|
Dear Reader,
Last week we looked at the basic breakdown of
demographic and psychographic definitions and how the
two build upon eachother. Today we are starting the
process to look at specific categories of who your
customers are and how they are separated into
different groups. Also, the reasons why those
separations are important and how they become useful
in the marketing and selling process.
| in this issue |
 |
|
|
| Acorn One is Affluent Families |
|
This Segment is further broken down into SIX
Neighborhood Types: Top One Percent, Wealthy
Seaboard Suburbs, Upper Income Empty Nesters,
Successful Suburbanites, Prosperous Baby Boomers,
and SemiRural Life-styles.
For instance: A Successful Suburbanite is a family
market with a household size of 3.1 persons-19 %
above the national average. They are between 35 and
54 years, with school age children. Their medium age is
37.5 years, predominately white, but Asians and Pacific
Islanders comprise a disproportionate share of almost
8%. Their medium household income is $87,500 more
than two times the national figure. Dual incomes and
investments contribute to their affluence, employment
rating is high for both men and women, they are
professionals, well educated and mobile.
They own homes in newer suburbs with medium home
values of $210,000,twice the national average. Most of
their homes were built between 1980 and 1990, located
predominately in urban areas of metro centers. They
traded conveniences for life-style and moved out to
newer suburban developments. Over 30% commute
across county or state lines to work.
They drive minivans and luxury cars, own swimming
pools and PCs, play golf and tennis. They splurge on
home furnishings and improvements, apparel, electronic
toys, and travel. They fund much of this spending with
credit cards and loans. They are more likely than any
other consumer type to have outstanding loans. They
attend concerts and movies, read two or more daily
newspapers, business, finance, and metro magazines.
|
| More Acorns More Neighborhood Types |
|
Next Week we will look at the other eight Summary
ACORNS and some of their particular Neighborhood
Groups, and how to use this targeted knowledge.
As you see the differences (in each Acorn and their
Neighborhood types) then a picture begins to emerge of
who
YOUR customers are, what they like to do, and where
they live. This is very specific information, and
knowledge you can use to target/send sales messages
to the right people in the right place and at the right
time.
Full Story »
|
|
| Acorns not Only Taste Good-They are Marketing Food As Well! |
 |
|
Be sure to refer to last week's newsletter so you are up
to date with what we are talking about. See BELOW for
easy access to that newsletter, just click and read!
Psychographic or what is termed as life-style
segmentation consolidates and builds upon
demographic data.
A popular psychographic segmentation model is referred
to as "ACORN". This is a word for a system which
classifies all U.S. residential neighborhoods into
categories by resident life-style. It is based on the
premise that people with similar interests and life-styles
tend to live in similar neighborhoods.
In 1971 demographers developed ACORN (classification
of residential neighborhoods), the first geodemographic
segmentation system. ACORN classifies every U.S.
household into one of forty-three neighborhood types
and nine summary groups.
The ACORN (There are Nine Summary Acorns)can tell
you how they live, where they live, what products and
services they buy, and how you can reach them. This
is very powerful marketing knowledge or FOOD FOR
SALES! It takes into consideration such factors as
income, age, household type, home value, occupation,
education,and other consumer behavior characteristics.
Last Week's Newsletter-Please Refer
|
|
