Page 151 - 100 Great Marketing Ideas (100 Great Ideas)

that many Saga customers have children or siblings living abroad.
The company allows people to combine a tour of (say) Australia with
the possibility of staying on for a few weeks afterward in order to
visit relatives.
Focusing on a segment nobody else wants means having the
opportunity to capture the entire segment with little or no
competition—Saga are now able to offer many services other than
vacations to this age group, having established their credibility in
the market.

In practice

• Know your segment. Get to understand their needs in detail.
• Find a segment nobody else wants—even people with very little

money still buy something.

• Look for opportunities to sell a wider range of products to your

segment—in other words, base your approach on the segment,
not on the products you want to sell.

142 • 100 GREAT MARKETING IDEAS