Market Segmentation Continued

EQ - How do we identify a customer persona?

1. Activator - Practice Partner Quiz
1. Define Customer Persona
2. List the 3 steps of Market Segmentation
3. List the 4 methods of market segmentation
2. Identify a customer persona for Lego users
1. Groups of 4 - Try it
2. Lego - Capitalizing on a forgotten customer segment
1. How does Lego describe its initial customer segment?
2. What caused Lego to revisit its customer segmentation process?
3. How has Lego defined its newest customer segment?
3. Identify your key takeaway from this activity.
3. Re-focus - Methods of Market Segmentation 
1. Demographics
2. Geographics
3. Psychographics
4. Behavior-based
4. Let's Try It - Lancaster Barnstormers
1. Demographics
2. Geographics
3. Psychographics
4. Behavior-based 
5. How did we do? Google Search Results & Website Exploration
6. Muddy Points Partner Review
7. A Deeper View - Market Segmentation
1. Why do marketing teams use the process? (80/20 principle)
2. What makes a meaningful segment?
8. Revisiting #4
1. Is our market segment meaningful?
9. Muddy Points Partner Review
10.  Collaborative Pairs – Choose a sports or entertainment company (not Nike) and assess the core customer base using the methods of segmentation
11. Class Share

HOMEWORK - Family Member Interview