Have you ever experienced a long-distance relationship? Then, a different geographic area between you and your lover is a boundary. This also applies to the market. People in different locations around the world hold different characteristics and needs. Determining the target market from diverse locations can be a challenge. But, geographic segmentation can be the answer to that.
What is geographic segmentation?
Geographic segmentation categorizes a target market according to where they live. You need to aim your audiences geographically when you need to serve in a particular area. This optimizes the marketing strategy by matching the products to different locations.
This is relevant especially when you own a global company or target international market. Different locations mean different time zone, season, and culture. You will not offer summer clothing to Australia from June to August. Or, promote winter jacket to South Korea in the same months. If you build small businesses, geographic segmentation is beneficial for you too. It helps you divide the customers based on their neighborhoods or types of housing.
Geographic segmentation variables
This kind of segmentation concerns with geographic units like countries, states, and cities. It also deals with geographic factors such as cultural preferences, populations, and more. Your geographic understanding of highschool will be profitable here.
Some companies provide products that are only available in some countries. This can guide marketers to specify what people need in that specific country. Moreover, people in that country will feel special about your brand.
For example, a coffee shop sells Kopi Luwak or civet coffee beans to tourists coming to Indonesia. This can gain coffee’s popularity as the world’s most expensive coffee.
Every city has its own characteristics. There are some cities located in the highlands or near a beach. The temperature will be different and so how the people live. Or, cities known as best for education will portray contrasting needs to best cheese destinations.
Take a look at Boston and Los Angeles. Boston’s economy depends on education. There are many famous universities like Harvard and Massachusetts Institute of Technology (MIT). Meanwhile, Los Angeles is famous as the city of stars. You have to spot the identity there. In Boston, you sell the university jersey in Boston and Hollywood stars’ t-shirt in New York.
This section entails marketing services or products based on the region’s climate. For example, brands that offer winter apparel promote their products in cold areas. Swimwear brands will get the best profits in warmer climates such as beaches and resorts.
4. Cultural preferences
Culture plays an important role in marketing. It does not only affect audience psychographics in beliefs and opinions. But, it also influences how they live in certain areas. For instance, the clothing in Arab or the Middle East is dependent on religion’s rules. Thus, you can sell hijabs or burkinis to them.
5. Population type
In this part, you design content for people in urban, suburban, and rural areas. For example, the demand for apartments is high in urban areas, particularly in America. It is because young workers with college degrees are searching for opportunities there. If you develop a property business, plant your investment on a property in these areas.
Why using geographic segmentation
1. Cost-effective marketing budgets
Keeping away from inefficient spending is crucial for your business. Using geographic segmentation allows you to do that. This will make you focus your marketing efforts on a clear area of interest. You will save the email marketing list quota. It is because you get rid of the email address that does not meet the segmentation.
2. Address specific topics
You have got a picture of the condition of where your target market lives. It is time to catch their interest by publishing relevant content. Julia McCoy, the founder of Express Writers, said when you create more relevant topics to the audience, you will attain a better chance to boost your traffic and grow conversions.
3. Easy and objective to perform
Compared to other segmentation, geographic segmentation is easy to perform. It is easier to determine in which someone lives. Avoid assuming their inside thoughts like in psychographic or behavioral segmentation.
Moreover, those types of audience analysis are subjective. Everyone has diverse beliefs and lifestyles. But, you only need to draw a map in geographic segmentation. Direct the content and absorb the geographic facts about that particular region.
Examples of geographic segmentation
Are you confused about how to incorporate geographic segmentation into your marketing efforts? Do not worry! Famous brands below are ready to give you sparkling inspiration to steal. They have applied geographic segmentation to produce personalized content for their audiences.
This fast-food company is known for its approach to distinguishing the products. They base their food based on the cultural preferences where they build their branch. For example, you cannot find beer at McDonald’s in the US, but you can see it in German.
They also combine local foods with their menus. In Indonesia’s Independence Day, McDonald’s released Burger Rendang, Indonesian spicy meat. In the Middle East, they serve McArabia with pita bread.
nother brand that uses this segmentation is Raleigh, the world’s oldest bike brand. Established in 1887, their experience in providing the best quality is valid. They categorize the bike based on where the customers want to use it. It ranges to urban, mountain, and road.
The picture on the website also suggests the visitors to picture which type of bike they need. For example, you will find people using electric folding bikes in the middle of a city park. Or, you catch a person reaching the peak of a mountain with a strong mountain bike and its thick tires. Are you looking for the perfect complement to your marketing strategy? Start with using geographic segmentation to divide your target market. Not only it is easy to blend with your content, it can deliver you in the desired outcome. It is because your brand can be a solution for your audiences based on their living space.