:::renaissance chambara:::

Posts on quality, life, culture, the media, news & tech with a twist & a slice of Limey. I moved my blog to http://renaissancehambara.jp in December 2006, go there for the latest content.

Thursday, August 04, 2005

In The Mood For Tech

When I studied at college I was told that the chocolate manufacturers loved a recession. As people were insecure or depressed they bought more chocolate. According to News.com, Forrester Reseach has come to a similar conclusion about some gadgets. They have broken consumers down by income (high and low) and by the attitude to technology (optimistic or pessimistic). This seems to be a simplified model of their technographic profiles. The research is based on upon questioning the same sample for the past eight years on an annual basis.

I am sure that the product portfolios would shift around somewhat in Europe but what is interesting is way that the marketing channels to tackle all four groups are so delineated.
(Credit Forrester Research)
  • High-income optimists - word-of-mouth campaigns via podcasts, traditional tech hardware marketing with bulleted 'bits and bytes' lists of product features (sod the benefits) and low-cost search advertising

  • Low-income optimists - Marketers need to emphasize price and features to reach this group online or offline. Bought their PC at Aldi

  • High-income pessimists - Marketers pitch in with a simpler offer, a stronger brand and an offline approach; ideal segment for Apple then

  • Low-income pessimists - The most interesting and least rewarding in terms of average revenue per user. Marketers to target using television advertising; mainstream messages incorporating fear, greed or lust; and carefully manage their customer support costs. Does this mean that its wrong to use booth babes at tech conventions?

Create Social Bookmark Links

Links to this post:

Create a Link

<< Home


03/2004   04/2004   05/2004   06/2004   07/2004   08/2004   09/2004   10/2004   11/2004   12/2004   01/2005   02/2005   03/2005   04/2005   05/2005   06/2005   07/2005   08/2005   09/2005   10/2005   11/2005   12/2005   01/2006   02/2006   03/2006   04/2006   05/2006   06/2006   07/2006   08/2006   09/2006   10/2006   11/2006   12/2006  

Welcome, thanks for visiting and a bit about this blog (:::renaissance chambara::: all in lower case just like UNIX)
Got something to bitch about? Trying to legal the author or want to send scary fan mail? Click here for more details
Want to leave a comment? Feel free, but please take account of the guidelines
The blogroll (there's some missing that Bloglines can't read, if you're not in sort your feeds out)
Subscribe via RSS to :::: renaissance chambara ::::
The grooves that drive :::: renaissance chambara :::: (see what's on our iTunes)
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 2.5 License.

Blogger rox nuffsaid.