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RESEARCH, ANALYSIS & TRENDS

Firstly, it is important to efficiently tailoring an offer to the because of the topics as well as the amount and quality
specific target group that allows to simply vary prices to of interactions. Now they formed four groups and
see how price-elastic the specific demand is. However, played two different Facebook ads, which were
studies have shown that, to a certain extent, users tend adapted to the respective mood. Unsurprisingly, users
to a normal distribution, which means the average value clicked on those ads more often that suited them better.
is bought much more frequently than the two marginal Interestingly, introverted users clicked twice as often,
values. while the extroverts clicked only 30% more frequently.
Obviously, the introverted clustering approach tended
Hence, if marketers want to distinguish different to hit the nerve.
subgroups within the general clientele, it makes sense to
form clusters that have common emotional frameworks. Ideally, the provider forms its own target group model.
As mentioned, five to ten archetypes of buyers must be
Tchibo has tested this with its ‘Tchibo for Black ‘n White’ profiled and the communication, product presentation,
coffee by making use of different advertising media for and possibly also the prices, adapted to it. As you can
the respective cluster. The measured results have been imagine, this is a great effort in which only a few shops
impressive. Advertising memory rose 16-fold, spending succeed in practice so far.
per household increased by half, and the bottom line
was a return on ad spend that was 30% higher than the The concept could be further broken down and made
generic peer group, with just slightly higher production more tangible for the individual employee. For example,
costs. the list of key product benefits could be more
subdivided, so that there is an important emotional
Even science has already found clear evidence of the buying incentive for each type of audience. Or do you
effectiveness of such a strategy. For example, have any further tips to share? Then write us! ◊
Cambridge University students analyzed Facebook user
profiles and formed two clusters: One group of people
was considered extroverted, the other introverted, By Daniela La Marca

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