TIPS AND TRICKS FOR AUDIENCE SEGMENTATION
Powersports Audience Segmentation – it’s a crucial thing to master if you want to leverage your customer database to the fullest extent. However, it can also be pretty challenging for Powersports dealership owners and decision-makers. The following tips and tricks will help speed things up and ensure that you’re better able to segment your audience correctly.
This is the most basic type of Powersports audience segmentation and is where you should start. Use demographic information, such as age, income, education, and the like to begin breaking your audience into segments. However, this is just the beginning.
ADD RELEVANT INFORMATION TO FLESH OUT CUSTOMER PROFILES
Next, you need to add other information to enhance each customer profile. The idea is to transform this from a paper cutout to a representation of a real person. Some of the relevant information you might want to add here includes their hobbies and activities, family status, favorite pastimes, particularly if they bear on Powersports equipment usage, and more.
In some cases, you’ll find that the purchase of Powersports equipment is the culmination of a lifetime dream. These tend to be higher-end options that satisfy more than just the need for fun on a weekend or provide the chance to get out in nature for a little while. Often, these are older customers with more money to spend, who are also more open to purchasing accessories to improve their experience.
Many of your customers may service their equipment on their own, but some will bring it to your dealership. Make sure that these records are added to the customer’s profile for easier follow up later on down the road and to help ensure that you have all customer information in a central location, rather than locked away within departmental silos in your business.
LEVEL OF ENGAGEMENT
How engaged is the customer with your brand? How often do they act on offers you send, or reach out for more information about something? The more engaged a customer is, the more likely they are to make another purchase. However, that doesn’t necessarily mean that customers with lower levels of engagement should be ignored.
Powersports Audience segmentation is not a once-and-done sort of thing. It’s something that you need to progress with over time. However, making big changes can be problematic. Instead, commit to constant, ongoing improvement and refinement in your segmentation efforts.
Use these tips and tricks to improve your ability to segment your audience and reach customers where they are in their specific journey. Anything less is a waste of time and effort.