So you would like your brand to sell to new segments, which one of the following best describes you?
Tapping into an emerging market – marketing through trend setters and opinion leaders
Owning a strategic segment – choosing to focus efforts on the most profitable or loyal markets
Customising your offering to different market needs – Packaging or adding on to products and services to better fulfill a market niche.
When your customers feel, seen, felt, heard and understood by you, they will feel a connection to your brand. Winning over a new segment requires your connection to fulfill the segment’s unique needs.
Tapping into an emerging market – Grass fed meats including kangaroo are the cuts of choice for those who want a carbon neutral meal, so Hearts and Minds uncovered in a research project for Meat and Livestock Corporation.
Owning a strategic segment – Yellowtail, the wildly successful launch of an Australian wine overseas, was based on making wine drinking fashionable to a new segment.
Customising your offering to different market needs –
Westpac exceeded expectations in their campaign to lure new segments online. Hearts and Minds were able to work with their customers to package online banking in a way that was a better fit with their needs.