Dometic
ASSIGNMENT
Target segmentation, persona development and sizing
PROBLEM
Segmentation studies are expensive and time-consuming. Worse, the learnings are obsolete before you can implement.
SOLUTION
Put a 15-question custom study on top of the gobs of data, demos and psychos of a huge syndicated study like Simmons or YouGov and pulled segments.
Then used those segments to field quals with product placement and a camping trip in January.
It was great.
Revealed 5 distinct sub-segments. Used MATH to decide who to target with launch media.
PERSONAS & SEGMENTATION
The Results.
Our commercial assets were set so that meant no new photography, no new video.
With only creative platform and messaging, and more pointed media buy against new, prioritized segments, we increased sales by 250% in YAY total sales.
Daily online revenue up 219% and website visits up 1,332%.