Marketing Trend: Demographic Segmentation

To effectively market your product or service, you need to create content that truly speaks to your defined target market.

However, your target market may be so diverse that your marketing doesn’t hit home to anybody in it. There’s one way to change that, and this technique is called “Demographic Segmentation”

Demographic segmentation groups your target market into specific groups of people based on attributes like location, age, education, occupation, and income bracket. By using information from demographic segmentation, you can create personalized marketing campaigns for each part of your target market.

These more personalized approaches can lead to a better distribution of resources and more conversions because the specific messages resonate more than a non-direct generic message to your whole audience might.

There are 5 main demographics most businesses segment their audience with. This is how to leverage each one. 

Age

Harkening back to Generational Profiling, segmenting by age allows you to change a campaign so it resonates with who you need it to. The thing about generational segmentation is that each age group, from Baby Boomers to Gen Z, have unique experiences and references that tie them together. Music, celebrities, movies and other pop culture references can help campaigns with the nostalgia factor for each generation.

Education

Segmenting by education lets you divide your target market by school, area of study, and degree. Successful campaigns that have done this generally play into the loyalty many have for their alma mater.

Occupation

Certain types of professionals have more value to certain marketing campaigns and occupations segmentation can separate your target market by job function, job title, and job seniority. This is particularly useful for B2B brands, as occupation segmentation makes it easy to target individuals with buying power at a company.

Location/Geography

Geographic location is an easy way to split your target market based on what they need and what they’re interested in. Landscape, distance from locations and climate can impact the messages you send. Advertising shorts or sandals in the middle of a Minnesota winter just doesn’t work for us here.

Income Bracket

Income segmentation divides your target market by income. Knowing how much discretionary income your base has, allows you to market to those that can afford your product or service, help you to set or your prices in accordance to how much is realistic to expect your target market to spend, and may inspire pricing levels for each segment of your target market.

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Your Next Pitch: 5 Pitch Deck Slides To Hook Potential Investors [INFOGRAPHIC]

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CES 2019: Setting the Stage For This Year’s Trends in Tech

The tech world is kicking the new year off right with the annual Consumer Electronics Show (CES) in Las Vegas. Here, the curtain was pulled back on some of the major trends that are expected to emerge this year, including AI, improved self-driving cars, gaming, 5G technology and more. The four-day event also hosted many keynotes from speakers from Verizon, IBM, AT&T among others.

These were some of the top picks for new tech at CES this year

Sphero Specdrums

Apps and toys to teach children, or even adults to code, are not new, but Sphero has developed a way that may be irresistible for anyone. The Sphero Specdrums work like this: use the app to assign sounds to each color. These sounds can be beats, loops, musical notes, or even just a sound. Then with the silicone ring tap on the colored playpad or record your own sounds and capture your own colors to play on the world around you.  

FenSens

Make your car an intelligent, autonomous car with the FenSens rear-mounted easy to install sensor and app that can warn you if there’s something too close to your vehicle.

KitchenAid Smart Display

This isn’t the first Google Assistant enabled display, but this might be the first one you aren’t worried about having in your kitchen. The KitchenAid Smart Display has a 10–inch screen and the specs you’d expect to find in a smart speaker, but also is IPX5 water and dust resistant, so you can spill near in, drop food on it, anything you’d expect to happen while cooking. The company even suggests that you can wash it in your sink if the need arises.

Samsung GEMS-H

The Gait Enhancing Motivational System (or GEMS) is Samsung’s line of assistive wearable concepts. The GEMS-H is a lightweight lower-body exoskeleton that helps aid in mobility and can even add resistance for injury rehabilitation

FenSens

Make your car an intelligent, autonomous car with the FenSens rear-mounted easy to install sensor and app that can warn you if there’s something too close to your vehicle.

Bell Nexus

Uber and Bell Helicopter partnered with other parties to develop the Bell Nexus, which is essentially an air taxi. The concept goes along with Uber’s goal of launching and on-demand air service by 2023.

BotBoxer

For the techie that is also into fitness, BotBoxer is the answer to the Peloton trend of smart exercise. A punching bag on a stick that is loaded with motion and pressure sensors as well as analytics that can determine your body position and predict where your hits will be so it can react to your movements.

Otter+ Pop Symmetry Series

The convenience of a Popsocket with the safety of an Otterbox case. The Otter + Pop symmetry series lets you maximize your phone with easy swapping of Pop Sockets for personalization.

Royale FlexPai

The first genuine foldable smartphone isn’t really a smartphone at all, it’s a compact tablet with a 7.8 inch display that when doubled over and folded is a fully functional smartphone. It’s not perfected yet, but it is a glance at things to come on the innovation front.

Samsung 75-inch MicroLED TV “The Wall”

Samsung’s first MicroLED TV was introduced last year at CES, but that was mostly to show what was coming. Now, the technology is something that you can have in your own home. The 75 inch TV is going to be massively expensive but will have all the near-perfect picture quality as OLED without the feared durability issues.

BreadBot

While kitchen devices are nothing new to CES, but the enormous BreadBot may be more for bakery usage. The huge appliance says it can make 10 loaves of bread every hour.

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How To Create a Business Plan

Starting a business is an exciting thing, and if done right, can be life-changing. But there are key steps that must be taken in order to give your potential business the best chance for success. At the top of this list is having a business plan.

What is a business plan?

Hubspot’s definition of a business plan is as follows: “A business plan is a living document that maps out the details of your business. It covers what your business will sell, how it will be structured, what the market looks like, how you plan to sell your product or service, what funding you’ll need, what your financial projections are, and which permits, leases, and other documentation will be required.”

Essentially, a business plan shows if your idea is worth putting in the continued effort to make it flourish. You are forced to look at the big picture and explain every detail that defines your holistic view.

Making a business plan

Building a  business plan may seem like an unwieldy task, but it doesn’t have to be. Keep it short and simple, as too much information or minute detail could confuse or distract anyone reading the plan such as shareholders, investors or any others involved in the inception of your business. The plan should also have a certain amount of flexibility built into it, and be able to grow and evolve as the vision for your business does. Finally, you’ll want to really dig into what makes your idea for a business unique within your space. Being able to stand out from a crown is a major prerequisite when starting a business.

Now you’re ready to put everything together and write your very own business plan. These templates organized by INC. are a great place to start and will help you organize all of the information you will need to present.

To fill out these templates, you’ll need to be ready with these sections of information:

1. An executive summary
2. A company description and business model
3. A market analysis
4. A description of your products and/or services
5. Outlines of operation and management roles
6. A basic sales and marketing strategy
7. A financial plan that includes costs, funding and profit/revenue projections
8. A summary of the above information

With that, you’re all set to start pitching your business and moving onto other tasks like choosing and registering a name, determining your legal structure and getting ready for a successful launch.

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How To Make Your Content Shareable

Anyone that works in marketing knows that shares on a post are a key component of determining its success;  shares organically generate attention, increase your reach and create an environment that is open for more likes. In a sort of domino effect,  a shared blog or social media post will be shared by one person, then another, and another yet after that continually. This sharing community can help build brand awareness organically, and all you have to do is create content that your audience wants to share.

To do this you must answer these questions: Who is your audience? Who is their audience? What type of content is being shared in this environment? Who do these audiences follow? Once you have the answers, you can begin to generate relevant content that your audience will want to share with theirs. Take some of the following points into consideration when creating content:

TITLE

There are mountains of digital content available. Close to two million blog posts are written every day. Social media user numbers are increasing every day. Writers and social media users are constantly creating, sharing and liking content. It’s a climb to get your content noticed. A key to getting noticed is having an eye-catching title. To do this, start small. Have your general topic flushed out. From that topic, you can come up with a few more specific title options. These titles can also act as a guide so that your blog post can move in a more specific direction.

Now cut apart those titles to build out the title you’ll use. Test titles with bold, strong language against more conservative and direct titles, and compare. Choose a title that works for you, your content and your audience.

SEO

SEO is important to get initial traction. But trying too hard to optimize can make your titles and posts sound awkward and often robotic (also, Google doesn’t reward over optimization, and in some cases punishes it by ranking your posts lower). Remember, many potential readers are scanning titles, so in order to get them to take the next step and click-through to the full article, the title needs to be short, succinct, and specific. Keywords work better in searches when they’re placed at the beginning of a title. To include keywords that will work in your titles and posts, do a little research on your potential customer base: What are they searching for? What problems do they have and how can you solve them? Use keywords that prove your expertise and are relevant to your content.

VISUALS

It takes more than an exciting title and hook for a post to be truly shareable. Images, infographics, videos, charts and block quotes can shake up a text-based post. Deliver content that offers solutions to your readers’ problems in a creative way that can lead to shares and valuable comments.

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How Your Business Can Celebrate Earth Day

Earth Day is coming up on April 22nd, and many cities, companies, and individuals are thinking of ways to be a little more environmentally friendly. You can use these simple ideas to save the planet (and some money) all year, not just on Earth Day, and they are easy to implement at work and at home.

Track your resources

Enroll in a utility management program that will track how much electricity, water, and gas your company uses and suggests ways you can drop your usage. This can help save the planet and your bottom line.

Make the switch from desktops to laptops

If you can, switching to a more energy efficient machine (laptops are generally more efficient) can help you lower your energy bill.

Increase sustainable efforts into your marketing strategies

Only use the paper marketing materials that are necessary to your campaign, printing more than you need increases waste, and takes up extra storage space. You may also consider converting from a traditionally print-based methodology to email, social media, and other digital tools.

Increase incentive to carpool, bike, or use public transportation

Make the jump to carpooling and ridesharing easier by setting up a matching program, this allows employees to find other commuters that share the same schedule and commute they may be unaware of. By offering perks like reduced rate parking, premium parking spots, subsidized metro passes and other incentives, you can garner more interest in the effort.

Adopt a highway or volunteer to clean up at a park

Increase community engagement while taking care of the environment and work to clean up in the neighborhood around your office. Whether you want to do this once as a volunteer opportunity or go the extra mile and committing to adopting a park or highway that you can maintain whenever you like or can.

Recycle

Recycling is easy to implement and takes relatively little effort to adjust to. Make sure that if you are not in charge of your office space custodial services that recycling is an available service. If it is, there is likely a protocol to follow, and if there is not, you can create your own, which may require you to make arrangements for what to do with your recyclable materials.

Go paperless

With all of the tools for communication and organization, it’s easy to cut paper use down to a fraction of where your usage is, if not completely. College paper limits are an example of paper rationing that has seen some success in the last few years, allotting students a certain amount of pages per semester. Cut down your spending, and cut down fewer trees.

Turn off the lights

If your building has good natural light and you can work without overhead lights, consider leaving them off. If more light is necessary, try using smaller lamps for more targeted lighting that cuts back your usage.

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Jaw-dropping Company Headquarters

Company benefits are reaching beyond insurance and vacation time and are moving into a revolution of the actual workspace. Everyone has the image of Google and Amazon’s headquarters in their mind; with dog parks, rainforests and nap pods galore, but that isn’t the only innovative space in the business world. From themed rooms to sustainability, these companies have some of the most exciting office spaces around.

Warby Parker

Glasses brand Warby Parker not only has a love for fashionable glasses but for books as well. Their Manhattan headquarters offers employees access to a library, a reading room, and of course, reading glasses. Read about the space and how employees like it here.

Dropbox

Cloud storage solution company Dropbox has worldwide offices, but their San Francisco headquarters, designed by Rapt Studio is an innovative space that allows for collaboration, quiet individual work, and a “neighborhood” set up to cater to the needs of each team. See a photo compilation of the office here.

Casper

New York City-based mattress company Casper was recently renovated and redesigned by FLOAT Studio, to create a workplace that fit in with the brand identity. The office includes sustainable construction, flexible meeting spaces and even nap pods. See the space here.

Sonos

Sonos’ Seattle headquarters bills itself as the “greenest commercial building in the world”, and based off of this GeekWire feature, it may be the most musical as well.  This modern and sleek office space make using the word headquarters the wrong descriptor though, as the company has a slew of conference rooms to meet with other Sonos “headquarters” around the world.

Squarespace

If you’ve built a website using Squarespace you know that the platform is simple but modern, and the company’s New York City offices follow the same formula. Built to be the most functional space for both collaborative and individual work, all without sacrificing design and comfort. See the office here and here.

Epic Systems Corporation

Medical software company Epic is aptly named, and the word epic can be used to describe almost everything about the company, especially when it comes to their headquarters. The Verona, Wisconsin campus is a grand adventure, with themed rooms, individual offices for every employee, a gorgeous view of the surrounding farmland, and an Indiana Jones styled hallway. See the campus here, and check out this video tour for a more in-depth look.

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