Market segmentation when used in the context of Jewish centric advertising campaigns can be a valuable and powerful tool in the marketers tool chest. The trick to successful campaigns using segmentation is being aware of the errors that can be easily made by not having a seasoned understanding of the various and differing Jewish audiences across the globe.
Often times, when it comes to goals for growth, clients are in search of “that holy grail.” The marketing strategy that will simply be like a magic pill and instantaneously power them, express style, to success and beyond. While such a marketing magic trick would certainly be fantastical, as we have heard so many times in our lives, in reality that is just not how life works. With that being said, there is one technique that we see work time and time again when employed on behalf of our clients looking to reach the Jewish audience. This technique is broadly known as “Market Segmentation.” While audience segmentation in a marketing context has been around for what may seem like an eternity, using this marketing methodology when it comes to campaigns aimed at reaching the Jewish audience is of special importance, particularly because f the substantial potential it holds.
In general all-purpose marketing campaigns, use of segmentation has been shown to provide a number of clear advantages, which has lead to its widespread adoption. In addition to the across the board advantages, segmentation, when executed correctly in marketing campaigns targeting the Jewish audience can see its benefits and associated returns multiplied many times over. As with so many aspects of Jewish focused marketing, the potential for reward from a properly executed segmented Jewish marketing campaign is alluring, but as with almost everything relating to Jewish marketing, the glaring caveat is always the same. Proper execution, especially when it comes to such an intricate task of segmenting Jewish audiences, contains within it, the potential for making substantial errors that will render the segmented campaign ineffective and providing for little or no return.
Why Jewish Audience Segmentation Is Advantageous…
There are various reasons why audience segmentation can be so successful when applied to Jewish centered marketing campaigns. The main reasons all revolve around the theme of having the capability of targeting the most relevant audience with the most appropriate messaging. This highly tailored approach ensures that marketing efforts see a positive return based on a lean and highly efficient approach.
Below are four of the most common scenarios where the advantages for Jewish audience segmentation are apparent:
- A Very Specific Offering – There are certain offers that do not apply to the broader population and thus need to be marketed only to the segment that they are relevant in. For example, marketing airfare and other travel related services in preparation for the Jewish holiday of Passover relates only to specific subsets of the Jewish audience and would not be of any appeal to the larger, non-Jewish general audience. In such a campaign segmenting the Jewish audience along religious lines, wealth, and other data points are of special importance. In contrast, marketing of a general technology product with broad market appeal lacks the same demand for segmentation. With that being said, such a technology offering would still likely be able to take advantage of segmentation by tailoring its message to specific and different audiences but more on that a bit later on in this discussion.
- A Special Kind of Messaging – Sometimes an offering is relevant to the broader general audience but requires different messaging for different subsets of the general population in order to ensure the most effective and efficient campaign. For example, a stove top with an oven may have numerous different features, with each feature speaking directly to certain populations. A certain built in cooking apparatus might speak to populations of certain ethnicity that enjoy traditional foods that are cooked best via that apparatus. At the same time, audiences made up of families might respond best to advertisement messaging touting the appliances child safety features. Still, the Jewish audience might be most likely to purchase the appliance by being served a marketing line that stresses the appliances capabilities when it comes to setting accommodating those who are observant of the Jewish Sabbath. By segmenting these very different audiences, and tailoring the messaging that will best relate to that specific group, a better response is ensured.
- Using Limited Resources Strategically – There is also a unique advantage that comes with marketing segmentation both on the micro and macro levels in regards to being able to make a better spend of limited resources. On the macro level, instead of marketing to the general population, in certain scenarios, by using segmentation, and targeting only very specific segments, one can make their marketing spend have the best return while maintaining a limited budget. On the micro level and relating to choosing between which Jewish audience to target with limited resources, segmenting the broader Jewish demographic into smaller subsets that might be more relevant to the offering at hand will be more likely to provide for a better return on a limited budget by marketing to the most relevant audience.
- Experimenting and Exploring New Opportunities – While the previous three core advantages of marketing segmentation of Jewish audiences are rather obvious and self intuitive, this last one is a bit more out of the box. By segmenting and testing different audiences, and understanding their innate intricacies, one can glean important and valuable data about future moves for growth. By seeing how different Jewish audiences respond to your offering, you can both tweak your offer to increase customer growth as well as expand into new offerings based on learning about what the audience segment needs and wants are. For example, if you learn from your past segmentation and marketing relating to a kosher coffee brand that a specific portion of the Jewish audience wants a more stringent kind of kosher certification, there is potential opportunity for broader segment appeal and growth by implementing this certification. This valuable information was learned by initially marketing to the Jewish audience and through attaining the basic kosher certification. With the change to the more stringent certification, a greater portion of the Jewish audience was included as customers. This insight was only learned through initial segmentation which was then further refined to propel growth.
In addition to the four scenarios and advantages listed above, segmentation also allows for catering properly to the traditional “Four P’s of Marketing.”
- Price – Pricing and structure often times needs to be different for varying audiences depending on their wealth and other related profiles. For example, an offering with both budget and luxurious options will do well to tout their more economic offer to a more budget conscious audience. On the other hand, while marketing to a wealthier audience, touting their pricier but more extravagant option will likely enhance the desired response.
- Place – Along the same lines as with pricing – based on the target customer, depending on the customer profile(s) you are trying to reach, it is more likely than not that they are found in different places. For example, wealthier customers are often times reached in different places than where those of lesser wealth are found. While wealthy customers might be most accessible through advertising in wealthy neighborhoods or “luxury friendly” platforms, the less wealthy will likely be better reached on more budget friendly platforms or in more economic neighborhoods.
- Product – When it comes to the actual offering, segmentation also helps to differentiate the messaging of product features. As discussed previously, for example, when marketing an appliance to a Jewish segment, stressing features that take into account religious obligations for those who keep the Jewish Sabbath will be a stronger offering than simply a product that offers general appliance features.
- Promotion – How one goes about strategically forming the campaign messaging and associated general promotion, while taking into account specific sensitivities of particular Jewish audiences and many other related intricacies also plays a big part in the overall segmentation strategy. By splitting up different segments of the Jewish audience, promotional aspects that speak more effectively to one subset can be used for that audience while using a different promotional strategy that speaks stronger to a different subset can be used for the other audience.
Before Embarking On Marketing Segmentation – Check If:
- Measurable – Before beginning to segment your Jewish audience, or any audience for that matter, it is vital to understand whether the segment you are trying to reach measurable. That is, is it possible to segment the audience into a measurable and separate subset. The more nuanced and specific one gets when it comes to segmenting, the more difficult it becomes to accurately measure the segment. This is one of the most common pitfalls with segmentation, where it is taken to an extreme and it becomes impractical and unrealistic to be employed as a useful and actionable technique.
- Actionable – Once it has been ascertained that the segmentation strategy is measurable, the next question should be whether the segmented audience is actionable. Put more succinctly, even with a properly segmented audience, is there a marketing campaign that can be effectively and efficiently launched based on the segment. Is the return going to be worth the investment? Often times, if the segmented audience is too small than it will not only be tough to measure but it will also be lacking in potential and hence not actionable.
- Accessible – And lastly, even after both measurement and actionability have been positively determined, there must be a way to access the segment. To elaborate, is there a way to reach this very specific and focused segment of the Jewish audience in a manner that will provide for a positive return. This is a quite important question to answer when embarking on the segmentation process since even with a properly executed strategy in terms of measurement and action, without a way to access the segment all is going to go up in smoke. To illustrate this point further, if through the segmentation process, a customer profile is created that is so nuanced that it is not feasible to reach this “optimal customer,” we have an inaccessible segment.
A Precursor To Proper Segmenting: Establish Your Optimal Customer Profile
The first step in segmenting for Jewish centered marketing campaigns is understanding who and what makes up your optimal target customer within the broader Jewish community. This customer persona is created and established through an in-depth understanding of both your offering as well as the many different intricacies that make up the different cross sections of Jewish communities around the world. By analyzing what the essence of your product, service, or other offering is and which section of the Jewish audience would be most relevant to the offer, a specific customer profile is created. This profile may include a geographical area, age range, wealth bracket, as well as other related demographic markers.
The Example: Jewish Audience Segmentation In Practical Terms
Taking a specific example to better illustrate market segmentation in the context of a Jewish centered ad campaign will be helpful. Going forward, we will be discussing a scenario where a premium cruise operator would like to reach and expand in the Jewish market. The company is looking to tout its kosher food options, family friendly activities, and sensitivities for Jewish religious requirements.
The First Step: Creating Your Optimal Customer Profile
When creating the persona, the main details that should stand out about the cruise offering previously described are as follows:
- Premium: Our optimal customer profile will be someone who has considerable disposable income which is denoted by the premium nature of the cruise offering signaling a higher price point.
- Kosher Food: With kosher food being one of the front and center advantages that the cruise operator is offering to attract Jewish customers, we will seek out a Jewish audience that keeps the laws of kosher. While the cruise may speak to other less observant Jewish audiences as well as those that are not Jewish for a host of other reasons such as a family friendly environment, this campaign will be directed at Jews who will be very enthusiastic about the kosher food on offer.
- Family Friendly: While the family friendly aspect of the cruise can certainly appeal to numerous audiences, both Jewish and those that are not; for this Jewish centered campaign we will be seeking a Jewish customer persona that will be excited about the family atmosphere. We would potentially be looking at younger families or perhaps grandparents that would be interested in taking the younger generation on a cruise.
- Sensitivity For Jewish Religious Requirements: There are few things that can bum out a good time on a vacation getaway like a hassle or insensitivity relating to one’s religious observance. Experiencing a cruise where staff is both knowledgeable and understanding as well as accommodation seamlessly flowing with a guests religious obligations will speak loud and clear to a Jewish audience who follow strict guidelines. This is a huge advantage over other operators who may not be offering this unique aspect of their cruise. We will therefore seek to capitalize on this point and seek to market to a religious and observant Jewish audience.
A Review: Creating Customer Personas
So let us review briefly some of the aspects involved In crafting the optimal target customer profile.
First, we analyze who within the larger Jewish audience would be most interested in such a product, service, etc. What are the advantages of the offering? Who would they most relate to? In the scenario of the cruise operator, based on the description, it is safe to assume that the product will be on the higher end of the spectrum when it comes to price. One should therefore conclude that the item should be marketed to a segment of the broader Jewish audience that has a specific wealth profile. There is also kosher food on offer, which leads one to believe that the cruise would be very relevant to a kosher conscious consumer. The cruise is family friendly, and sensitive to religious requirements, which will direct us to focus on reaching a religious family.
While only the most obvious and basic aspects of this example product were explored in coming up with the optimal customer profile, the takeaway should be that creating the profile of who you need to reach is the first step and is of great importance.
Now that we have created a very basic customer profile, the next step is applying the profile to the broader Jewish audience and segmenting accordingly. This is quite possibly the most difficult part and where the most substantial errors can be made. The reason for this is because while it is somewhat self intuitive to create a customer profile based on the in-depth knowledge of your offering, knowing the minutia of the many different Jewish communities, and deciding which one(s) are best for your marketing focus requires extensive knowledge and experience.
Applying The Customer Persona Through Segmentation
Once the target customer persona has been created based on your offering it is now time to compare the data points of your “optimal customer” and see which segment(s) of the Jewish audience are most relevant. So let us explore some of the most common segmentation points and how they relate to the sample customer profile we created based on the cruise offering described previously in our discussion.
- Geographic Segmentation: Segmentation based on geographic location is quite arguably the most common aspect of segmentation used. This aspect can be as broad as targeting by country as well as being as specific as neighborhood. In the example scenario of the cruise line, it might be advantageous to market to Jewish communities that have a higher than average wealth profile in line with premium nature of the cruise offering.
- Religious Affiliation: Properly formulated marketing campaigns trying to reach a Jewish audience are likely to have some segmented aspect revolving around religious observance. Whether it be a CPG, hospitality related offering, or anything in between, it is often times helpful to analyze which Jewish community, based on religious affiliation, would be most effective to market to. Certain offerings will be very relevant to more Orthodox Jews while others may be more appropriate for less observant, Conservative or Reform communities. In the example of the cruise, the kosher food in combination with the family oriented atmosphere and religious sensitivities would most likely translate into a decision to reach out to more religious Jewish geographic areas, with specifity down to focusing on certain neighborhoods.
- General Demographic Markers: In addition to location and religion, there are a host of other demographic details that one can use to segment their Jewish audience. While all markers work in conjunction in coming up with the best segment to target, some of the additional data points include general things like wealth, language, and employment status among others. As we mentioned above, in the scenario of marketing for the cruise, we would be looking to reach a higher wealth profile with a family.
- Psychographic & Other Affinities: While not really applicable to the cruise example we have been discussing, additional markers can be employed in some Jewish marketing campaigns. Some of the main points to consider include the profile’s political leanings, social and charitable affinities, and hobbies. Taking these aspects of a profile into account become especially useful in digital campaigns where these data points about an audience are available and can be filtered.
- A Wealth Of Other Possibilities: In addition to the most common segmentation possibilities discussed above, there are many other ways to segment. The exact options and techniques used really depends on the marketing scenario and goals. For example, and audience may even be segmented further depending on where a potential customer is currently holding within the sales funnel. This can be done through different landing pages and emails being displayed to different customers. A customer further down in the funnel may be given more prominent CTA’s while a newer prospect may be nurtured further.
An important Point To Remember
It is important to remember that segmentation for the Jewish audience does not rule out other general marketing or additional specific audience marketing. Segmentation between different audiences are not mutually exclusive. There is usually substantial overlap between two unique, but at the same time overlapping segmented audiences. These “hybrid campaigns” are actually pretty common. An offering may be very relevant to both a Jewish and Chinese audience. The same offering may also be relevant to a Hispanic audience. In such instances, it is important to craft appropriate messaging and strategy for each of these audiences.
Bringing It All Together
While this discussion really only touches a small portion of segmentation when it comes to Jewish marketing, it should be apparent that this a complex and detail orientated process. To recap, the first step is to craft your optimal customer profile based on your offering. Once the profile has been created, it is time to decide which Jewish audience(s) segments are most relevant for your offering. Parsing the different Jewish communities and knowing how to reach them requires an in-depth understanding of the demographics and habits of each specific subset within these communities. Innovating your approach depending on the audience you are trying to reach is imperative at every point of formulation and execution of your campaigns. This can be overwhelming and prone to error but a properly executed segmentation strategy is likely to provide for a rewarding return on your investment and efforts.
We hope you found this discussion on “Segmenting The Jewish Audience” to be helpful in understanding both the value and importance in segmentation for your Jewish marketing. This discussion will also help you in forming your overall segmentation strategy, while also helping to ensure that you avoid the most common pitfalls.
With SquaredUnion’s proven process and our proprietary HYPERFOCUS™ methodology, we help you focus and reach your optimal Jewish audience in an effective and efficient way. Our expertise safes you both time and money as well as helping to ensure you see impressive returns on your Jewish marketing efforts.