morris customer segment profiles

MORRIS Customer Segmentation Profiles (CSP)

YOU’RE SELLING TO?KNOW WHODO YOU REALLY

This MORRIS customized approach is a proven system of identifying and defining demographics to assist marketing and sales teams become more effective at understanding and selling to audiences.

The CSP begins with mining critical information from your customers and potential customers. Through targeted research analysis, customer segments are defined and purchasing motivations are identified. Behavior sets, such as brand preferences, media consumption habits, shopping behavior and communication tools are defined. Ultimately customer segments are aligned with your product line for efficient sales targeting.

At its crux, the CSP aligns your brand and products with the people that want them. It can also align your brand to potential co-branding opportunities.

WHAT / BENEFITS / SCOPE & PRICING / CASE STUDY

WHAT IS CSP

CONSUMER

PRODUCTBRAND



BENEFITS OF CSP

WHO BENEFITS FROM CSP

WHO IS YOUR CUSTOMER

Provides sales people with a better

understanding of who they’re selling to.

Product Managers looking to increase sales

Product Managers who want deeper understanding on what motivates their customers

Sales teams who want to improve their sales numbers

Innovation teams who are looking to extend product lines or influence retail or co-brand partners

Any brand who’s looking for a more authentic understanding of how their brand connects to it’s target audiences

UNDERSTAND YOUR CUSTOMER

Defines a deeper understanding of what motivates the customer.

TARGET YOUR MESSAGING

Creates laser-targeted messaging and selling,

resulting in increased sales and more efficient

marketing efforts.

CONNECT WITH CONSUMERS

Allows sales people to connect products with consumer’s needs, interests and motivations.


ONLINE SURVEYSINDIVIDUALIZED CUSTOMER SEGMENT

CUSTOMER SEGMENTATIONREPORT & SUMMARY

SURVEY ANALYSISCONSUMER MAPPING

ONLINE SURVEYS

Writing and deployment of online surveys

SURVEY ANALYSIS

Survey analysis and reporting

CONSUMER MAPPING

Mapping of consumer segments to an individual product line (usually 4-8 products)

INDIVIDUALIZED CUSTOMER SEGMENT

Individualized customer segment defined verbally and visually

CUSTOMER SEGMENTATION

Customer segmentation definition and mapping

REPORT AND SUMMARY

Delivery of a report on all of the above and a branded PowerPoint summary presentation

For more details on the MORRIS Customer Segmentation Profiles please contact:

Steven Morris — 619.234.1211 x111 Todd Ballard — 619.234.1211 x108


SCOPE FOR CSP

PRICING FOR CSPTIMING

The CSP takes anywhere from 20-40 days to complete.

PRICING

The cost for the base CSP is $30,000 and our client partner owns all the discovery, content, reports and presentations.



In the following pages, MORRIS provides a case study* that showcases how a potential consumer segmentation profile is brought to life. The client challenged MORRIS to create a storyline for target consumer categories that map to the benefits of a specific product line.

*Specific client was removed for IP protection

CSP CASE STUDY

SPORTS MOMALSO KNOW AS: Soccer, Swim, Lacrosse or Taxi Mom MISCONCEPTION: All Stay-at-Home Moms are frumpy and wear sweats all day.

TV

MAGAZINES

PRODUCTS

SHOPS

WEBSITES

FACTOIDS

• 92% of polled parents said that sports are “Important to the overall development of their children.”

• An estimated 48 million kids, ages 5-17, are involved in sports.

WHAT / BENEFITS / SCOPE & PRICING / CASE STUDYCSP CASE STUDY


SPORTS MOM CUSTOMER SEGMENTATION PROFILE

SUGGESTED PRODUCTS

THINGS TO CONSIDER WHEN MARKETING TO HER

1. Promote an image of a trendy and well-balanced mom—stay AWAY from the typical dowdy, minivan-driving image.

2. Justify how your product aids in raising well-adjusted, confident and successful kids.

3. Demonstrate the ability of your product to keep her connected to family and friends.

4. Use networking sites and parenting blogs to reinforce your product’s key features.

WHAT YOU THINK YOU KNOW

• Drives a minivan or SUV

• Always has a car full of kids

• Free time is spent in a car when she is watching games or practices

• Is overly protective

• Usually a stay-at-home or work-from-home mom

• Family’s needs come before her own

THINGS YOU MAY NOT KNOW

• Very health conscious

• Searches for a sense of community

• Reads self-help and parenting books

• An avid social networker and part of many online communities

• Frequently feels over-burdened

• Finds that her hardest times are her kids hardest times

• Listens to her intuition

Model #34920234

Model #7039483

Model #40594892



WORKING MOMALSO KNOW AS: Self-Made, Work-from-Home or Career Mom MISCONCEPTION: All Working Moms never cook.

TV

MAGAZINES

PRODUCTS

SHOPS

WEBSITES

FACTOIDS

• 40% of working women are moms with kids under 18 years.

• 83% of new moms return to work within 6 months of giving birth.

• In 2002, there were 687,000 daycares in America.



WORKING MOM CUSTOMER SEGMENTATION PROFILE

SUGGESTED PRODUCTS


1. Show how she can stay connected with her kids—without being over-bearing.

2. Illustrate how your product can eliminate stress from work and allow her to enjoy more time with friends and family.

3. Create a vision of productivity leading to less time in the workplace.

4. Optimize search engine output to give your product’s research and reviews prominence.


• Convenience is key

• Has little to no free time

• Friends are co-workers

• Spends too much time at work, not enough with the family

• Takes kids to daycare or relies heavily on family/husband to help out

• Is a coffee addict and has bad eating habits

• Thinks technology makes things more convenient


• Has guilty feelings about working

• Considers work their “free” time

• Favorite gadget is the DVR to record her favorite shows and fast forward through the commercials

• Actually separates friends from work

• Is aware of healthy eating choices, but not always able to act upon them

Model #309784

Model #332008

Model #3000566



AFFLUENT MOMALSO KNOW AS: Well-to-do or Bravo Housewife MISCONCEPTION: All Affluent Moms have had plastic surgery.

TV

MAGAZINES

PRODUCTS

SHOPS

WEBSITES

FACTOIDS

• Spends $1.6 trillion annually—equal to Great Britain’s purchasing power

• Controls 80% of the household spending

• Comprises 83% of all consumer purchases

• Has 76 million credit cards—18 million more than men



AFFLUENT MOM CUSTOMER SEGMENTATION PROFILE

SUGGESTED PRODUCTS


1. Illustrate status by creating a brand image that emphasizes “high-end.”

2. Your product must enhance her lifestyle—show how family members will support and take pride in the same product.

3. Promote how your product makes her stand out from the crowd.

4. Celebrity endorsements will elevate the status of your product—advertise in upscale magazines and invitation-only websites/blogs.


• Not eco-concerned (drives SUVs)

• Cares more about status symbols and having luxury items for her family than the family’s actual well-being

• Nice things means the family is doing well

• Has a nanny and housekeeper, so she has time to do what she wants

• Gym, spa, manicures/pedicures, eating out, shopping are among her favorite activities

• To show support, she attends galas and expensive fund raisers—photo-ops aren’t a bad thing either

• Has the newest technology—not for its uses, but because it shows off status


• Lives through kids lives and tends to be overbearing—she wants for them what she never had

• As long as there are nice things, she’ll ignore signs of discontent in family life

• Tries to be young and her kids’ best friend

Model #97484

Model #67679033

Model #56543885



© MORRIS, Inc. 2011 All rights reserved.The contents of this document are the intellectual property of MORRIS, Inc. and cannot be shared, used or distributed without the express written consent of MORRIS, Inc.

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