* Effectively match products and services to identified needs and wants of customers within target market segment(s), and * Craft focused advertising and promotional campaigns that convincingly articulate value proposition offered by these products/services in addressing specific needs of various target markets.

Market segmentation is definitely more an art than a science. Some of more common segmentation screens utilize geographic, demographic, socio-economic, psychographic, usage and/or benefit considerations. There are, however, also a number of creative market segmentation research and analysis techniques that have proven to be quite effective. Market segmentation offers uncanny ability to match products and target markets.

In doing market segmentation research for financial services products and services, we find that inclusion of various “attitude differentiation” factors can be particularly relevant. By using appropriate segmentation screens, marketers can significantly increase effectiveness of their marketing messages by:

* First, sub-segmenting prospects/clients based on their purchase dispositions as follows: ­ Innovators: Those who seek out innovation. ­ Early Adapters: Those comfortable with new and/or different. ­ Mainstream: Those who “go with flow.” ­ Late Adapters: Those that need an extra nudge to “get with it.” * Then, crafting specific messages that appeal to prevailing attitudes within specific groups based both on individual disposition and stage of particular product or service in its market cycle.

An effective market segmentation strategy can be an important tool in increasing success of financial sales and marketing communications programs. While most financial services organizations acknowledge importance of marketing segmentation, very few use this powerful tool to its full potential. Too many firms base their market segmentation strategies on cursory or intuitive analysis of their markets, rather than deliberate market research and target market analysis. With all potential benefits, we strongly believe that every financial services marketing professional should take a hard look at how to maximize benefits that market segmentation can offer.

Copyright © 2005 Suasion Resources Inc. All rights reserved.

For additional information, please visit us online at www.suasionresources.com.

JANUARY - New Year's Day, and proceeding two weeks -- Launch your marketing messages last week of December. - Martin Luther King, Jr. Day -- Although not a big gift-giving time, this is a great time to spread a non- profit message.

FEBRUARY - Valentine's Day -- Launch your marketing messages last week in January. **Popular Gift- giving Time** - President's Day

MARCH - St. Patrick's Day

APRIL - April Fools Day - Daylight Savings Begins - Easter **Popular Gift-giving Time** - Secretaries Days **Popular Gift-giving Time**

MAY - Mother's Day -- Launch your marketing messages approximately 3 weeks before. **Popular Gift-giving Time** - Memorial Day

JUNE - Father's Day **Popular Gift-giving Time** Launch your marketing messages approximately 3 weeks before. - Graduation **Popular Gift-giving Time** Launch your marketing messages approximately 3 weeks before.

JULY - Independence Day - Back to School -- Although not a holiday, it's certainly a popular time to find wallets open and increased spending, particularly by moms and teenagers.

AUGUST - Dog days of summer - Back to School continued

SEPTEMBER - Back to School -- Marketing messages can continue through first week of September. - Labor Day - Grandparent's Day

OCTOBER - Columbus Day - Halloween **Popular Gift-giving Time** - Holiday preparation should be 1/4 completed, seriously. Launch your first holiday message immediately after Halloween. This message will generally go to your current customer base, offering them an exclusive early-bird holiday special to expire in early November. - Daylight Savings Ends

NOVEMBER - Thanksgiving **Popular Gift-giving Time** - Your Holiday advertising is in full swing - Election Day - Veteran's Day

DECEMBER - Christmas Day **Popular Gift-giving Time** - Hanukkah **Popular Gift-giving Time** - New Year's Eve -- Launch New Year's message late second week in December.

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