The economic filter is, obviously, all about the money. Who can afford what you’re selling, and are you tailoring your offer based on ability to pay? Mercedes-Benz wants to know who can afford their portfolio of cars so they don’t try to sell a $125,000 S-Class to a customer who is better suited to a CLA250 for $32,500. How much do you know about the economic profile of your members so your product development is focused on affordability?
This filter represents the characteristics of a business, the SIC (Standard Industry Classification code), number of employees, annual revenue, etc. If you have businesses as customers, you will serve them better if you cluster them based on common firmographic factors.
360 Live Media Founder & CEO Don Neal was onsite at the American Institute of Architect’s annual meeting to hear former First Lady Michelle Obama give her first keynote address since leaving the White House. Watch to see how Obama connected to the audience as a keynote speaker.
The attitudinal filter can be tricky to measure, but it is extremely powerful. What psychographic characteristics or attitudes do your customers exhibit? Are they conservative or progressive, empirical or free-thinking? What are their beliefs and values? These are the forces that drive behavior, the root cause of why we do what we do.
This filter involves segmenting your market based on characteristics of physical location such as proximity to your annual event or regional factors impacting your industry. What geographic characteristics matter to your audience?