Mindlance features Franklin Parrish on Psychographic Audience Segmentation

Transcript

Hi, I am Franklin Parrish. I am the Senior Director of Brand Marketing and Creative Services for Kaiser Permanente of the Mid-Atlantic States and in that role I lead marketing and content for a $6 billion region in the healthcare market. Psychographic Audience Segmentation is a type of audience segmentation that goes beyond demographics, and it focuses mainly on lifestyle, attitudes, beliefs, sometimes behaviors and it really gets into the motivations of a particular group of people. So think about individuals that are environmentally conscious or people who like to garden. Those are psychographic segments and you can market to those individuals and those messages that you deliver to them strike a more emotional cord than, let's say, marketing to someone with a certain level of income or a geographic area. So the way I leverage them in my marketing is through our messaging and making sure that when we're developing content that we are using those emotional motivators as part of the stories that we're telling. So let's say that you are in a healthcare setting, that you are very interested in flexible options for care. Well that'll be a message that I deliver to you to get you to, let's say, click or download a PDF or perhaps sign up for a newsletter. It's a way to get you to engage with the brand to hear more of what we have to say. And the great thing about it is, is that this emotional hook can be repeated in different ways to keep the story fresh and exciting. One campaign that comes to mind is the New Entrant campaign. We recently ran this and this campaign was aimed at people who were new to the healthcare market, they had just come off of their parent's plans. They hadn't had a chance to establish a relationship with a physician. And so they were unsure about their choices and what was possible with purchasing healthcare plans and what coverage meant and that sort of thing. So we put a survey into the market and those psychographic segments came up. As The Sage who in Jungian terms was interested in knowledge, the Innocent who was interested in simplicity and the Orphan who was interested in community. And so what we did is that we created assets that align to each one of those psychographic segments. So one of our taglines was a Join a Community of Care. And so when we deployed those assets, we looked at how they performed and looked at creating look-alike audiences to expand our market. And one of the things that we found was that we raised our positive perception of Kaiser Permanente by double digits. We raised our comprehension of the Kaiser Permanente model by double digits. And we raised our willingness to consider Kaiser Permanente for health care coverage by over 9%. Jungian archetypes are are a system of archetypes developed by Karl Jung, an early 20th century psychoanalyst and you want to think of them like horoscopes. So you will have 12 archetypes- hero, lover, caregiver, ruler, that are all motivated by a specific emotional need and so this is a system in which you can base your, kind of, value story when you're developing content to a specific Jungian archetype. So let's say a ruler has an emotional need for control or order. So you would position your brand as the deliverer, or an entity that can help enable the ruler to establish order in their life. A hero, for example, is one that needs to conquer something. So your brand is that entity that is going to help the hero archetype win at something. So this can be a great place to start if you are just getting into psychographic profiles because the work has already been done for you, and people tend to fit more into one than the other. So it can be a great place to test the hypothesis. And there are lots of books that have been written on the subject, so there's a wide variety of information that you can use to research to get yourself familiar with it. Well, you know, there are a lot of brands that use psyhcographic profiles and, I mean, like, let's take Nike as an example, going back to the Jungian archetypes. I mean that's a very warrior based brand "Just Do It", it's about you know conquering and and achieving and and beating records so if you look around there are a lot of archetypes that brands use every day. Google is about knowledge. Let me think about it. Think about another one. National Geographic is about exploration, so archetypes and and psychographics are just about everywhere you look. So if you're taking a look at your at your current customer base and you have certain demographic markers or certain geographic markers, then I would start interviewing or surveying your current customer base to see if any patterns arise. It's not hard to put a survey in market. You can do something kind of, you know, unscientific on your website or send out an e-mail that incentivized people to go to to fill out a survey. Survey Monkey's a great platform to do that quickly, easily to start to collect that data to so that you can start to create more emotionally resonant content that will deepen the relationship between you and your customer base. Once you get that information, then test it out with your with your prospect market. See how it performs. Continue to to iterate and test and learn and and improve your content mix and see how it goes.