STP (Segmentation, Targeting, Positioning)

stp-marketing-planning-topic

Soz, I lied…

I lied. It’s a bit of cheat topic this as there isn’t a segmentation part here.

What we would usually do is look at the marketplace as a whole and chop it into defined segments before digging deep into our target market. But we’re going straight for it here with Targeting (defining your customers) and then Positioning (where your company fits within its marketplace).


Targeting

Take a look at the worksheet labelled ‘Target Market – The questions you need to be asking’ and pretty much do that!

On the next sheet you will see a blank page with a stick man/woman in the middle (give them a little hat if you like, it’s fun). This is where you start to build up who your target customer is….. by asking those questions we mentioned above.

This can be done in two ways and is dependant on what information you can gather and how detailed you want to go;

1 – Create your ideal client persona by thinking about that one person (out of anyone in the whole world) that could walk through your door and be the perfect client for you?

This will be mainly anecdotal and that’s just grand as this will still give you a sound basis for who you are looking to attract.

2 – Create your ideal client persona by using research and data to justify your answers. This means each question is answered through doing your research.

Here are three areas you may want to start your research;

Facebook

Facebook Business Manager is a great place to start to define your target market – narrow your field down from nearly 3 billion active users.

Internal CRM

Internal CRM (Customer Relationship Management). Take a look at purchases, frequency, preferences and other elements to build your picture.

Industry Research

There are many different companies that will have either conducted or can conduct research on your behalf – Mintel, Experian and ONS (Office of National Statistics) in the UK.

3 – Or mix it up and do a bit of both, it doesn’t matter, the important thing to remember is that we are looking to create an image of the type of people we want as customers so that everything we do from here-on-in is dedicated to servicing their needs and targeting them specifically (and be specific, the more specific the better) – this doesn’t mean you’ll be neglecting others, they will still find you, it just means we are looking to influence those we want the most!


Learn more about customer personas

For further discussion on what you need to consider here, take a listen to the below podcast episode. We take a detailed look at creating a customer ‘avatar’ (which is basically the same as an ideal client) with Tracey Tait, Marketing Consultant;


Positioning

Let’s take a look at a working example for clarity.

This is purely fictional and I’m not here to argue with you on the fine details of your fav chocolate brand.

Suffice to say, Reese’s is the winner regardless 🙂


The final stage of STP is positioning, where we take a look at the overall marketplace as you see it and where your company fits into this market. In doing this it gives us an opportunity to look at whether we can try to accomplish one of the following positions;

  • Defend our current position
  • Move into a new competitive position
  • Attack a crowded position

Once again you can either be analytical here and base your position on research and statistics, or you can use your initiative.

What are we looking to do here? (the get on with it question)

You can create as many positioning maps as you like to solidify your position based on two polar opposites (so you may want to print out more than one worksheet…. but one is still good).

Think about what is important to your customer persona, the one you’ve just created.

Then think about the two opposite ends of the important thingy.

For example; If your ideal client (persona) likes chocolate, you may focus on taste and price. In this example the two polar opposite might be;

  • Sweet – Bitter
  • High – Low

Once you have these mapped out, where would you place both your competitors and your own company?


Bringing It All Together