What if your target universe was snow? How would you make sure your approach was tailored to give all of the members of snow what they want or need? You could segment them, of course – there are certainly different types of snow. There’s powder, crust, corn snow, granular, crud, or slush. Each of these varieties has specific attributes that make it different from each of the others. Granular snow has the consistency of small pellets. Crust is packed and frozen, but not like ice. Crud is the snow that’s formed when powder snow has been trampled or skied over.
Who are the customers that make up these segments? Well, they’re snowflakes, of course, or more specifically, snow crystals. Each of these crystals is unique, and different from its neighbour. Even within a segment, every individual flake has special, solitary characteristics. Sure, they might be similar. They might flock together. But to really understand them, you have to separate them from their fellow powder, crust, or corn members. The only way to see what it is that makes them special is to put them under a microscope, one flake at a time.
So why is this relevant to you? Sometimes when we want to communicate with customers, we want to find common ground – things that will unite them, and move them en masse, like an avalanche. Then we need to understand what type of snow they are, and how or why they’re connected. But if our objective is to show them that we understand that they are special, and to connect with their hearts and minds, we also need to look at them by themselves, as individuals. So the next time you’re shovelling out from the latest snowfall, don’t forget to stop and appreciate the flakes. Imagine if you could see your customers as clearly as snow – try visiting snowcrystals.com for inspiration!
Always together, yet still distinct,
Megann and Steve