WHAT'S THE SEGMENT MODEL?
The cost per click for ads on platforms like Google and Facebook has increased by over 200% in recent years. Instead of continually increasing ad spend, the goal is to achieve similar results through organic marketing, reducing reliance on paid advertising over time.
The purpose of the Segment Model is to ensure you at least break even on your investment, covering both our fees and your marketing budget. Beyond that, it aims to grow your organic platforms with your target audience, allowing you to monetise your audience and maintain if not increase sales—all with little to no ad spend.
The two segments our clients have shown the most interest in are:
COVER A SPECIFIC SEGMENT
SOCIAL
MEDIA SEGMENT
MODEL
This segment encompasses Social Media Advertising, Social Media Influencer Promotions, and Social Media Management.
COVER A SPECIFIC SEGMENT
SEARCH
ENGINE SEGMENT
MODEL
This segment includes Website Design and Development, Search Engine Advertising, Search Engine Optimisation, and Google Review Management.
Rather than managing your entire business’s marketing, as we do with our department model—which handles large-scale campaigns across various segments to maximise sales within your budget—we offer a simpler, entry-level option to manage specific promotional segments within your business.
Once we engage a client for any Promotion Segment Model, we first analyse and understand key Long-Term Activities to build effective promotion plans and meet your KPIs. These activities include:
1.1 Defining Target Audience: We define your target demographic by exploring their demographic, psychographic, geographic, technographic, and behavioural characteristics. This helps us understand their behaviours, interests, and needs.
1.2 Influences on Target Audience: We consider external factors, like economic and governmental influences, that may affect your audience's behaviour.
1.3 Product Range: We assess your products, including pricing strategies, to better align our promotional activities with your offerings.
1.4 Brand Reputation: We evaluate how your brand is perceived in the market, whether it is positioned as luxury, affordable, niche, or mass-market. This reputation influences how we approach promotions.
After this evaluation, we reassess these activities every six months or when significant product changes occur. This ongoing assessment helps ensure the promotion plan remains relevant and effective.
2.0 PROMOTION PLAN DEVELOPMENT
The Promotion Plan will set forth how we will implement activities to hit your KPIs. Given this, the Promotion Plan is broken down into 3 key components – Influencers, Aims and the actual Plan itself.
2.1 Global Influencers:
Trends: Identifying global trends that can be leveraged to create promotional activities and deliver easier returns.
Global Events: Capitalising on global events (e.g., Australia Day, International Beer Day) that are relevant to your business for increased visibility and engagement.
2.2 Local Influencer:
Product Focus: Targeting specific products or collections to build a focused promotional strategy around.
Customer to Brand Scale: A proprietary tool we use to evaluate your brand’s position in the eyes of your target audience:
(1) 0% to 19%: Your target market is unfamiliar with or dislikes your brand.
(2) 20% to 39%: Your audience has seen or heard of your brand, but has not engaged further.
(3) 40% to 59%: The target audience recognises your brand.
(4) 60% to 79%: The average person has purchased from your brand.
(5) 80% to 99%: Customers have made repeat purchases and trust your brand.
(6) 100%: Full brand loyalty—your customers are loyal only to your brand.
2.3 Aims:
The plan aims to define clear objectives, such as driving awareness, boosting sales, or building hype around specific products. We tailor these aims to suit your unique business needs, aligning them with your available budget and overall KPIs. Whether we aim to increase visibility, foster engagement, or build brand loyalty, each step is customised to ensure the desired outcome.
2.4 Plan: We break out plans down into 2 different components:
Offer Promotion Plan: Deployed if performance is falling short of targets. We implement special offers, discounts, or other promotions to boost immediate performance. A strong initial offer is often used when onboarding clients to build early momentum.
Maintenance Promotion Plan: Focused on maintaining growth after initial success. This includes continual optimisation and fine-tuning of promotions to ensure sustained results over time.
We address both the backend (structure and settings) and the front end (media creation, copywriting, visuals, etc.) to ensure every promotional effort is fully optimised.
Incorporating both global and local influencers, along with a strategic evaluation of your brand's standing, our Promotion Plan is designed to adapt to both short-term gains and long-term growth goals.
3.0 PROMOTION PLAN IMPLEMENTATION
Once we have built the Promotion Plan, we will proceed to implement it. We will build and run everything, which includes creating the content for you. We utilise our in-house copywriting team and work in collaboration with different media agencies throughout Australia to come within a Videography/Photography team to create content for us to use as outlined in our plans.
Essentially, we take care of everything to do with your selected segment, so you never have to worry about it ever again!
After implementing the Promotion Plan for two months, we analyse what strategies have worked and which haven’t.
Through A/B testing, we experiment with different methods across your segment to determine the most effective approaches for both the front and back end of the promotion.
We then provide a detailed report that includes frameworks, analytics, and metrics to show the results of the two-month period.
With this information, we refine the plan and optimise the strategy for the next cycle, using insights gained from the previous A/B tests to improve performance.
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