIL ANALYST
These individuals tend to be quiet and very focused on details that will help us reach the right answer. They will do the research and get the facts and figures that help guide towards the best decision. They are interested in stability and predictability. They are punctual and appreciate good consistent service. Messages that provide facts supported by evidence of quality, reliability and customer satisfaction are appreciated.
You can trigger a buying response from the different personality types by tailored messaging that takes into account the information needs of the various personality types. There appears to be no one size “hits” all segments of the market when it comes to the advertising pitch.
The menu at the coffee shop may appear to give us choices of coffee preparation. But it is primarily designed to cater for the different taste of the different personality types walking into the shop.
Enjoy your favourite brew or drink of choice. Let us get down to working out the personality types that exist in your target market so that we can increase sales and achieve high growth.
International Business Consultant
Reboot your business plan for sustained high growth
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