Cross-segmenting business prospects against the consumer data is very useful, according to Hopkins. The messaging you use to target each micro-segment should relate to the overall demographics and purchasing habits of each niche. According to Hopkins, the messaging for the small food store micro-segment is in the “no time like the present” vein. She says this segment is composed of risk-takers who identify with material goals; they are very motivated by celebrity testimonials and they tend to associate with brand names.
Hopkins also says that when targeting apparel store owners, remember that “they fall into that ‘work hard/play hard,’ category.” She notes that business owners in this segment look for prestige in items they purchase; they are motivated by image and social status; and they are “the ‘stop and smell the roses’ type that values healthy living and things that will give them the type of lifestyle they are looking for.”
When marketing to each micro-segment in your target audience, “You want to apply that [level of] knowledge in your copy and your imagery,” Hopkins says. “By profiling your customer, you are digging in at a granulated level to help you understand the segment you are going after and make sure the offers are relevant.”