You are where you live

Entertainment marketing requires the central focus of understanding segmentation and target markets.  To serve your customer you need to know who they are!  One of the best determinants of who we are is where we live. Nielsen’s “My Best Segment” site (formerly Claritas) is an excellent and entertaining way to learn and reinforce the importance and impact of geodemographics.  

Input any U.S. zipcode into “My Best Segment” and you’ll see a marriage of zip code and qualitative Prizm and census information that paints a visual picture of the mosaic of people in that zip code.  As explained in a short, handy video done in a cooperative effort with USA Today  there are 16 groups and 66 types of segments created by coordinating the data.  Each segment is thoroughly described by household income, lifestyle and demographic traits.  Each segment also sports a helpful descriptive name such as MultiCulti Mosaic, American Dream, or The Cosmopolitans.  

Venues and location-based entertainment know that consumers are predominantly motivated by the convenience of a venue to their homes.   GPS targeting in cell phones, message customization per geography in IP addresses, and ad accessible cable nodes are all evidence of the importance of understanding and targeting segments by geography.  Yes, it’s still all about location, location, location.  And this handy Nielsen tool puts it at your fingertips! 

Room for discussion

Go to the “My Best Segments” site and compare two different zip codes in your market or the market of your choice.  How can you use this information in your marketing strategy?