Tag: Customer Segments

#1 AR Power Brand Pokémon Go Drives Enduring Appeal

#1 AR Power Brand Pokémon Go Drives Enduring Appeal
App Engages and Re-engages Light, Medium and Serious Users According to Apptopia, Pokémon Go ranks among the Top 10 Grossing Games as of September 2018. This augmented-reality game exploded in popularity upon its 2016 release as an iOS and Android app, and continues to dominate the market. In the last two years, players have spent $2... Read more »

In an Omnichannel World, What Value Does Your Physical Branch Provide?

In an Omnichannel World, What Value Does Your Physical Branch Provide?
Omnichannel business models have evolved as a way to provide a unified customer experience in a world of diverse communication channels, like in-person, over the phone, online and mobile. As consumers expect more ability to learn and purchase online, the role of the physical branch location must adapt. A good example that I heard of... Read more »

Two Consumer Behavior Case Studies: The Weather Channel and GrowIt!

Two Consumer Behavior Case Studies: The Weather Channel and GrowIt!
Understanding why viewers and users behave like they do is critical to developing success strategies for The Weather Channel and mobile app GrowIt! Here’s how these two brands segment their consumers. Viewer Segmentation: The Weather Channel Several years back, Insight to Action had the privilege of working with Frank Garland (current CEO of Realtime Brackets,... Read more »
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Mattel Re-Energizes 72-Year-Old Thomas & Friends Brand for New Generation of Kids

Mattel Re-Energizes 72-Year-Old Thomas & Friends Brand for New Generation of Kids
Everyone is familiar with the smiling engines of Thomas & Friends, chuffing along the island of Sodor and learning valuable life lessons that the characters share with rapt toddler audiences. Iconic Wooden Railway toys can be found in playrooms, preschools, libraries and children’s museums across the world—anywhere young children usually gather. Previous Thomas & Friends... Read more »

An Apple a Day: Craft and Local Hard Ciders Growing and Commanding Price Premium

An Apple a Day: Craft and Local Hard Ciders Growing and Commanding Price Premium
Craft Hard Cider 101 Did you know cider judges undergo sensory training to prepare them for the task of rating ciders? As a judge for the California Cider Competition, I just completed my initiation. Many of the other judges brought a wealth of wine and beer judging and tasting experience, and I was privileged to... Read more »

Post-Millennial Generation Z Has Arrived! Is Your Market Strategy Ready?

Post-Millennial Generation Z Has Arrived! Is Your Market Strategy Ready?
What You Can Learn from College Campuses Already Experiencing the Newest Generation of Adults For many of my clients, Millennial moms, dads and childless adults are a critical marketing focus for their companies. With an average age of first-time mom in the United States of 26 in 2014, this means that many Millennials are now... Read more »
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Where’s the Consumer Research on Older Adults?

Where’s the Consumer Research on Older Adults?
Marketers Think They Know Older Adults: Their Interests, How They Like to Be Addressed, and What Matters to Them. But Is This True? It’s time to make the case for more meaningful research into older adult consumer behavior, including their motivations and interests. Recently, one of my most trusted senior advisors, Ms. Judith Harrison of... Read more »

QuickBooks Enjoys 80% Market Share with 29 Million Small Businesses But Keeps On Growing

QuickBooks Enjoys 80% Market Share with 29 Million Small Businesses But Keeps On Growing
Case Study: How QuickBooks’ Innovative Market Strategy Spurs Growth in a Mature US Market Intuit QuickBooks operates in the small business market, sized at approximately 29 million businesses in the US, and it has more than 80% market share with small businesses that use financial management software. With the goal of helping more of these... Read more »

Does the Family ‘Tech Doctor’ Prescribe Your Technology Brand?

Does the Family ‘Tech Doctor’ Prescribe Your Technology Brand?
How Adult Children Influence their Parents’ Growing Technology Demand With the holiday season upon us, new technology is high on everyone’s wish list. For example, I previously explored “Why iPad is #1 on Kids’ Wishlists.” According to eBates.com 2014 survey, teens want tech gear, with 6 out of 10 wishlist items focusing on technology. Meanwhile,... Read more »
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Young Adults and Sages: Aspirational Customer Segment Names Get Respect

Young Adults and Sages: Aspirational Customer Segment Names Get Respect
Names are an important starting point to frame how we think about brands and customer segments in both B2B and B2C.  In the case of customer segments, names can also impact whether we are respectful of them and value them or not. It is well understood that company brand names are critical. I recently wrote... Read more »
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    Michal Clements

    Michal is co-author of Tuning Into Mom and an experienced consultant. Michal develops winning growth strategies and detailed go to market plans for some of the world’s outstanding organizations including McDonald’s, Gatorade, Abbott, Barilla, Tylenol, Clorox, Key Bank, Eagle Ottawa, Quaker and the Baker Demonstration School.

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