Psychographics

Grad Marketing CI Article 3 Psychographic Segmentation A market segment is a sub-set of a market made up of people or organizations sharing with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function. A true market segment meets all of the following criteria: * it is distinct from other segments (different segments have different needs), * it is homogeneous within the segment (exhibits common needs); * it responds similarly to a market stimulus, and * it can be reached by a market intervention. Psychographic variables are any attributes relating to * personality * values * attitudes * interests * lifestyles * They are also called IAO variables (for Interests, Activities, and Opinions). Sharp has launched its biggest and most integrated marketing effort yet. The company is taking its first stab at using social media, paid search and psychographic ad placements based on declared interests. Sharp’s new marketing mix was developed to support the launch of the company’s Quattron technology for its AQUOS TV line, which adds the color yellow to the standard pixel palette of red, green and blue. They are using the pop culture icon and actor George Takei best known for his role in the television series Star Trek, in which he played Hikaru Sulu, helmsman of the USS Enterprise to get their consumers attention. “The approach we took came from research from past campaigns that [said] TV and video are the best way to communicate the platform. It’s about showing and educating [consumers] as a first step with video, print and online to get people to the retailer,” Lattner says. One promotional tactic they are implementing is to use a magnifying glass that shoppers can hold up to the TV’s that will show them the yellow pixel. This solves the problem that when viewing a TV in a store a consumer typically does not see the difference. They have also been feeding information to consumers through Facebook, Twitter, and You Tube. Sharp enthusiast had the privilege to view George Takei’s commercial one day before it aired on television. “We are really organically growing the business in social media. … It’s all about starting the conversation,” Lattner says.