segmentation Tag

by Freddy Tran Nager, Founder of Atomic Tango + Guy Who Resists Stereotypes; above image and bio from MarketingWeek… I’ve long railed against the lazy stereotype “millennials” (see my post about the L.A. Rams’ misguided marketing). In fact, I recently barred my students from using the word “millennials” —  along with “Gen X/Y/Z” and “Baby Boomers” — in class assignments. (I also banned “authentic” for various reasons.) My censorship appears to have improved their analytical work, so I’m now considering other words to prohibit.Read More

by Freddy Tran Nager, Founder of Atomic Tango + And Nonbeliever in “Millennials”; photo by Jon Tyson on Unsplash… Here’s another example of how contrived age-based segments (millennials, Gen Y, Gen Z, etc.) make “experts” look absurd…Read More

by Freddy Tran Nager, Founder of Atomic Tango + Dude Now Definitely In The Older Demo; photo by Jomjakkapat Parrueng on Unsplash… A running gag in my marketing classes was that every student-crafted plan consisted of “using social media to target Millennials.” Then the business world finally acknowledged that organic social media doesn’t really work.Read More

by Freddy Tran Nager, Founder of Atomic Tango + Guy Who Loves Millennials… And Many Other Segments; photo by Maru Lombardo on Unsplash… My Strategic Marketing students last year had a running joke. For every business challenge in the universe, they would say, “We plan to target millennials using social media.” That got a laugh every time. After all, everyone knows that social media marketing is a joke for most brands. As for marketing to millennials, a recent article in Ad Age claims that many marketers are finally realizing thereRead More

by Freddy J. Nager, Founder of Atomic Tango + Marketing Professor… Just read an article by Brant Cooper entitled “Is social media worth your marketing dollars?” Most of the advice is fairly standard and could apply just as well to non-social media. But what made me say “hmmm” is Cooper’s definition of market segments: “Market segments are comprised of like people, who share a common interest, who look to one another as a trusted reference and who have access to each other. If customer in California is just the sameRead More

by Freddy Tran Nager, Founder of Atomic Tango + Longtime MySpace User… MySpace is losing it. And I’m not talking about its members defecting to Facebook. Last year, the once mighty, world dominating social network that had crushed its predecessor Friendster suddenly found itself splattered on Facebook’s windshield. At first, MySpace responded by copying Facebook features, but copying a competitor is not a long-term success strategy. In fact, it just gives the competition credibility. So MySpace gave up the fight and is fully rebooting by going after a niche market…Read More

by Freddy Tran Nager, Founder of Atomic Tango + Pizza Addict… What’s wrong with pizza? I love pizza! Yet fast food giant Pizza Hut is dropping the “pizza” from some of its store names and packaging. While still officially called Pizza Hut, the chain will refer to itself as “The Hut” to make it a more appealing place for teens to hang out. Hey, we’re not a fast food joint, we’re a clubhouse!Read More

by Freddy Tran Nager, Founder of Atomic Tango + Member of a Few Segments… A few years ago, my wife and I strolled into Forth & Towne, a new fashion chain from Gap Inc. targeting women over age 35. It was solemn and dignified with muted lights and muted music — and muted people. While other stores in the mall percolated with excited shoppers (this was 2006), the spanking new Forth & Towne saw its handful of customers browsing quietly, as if they were preparing to pay respects to anRead More