The wedding market is huge: over 200,000 marriages a year in England and Wales (source: government stats). As a wedding supplier you’d be naïve to try and sell to all of those brides. And you can save a fortune on advertising if you’re selective: It’s always easier to segment the wedding market, and to target a particular segment.
Where to start segmenting the wedding market
All you have to do is mentally identify a few groups of brides: it’s dead simple. Different ways to segment the wedding market are:
- Demographically: into groups by budget, by religion, by age etc.
- Geographically: into groups by physical location
- Behaviourally: into groups based on personality, lifestyle, social class etc.
For example, you could identify a segment of alternative brides who are not religious and live in Lincolnshire, if that suits your business.
What do you need market segments for?
Defining the particular market segments to target can really help you focus on your business and marketing strategies.
If your business will target one or more market segments (as it should, with time) you can develop a unique strategy for each one. This will save you money on marketing communications and can potentially allow you to charge a premium price for your highly targeted products.
Example market segments & targets for a wedding stationery business
Segment 1 – Brides with £20k+ budgets who are high earners, enjoy the arts and fashion, and are aged between 25 and 35
Strategy for segment 1 – Designer bespoke letterpress invitations, on trend contemporary designs, sophisticated. Premium prices, high advertising spend (You & Your Wedding) and international distribution
Segment 2 – Brides with £10-15k budgets who are medium earners, enjoy magazines and popular culture, aged between 20 and 25
Strategy for segment 2 – “Make your own” designer wedding stationery, on trend with contemporary, fun and funky designs. Medium price range with tactical discounts, low advertising spend (Wedding Chaos) and nationwide distribution
Can you identify your own market segments?
If you can identify distinct segments in your wedding market it will help you target your products, prices, promotional strategies and distribution more effectively.
- Writing down the segments you’re targeting and your marketing mix strategies will help your wedding business to achieve its goals.
- Start with a blank page and identify a couple of market segments based on demographics, location and behaviour.
- Next to each segment write a very basic strategy using the key concepts of product, price, promotion and place.
- Then have a look at your existing marketing strategy. Should you vary it a little for the different segments you’ve identified?