By David Schneer
In his recent post Paul Wiefels of the Chasm Group blogged about the business lessons we can learn from the segmentation models utilized by the DNC and RNC in the recent presidential election. Paul’s blog correctly pointed out that the RNC concentrated on the segment they thought they could win: rural white men. To use an unpopular gun analogy, this is the “rifle” approach compared to the “shotgun” approach. And, unfortunately, many of our clients use the shotgun approach in their marketing efforts, thinking that the spray of their message will hit more ears and/or eyes, when it actually falls on deaf ears and blind eyes. Segmentation is a very powerful tool, if used correctly. Segmentation can often identify the “low-hanging fruit” (i.e., market segments ripe to hear and react to your message).