At Spark, we think of Segments as the target audience or audiences for a specific brand. When thinking about the specific type of person during the planning stage of an experience, you’re able to focus in on the specifics that this guest type, or Segment, expects and responds to. As an example:
A hotel brand is planning events on their property. While thinking through what types of events to offer, they first think of the guest types they regularly serve. If they identify an adventurous type being their primary guest they may want to rethink that knitting and crochet workshop. Rather, a guided repel course may be the more desirable activity for this brands specific audience. This, of course, is an over simplified example, but a useful exercise to use on your own brand’s Segments. What is right for one brand, may not (and probably won’t be) right for another.
Digging deeper, we recognize that many brands don’t have simply one segment that they regularly serve. Your company may identify two, three, or ten segments that each require careful planning of their targeted programming. An easy example of this is a brand that serves every member of the family. Let’s go back to our example hotel:
Billy and Sarah are twin teenagers with vastly different tastes. Mom and Dad want to ensure that each member of the family enjoys their vacation in their own way. Sarah is into sports and is invited to a morning pickup soccer game. Billy loves all things tech. He sees a programmers meet up and is out the door with his laptop. Mom enjoys the finer things in life and schedules a massage. Dad noticed a whiskey and cigar shop at check-in and signs up for a whiskey tasting. The whole family enjoys their individually spent time and then meets up in the early afternoon for an event they circled in their daily planner called “The Family Showdown Gameshow”.
What do you see here? At Spark, we see Segments to program for. We may decide to label each. For example:
· Sarah – Adventurer
· Billy - Entrepreneur
· Mom – Recharger
· Dad – Explorer
Then, they all came together after their mornings apart and made up a new segment.
This hotel now has a lot of Segments to think about! So, how can SET help?
By planning events in the Canvas (our interactive modeling tool to plan, analyze, and manipulate the ideal guest experience) they can tag events that are specified for a Segment. This can help ensure they have:
· Programmed meaningful experiences for each Segment type
· Ensure that two or more experiences for a Segment type aren’t happening simultaneously causing them to compete for attendance
· Plan a well thought out flow for their guests day(s)
· Identify needs in programming for each Segment
Ultimately, when thinking about each specific Segment that your brand serves. You will program for them in a more meaningful way. This results in higher guest satisfaction, engagement with your product and in turn, higher revenue.