Fulcrum Marketing is a creative promotions marketing agency with over 10 years’ combined experience in the FMCG, Insurance, Automotive, Banking, Telecoms, White Goods and Retail sectors.
We create innovative marketing strategies using free-to-consumer rewards that engage and excite – whether that’s tactical promotional activity to boost acquisition or retention or long-term loyalty and engagement programmes.
We offer the widest range of established promotional offers, together with the skills and experience necessary to produce a bespoke solution to drive sales and offer great ROI, whilst using our own loyalty and reward platforms gives us a competitive edge in terms of both costings and response time.
MARKETING SOLUTIONS THAT LOCK BRANDS & CONSUMERS TOGETHER
Fulcrum Marketing is a creative promotions marketing agency where consumer incentive ideas fill our hearts, minds and souls.
We love thinking, learning and driving innovative campaigns for your brand.
We love a challenge.
MARKETING SOLUTIONS THAT LOCK CONSUMERS & BRANDS TOGETHER
Fulcrum Marketing was founded in 2007 to offer innovative marketing strategies that engage and excite consumers. At FulcrumMarketing we understand it is difficult for brands to get stand-out and engage with consumers on an emotional level.
Our role is to continually develop new, innovative promotional solutions that offer high value incentives at a fraction of retail cost. This is as an alternative to heavily discounting.
We offer Marketing solutions that work!
Because we have the widest range of established promotional offers, along with a skilled and experienced team, which is necessary to produce a best marketing solution to drive sales and offer unrivaled ROI.
About Us
Fulcrum is a dynamic, creative agency that partners with leading consumer brands across a spectrum of industries, supporting both their domestic marketing strategies through a wide variety of creative brand solutions and value-added services.
We specialise in developing and delivering engaging solutions for a whole host of global brands, from creative, branded merchandise with inspiring packaging and POS options to tailored print management services.
Our Values
Our growth and continued success is built on core company values such as quality, value, service, passion and innovation.
Our Ethics
Every factory we use is personally assessed by our staff for quality, working conditions and the ethical treatment of workers.
Supply Chain Management
We project manage your product from concept to completion. Relax in the knowledge that your brand is in safe hands.
Accreditations
We are a responsible organisation that implements good processes with a focus on environmental sustainability.
Our Values
Our core values are what guide us as a company and individuals. These values are at the heart of everything we do:
Quality
Deliver excellent standards consistently.
Value
Ensure exceptional value for our customers.
Service
Provide the highest standard of service to our customers.
Innovation
Remain at the forefront of innovation in both design and manufacturing.
Trust
We are the most trusted supplier. The integrity of your brand is in safe hands.
Passion
We are passionate about what we do and strive to exceed customer expectations.
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Marketing | Brand Activation |
Defining the Target Market
Defining the Target Market
By understanding the behavioral, demographic, geographic, and psychographic details of a population, organizations can craft segmented target markets for products and services.
LEARNING OBJECTIVES
Outline the various factors that influence how an organization may segment a market into targeted groups
KEY TAKEAWAYS
Key Points
- When offering a product or service to the market, the standard marketing strategy is identifying key segments within the population of the market who are likely and willing to pay for the goods the organization is offering.
- The traditional way to segment a market is by using information about demographic, geographic, psychographic, and behavioral factors.
- Through iteration and filtering of the broader audience, an organization can refine their targeting and improve the efficiency of their marketing campaigns.
- Organizations have to balance the vision, mission, products, and services of the firm with the values, needs, and personalities in their target market.
Key Terms
- iteration: A variation or alternative version.
Target Market
When offering a product or service to the market, the standard marketing strategy is identifying key segments within the population of the market who are likely and willing to pay for the goods the organization is offering. This market segment will likely be the most cost-effective to advertise to, with the highest possible percentage converting to paying consumers.
Target Market: To define the target market, you identify the broader market population and narrow that down utilizing various factors. This isolates the target market from the broader market.
Defining the Target Market
Defining a target market is simply a process of narrowing down the broader total available market based upon specific metrics. Marketing professionals focus on asking the right questions and measuring the various factors and details of the consumer base in a process referred to as segmentation. Generally, there are four main characteristics of consumer groups that are traditionally used in defining the target market:
Geographic
Perhaps the simplest of all target market metrics is geography. Where a consumer lives can include considerations such as climate, language, culture, and distribution.
Demographic
Another common starting point for creating a target market are demographic considerations. These are simple profile facts about individuals, including gender, age, salary, career, education, and other commonly reported information about socio-economics.
Psychographic
A bit more complex than geographic and demographic considerations, psychographic concerns are intangible and often difficult to concretely define. These include attitudes, opinions, values, religion, tastes, and lifestyle.
Behavioral
Behavioral segmentation is all about past consumer behaviors. This is particularly useful for repeat customers and building brand loyalty. Consumers can be considered based on their frequency of purchase/consumption as well as their other purchasing behaviors (buying competitor products, or complementary goods).
Conclusion
By iterating and experimenting, organizations can refine their target market metrics and filters to optimize their marketing budget and get the best potential return on investment. Target marketing is all about understanding that no organization can be everything to everyone, and finding the perfect target group is strategically better than catering to everyone at once.
Organizations have to balance the vision, mission, products, and services of the firm with the values, needs, and personalities in their target market.