Page 54 - Marketing the Basics 2nd

46 Marketing: the Basics
just looking to give street cred to one of your brands, the latter tactic is recommended.
Act Locally
People are becoming increasingly aware of discrete marketing ploys. You cannot always rely on celebrities to act as believable taste-makers if they’re seen as being in it for the money. Such celebrities don’t create authentic buzz; they simply pass along a firm’s message. Local buzz and urban marketing experts know which local taste-makers to target depending on your strategy, and how local urban markets will react to different buzz tactics. If you want to do it on your own, you’ve got to become a credible part of the market, and start building extensive databases.
peRsonaLiTy
Segmenting a market according to personality traits such as spontaneity, sophistication and the ever-elusive ‘cool’, is another type of psychographic segmentation. Once a set of personality traits have been identified, the marketer crafts a promotional campaign associating their product to those traits.
vaLues anD aTTiTuDes
The fourth type of psychographic segmentation is to divide a market according to values and attitudes. Happiness, reason, virtue, honour, individualism, free will and love are some examples of values whereas good governance and ethical behaviour are examples of attitudes. Dividing a market according to values and attitudes enables the marketer to craft a promotional campaign that associates their brand to those held by a particular group. For example, as consumers become more aware of how their purchasing habits direct world trade, many are choosing to buy products that are certified as fair trade, a seal that assures the buyer the supplier of the commodity was paid the market price.