Segmentation is often seen through a commercial, private-sector lens, and the chief protagonists in the marketing world share differing opinions on the need for a broad reach versus targeted precision approach to capture category buyers.
However, in regulated sectors like Utilities, segmentations can also be used to address reputational challenges for these types of institutions that are often under intense public and political scrutiny. In these sectors, effective segmentation focuses on problem-solving rather than growth.
To do this, we must first understand what matters most to customers-at-large to prioritise their sector-specific concerns and identify ways to engage with them on those priorities. This approach provides a deeper understanding of the individuals values and as a result, can help these types of organisations identify routes (and comms) to improve perceptions of trust and credibility.
A successful segmentation in this context hinges on clarifying the purpose for the organisation itself. Key questions include:
- Who needs to be engaged to improve our reputation?
- How open are they to dialogue from us about improving our reputation?
- What issues resonate most, and how can we address them?
Taking these three factors into account, we’ve seen strong results that pinpoint strategies around reputation management that map regionally as well as nationally, and most importantly have resulted in driving change for clients and their stakeholders.
To explore this further, I’ll be hosting my first podcast soon, where I’ll discuss these challenges and approaches with special guests. Look out for the link in future newsletters for a fresh, unfiltered take – and please, go easy on me.
-Simon Thompson
Managing Director
