Who are your customers?
Why should I make use of segmentation?
The use of segmentation can assist businesses in making sure that they make the most of what they can offer and don’t dilute the quality of their product by trying to be all things to all people. Sometimes it can be difficult to serve the needs and motivations of different groups effectively.
For instance, couples in pursuit of some precious time together may not want to share their space with young children. Similarly older couples seeking a bit of peace and quiet have quite different expectations to a group of young people hoping to experience some local nightlife.
Moreover, once a business has made a decision about the motivations of its target audiences it can then focus on delivering some of the added extras that will appeal to them.
Which market segments are particularly important for Northern Ireland?
More information can be found about each of the key segments. Once you have decided which market segments your business is trying to attract you need to ensure that all your publicity and advertising is focused on communicating with them and that you are meeting their needs and satisfying their expectations.
Romance, cool nightlife, gentle walking, shopping, relaxation, good quality food and drink, natural scenery, contemporary cultural experiences, landmarks.
Curiosity, authenticity, insight, exploration, eating out, natural beauty, relaxation, good quality food and drink, scenic drives, theatre experience, authentic pub experience.
Fun, quality time, safe, child orientated attractions and entertainment, memories, value for money offers, family accommodation, café, activities.
Young and Lively (ROI only)
Entertainment, cool nightlife, the ‘wow’ factor, city experience, contemporary culture and music festivals, events, the local scene, street animation.
Great Britain, Germany, France, North America
Lively pubs, good food, talking to locals, festivals, entertainment, street art, comedy, the cool places to eat and shop, fun visitor attractions.
Megalithic or early Christian sites, castles, gardens, museums, art galleries, good food and wine especially local specialties, unique local festivals and events.
Breath-taking landscapes, remote and exciting places, fun evening in an authentic pub, gentle exploration – walking, cycling, boating.