I had an all-agency session today where our client shared their new consumer segmentation. Whenever this subject comes up, I can’t help thinking back to an absolutely cracking segmentation from UK mobile retailer Phones4U. And yes, there is such a thing…
What I love about Phones4U’s segmentation is the recognition that if you’re going to create memorable advertising, you need to start with a memorable insight about your audience. On closer inspection maybe it’s more about knowing who not to target. In fact, it doesn’t matter, the point is that Phones4U’s segment profiles are a good deal more entertaining than most you’ll see.
A particular favourite of mine is the Flashing Blades segment, whose behavioural profile includes “taking risks, drugs & the odd street fight.”
Another key audience is iPod Babes. They watch Hollyoaks, Footballers Wives and Big Brother, shop at Lush and Starbucks, and most importantly, are into “Fuck Buddy Sex”. Although not necessarily in that order.
Read more from about Flashing Blades, iPod Babes and more at The Register