It takes a lot of time and resources to create well-rounded, detailed consumer segments for effective marketing. To create the right segments, you need the right data.
Identify the consumers who are most likely to open an account.
Good data helps you deliver effective advertising, reach the right consumers at the right time, and engage them with the right message. One marketing message on one channel doesn’t work anymore. Different groups of people consume media differently, which is why segmentation is so important. Knowing which channels your ideal consumers are using keeps you from wasting money on the wrong channels.
At Kasasa, we have a lot of resources we use to make sure we’re getting the right, most comprehensive data. We use the data we have from over ten years of working with community banks and credit unions, plus we partner with organizations like Nielsen to fill in any gaps.
Our segmentation models
We use data to create comprehensive consumer segments. These consumer segments, or “cohorts,” factor in the following about each group:
- Geographics — where they live
- Demographics — who they are (i.e. gender, income, age, etc.)
- Psychographics — what behaviors, attitudes, and social value groups they exhibit and what motivates them to respond to marketing messages
In our segmentation model, we’ve analyzed and identified groups of consumers who have a high likelihood of choosing a community financial institution. Each cohort is designed to let you quickly choose categories that fit your goals — and select the right mix of marketing channels.
Here are some of the cohorts you can choose, the media they consume, and how likely they are to become an account holder:
In a report like the one above, you’ll be able to see:
- The types of media each group is more or less likely to consume
- Which segments are more likely to open an account with you
- Specific marketing messages and keywords that resonate with each group
That’s just a sample. There are so many more segments we can identify in your market.
If you want to know more about your specific market, request a free Market Insights Report. Our strategy analysts examine your market, institution, and other competitive factors to build a clear picture of the retail opportunity in your area so you can make sure you’re reaching the right people with the right messaging.
Request your free report to learn more about your market.